How can business services achieve positive growth in search promotion effects? Optimization ideas reference

1. Background

Main business: Business service industry certificate processing business

Promotion status:

① Industry off-season: April to October is the peak season for the industry. After entering the off-season in November, the promotion effect has been unsatisfactory

② Market competition: There are many peers and fierce competition, the levels of agencies vary greatly, and pricing is chaotic; the market flow is saturated and competition has entered a white-hot stage.

③ High cost: The account is currently planned and built according to product categories, the click price of key keywords is high, and the overall conversion cost is high.

1. Optimization strategy

1. Audience Analysis

Audience portrait: Entrepreneurs, company owners, and people with business management needs. According to the user's cooperation intention, the crowd is divided into three categories: potential crowd, target crowd and brand crowd.

① Potential group : They have demand matching points, but do not show clear business needs. They browse information channels on a daily basis on the Internet and pay attention to information on upstream and downstream industries related to the certificate application business. Most of them are business people with decision-making power, focusing on business services and entrepreneurship, and have little investment;

② Target group : Start to pay attention to the information related to the certificate application business and the crowd of competitors, consult customer service and pay attention to other users' comments and brand reputation, subscribe to industry reviews, do homework, learn about product performance and features, etc., and pay attention to the company's service quality, reputation, service, and characteristics;

③ Brand crowd : users who follow this brand, actively search, query, and subscribe to product information. They will pay special attention to information about the brand they follow, and focus on discounts, activities, and new products.

2. Optimization and adjustment of account structure

① New test plan : The original plan will remain unchanged for the time being. Three new plans will be created based on the intention of the crowd. The units will be divided according to the parts of speech. Each unit will have three creative ideas with different selling points. The creative ideas will be written around the concerns of different crowds.

② Testing : After the successful construction, conduct a one-week testing period to find out the time period with high conversion rate and conduct premium processing;

③ Real-time optimization : Real-time monitoring and screening of keywords, excluding existing keywords to avoid duplication, focusing on monitoring the effects of high-consumption keywords, optimizing creative styles, and selecting advanced creatives to monitor conversion effects.

3. Account stability period

① Continuous monitoring : If the conversion effect has not decreased after a one-week monitoring period, continue to screen keywords and optimize creatives until the cost drops and then enter a stable period. After the cost stabilizes, you can close units with poor conversion and only promote units with good results to reduce conversion costs.

② Creativity : Because certificate processing belongs to the 2B industry, for business owners, the creativity can be simpler and more direct. One creativity highlights one advantage. Advanced creativity can use large blocks of bright colors to allow users to understand our business at a glance. For example: get your certificate in as fast as X days, transparent and reasonable charges, no hidden costs, check progress at any time, one-stop service platform, etc.

Bind advanced creative styles according to different businesses to ensure the richness of advertising PC and mobile styles and increase the style display volume, with appropriate premium.

2. Optimization Summary

① Low display volume: You need to expand traffic. Expanding traffic can diversify your thinking. It does not have to be business words. Related words can also be put in the test plan to monitor the effect.

② High impression, low click-through rate : adjust the creative, check whether the title is attractive, whether the high-level creative pictures are attractive, and whether the theme is clearly stated;

③ High display, high click-through rate, and low conversion : Check from two aspects. The first is the relevance of the landing page. The three related principles of keywords, creativity and landing pages should be achieved. If the landing page relevance is not large or the theme is not clear, and the conversion path is not clear, it will affect the conversion. Second, avoid clickbait. 2B advertisements need to have a certain degree of marketing, but purely being attracted by the title will generate a lot of invalid clicks.

The above sharing.

Author: Ai Qi bacteria

Source: Aichi SEM