Jitterbug e-commerce operation of - search marketing

I. What is search marketingIn the previous article we explained what infomercials are. Shake voice e-commerce operation of - information flow advertising - Zhihu(zhihu.com). In fact, search advertising corresponds to the user's active behavior, and infomercials are the user passively being pushed ads, both of which are certainly superior to search in terms of accuracy. Figure out a few keywords - SEM | seo | PPC search engine marketing (SEM), which contains search engine optimization (SEO) and bidding advertising (PPC) two parts: (1) SEO refers to the businessman can use the search engine's ranking rules to improve the natural rankings of the site by optimizing the keywords, titles, content or increase backlinks to attract such small details to enhance the ranking. This way to achieve the effect must be done consistently, so it is difficult to see the effect at once. (2) PPC is simple and brutal, you just select the keywords and then pay, the search engine itself will pay the highest rankings in accordance with the principle of the former, the site rankings show. Search marketing is frankly out of SEM and SEO. is based on a platform within the platform content algorithm for the content optimization methods, the ultimate goal is to make the content as much as possible to be included in the search results, and in the results of the page as much as possible in the front. Second, the thinking of search marketing, the godfather of American drama has a good saying: a glance to see through the essence of the people and spend a lifetime to see through the essence of the people are destined to have a very different destiny - no matter how search marketing changes, its essence - the user demand is not going to change. From the traffic entrance in the PC era, to the subscription system, the division of information flow, and then to the 4G, 5G era of short video, live broadcast. Interaction will change, the scene will change, but the user "search" demand will not change, the need to iterate is the brand facing the new scene "search marketing" logic. Search marketing form change - from point to face in the traditional search context, the search behavior is point to point, people online search have a strong purpose, that is, "to find the answer", the search is only as a tool to find the answer in a certain node will be The search is only as a tool that will be needed at a certain node of searching for answers. With the rise of new media such as short-video live broadcasting, the content ecology is extremely prosperous, representing the "subjective content will" and "information purification" of the search is still the most accurate and high-quality traffic, but also another kind of immediate need. However, the user's expectation of "search" has evolved from getting "answers" to multi-dimensional "value". If the content in the past can only be the result of the search, then the current content can be the user's reason for search, can be the answer, can also become the next search behavior trigger point, the role of search is from a single point to multi-dimensional transformation. The most intuitive example is that the user's search while watching within Jitterbug has become a natural action, for example, if the user sees that the scenery of a certain place is very beautiful, he or she will directly search for tickets, travel tips, etc. in Jitterbug, and Jitterbug will extend the content in more directions according to the search keywords. In fact, we can see that content+search is involved in the whole process of "continuously generating interest" and "finding more value" for users. Aurora research data shows that users will search on 3.8 platforms every day, 90% of users are searching as they watch, search is no longer limited to a certain platform, and is not just a tool, but has become a habit. The search scene has changed, the content richness has changed, the rhythm has changed, and the user habits have changed. The high prosperity of the content ecosystem means that the search behavior is bound to grow exponentially, and the "new search" wave of content-inspired+video search+search after watching is now booming. For users, the new search helps users connect the hub from "passive understanding" to "active contact", and such an in-depth cognitive cycle makes the search connection from "question-answer" to "question-answer". This deep cognitive loop has elevated the search connection from "question-answer" to "content-value". For brands, the new search has become a marketing hub in the integrated marketing chain, connecting advertisers and various marketing products within the giant engine ecosystem, and is a marketing hub that connects the exposure of traffic to the distribution of traffic again. Wider and richer new search traffic means new growth space. Advancement of search marketing - from marketing tool to marketing hub for brands, search traffic is undoubtedly accurate. Traditional search is competing for stock, but at the end of the traffic dividend, quality search traffic is becoming increasingly scarce, and the incremental space is becoming less and less. Under the traditional search model, the user's search demand side and the problem solving side are often in different platforms, the user has to constantly switch the scene, the whole process is fragmented, which also leads to user resources are also very difficult to precipitate to the brand side. Search traffic growth has peaked, a single channel, and the difficulty of accumulating brand user assets has become the three difficulties of traditional search marketing. In the "new search" scenario, the short video-based content ecology, users do not need to repeatedly switch scenes, the whole process experience is immersive, rather than fragmented. Meanwhile, in the face of the fragmentation of the user's search path, as mentioned above, in the process of "problem-search-solution", users will have new search needs at any time, and all of these points that may generate demand for the brand are new growth space. For example, from the opening screen of Jitterbug, live broadcasts, short videos, to topics, comment zones, challenges, etc., all of which may stimulate the interest of users, the giant engine new search as a marketing hub, can be very good at closing the mouth of the natural traffic brought about by the exposure, and traffic redistribution, so that the value of the fragmented needs of the user at any time can be taken up. Super product specialization, activity product specialization, star product specialization, hot product specialization, live product specialization, flagship store product specialization In the rich product forms of Julumengine, advertisers