Optimization of Sogou promotion account and writing of excellent creative ideas

A good idea is one that netizens are willing to vote for and can stand out from many creative ideas. So how do you judge whether an idea is good? How to write good ideas? Today, we will come to the seventh lecture of the platform’s biweekly upgrade – How to write “good” ideas!

1. How to judge whether an idea is good or not?

Determine which ideas in your account are “good” and which are “bad”. You can use two tools of the Xu Ri background.

Tool 1: Impressions but no clicks report

Divide the account into two dimensions: computer and mobile, check the keywords that have been displayed but not clicked, and perform targeted optimization.

Entrance: Search Promotion > Data Report > Keyword Report > Report with Impression but No Click

How to use

Filter by average ranking. For keywords with an average ranking ≤3, it means that the ad is ranked at the front but still will not be clicked by netizens. For such keywords, the corresponding creative needs to be optimized first.

Tool 2: Creative Report

The creative report, which is "ignored" by many people, is precisely the basic report for identifying the quality of creativity.

Entrance: Search Promotion > Data Report > Creative Report

How to use

Select creative reports within a period of time (seven days is recommended) and sort them in descending order by click-through rate. For creatives with a click-through rate lower than the average and a large number of clicks, they need to be optimized first.

As shown in the figure below, the average click-through rate of creative ideas is 2.78%. For the third creative idea, it was clicked 85 times and the click-through rate was 1.84%. This creative idea needs to be optimized.

2. How to write a good idea

Keyword 1: Complete

A "good" creative title must be a complete sentence.

Internet users' initial impression of a creative idea often comes from the title. If the title is truncated, it may affect the user's reading experience.

The following figure shows the word limit for titles of mainstream models for your reference to avoid title truncation. The editor suggests that the first 14 words of a creative title must be a complete paragraph.

Keyword 2: Related

"Good" creativity must be strongly related to the needs of netizens!

For example, for clients who run summer tutoring classes, if they only promote the advantages of tutoring classes without indicating that they are only targeting "primary and secondary school students", this will result in a large number of accidental clicks (such as Creative 1). If it is stated that “focusing on one-on-one tutoring in primary and secondary schools for 18 years”, it can effectively exclude groups such as college students and graduate students (such as creativity 2).

Keyword three: save trouble

A “good” idea should allow Internet users to obtain information faster and with less hassle.

A "good" idea is to make it easier for netizens to obtain relevant information. At the same time, it also shortens the conversion path for business owners and increases the number of consultations. Sogou's wireless QQ consultation, consultation phone and APP download greatly shorten the path for netizens to obtain information.

Making a phone call: More than 20% of netizens are accustomed to making direct phone calls for consultation

QQ consultation: More than 30% of netizens are accustomed to directly clicking on QQ to chat

Strong APP download style: More than 50% of netizens choose to download APP directly

Tool 3: Bulk Edit Attachment Creative Tool

For the two additional styles of QQ consultation and telephone consultation, the Xuri backend can realize batch editing of all materials.

1. The user enters the QQ consultation or consultation phone list, and checks the "Select All" button to select all materials in the current list;

2. After selecting, you can perform operations such as "modify", "enable", "pause", and "delete" in batches;

Keyword 4: Novel

Use various creative styles to make your ad stand out!

Sogou provides a variety of rich styles for the majority of promotion users. You can choose to add according to your promotion needs.

Add entry: Search Promotion > Promotion Management > Additional Creative

As shown in the figure below, more novel styles can get higher click-through rates. The click-through rate of the image style in the picture below increased by more than 80%.

Note: Wireless View is now open to some investment industry customers.

Sogou advertising , contact Qinggua Media