Study On Effects Assessment And Promotion Strategies Of Key Words Bidding In S School

Because of the popularity and rapid development of the Internet,every industry has begun to use the Internet to serve itself and strive for maximum benefits.Search engine marketing has become the main means of enterprise network integrated marketing communication and market expansion at this stage.Because of the accuracy of keyword bidding advertisements,keyword bidding advertisements are more and more popular and trusted by advertisers.Vocational training institutions have used search engine keyword bidding rankings to advertise.In order to cope with such fierce competition,S school has also begun to use search engine keyword bidding rankings to enhance their market influence,so as to get more students.Based on search engine marketing theory,keyword bidding promotion technology and linear regression theory in statistical analysis,this paper takes the effect of S school keyword bidding promotion as the research object,evaluates the effect of bidding based on the average conversion cost,deeply analyses the problems existing in the process of S school bidding promotion,and puts forward the corresponding solutions.Firstly,this paper explains the relevant theories and terms used in search engine marketing.Secondly,the status quo of key words bidding promotion in S school is analyzed.Thirdly,the effect of S school keyword bidding promotion is evaluated.Finally,it evaluates the effect of S school’s keyword bidding promotion.This paper points out that in the process of key words bidding promotion,S school has the following problems: increasing the average conversion cost and affecting the effect of bidding promotion:(1)There are a large number of keywords showing no click;(2)there are more keywords without conversion;(1)There are a large number of keywords showing no clicks;(2)there are more keywords without conversion;(3)the average conversion cost of some keywords is high.Based on these problems,this paper uses the linear regression method to analyze the average conversion cost,conversion rate and click-through rate,and determines the factors affecting the average conversion cost,conversion rate and click-through rate.According to the analysis results,the corresponding linear regression model is established and verified.Finally,the problems in the process of S school keyword bidding are solved by using the established model.Through the evaluation of the effect of S school keyword bidding promotion,this paper puts forward that the factors affecting the average conversion cost of keywords are conversion rate and CPC,the factors affecting conversion rate are click rate and CPC,and the factors affecting click rate are ranking and CPC.Finally,it is determined that the average conversion cost is affected by ranking and CPC,which can solve the problems existing in the process of S school keyword bidding promotion.Therefore,it provides ideas and solutions.