have more "tailor-made" opportunities to adapt to different scenarios and marketing resources, and use search to keep users' active eyes. In addition, in the giant engine ecosystem, the search of the marketing of the exposure of the front link and the conversion of the back link more closely linked to the large exposure attracted by the user precipitation to the enterprise private domain, live room, etc., to achieve the long-term value of the brand. There is no concrete case without concrete perception, in the case of Wuling Hongguang, for example, the search display synergizes all kinds of high-quality content exposure, attracting a large number of users, and in the live broadcast directly precipitated 55,000 fans, the growth is 2 times the usual, and for the Wuling Hongguang subsequent private domain operation has accumulated a huge amount of brand assets. Upgrade of brand marketing - from the point of advertising to the content network brand marketing development so far, the era of crude single advertising has passed, the explosion of the amount of information and the user's increasingly rare attention means that, how to link the scattered high-quality advertisements into a content network through space and time, become a brand to continue to achieve the It has become a must for brands to continue to realize marketing growth. I still remember that in April this year, LIBERTY took advantage of the cross-screen interactive music variety show "Praise for the Song" co-produced by Zhejiang Satellite TV and Jitterbug to create a marketing event, online and offline omni-channel marketing strategy, LIBERTY x Jitterbug Super Product Day related video playback volume of more than 5 billion, which comprehensively enhanced LIBERTY's brand awareness. It was unknown at the time, but now in retrospect, the brand's marketing ideas are ingenious: - Hot search list became a new choice for exposure found that the Jitterbug hot list for LIBERTY's overall project brought 100 million + exposure incremental; - Recalled people with high intent found that the average click rate of the recalled people's pints was as high as 18%; - Active search for a higher conversion of intent, the search source of the user's GMV is higher than that of the ordinary user 33.5%; it is not difficult to find out that, in the It is not difficult to find that throughout the marketing process, the giant engine search is helping LIBERTY string this net. In today's fragmented communication environment, a brand that can continue to traverse the cycle will not just be synonymous with a specific product for users, but also a certain experience, a certain memory. The only secret to sustaining this special is content: continuously connecting with the user so that he recognizes you, becomes familiar with you, and actively connects with you until you are included as part of his emotional life. Huge engine new search as a marketing hub, in today's headlines, jitterbugs to build a more diversified and stable content ecosystem, focusing on e-commerce live, hot content, life services in three major directions, so that the search scene is richer, but also let brands in the content level of the power of the network to find their own product effect synergy road. Third, how to do a good job in search marketing 1.fully understand the product, do a good job of budget allocation, put a clear target positioning. To operate a project, before the development of SEM marketing objectives, as an advertiser, you must have a clear knowledge of their own brand, products, services, such as which groups of people apply, audience profile, market capacity, market location and other attributes. At the same time, understand the industry of the market where their products are located, analyze the market, and know the market development trend by heart. To put it bluntly, we need to understand the advantages and disadvantages of the product, as well as the competitors are what, how our company's strength, the strength of competitors, this strength includes brand influence, competitiveness. Determine this point, we then plan the product according to our strengths to put the keywords, geography, time and so on the refinement of the dimensions. Of course, the most critical point is that our target must be clear, put the target analysis is the first task of search engine marketing (SEM), the analysis of the target, is the premise of all marketing activities. Only set the target, understand the audience as well as insight into the market situation, in order to develop a targeted placement program. For example, the following placement objectives: 1) after the placement, the enterprise expects to achieve what kind of marketing objectives, what is the ideal expectation. 2) the enterprise's previous SEM placement effect and KPI indicators, including the enterprise's requirements for these KPIs. 2. Understand the industry attributes, crowd attributes, the target population search behavior attributes to understand the industry in which the enterprise is located in the approximate situation, whether there is a low peak season. The target population's education, search habits, age, gender, geography and education level. Working days and non-working days, working hours and non-working hours there is no difference, the search habits are computer-based or cell phone-based. These data are very critical, can be set for us to put time, geography, population and so on to provide guiding opinions.3. Simple and reasonable easy to manage the account structure of a good search engine marketing foundation from the account structure, I believe that the account structure and promotion of the project's attributes are related to the following chart: I contacted most of the account is a general account structure, such as the medical industry is based on the geographic area + project points Plan, and then plan to promote the following unit, promote the unit is subdivided into brand words, competitor words, symptom words, treatment words, general words, cost words, word-of-mouth words and so on. Now I am doing the account belongs to the complex account, the plan is divided in accordance with the project + city + put equipment to build, as follows: this project is because each city needs to set up a separate landing page, put the time period and price, so build a very fine, this is very much related to the project attributes. 