IV - SEM: a battle for first place According to the study of the FTA, most Internet users in both 17-24 and 25-30 age groups have used search engine in three months, of which more than 50% use at least one times daily. Finding information was second among the reasons the Internet (after reading the news).
Advertising on search engines (Search Engine Marketing - SEM) approach is of potential customers by providing enterprise site shown in the first position on the results page of search engines Google, Yahoo, MSN ... According to Mr. Chandler Nguyen, an expert SEM Bishop Company, this is a form of advertising effectiveness in the context of the current recession, because the cost savings and efficiency in attracting customers to buy goods at the site or shop Now, to easily control and evaluate the rate of return on invested correctly and transparently.
This advertising method has two forms: Pay Per Click - Pay Per Click and Search Engine Optimization (SEO) - Optimizing search engines. Market in Vietnam or some countries in Southeast Asia and East Asia, many marketers often include only misunderstanding SEM Pay Per Click SEO is also a separate array. Therefore, when planning or approving advertising strategies on search engines, they often ignore SEO.
Pay Per Click - Opportunities after every mouse click
Pay Per Click (also known as Paid Search) is how to display advertising messages on the sponsored link (Sponsored Links) in the search results page of Google, Yahoo ... when consumers search for words relevant. Businesses will set the basic price per click and pay-per search engine user customers to the site. More and more people visit, the more business opportunities in the sales and brand building. At the same time can reduce advertising costs because the search engines, especially Google have a policy to reward customers with the quality of ads, many visitors to give users the best results . However, you must be aware because if you select a keyword is too popular, maybe you'll get more search but there are not really potential customers and you will be paying a huge fee.
How to get a Pay Per Click campaign effective?
1. Building a long-term advertising strategy. Businesses and agencies will need to realize that traditional Internet users to continually search for information online 365 days a year. Would be very wasteful if the construction business Pay Per Click campaigns like banner ads run, headlining appearance then quickly ended in a short time. They will also lose track of the market, lost ground and is difficult to compete with rivals.
2. The campaign with some basic steps. Keyword analysis, testing, site assessment and the business situation of enterprises, building advertising message, put the campaign on the search engines by bidding for keywords.
3. Measure and evaluate the results monthly. Each company has its own characteristics and should be reported to the individual parameters. Some basic parameters need to know is: the number of ad impressions, number of clicks, click rate, cost per click, number of business transactions collected, conversion rate ... When collecting reports, necessary to compare the results from the various promotional activities over time so that any activities that are more efficient at the same time capture the seasonal changes of the year.
4. Optimize campaigns based on press reports cao.Bao will become useless if not comment and apply the information collected to optimize campaigns. Most clients suffer as a result got a very nice report in Excel or Powerpoint, but the business or agency does not know what to do with this report, did not know the numbers on the contact report for the purposes of their business.
SEO - tips to increase website ranking
SEO is the process of optimizing websites for search engines to improve the site's location in the natural search results of Google, Yahoo ... when consumers type in a keyword relevant. Enterprise is no charge if it occurs in the natural search results a site is optimized will save a lot of running costs by Pay Per Click search engines included in the concept of Quality Score (Google) or Quality Index (Yahoo). SEO is divided into two parts: on-page optimization and off-page optimization. On-page optimization is how to build a site structure, web content, rigor, the connection between the pages of your site (links) ... Off-page optimization is a process common to your site many people.
How to get an effective SEO campaign?
To use SEO effectively, there are some basic things that businesses need to know:
1. Each site should be optimized in different ways based on the competitiveness of the industry, the complexity of the site, data management systems are used ...
2. Every business has the purpose of business, customers, different target markets, so the stages in the optimization process is also different. But overall, SEO only results when done over a period of at least six months to a year, with so many different tasks such as understanding the target audience carefully, plan keywords (keyword analysis), contact the web-masters to learn about the limitations of the CMS, advertising companies ...
3. The most important thing for SEO is to rank results (Search Engine Ranking) for important keywords. So when choosing keywords, you have to put yourself in the customer location, who they are and often choose which keywords to search for products or your services. Also, you must survey the market: the keyword search that is how many times a month, how much competition for that keyword. Many people are often optimized for keywords that are searched but not necessarily as potential keywords. The more keyword focused nature (keyword targeted), the more get less traffic, but will bring potential customers because these are people interested in your field and ability to purchase their very high. You should select 2-3 keywords for each site to focus on your page.
4. Each search engine has to evaluate and rank the individual displays, but they all aim to provide users with the best results (quality sites) through criteria such as technical, graphic, interior ... content and change frequently their secret algorithm to prevent abuse. Therefore, no one company can guarantee your site will rank customers how much, for any keyword, how long after the period of time. The construction quality of site content related to that keyword to give visitors helpful information is most important. If you just focus on the race location, the agency or business can fall into the artificial methods (black hat techniques) banned by Google or Yahoo. The search engine can be punished by all types of business websites from the search results list (Index).
V - VIDEO MARKETING: Spreading in the world of online clips
Exploit the interaction through audio and visual senses of consumers, video marketing is the harmonious combination of traditional television advertising with the spread of the Internet. With video marketing, the marketer can take to ad clip with a strong community without the costly expenses such as broadcast television, even as the series clips to tell the story for customers.
How to promote efficiency?
To use online marketing video needs to pay attention to the following tips:
1. Should use the video at the first page because that is like a business card exchange. The first page introduces you and all the first impression will be created here. Do not leave too far video on a page that customers do not even know it. Any way, let your site visitors the opportunity the company is watching the video.
2. Site selection. The best choices are the sites such as YouTube, Yahoo Video, or Google Videos, clip.vn. The main advantage is your video will be distributed free of charge.
3. Share videos. If you really want, allowing users to connect to your video. Viral video marketing is the best way to make the company was widely known. We provide the company name to the site with fast speed than any other marketing tools do.
4. Do not forget to add the words such as "tell a friend" (presented to a friend) or "visit our website (visit site) at the end of the video.
5. Duration. Video marketing must be short enough to not make the user bored. The large majority of Internet users do not want to waste their time and fed up with ads that never ends.
VI - BANNER: The path to business
What is Banner?
Banner advertising is a form of very common on websites today. That is the ad box to be placed on web pages, static or dynamic form, links to another site containing the information content of the ad.
Although the banner can be designed with any size, the placement of banner on the site will be more convenient to have criteria for them. Committee Interactive Advertising (IAB) to encourage members to use the four standard ad formats as: 180x150px, 300x250px, 160x600px and 728x90px.
How to increase advertising effectiveness?
Before proceeding to use banners, you should visit some sites towards the target groups and priority customers learn about the price of your ad, visitors of the site. To receive an advertising banner percent response rate significantly, it needs to be designed very professional, eye-catching. Do not think that is just a small banner on sites that do not neglect attention to it. Customer feedback will depend on the attractiveness of the ad. So make sure that: 1. Banner ads are designed by a professional or use a banner design company who are familiar with your company, most importantly, understand your advertising strategy.
2. Banner ads advertising message must be clear about what it will bring to consumers. A banner with dubious content will not be able to attract customers.
3. Banner advertising success necessary to use words to emphasize the benefits of the product which it is introduced.
The banner ads that combine all three things could get very high click rate. Because they are a combination of images to attract the eyes and the contents will motivate customers to click on it.
DiaOcOnline - The Journal of Marketing
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