Let’s talk about how to place advertisements?

Baidu has been overhauling its business promotion services since May, removing unqualified customers and achieving a goal where the proportion of commercial promotion information on search pages is less than 30%. Specific measures: all ads on the right and intimate styles are removed, and a maximum of 4 ads are retained on the left, with obvious commercial promotion prompts. 360 and Sogou followed suit (Sogou has currently restored ads on the right).

This is accompanied by a scarcity of high-quality advertising space and an increase in traffic costs. In an era where opportunities and challenges coexist, what SEMers need to do is to control costs, increase efficiency and improve conversions.

1. Transformation from traffic to users

In an era where traffic is king, what is traffic? Traffic is the basis for achieving goals (orders, consultations, exposure). Advertisers never hide their pursuit of traffic. They launch large quantities of keywords and compete for rankings in order to control the traffic entrance. Hundreds of millions of advertising dollars are spent on search engine channels. Simple and crude delivery can get good ROI. However, when the industry undergoes changes or enters a mature stage, continuing to use extensive investment strategies will inevitably result in a significant increase in costs. SEM delivery requires a shift in mindset from buying traffic to buying users. Delivery strategy: shift from extensive to refined structure and strictly control the budget.

How to buy users? There are many operating methods, the core of which is for marketers to label people, mine keywords, find their own target customers through continuous testing, and continuously expand the user base.

Second, from educating users to catering to users

As a marketer, because you are familiar with every detail of the product, it is easy to put yourself in a superior position and look down on users. This resulted in problems with our copywriting , promotional activities and even registration process, which were out of touch with reality and incomprehensible.

For example, there was a period of time when the click-through rate of our product specials was about 60%-70%. Suddenly, within a period of time, the click-through rate of the product specials dropped to about 40%. Through communication with the media and checking the search paths of netizens, we found that netizens paid more attention to the official website. After updating the title of the product special and adding the official website, the click-through rate of the product special increased to about 80%.

Therefore, marketing personnel should not try to educate users by being a teacher, but should always look at the problem from the user's perspective.

3. Matrix planning channels

The fragmented era requires marketers to reach users through matrix channels.

Advertising channels: search, alliance, online alliance , navigation, super APP, information flow , application market ; each channel has several media. Below the search there are: Baidu, 360, Sogou, Shenma, Google, etc., and other channels are not listed one by one.

How to develop your own channel matrix ultimately comes down to choosing the appropriate channels based on marketing goal effect or exposure, using the 80/20 principle. Matrix channels to avoid fluctuations in overall delivery. What you need to pay attention to in channel selection is to communicate more with your peers and do not believe everything the media says. Always remember that you are the one who bears the KPI.

Tip : Be the first to test new channels. All media channels have a life cycle. The sooner you test, the sooner you gain the upper hand (so be sure to give smart marketers a budget to test new channels).

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