Online Marketing for Industrial Products Lecture Series Lesson 9:
SEM bidding advertising may be considered as Baidu Ads. As one of the entire search engine promotions, it also includes some other bidding advertising. SEM is the most efficient technique in online marketing becasue the fact that it is done through search engine ads which are placed on popular search engines makes it evident to be seen. Today, the online marketing realm has expanded its size vastly. Let’s list some of the platforms for search engine ads.
In the domestic market THe search engine marketing advertising we use most is Baidu search engine ads, or Baidu Ads. We also use 360 search engine ads, Sogou search engine ads, QQ search engine ads, WeChat search ads, Hao search engine ads, etc. Now domestic search engine ads are basically dominated by Baidu, 360, Sogou.
As for the overseas market, Google is mainly used, followed by Bing, which is one of the Microsoft-owned search engine ads platform.
Here I would like to share with you a online marketing story of Mr. Han.
Mr. Han came to work in Shanghai’s largest building materials market in 2000 and opened his own shop in the market in 2003. He employed seven salesmen for company business, which was lasklustre and could barely sustain itself. By chance, he heard that he could do promotion on Baidu to receive more business. Thinking about giving it a try, he paid RMB 3,500 yuan in advance for advertising. Few people were advertising building materials on Baidu at that time, and the Cost per Click (CPC) was only 0.3 yuan, so his business flourished at once. One year later, he received more business from the network than from the seven salesmen.
Baidu search engine ads has its own unique advantage: It ranks better in all search engines, as shown below:
We search the word “crusher”, a standard industrial equipment on Baidu, and we will find that in the search results of Baidu, there are five advertisements displayed on the left, and one on the right jointly with other relevant products. (The left advertising positions are not always in the top 5. Sometimes, they alternate with the natural listings). That is to say, the Baidu Ads occupy important positions in the whole search engine. According to the large amount of data, if an enterprise does well in online marketing, 80% of its inquiries come from paid search engine ads.
Advantages of Search Engine Ads:
I. Top Ranking
As is seen from the picture above, the search engine ads are uauslly placed at the top of the Baidu search results. Customers tend to choose these manufacturers who have placed search engine ads. The ability to bear the advertising cost also shows the strength of the manufacturer.
II. Immediate Results
As long as you start advertising today, you may get direct customers tomorrow. It is much faster for enterprises than other online marketing methods such as releasing a large amount of free information and optimizing organic rankings, which require some technical contents and a certain period of time, and may take months or even years to be ranked on the Baidu homepage. This is why we call SEM the most efficient method in online marketing.
III. Wide Coverage
Let’s take the keyword “crusher” we have searched as an example. I may bid for this word only, but many of its related keywords can also be covered, such as “crusher factory”, “Shanghai crusher”, and “crusher sales company”. Compared with other online marketing methods, it has very extensive coverage.
Disadvantages of Search Engine Ads:
I. Technology-based Advertising
Compared with traditional TV ads, newspaper ads and media ads, search engine ads contain very high technical content, and, to produce results, they must be managed by professional technical personnel. If you treat it as a kind of traditional advertising, and wish to achieve the goal simply by investing a lot of money, you will find it no effect after a while.
II. High Costs
This is compared to other marketing methods, such as email marketing, organic ranking and mass postings. The money spent on search engine ads is a bottomless pit. For instance, it is normal in the pharmaceutical industry to invest hundreds of thousands of or even millions of money for advertising their search engine ads in a month.
III. Vulnerable to Malicious Clicks from Competitors
Your competitors will deplete your advertising fee by maliciously clicking on your ads. When your ads are off the page, their ads can be ranked in the front. Compared with mass postings and natural listings, the Baidu advertising is far from solving this problem.
Keys to Search Engine Ads
I. Hire Professional to Manage. This person should have received formal training and must know how to manage the paid search engine ads.
II. Find Right Keywords.If you use the wrong keywords, there will be no searches even if your bid is very high, thus you won’t get exposures.
III. Make Your Search Engine Ads Stand Out.A good ad creative can make you rank higher when you are on the same ad page as your competitors.
IV. Keep a Good Ranking. Some enterprises are always mean with money and only willing to spend very little on advertising. Without impressions, their ads cannot be seen by potential customers. In this case, my advice is that either you give up advertising, or you try your best to maintain a good ranking so that customers can find you as soon as possibe.
V. Block Malicious Clicks. Only when you have completed this step can you started placing ads. Otherwise, much of your advertising fee will be wasted in vain.
VI. Filter Out Invalid Clicks.We need to analyze whether the clicks are from other industries, learners, or even some salesmen based on the background data, and filter them out all. Only by doing so can we introduce the traffic of potential customers more effectively.
VII. Produce High-Quality Website Content.We need to make our website content. Only after we have produced high-quality website content can we facilitate Baidu advertising. They complement each other. Without good website content, customers will just come and leave, and the conversion rate cannot be improved.
The Preview of Lesson 10: Natural Ranking of the Website
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