The biggest problem faced by fee-paying advertisers is how to generate significant income growth through the pc. A columnist, lori weiman, believes that the answer lies in brand bidding。
Welcome to the first part of the pc on how to profit from brand bids for search marketing staff. This series will answer the biggest question faced by the ppc advertisers in 2016: how can they generate a significant increase in revenues in such competitive pc markets
Unless your industry is just emerging through the ppc channel, it will be difficult to achieve what we have seen before. As a marketing strategy, the pc matured many years ago and it is now almost impossible to achieve a “easy victory”. Many industries are controlled by large players (e. G. Giants such as amazons), even long-tailed keywords become expensive, and the most senior marketing staff are often present with agents and use advanced sem bid tools (e. G., many domestic firms are using nine-brand bidding tools). Anyway, it's hard if you want to make a profit at ppc。
In addition, the ccpc's high water levels have also taken the lives of the owners, who had previously earned $100, of which $5 would have to go to search engine companies, while almost half of the profits now go to google and 100 degrees。
Looking at a set of data, data from the rkg/merkle 2015 show that the price of the search engine continues to rise, with branding rising by 300 per cent from mid-2014 to mid-2015, as opposed to a 75 per cent increase in non-brand entries over the same period。
Moreover, there are many outside advertisers who want to be put on the ppc, which would further increase competition. Data released by bing in late 2015 show that when advertisers bid brand names, advertising hits in the retail sector increased by 31 per cent and in the tourism sector by 27 per cent。
The data released by bing reveal a powerful way to save the number of hits lost. Their data indicate that when a retail brand did not deliver its brand name, 34 per cent of the lost hits went to other advertisements, while 6 per cent went to other searches。
As the cpc rises, it is extremely important for the advertisers to look for any opportunity to reduce costs。
How can today's pc marketers achieve a significant increase in income
Brand bid strategy: your secret weapon
In the saarch monitor, we have found a promising solution: brand bidding. Or more precisely, an effective branding strategy focused on income growth and brand protection。
This solution was not built overnight. My company assesses a lot of monitoring data on branding searches. We have confirmed the growing competition for brand key words. If our clients do nothing, the result is a higher cpc, a lower average ranking, and even an uninformed confrontation between advertisers and partners。
Our data show that the implementation of a suitable branding strategy offers an incredible value to advertisers. We can see:
:: consumers love branding searches. The volume of branding searches is amazing. For example, using the data of adwords keyword planner, we see that in december 2015 alone, 24,000,000 americans searched for the keyword “macys” and 850,000 americans for the keyword “macys jackets”。
:: high conversion rates for branding searches. Most of the traffic of the advertisers comes from branding searches. A well-known tourist brand, a client of the saarch monitor, shares two thirds of the pay-search hits they receive by investing in their brand names. In other words, if the client did not invest in its brand name, it would hand over 66 per cent of the hits on the brand name to its competitors。
:: rapid drops in hits as competition increases. Our data shows that the number of potential hits by advertisers is likely to drop 50 per cent as competition increases。
• significant growth of cpc as competition intensifys. We also found that when competitors compete for the top three, the cpc will grow by more than 60 percentage points。
• change of measurement by union competitors. Alliances can move away from 20 per cent or more of competitive automation and conversion rates。
Brand competition as a strategy for pc growth became clearer when i participated in a panel at the search insider summit in late 2015. The panel focused on income from brand advertising and brand-protected pc bid。
As each and every one of us shares our own experience of branding, it is clear that we all share the same view: branding is increasingly valued, it requires a lot of effort and battle, and brand protection in the pc can bring great benefits。
That's exactly what i'm saying when i say "great" effects. Some of our larger brand clients tell us that their strategy of branding protection keyword search has earned them hundreds of millions of dollars a year globally (or reduced losses)。
When i shared this information with advertisers — especially the data collected — their response was basically: “we also saw this phenomenon, but we don't know what to do.”
