Search engine marketing (SEM) is the marketing technique of placing ads on the search engine results pages (SERPs) to get website traffic. The term is often confused with search engine optimisation (SEO), which is related more to optimising your website to get more traffic. The two are completely different in both meaning and execution.
这篇文章着重于SEM方面以及如何最好地将其用于您的业务。简单地放置广告并获取流量似乎是一件简单的事情，但是要做的不仅仅是这样做需要的。要在SEM上取得成功，您需要制作正确的消息，选择正确的关键字并定位正确的受众。
If not done right, it can turn into a money pit that delivers very low ROI on the substantial investment that you put into it. Therefore, we are here to help you with all aspects of search engine marketing for your business.
什么是搜索引擎营销（+如何成功地做到这一点）：
搜索引擎营销 - 什么是SEM，它如何工作？
在详细了解任何细节之前，让我们首先了解SEM的实际工作方式。
Have you ever typed in a Google search query and noticed that the first 1-2 results are actually ads? These appear as any other listings but actually are sponsored. If you know what we are talking about, then that’s the gist of SEM. If not, you can keep an eye out for such ads the next time you run a search query in Google.
In a nutshell, SEM allows you to place those ads on a search engines results page when a user types a query. Advertisers bid for keywords for which they want their ads displayed. When a user types a particular search query, the advertisers who bid the highest for that keyword will get their ads displayed first.
与SEO一样，它至关重要SEM以及您的广告都显示在搜索引擎结果页面的第一页上。大多数人都不会超越首页，因此，如果您的广告在任何其他页面上都显示，那只是浪费金钱。
鉴于如此多的广告客户可能会竞标相同的关键字，并且只有少数关键字进入首页，因此您可以理解竞争的水平。
在这里了解正确的SEM策略可以帮助您脱颖而出。如果您想打败竞争对手，则需要在正确的关键字上保持聪明和出价。在下一节中，我们将讨论您需要了解的有关付费搜索关键字以及如何为您的SEM选择最佳的搜索关键字。
SEM关键字 - 您需要知道的一切
Keywords are the main pillars behind the success of search engine marketing. As an advertiser, you need to bid on keywords for which you want your ads to be displayed. Selection of these keywords is crucial to your success.
您如何找到合适的关键字要出价？两个词：关键字研究。
关键字研究
您需要在考虑启动付费搜索活动之前进行彻底的关键字研究。关键字不仅是SEM的基础，还是SEO和content marketing。Clearly, keyword research is very important as it helps with all your marketing endeavours.
对于关键字研究，您可以使用第三方工具Semrush或者Google关键字计划器which is a built-in tool that comes with your Google Ads account.
无论您决定用于关键字研究哪种工具，该过程都是相似的。您需要输入行业，利基或关键字，这些工具将提供相关关键字的列表。然后，您可以对该列表进行排序和过滤，并为您的业务选择正确的关键字。
关键字选择
一旦有了关键字列表，最大的任务是选择正确的广告定位的关键字。您可以使用关键字搜索量和难度分数之类的指标来缩小列表到最具竞争力的关键字。
Google关键字计划器, for example, provides a lot of details about each keyword. This includes clicks, cost, CTR (click-through rate), average CPC (cost per click), search volume, forecasts, and a lot more. It provides more than enough information to help you decide whether a keyword is worth investing in or not.
Source:ads.google.com
Source:ads.google.com
关键字选择的其他重要标准是相关性和用户意图。第一个与您的业务以及关键字的相关性有关。
后者是指用户在搜索特定关键字时希望找到的东西。要了解关键字的用户意图，您可以在Google上搜索它，并查看列出了哪种结果。然后，您需要问自己，用户意图是否与您提供的产品相匹配，以及这些是您要定位的搜索用户。
击败比赛的另一个技巧是尽可能使用作为利基关键字。这些可能没有很高的搜索量，但与您的业务更相关。这意味着搜索这些条款的人正是您要定位的。
如何运行SEM广告系列
You can run an SEM or paid search campaign by using one of the popular search engine advertising platforms.Google AdWords是迄今为止最大，最受欢迎的平台。其他主要选项包括Yahoo AdsandBing广告。
您可以选择用于运行SEM广告系列的任何这些平台，但是，我188滚球地址们的选择将是Google AdWords。这使您可以将广告放在Google SERP上，并且Google获得的查询比其他任何搜索引擎都要多。
除关键字以外，SEM活动最重要的方面是竞标和预算分配。您需要首先决定愿意在广告系列上花费的总金额。这将帮助您确定不同关键字的个人投标。
Keyword bid basically refers to how much you’re willing to pay each time a user clicks on your ad. You need to put on a dollar amount called the max CPC bid, which basically shows the maximum per-click amount that you are willing to pay.
Google AdWords gives you suggestions for this and also has several聪明的招标策略that you can use.
For example, there’s a bidding strategy called增强的CPCthat automatically modifies your bids depending on the likelihood of getting conversions. There are several other such bidding strategies that can help you place smart bids and take off the pressure of manual bidding. So, if you are using Google AdWords, you can utilise these to your advantage.
After you have placed your bid, Google sort of runs a real-time auction to decide which ads to show first, for any particular search query.
What are Google Auctions and How Do They Work?
Google has its own process of deciding which ads to display for which search query. You might think that the advertiser with the highest bid will win, but that’s not always the case.
Google进行拍卖，以决定每个搜索查询要显示哪些广告。它使用两个标准来确定这一点。当然，其中一种是不同广告商放置在关键字上的最大CPC出价。但是，第二个是更定性的，因为它从字面上决定了广告的质量得分，并优先考虑那些质量更好的人。
As such, whether your ad gets chosen is a factor of both your bid and the quality of your ad. A poor-quality ad will have to have a much higher bid to get chosen than a good-quality one.
这是您有机会发光的地方。如果您创建相关，优质的广告，那么您将不得不少付的钱，并且仍然有机会选择关键字。
Overall, place smart, competitive bids for keywords without breaking the bank and create high-quality ads to improve your chances. That’s the whole trick behind winning Google auctions and getting your ads displayed for your preferred search queries.
But what exactly does the Quality Score mean and how do you improve it? Let’s find out.
Google广告质量分数
The Quality Score is the score that Google gives to each ad that is on its platform. Google determines this score by analysing how relevant an ad, its content, its linked landing page, etc. are to a user’s search query. It is really about the relevance of an ad to a user’s search query.
Google或其他任何搜索引擎都努力向其用户展示最相关的结果。这就是为什么广告的质量得分如此依赖相关性的原因。
为了提高广告的质量分数，请确保您在广告副本中使用相同的关键字。另外，链接到集中在相同关键字上的页面，并将与搜索该关键字的人相关。这样的事情在确保您的SEM计划成功方面有很长的路要走。
下一步是什么？
Now that you know the basics of search engine marketing and all that it entails, it is time to design your paid search campaign. There will obviously be a learning curve before you become a pro at it. And, the information provided in this post will help you master SEM faster.
