Search Engine Marketing Services Arslan Rajpoot

1. Search Engine Marketing Services 1. What does search engine marketing (SEM) mean? Search Engine Marketing (English: Search Engine Marketing, English abbreviation: SEM) is generally referred to as search marketing. Simply put, search engine marketing is Internet marketing based on the search engine platform. It takes advantage of people's dependence on search engines and usage habits. When retrieving information, deliver the information to the target user. The basic idea of search engine marketing is to allow users to discover information and click to enter the web page to learn more about the information they need. Through search engine marketing, companies allow users to communicate and understand directly with the company's customer service and complete transactions. 2. Search engine marketing (SEM) methods: Enterprises are paying more and more attention to search marketing. The search engine marketing models used by domestic enterprises can be roughly divided into four types: search promotion, network alliance promotion, brand area, and search engine optimization. 1. Search promotion: It is an online promotion method that pays according to results. Currently, this method can be divided into: according to different billing methods: (1) CPM advertising (pay per display), when the user sees the advertisement, the advertiser will pay. That is, the advertiser only needs to display the advertisement to the audience, and the advertiser will pay. (2) CPC advertising (pay-per-click), when the user sees the advertisement and clicks on it, the advertiser will pay.

2. (3) CPA advertising (pay-per-action). When a user sees an ad and clicks on it, he or she will pay after learning more about the activity and completing certain specific actions. The action can be a questionnaire, form, consultation, phone call, registration, activation, Download, add to cart, purchase and more. (4) For CPS advertising (per-cost delivery fee), the sales commission fee is paid to the advertising site based on the actual sales amount generated after the advertisement is clicked. (5) For CPP advertising (per-cost delivery fee), the sales commission fee is paid to the advertising site based on the actual number of sales generated after the advertisement is clicked. 2. Network alliance promotion: Search engines unite many high-quality websites as a promotion platform. 3. Brand area: An information release platform is customized for brand enterprises at the top of the web search results. It is a search mode that integrates text, pictures, videos and other innovative search modes to display results. 4. Search Engine Optimization (SEO): Strictly speaking, SEM and SEO are inclusive relationships, that is, SEM includes SEO, and SEO is just a form of SEM. SEO is a technology that improves the natural ranking of websites in relevant search engines according to the rules of search engines. It is also an online marketing method. Search engine optimization is a technique that involves understanding how various search engines conduct searches, how they crawl Internet pages, and how they determine the ranking of search results for specific keywords. SEO uses methods that are easy to be cited by searches to carry out targeted optimization of the website, improve the website's natural ranking in search engines, attract more users to visit the website, increase the number of visits to the website, and improve the website's sales and publicity capabilities. , thereby enhancing the brand effect of the website. For a detailed introduction, please see: Search Engine Optimization

3. 3. Characteristics of Search Engine Marketing (SEM) 1. Promotion methods are inseparable from corporate websites Generally speaking, search engine promotion, as a common method of website promotion, is rarely used without establishing a website (sometimes it can also be used to promote online stores, corporate yellow pages, etc.). Search engine marketing needs to be based on the corporate website. The professionalism of corporate website design will have a direct impact on the effectiveness of online marketing. 2. The information conveyed only serves as a guide. What search engines retrieve is an index of web page information, which is generally just a brief introduction to a website/web page, or part of the content automatically crawled by the search engine, rather than the entire content of the web page. Therefore, these search results can only serve as an "introduction" How to present attractive index content to users as best as possible, whether it can attract users to enter the corresponding web pages based on these simple information to continue to obtain information, and whether the website/web page can provide users with what they expect. Information, these are the main contents that need to be studied in search engine marketing. 3. User-led online marketing method No company or website can force or induce users' information retrieval behavior. It is entirely up to the user to decide which search engine to use and what information to retrieve through the search engine. Which web pages to click on in the search results also depend on the user's judgment? Therefore, search engine marketing is led by users, which minimizes the nuisance of users from marketing activities and is most in line with the basic idea of Internet marketing. 4. A higher degree of positioning can be achieved

