Traditional marketing requires the selection of target markets, and the acquisition, retention and development of high-quality customers through the creation, delivery and dissemination of high-quality customer value. In the Internet era, websites are widely favored by merchants due to their rich content, convenient access, no time and space restrictions, low cost and other advantages. They have become the main means of delivering and disseminating value, and have shown strong potential in acquiring, retaining and developing customers. Therefore, marketing activities around websites are becoming more and more abundant
Once a merchant’s website is included in the search engine, it can be displayed when netizens search for relevant information. Interested users click on the link on the search results page, enter the merchant’s website, browse product information, register as a member, leave contact information, customize a list of materials of interest, and even complete the purchase through the sales phone number or online shopping indicated on the web page. After the Internet bubble receded, the budget for image advertising on portal websites used to burn eyeballs was greatly reduced. The visitors brought by search engines to promote merchant websites are netizens who are actively searching for relevant information, reflecting higher relevance and higher desire to buy. More and more businesses are beginning to pay attention to the effects of search engines. The related research and discussion eventually created a search marketing system. The increasing perfection of this system has also promoted the widespread recognition of the value of search marketing, and the budget invested in search marketing has shown a rapid growth trend. Since a large number of netizens express their real desires and needs in the search process, netizens who search for the same keyword will show a strong interest in specific information. Therefore, promoters can select audiences by purchasing specific keywords and convey targeted information on the search results pages of different keywords. At the same time, with the help of effect tracking tools, promoters can clearly distinguish which information or which keyword brings actual effects in a timely manner, so as to flexibly adjust the purchased keyword list and bids to pursue the best results.
We can define search promotion as a marketing method that uses keywords to target different groups of people, and interacts with search engine users through relevant search results pages and targeted information on the website to achieve marketing goals. In other words, we can determine that searchers who search for different keywords each have some unique interests or social attributes, and marketers can segment target audiences with different interests and social attributes based on keywords, select targeted search results information and web pages to communicate with them, and achieve the purpose of precision marketing.