SEM / Keyword Advertising
Search engine marketing (short form: SEM) plays an important part in your marketing mix. And this is not only true if you consider the search engines a sales channel to generate orders and leads but more and more if you are a brand marketer that wants to increase brand image online.
a) 75% of Internet users use search engines to find information about products and services they are interested in. This is great, because these people already have some interest in your product category. You will save a lot of marketing budget by avoiding divergence losses.
But important: When people search for anything that is related to you, you MUST be there. Now it’s your task to convince these searchers that your offer is the best. This can be done with good and targeted keyword advertising texts.
b) Cross-channel user behaviour: This means that your target group sees your offline advertising on TV, on outdoor ads, in magazines, etc. But eventually, after a few touch points with your brand, they will go to the Internet and ask the search engine about you.
Typical search phrases are:
- experiences with [your brand]
- satisfaction with [your brand]
- compare [your brand]
- negatives of [your brand]
Or they simply type in your brand name and see what pops up. Now, your keyword advertising MUST be there. On position one. So, you need to have all kinds of keywords which are related to your product names, brand, company name, etc. in your keyword advertising campaign.
Read more about China Search Engine Marketing here or contact us directly.
Tags: keyword advertising, search engine marketing, SEMRelated posts
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Stefan is Managing Director of 3digitalminds Co., Ltd., a China Internet marketing agency and SEO company. He shares thoughts and experiences about online marketing in China, China SEO and Chinese PPC.Contact