4. One of the main features of online marketing is that it can accurately analyze user behavior and achieve a high degree of positioning. Search engine marketing has better functions in user positioning, especially keyword advertising on the search results page, which can completely match user retrieval. The keywords used are highly relevant, thereby increasing the attention paid to the marketing information, and ultimately achieving the purpose of enhancing the effectiveness of online marketing. 5. The effect is expressed as an increase in website visits rather than direct sales. It is important to understand this feature, because the mission of search engine marketing is to obtain visits. Therefore, as the main means of website promotion, whether the visits can ultimately be converted into revenue is not determined by search engine marketing. This shows that increasing website traffic is the main content of Internet marketing, but it is not the entire content. 6. Need to adapt to the development and changes of the network service environment Search engine marketing is the specific application of search engine services in online marketing. Therefore, the application method depends on the working principle of the search engine, the service model provided, etc. When the search engine retrieval method and service model change, the search engine marketing method it should also change accordingly. Therefore, search engine marketing methods have certain stages, and coordination with the online marketing service environment is the basic requirement of search engine marketing. 4. Advantages of Search Engine Marketing (SEM)

5. 1. Quick results: After recharging and setting the keyword price, you can immediately enter the first page of the search engine rankings, and the position can be controlled by yourself. 2. Unlimited number of keywords: You can set countless keywords for promotion in the background, and control the number yourself without any restrictions. 3. Keywords are regardless of difficulty: no matter how popular the keywords are, as long as you want to, you can be in the top three or even first. 5. Disadvantages of Search Engine Marketing (SEM): 1. High price: The competition is fierce, and the unit price can reach several yuan or even hundreds of yuan, and it costs thousands or even tens of thousands of yuan a month. If it is done for a long time, it will require such high expenses for a long time. 2. Management trouble: If you want to ensure the location and control costs, you need to check the price every day and set the most appropriate price for bidding. 3. Personnel management: Special personnel are required to screen keywords, select suitable keywords, measure prices, and check results. 4. Independence of search engines: Each engine is independent. After you bid on Baidu, Google will not be ranked, and Yahoo will not be ranked. If you want all engines to be ranked, then you will have to spend several times the promotion costs repeatedly. 6. Implementation strategies of search engine marketing (SEM) 1. Analyze whether a certain enterprise is suitable for bidding ranking

6. The bidding ranking itself does not determine the realization of the transaction, but only provides a channel or opportunity for users to discover corporate information. It can also be seen that website construction is the foundation of Internet marketing. Without solid basic skills, no advanced Internet marketing methods will be available. Produce obvious effects. 2. Choose a search engine suitable for your company for marketing Under the same price conditions, you should try to choose a search engine with a larger number of users, so that the efficiency of retrieval and browsing will be higher. However, if the number of websites participating in the bidding for the same keyword is large, if the ranking is low, it will decrease. Marketing effectiveness, therefore a variety of factors should also be considered to determine the most cost-effective search engine. When possible, you can also conduct bidding rankings on several search engines at the same time, which makes it easier to compare the effects of each search engine. 3. Purchase appropriate keywords based on the actual situation of the company In fact, even in the same industry, since users use a keyword, there is a certain degree of dispersion, and the effect of just selecting one keyword is limited. The ideal way is, if the marketing budget allows, choose 3- By carrying out bidding ranking activities for the 5 most frequently used keywords at the same time, it is possible to cover more than 60% of potential users, and the chance of making profits will be greatly increased. In addition, careful analysis and design should be carried out in the selection of keywords. Hot keywords are more expensive. It is also an effective way to replace them with several related but lower-priced keywords. 4. Increase the conversion rate of click-through rate and business completion rate

7. (1) Integrating Internet marketing ideas in the website planning and design stage will not only save time and money than going back to consider this issue after the website is released but the effect is not good, but it will also increase the number of users to a large extent. Confidence for Internet Marketers. (2) It is extremely important that the content of the web page is relevant to the search keywords. If you promote certain keywords on Baidu or Google, after users enter those keywords and enter the website, they should enter the location of web pages related to the keywords. (3) Improve the online brand image and gain the trust of customers. 7. The difference between search engine marketing (SEM) and search engine optimization (SEO) SEM is the abbreviation of Search Engine Marketing, which is search engine marketing; SEO is the abbreviation of Search Engine Optimization, which is search engine optimization. From the actual situation of the domestic search marketing industry, SEM mainly refers to advertisements placed on search engines, and more often refers to pay-per-click advertisements, which is commonly known as "bidding ranking". Therefore, in actual domestic work, SEO is non-advertising natural search traffic obtained through technical means (called organic traffic abroad). SEM refers to paid search engine advertising traffic based on search engine bidding rankings. In actual operation, the differences between SEM and SEO in the number of keyword rankings, effective time, promotion stability, traffic stability, and traffic persistence are shown in the table below.