What is the process of Baidu search engine advertising?

What is the process of Baidu search engine advertising ? The search engine advertising process can be divided into five steps, namely setting SEM goals and strategies, analyzing keywords and historical data, formulating promotion plans, implementing and monitoring advertising and SEO effects, and analyzing and optimizing promotion data.

1. Goal - Setting SEM goals and strategies

Affected by factors such as industry differences, market position, competitive situation, product life cycle, consumer population characteristics, etc., the goals and strategies of search engine marketing vary greatly. Therefore, website operators should clarify the following points:

1. Promotion and positioning: shaping brand image, reputation, popularity or product promotion, etc.;

2. Target audience: Precision marketing to the target group can make your SEM journey more effective;

3 Promotion Strategies: Paid Marketing (PPC)? Organic Marketing (SEO)? Or is it an Internet integrated marketing model?

2. Analysis - Analyze keywords and historical data

1. Divide the keyword range and classification according to the target audience, and screen out valuable keywords. This can give full play to our subjective initiative or use auxiliary tools to select, which greatly saves promotion costs and efficiency;

2. Analyze historical data of keywords, estimate the consumption, effect and trend of search engine marketing through comparison and evaluation, and improve the effect of advertising ;

3. Through the analysis of keywords, if the initial strategy is found to have deficiencies, it can be adjusted in time so as not to affect future advertising plans.

3. Plan - Develop a promotion plan

1Complete website design and production based on previous target audience.

2. Through the analysis of keywords and historical data, set reasonable key indicators for website promotion activities, namely promotion goals, such as: total visits, average click cost, conversion volume, conversion cost, average visit duration, etc. If the campaign is to be run over a longer period of time, it is necessary to reach a consensus on key indicators with all parties involved in the promotion;

3. Based on SEM goals and strategies, consider objective factors such as promotion costs, time, resources, etc., determine the keyword list used for advertising, and formulate the best promotion combination plan that meets key indicators;

4. Complete the setting and testing of the advertising promotion effect monitoring system.

4. Execution - Implement and monitor advertising and SEO results

1On the one hand, choose the right search engine marketing platform for advertising. At present, Baidu is still the only dominant search engine marketing platform in China. Baidu's paid ranking and Baidu Union Promotion are typical examples, and you have almost no choice. Of course, 360, Sogou, etc. can also be considered, but the effect is not as obvious as Baidu; on the other hand, search engine optimization cannot be ignored. Although the effect of SEO is not obvious in the short term, in the long run, SEO is still a great help for the sustainable development of enterprises;

2 Tracking and evaluating advertising and SEO effectiveness is also one of the daily tasks. Collect data reports from all parties, discover and solve problems as soon as possible, maintain stable advertising and keyword rankings, and avoid large fluctuations.

V. Optimization - Promotion Data Analysis and Optimization

1Summarize data weekly, monthly, quarterly or in a specified time span, generate SEM reports, describe the current situation, analyze trends and effects, compare with key promotion indicators, and point out achievements and deficiencies;

2Based on historical data, delivery data, effect data analysis and updated market understanding, step by step adjust keywords, creativity, account structure, website architecture and content, operation process and other different levels to achieve or exceed the previously set key promotion indicators;

3. If there are uncontrollable factors, or if the expected situation differs greatly from the actual situation, it is necessary to adjust the strategy or benchmark and reach a consensus with all parties;

4. Based on the conclusions drawn from data reports and analyses, formulate optimization plans and implement them after confirmation from all parties.

Author: QnengGg

Source: QnengGg