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Do not waste money on SEM: Know your customers understand your users

, although it seems clear that many of our people in the industry (the so-called veterans), it may not be for everyone, but less obvious.

In other words, no matter what ranking you get, or how much money you spend on PPC in a month, you really should only consider one thing: your customers. 100% of your efforts must focus on who your customers are.

In this article, I give some tips to ensure that your marketing activities revolve around your customers.

Although I was unable to attend the search engine strategy conference held in New York this year (I went last year-it was an incredible experience), I was surprised and happy to hear that there was one from both SEM’s presentations and engines Themes beyond themes.

This theme is user intent

This means that when a user visits a search engine and finally click on a search engine results (whether paid or organic), the user must understand (their customers) what you want.

Over the years, I have begun to think about my clients and what they said when I asked them, what do you want in this campaign? Holmium

Many respondents include: holmium tears want to be [insert keyword here] in the first place or do holmium, holmium tears need to lower my PPC costs [insert value here] or holmium, holmium tears I need to beat the competition Competitor [insert competitor’s name here]. Holmium

these comments (I think, many customers comment) What is missing the most important element is the? Customer-centric.

I have been asking this question all these years—what do you want in this campaign? “I think on the one hand I can know how many people answered my question above,” I need to effectively reach my target audience. Holmium

Although many companies are beginning to realize this, but there have been no such a period of time.

I think what is happening in the world today is that companies are beginning to realize that search is a big business. Therefore, they let marketers interact with SEM companies instead of IT staff. It is these marketers who ask the right questions or, in many cases, answer the questions in the right way.

For example: I recently received a call from a client. The first thing they said was that we have designed seven unique personas for our website, which need to be targeted to everyone. Holmium

“What? You’ve done role-playing yet? We usually do,” but you know what? They did a great job. After checking their character information, I can give them a face. I know what that person looks like and what his or her intentions are for this website.

In today’s SEM world, this is the most important consideration-you must know who your customers are. You must understand their intentions if you want to succeed.

For example, if your customers tend to have completed the research phase and are in the buying phase, do not send them to the PPC landing page with product specifications. Instead, send them to a landing page that contains pricing and shipping information.

Even better, send them to the “Pricing/Checkout” page and have free shipping! This will undoubtedly help encourage sales.

Similarly, if you find that a product specification page ranks high in a purchase search term, try to find a better page to optimize for that term, and de-optimize the product page to make the purchase The page ranks higher.

This is where role playing is very useful. If you can give your customers a face, you can determine their intentions. If you can determine their intentions, you can effectively build your entire marketing campaign around it.

Usually you will find that when you are more intimate with this character, you may not need to rank 1 organically in a highly competitive term. You may be able to get rid of the high visibility and still leave an impression.

Similarly, you may find that knowing your target intentions can help you optimize your bidding strategy, cut expensive terms, execute sub-days, or whatever else you need to do to ensure that your website is right at the right time They are visible.

What many search engine marketers are learning is that user intent, from an accurate role, is more valuable than anything.

It is more valuable than the level 1 ranking. It is also more valuable than expensive PPC terms.

In fact, such knowledge is likely to affect all the terms you use. Although you may think that searchers will use certain terms, in fact, you may find yourself a bit outrageous.

But it’s not just search marketers who care about intent. Search engines are also investing heavily in technology to help them find out the intent of searchers and provide correct results.

For example, I can search for “Manhattan” and the search engine must determine my intentions. Am I looking for city information? Am I looking for a hotel or book a flight ticket? Or, I just want a drink recipe.

You see, simple terms like this can mean many things, so search engines are trying to use their technology to find out what searchers want.

Many times, when you perform a search, you see that a PageRank 3 website ranks higher than a PageRank 6 website, which is why. This is because the search engine has already tried to determine this intent and is therefore trying to match the website that best suits the searcher.

But why does a search engine pay so much attention to intent? It’s very simple. Most of us now use Google as our homepage. But what do you need to convert it to MSN or Yahoo? With a few mouse clicks, you change the search result provider.

This is what scares the engine the most-one of their competitors, or a brand new dark horse, will appear and attract users with technologies that improve user relevance. So, if you are planning SEM activities in 2006, my opinion is to start again. First, determine your goals. Then, determine who you want to contact and why they want to use your product or service. If you can determine this intention, then you can effectively plan a successful and economical SEM campaign.

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