Series: guide to the effective management of brand bids
So i started this universal branding series. This series will provide search marketers with a detailed reading of brand bids and how they should be managed to generate significant pc growth. The series consists of eight parts:
Ppc optimized historical background (this is it). I will discuss the evolution of the pc from past to present, explaining why branding is the next logical step in this evolution。
Keyword. Once the historical foundation is firmly in place, the branding keyword should be discussed. This will be an indicator-driven article, using advertising surveillance data covering brand and brand + keywords and their value in advertising by the search monitor。
Best case. Once a keyword analysis has been conducted for branding and unnecessary competition, it is easier to make recommendations. This article will provide the best examples of rapid response and long-term protection measures for your brand search。
Partner relationship. This article will describe one of the most effective brand strategies: working with union members and partners to coordinate brand bids and support your brand。
Deal with competition. The article will share a little sticker on how to lower the cost of competitive brand searches. I will discuss strategies such as writing, landing page development, ranking and bidding。
Legal response. Yes, there are legal resources to help you reduce the number of competitions for brand searches. The article will discuss how the provisions of the law are made and how the law can help you, as well as describe legal responses, such as how to lodge a complaint with the engine。
Effective branding techniques. If brand bids were properly used, it would be very effective. The article will explain how the brands of other advertisers can be effectively bided, and list how some large brands that have found successful models operate。
Brand competition for the future. The end of the brand bidding series will summarize each of the small stickers discussed earlier, and will give suggestions on how to keep the brand bid strategy flexible in 2016 to accommodate inevitable changes。
Pc development history - series 1
The ppc's history is short but brilliant. It only began in 1998, less than 20 years ago, when goto. Com introduced the concept of click fees in a ted speech. The company was later renamed overture and subsequently acquired by yahoo in 2003. Meanwhile, google began its search operation in 1999 with 350 initial advertisers. One year later, google released adwords, followed in 2002 by adwords ' pc version。
The search engine market was full of more ridiculous engines than google's adwords. Remember windwhat, kanoodle and looksmart? In addition, the concept of black boxes in the main advertising data is not yet well understood. The advertiser can see everyone's bid, and the search engine wants to raise it in this way。
In 2010, when yahoo and microsoft collaborated to launch a ppc ad using two search features (yahoo! Search and bing) on an advertising platform to compete with google adwords, the ppc had experienced eight years of rapid growth. Even in 2010, the cost of keywords remained low。
With increased competition, the market search seeks ways to optimize their advocacy activities. In fact, the word “optimization” has become a super popular word in the pc field. Looking back, i found that the ppc optimization went through five different cycles, each becoming increasingly difficult. When you read the next five cycles, look at what cycle you're in — and what cycle you want to reach。
First cycle: optimization of list of keywords
The initial optimization strategy focuses on the breadth of the keyword list. This stage is relatively simple because everything has just begun. Keywords are cheap. When the concept of the pc is introduced, high-quality, appropriate-size keywords can be bought at 5 cents or even lower. Even five years later, if only a few dollars were offered by a search salesman for a hit, it would be ridiculed。
Since the bidding is so low, search marketers are happy to experience this new outreach channel. It's a big learning environment, not so competitive for years. And the final income is significant。
In 2011, the google website reached approximately $1 million in advertising. As competition became more intense, competition began to rise, especially for financially powerful advertisers. In 2011, insurance companies paid for the most expensive cpc. In 2015, law firms paid the most for cpc, while some of the hits in the medical profession amounted to over $1,000。
Second cycle: data analysis
After creating a detailed list of keywords, marketing staff focused on ppc optimized performance analysis. They study ctrs, conversion rates, cpcs and anything that can be monitored, and then fine-tuned their strategies accordingly。
In response to the growing demand from advertisers for detailed performance data, google acquired urchin software in 2015. The main element of the work of the entire data analysis department is to process a large number of hits and consumption data and to explore the next opportunity for optimization. As the budget increases, marketing managers begin to demand more roi and roas and hope to see more hits。
These additional, advanced data analyses have allowed the ppc to generate significant and sustained benefits。
Third cycle: bid automation
As a result of the analysis of the data, technological developments have allowed for the automation of a large volume of data processing tasks associated with optimization. In particular, the automation of competitive bidding allows advertisers to change their costs in real time, depending on changes in product costs or consumer demand。
A large number of pc bids can be controlled through competitive automated systems, making the data entered (data analysis) particularly important for pc optimization. This new technology has facilitated the start of the next cycle of ppc optimization。
Fourth cycle: exclusion
After the weak capacity of data analysis and automation to generate returns, experienced marketing practitioners further examined their marketing activities with a view to identifying improvements that would improve performance。
The search engine continues to provide new optimisations for advertisers and is popular with negative matching, search queries and other cost analysis tools. They use these tools to exclude those high-cost, but not productive, drivers. Another step in the growth of gains has to do with cost optimization。
Fifth cycle: relevance
Ppc optimizes the latest cycle at a time when marketing practitioners optimize their marketing activities in response to the new bidding mechanisms and the relevance requirements of the search engine of quality scorres (adwords quality scorres assessment score system)。
In any case, search engines focus on greater relevance and have been rewarded with cheaper cpcs for compliance。
Next cycle: brand bid
Time has passed and, as of today, marketers are looking for the next tool or technology to generate significant returns from pc performance. This series will present the idea that brand bidding is the next cycle of ppp optimization。
Brand competitions have begun to show their power, and now you know the secret of getting a lot of pc growth in 2016. I would like you to follow us in exploring the potential of a successful brand-bid strategy for significant income growth。
This paper is not going to be completed. It's going to be more exciting。
The nine-brand sem optimization tool helps entrepreneurs to accurately track complete data from pv to conversion, and thus analyzes the effects of keywords and helps entrepreneurs to find the best price, matching mode and geographical location of keywords by setting indicators such as conversion markers, roi and cpa. With the aim of being responsible for the final transformation of the client, undertake the same number of transformations, reduce the budget of the cpc by 5-10 per cent or the same amount, and increase the transformation results by 5-10 per cent。
Note: the text of this paper is translated by the nine blue lines team and reproduced with today's headline title: nine blues or wisdom id:jiuzhilan. In the case of those who do not sign, the right to pursue will be reserved。
