Promote a book catalogue with a new perspective on search marketing

This book is not a simple tool book, it is completed by a team of senior experts with many years of practical experience in accounts in the Marketing Research Institute, and comprehensively explains SEM from multiple perspectives such as marketing basics, promotion operations, marketing product lines, case analysis, certification, and enterprise marketing ideas.

The author hopes to lead readers to understand SEM from shallow to deep through the summary of practical experience in various industries. I believe that whether you are a novice or a senior optimization expert who is new to SEM, you will be able to get the content you need in the book. At the same time, due to the increasing attention of the SEM industry, there are many voices about SEM both on the Internet and in society, but some of the information is inaccurate or controversial.

This book is officially produced and the content is authoritative, which can help readers understand more accurate information in a timely manner, avoid misinformation and confusion, cultivate a correct search marketing operation concept, and better understand SEM and promotion.

The book is divided into 9 chapters, each of which is a summary of independent knowledge points, covering the basics of search marketing, promotion principles, search promotion, network alliance promotion, commercial product analysis, enterprise promotion methods, certification system, etc. Each chapter provides a popular and detailed explanation of the knowledge points, which is convenient for readers to understand and learn.

Chapter 1 Understanding Search Marketing The basic theories of marketing and the basic concepts of search marketing introduce the development process, current development status and role of search engines in the Internet from a macro perspective.

Chapter 2 The basic rules of promotion explain the principles and logic of search engine marketing, so that readers can fundamentally understand search engines and their marketing value, and lay the foundation for the development of search engine marketing.

Chapter 3 Search Promotion According to the characteristics of search promotion, combined with actual cases, the process from plan production to account optimization is sorted out, and readers are guided to establish the correct idea of promoting account shelf and optimization analysis logic.

Chapter 4 Network Alliance Promotion introduces the applicable environment and functions of different product lines of network alliances, summarizes the common strategies in network alliance promotion, and further interprets the operation methods, program formulation, data monitoring and optimization in advertising.

Chapter 5 Case Collection A large number of classic cases, covering industries such as automobile, e-commerce, finance and education, specifically introduce the logic of strategy formulation and the decision-making support behind the strategy in the application and promotion of these industries, summarize the successful experience and methods of each Zen first case, and bring enlightenment to enterprises to promote.

Chapter 6: Marketing Platforms Beyond Search The analysis and introduction of the main commercial products, covering product feature descriptions, usage methods, case studies, etc., are suitable for business owners to familiarize themselves with product characteristics in the product selection stage and guide the optimization direction in the process of product application.

Chapter 7 Collection of Promotion Tools introduces the set of practical tools developed to improve the efficiency of promotion, explains the functions and operation of the tools, and facilitates readers to clarify the pertinence and use environment of the tools.

Chapter 8 Overview of Enterprise Implementation of Search Marketing This paper describes the elements and steps in the implementation process of search marketing, and helps enterprises establish correct marketing strategies, so that search marketing can be carried out healthily and effectively, and fully explore the value brought by search marketing to enterprises.

Chapter 9 About Certification Introduces the certification team and related exams and training programs. The certification system is a set of training programs and certification plans launched by the system, mainly for business owners and search marketing professionals of the company, to help them quickly improve their marketing concepts, enhance specific search engine marketing skills, and aim to sort out the entire industry norms, reserve potential talents, and build a positive and healthy search marketing ecosystem, which has a very high gold content and practicability in the SEM industry, and is an effective means of proving personal professional competitiveness.

Keyword advertising has a history of more than 10 years since its birth, and has gradually formed a fast-growing star industry, but there are very few professional books for SEM in the domestic market, which does not match the popularity of the entire industry.

Through the investigation of a large number of practitioners, we found that the professional knowledge of SEM practitioners basically comes from network information or work practice, these two learning channels have the advantage of fast and efficient, but they are also easy to encounter problems such as fragmentation of knowledge points and one-sided thinking in learning, and cannot cultivate the thinking logic of integrated analysis in the learning process, which causes loopholes in learners' knowledge or skills, leaving hidden dangers for later project management, and making it impossible to fully tap the potential of SEM.

Based on this situation, as the largest search engine in China and the most important search marketing product provider, we hope that through the book "Promotion-New Perspectives on Search Marketing", SEM practitioners or people who are interested in SEM can better understand SEM and make better use of SEM.

Overall, "Promotion-New Perspectives on Search Marketing" is not a simple tool book, its compilation work is completed by a team of senior experts with many years of practical experience in accounts in the Marketing Research Institute, and comprehensively explains SEM from multiple perspectives such as marketing basics, promotion operations, marketing product lines, case analysis, certification, and corporate marketing ideas.

The author hopes to lead readers to understand SEM from shallow to deep through the summary of practical experience in various industries, and believes that both beginners and senior optimization experts can get the content they need in the book.

At the same time, due to the increasing attention of the SEM industry, there are many voices for SEM both on the Internet and in society, but some of the information is inaccurate or controversial; In view of the fact that this book is officially produced and the content is authoritative, it can help readers understand more accurate information in a timely manner, avoid misinformation and confusion, cultivate a correct search marketing operation concept, and better understand SEM and promotion. The official release is scheduled for June 2013.