摘要本篇论文将主要以企业付费搜索操作实例为论证依据展开一系列方法整理与验证。付费搜索擎营销主要围绕推广账户搭建展开，其中，关键词为核心点,由于竟价排名搜索是记录下有效点击次数，并以点击次数为收费依据，也就是按效果付费。因此意味着各公司要通过竟标方式来资助某个搜索短语或关键词的搜索结果，并根据关键词的点击次数向搜索引擎服务商支付费用。本论文将对付费搜索下的各要点进行总结，通过对付费搜索的推广流程进行研究，提出指导性意见，帮助企业从推广账户搭建、关键词选取、创意设计、及效果指标评估等方面，整理出一套有效应用于企业的实操性解决方案，提升企业在付费搜索营销中的ROI。71158

Abstract：This paper will mainly take the enterprise paid search operation example as the demonstration basis launches a series of methods to sort out and verify. Paid search engine marketing mainly focus on promotion account to build out. Among them, the keywords as the core point, due to price biding ranking search is recorded for valid clicks and with clicks is on the basis of the charges is according to the effect of pay. Therefore, it means that the company should be the standard way to finance a search phrase or keyword search results, and according to the number of keywords to search engine service providers to pay the cost. This paper will deal with fee search the points are summarized in this paper, by countering the search fee to promote the process of advice, help enterprises from the promotion of account structures, keyword selection, creative design, and effect evaluation index etc., sorting out a set of effective application in the practical operation of enterprise solutions to enhance the enterprises in paid search marketing ROI.

毕业论文关键词：关搜索引擎营销； 付费搜索； 竞价； 解决方案；

Keyword: Search engine marketing;  Paid Search;  SEM;  ROI;

目    录

1.绪论 5

1.1研究背景及意义 5

1.2国内外研究综述及发展趋势 6

1.3研究思路和拟解决的主要问题 6

2.搜索引擎营销（付费搜索）的理论研究 7

2.1用户搜索行为与点击偏好 7

2.2关键词点击率和转化率 8

2.3付费搜索官方展现与排名原理 9

3.付费搜索的流程设计（构建）研究 10

3.1搜索推广账户构建 10

3.1.1关键词的归类划分 10

3.1.2账户结构设置方法 11

3.2关键词设计 11

3.2.1核心关键词的选择 12

3.2.2筛选否定关键词 14

3.2.3关键词匹配模式 14

3.3创意展现设计 15

3.3.1创意标题编写 16

3.3.2创意描述 16

3.3.3访问、显示URL设置 17

3.4、推广效果评价 18

3.4.1投放数据 18

3.4.2转化效果 19

3.4.3投资回报率 19

4.基于京轩坊鞋业的付费搜索实验研究