Research On Search Engine Marketing Account Strategy

With the rapid development of the Internet search engine has become an indispensable tool in people's daily life,it can satisfy the needs of people of every kind of search also has been the main brand in favor of search engine marketing because of its low investment and high return characteristics prospered.This paper summarizes the research background of search engine marketing and related basic concepts,characteristics and effect analysis of dimensions,combined with the SIVA paradigm and the use and meet "information search and encounter and Shu Yongping meet" theory is introduced in detail the development of search engine marketing,highlighting the importance of user initiative and make correct brand marketing strategy.Then focus on the A company's search engine marketing practice,from the account to the key words,creative settings and so on to the different strategies of search engine marketing effect evaluation.In this paper,a detailed description of the above cases,and cited more real data and charts to explore the main strategies of search engine marketing.This paper tries to draw a conclusion on the basis of empirical study,that is to maintain long-term online core brand word and give attention,and attention to other categories of words in the festival marketing,so that we can in the limited budget to maximize the effect of marketing.In addition,this paper also discussed the new advertising regulations situation,definition and development direction of search engine marketing,as well as by ethics "Potter icon" after the Wei Zexi event on the ethical considerations of search engine marketing.This paper uses qualitative quantitative research method,comparative analysis method,literature analysis method and case analysis method and other research methods,combined with the advanced dynamic industry,and the real data report makes the research content of this paper is both practical and novelty.