Case Analysis of Search Engine Marketing in China
United Airlines--- To optimize keyword selection, to achieve double growth in ticket sales
During the first quarter of 2007, Airlines United make full use of search marketing tools.
To make a full interaction with the consumers before they make the decision of tickets purchasing. Do the effective transmission, and let consumers know the information that they want to know mostly.
In the case of no growth in the advertising budget, search marketing generated sales growth of more than two times.
United Airlines through the investigation of the investigation, 65% of consumers in making the decision before the trip, will be carried out at least 3 times the search; 29% of consumers will be more than 5 times the search.
And the information which the user pays attention mainly manifests in three aspects: the price, the service and the detailed information about the airline.
Therefore, according to the three levels of information, respectively, on the choice of words and the results presented are optimized, so that consumers have the relevant information before making a decision, which led to the promotion of ticket sales.
United Airlines' case tells us that the search marketing can inform the customer focus on the details of what the buying cycle.
And how to grasp the details, how can in marketing promotion and customer information communication ability, and constantly optimize the presentation of this information, let marketing personnel and user interaction cycle, can the sales produce practical significance for the promotion.
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