What is Keyword Marketing?

Keyword marketing is currently the most popular and effective online marketing model. ^[1]

Keyword marketing

discuss

Keyword marketing is currently the most popular and effective online marketing model. ^[1]

Chinese name

Keyword marketing

Foreign name

keyword advertising

Belongs to

Internet marketing

The keyword-based online marketing model was pioneered by search engine companies, so it is also called search engine advertising, paid search, or sponsored search. ^[1]

Keyword marketing process ^[1]

Keyword marketing process ^[1]

The three types of participants involved are as follows:

(1) Advertisers, including companies, enterprises, organizations, and individuals who place advertisements on the Internet.

(2) Publishers, online companies that provide keyword marketing services through auctions of keyword advertisements.

(3) Network users, that is, ordinary Internet users.

Among them, publishers mainly include search engines and their partner websites, portals and social networking sites. In the actual market, portals or social networking sites, etc., may not themselves auction keywords, but simply display advertising links.

The simplified keyword marketing process can be summarized as follows:

(1) The advertiser submits an advertisement link to the publisher and purchases keywords that can trigger the advertisement, and at the same time sets the keyword matching method. Because publishers use auctions to determine the placement (slot or slot) and cost-per-click (CPC) of each ad, advertisers need to submit a bid price (bid, also called For a quote).

(2) The behavior of a web user on a publisher s website generates a certain keyword, such as submitting a query on a search engine, browsing blogs and blogs posted by friends, etc. The key that the system extracts from its content Words, etc.

(3) The publisher extracts the ads associated with the above keywords and their complaint prices according to the matching rules, and determines the advertisements to be displayed through auctions and the corresponding Placement and click prices.

(4) When the network user receives the advertisement link and clicks (or clicks by mistake, malicious click, etc.) the advertisement, the publisher deducts the fee from the corresponding advertiser's account at the price determined by the auction. In the marketing process, advertisers can improve their advertising links by analyzing relevant statistical data and optimize bidding prices on keywords to maximize their own revenue.