The basic idea of search engine marketing is to let users find information, click on the website/webpage through search (search engine), and learn more about the information they need. The following is the correct method I have compiled to do search engine marketing well. I hope it helps you!

Method step

Step 1: Understand which user groups the product/service is aimed at [such as men aged 25-35; Enterprises with a trade scale of 50~ 100]

Step 2: Understand the search habits of the target group [What keywords does the target group use to search for the target product? ]

Step 3: What types of websites do the target groups often visit?

Step 4: Analyze the characteristics that target users are most concerned about [the main characteristics that affect users' purchase, such as brand, price, performance, scalability, service advantages, etc. ].

The fifth step: bidding advertising account and advertising group planning [create advertising series and advertising groups of Google and Baidu; Need to consider the convenience of management, as well as the relevance of advertising copy and key words under the advertising group]

Step 6: Selection of related keywords [We can use Google keyword analysis tool and Baidu bidding background keyword analysis tool, which are based on user search data and have high reference value].

Step 7: Write attractive advertising copy.

Step 8: content online advertising

Step 9: Design the target advertising page.

Step 10: Evaluation of advertising effect transformation based on KPI.

Decomposition work

1, SEM team:

Core search team: flexible relative to the selected SEM work scope.

Peripheral search team: the organization's ready-made team, such as technology development team, content editing team, bidding management team, etc.

2, SEM marketing task composition and task implementation method:

Choose search engine marketing strategy? Core team decision-making;

Determine the target search engine? The core team decided? Except for regional search (differences in different countries and regions);

Make a keyword plan? Core team decision-making;

Manage bidding? Decision of the bidding management team;

Optimize the content? Content editing team execution;

Develop technology? Technical development team;

Determine the standard? The core team determines the basic standards and the peripheral teams adjust and improve them;

Choose a search marketing tool? Core team decision-making;

Report the results of evaluation criteria? Core search team.

system of selection

1. Choose an external SEM service provider or set up your own SEM team.

Considerations:

Corporate culture-can you persuade the supervisor to choose SEM service provider?

Budget? Can you afford an external SEM company?

Professional skills? Core search team members' own work skills;

Time? The time value from the start of SEM to its effectiveness;

Quality? Whether it can bring good sales results.

2, how to determine the appropriate SEM service provider:

Put forward your own requirements for SEM service;

Natural search experience;

Paid search experience;

Search strategy;

Keyword plan;

Technical professionalism;

Business reliability.

Interview and determine SEM suppliers:

Before the interview, make the professional ability score card of SEM service provider;

Pay attention to the website audit before SEM service;

Pay attention to the on-site evaluation and implementation plan of SEM service providers;

Pay attention to the flexibility of SEM service company;

Pay attention to the customer service team provided by SEM company? Time and job level of members.

3. Opportunities and potential risks of independently implementing the search marketing plan

Opportunities: working from the inside out, according to the actual situation of the organization, accurately determine the priority of SEM marketing tasks;

Through the internal training of employees, a strong and loyal SEM marketing internal team can be formed;

Potential risks: professional talents are hard to find, internal team backbone personnel are lost, and the implementation time is effective.

Planned cost

1, natural search optimization cost

Total cost = number of product lines * pages to be optimized for a single product line. Single page optimization cost.

2. The cost of paid search

Total cost = keyword series * number of keywords in each keyword series * actual keyword consumption (price).

3. Personnel costs

Total cost = management personnel cost+natural search engine personnel cost+paid search personnel cost.

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