4. perfect data report, including the dimensions in the data analysis before first need to get the data, specific What statements need to be done please see this article: we do not do statements to do to the leadership to see, but through the data statement to find the problem in the placement, and then go to solve him, through the adjustment of the account to make the effect of the placement of better SEM is to make decisions through the data analysis, so the finishing data must be careful, if the data is wrong, the consequences of the adjustments can be imagined.5. Accurate data analysis, determine the optimization strategy and implement it, monitor the optimization strategy, and then adjust it. Determine the optimization strategy and implementation, monitor the optimization effect of the account optimization process is through the continuous analysis of the placement data, to find the process of the problems in the placement. First of all, we have to compare the daily table, for a stable old account, the magnitude of data fluctuations will not be too large, is not a need for frequent major adjustments, for the new account, that is, we step by step to compare the data, the process of tuning. So how to analyze the data, we can analyze the adjustment through the following dimensions 1) time slot project on line, we need to do a time table, to determine the consumption of each time slot, as well as the current time slot of the lead collection situation, the day's data is nothing to know the significance of the data, we insist on doing a 1 week to 2 weeks, basically determine the effect of the time slot in that time slot is good, and then focus on the effect of the good Then focus on the ranking of the time period, more budget, the effect is not good time period can be turned off, or reduce the budget, this way, it reduces the cost of a lot. In addition to the daily hours, but also need to analyze the working day and non-working day placement effect data, as well as working hours and non-working hours of the placement data, compare whether there is a significant difference, some industries are working time effect is good, some industries are non-working time effect is good, we according to this time period data to allocate the budget, good time to spend more, so that he is better, not good time to spend less, to reduce the cost of 2) geographical focus on the placement of the geographical statement, then focus on the effect of good ranking, more budget can be turned off, or reduce the budget, in this way, it will reduce the cost of a lot of things. ) geographic focus on the placement of geographic statements, and then according to the data conversion to determine the following data geographic lead volume and conversion statements 1. large volume, high-cost geographic 2. large volume, low-cost geographic 3. small volume, high-cost geographic 4. small volume, low-cost geographic 5. no volume of geographic According to the above five types of geographic division, and then adjusted according to the following strategy 1. large volume, high-cost geographic areas, you can increase the budget, but need to analyze the reasons for the high cost and to reduce costs. But need to analyze the reasons for the high cost and make adjustments. 2. large amount of low-cost geographic areas to increase the budget, grab the rankings to grab the flow, and then continue to follow up on the results. 3. small amount of high-cost geographic areas, reduce the budget, reduce the keyword rankings, and only cast a good time period and keywords, follow up on the results. 4. small amount of low-cost geographic areas, increase the budget, grab the rankings to see if you can increase the volume, or may just increase the cost of continuing to follow up on the results 5. No amount of pure spending on geographic areas need to be assessed, to consider the characteristics of the industry and products, some products are not suitable for investment in first-tier cities some products are not suitable for investment in third-tier cities, really can not handle the stop don't run, lest it be a waste of money. 3) Keywords / search terms keywords and search terms is the core of the core of the data analysis and adjustments to the account, the data must be done meticulously, and it is best to monitor each keyword consumption and conversion, and to determine the keywords, and the keywords, and the keywords, and the keywords, and the keywords, and the keywords. and conversion, and to determine the cost of the keyword to obtain a single lead (consumption/lead volume). Keyword cost and conversion statement keyword adjustment is more complicated, I according to the keyword consumption and conversion of keywords into the following categories: keyword filtering model keyword adjustment strategy high business opportunities low turnover words adjust the matching method, price cuts, reduce the ranking of high business opportunities high turnover words to ensure that the ranking of the flow of traffic to ensure that the number of clicks on the low business opportunities high turnover words to ensure that the ranking of the flow of traffic to ensure that the number of clicks on the low business opportunities low turnover word to ensure that the ranking of high business opportunities low turnover words to ensure Ranking high business opportunities without transaction word price reduction or do not vote low business opportunities without transaction word price reduction or do not vote without business opportunities word do not vote 4) source channels we will put in the process of different sources of channels set parameters to facilitate the distinction, or to the use of different landing pages to put, in short, we need data to determine the effect of the following sources, such as: 1. PC traffic and mobile traffic 2. Different types of keyword conversion comparison 3. Online customer service / form / 400 conversion volume comparison 4.SEO / SEM traffic distinction comparison based on the above data comparison, we can determine the proportion of PC mobile, convenient allocation of budget, to determine the direction of the investment. Then according to the comparison to determine the adjustment in addition to the SEM account. For example, the customer acquisition page to form or online customer service is the main, those types of keywords should pay more attention to and so on. 5) refinement of the operation of each SEMer have their own understanding of the operation of the refinement of the author's mind refers to the operation of the sub-temporal operation, the cost of keying, catching the results, from the day to day to ensure that every day to achieve the most perfect inputs and outputs that can be achieved, and every day to do a review of the statistics of the day! As of the end of the day how much money is consumed, how much is converted, where there is a problem, where to adjust. Search term report daily no words, add words. So that to the weekly summary, the monthly summary must also be the best results SEM can achieve. Data analysis is important, and execution is more important!