What are the techniques for search bidding mobile promotion? Here are 8 suggestions for you

What are the techniques for search bidding mobile promotion? Here are 8 suggestions for you:

1. Search time distribution

Mobile traffic is higher in four time periods: the morning commute, lunch break, evening commute , and night . Mobile traffic is also more abundant on weekends and holidays .

The target customers in different industries use their mobile phones to access the Internet at different times. You can use the Baidu Index (360/Sogou and other indexes, the user attributes of different platforms are different) or check the trend of the account's port traffic consumption during the period to make a judgment.

Determining the traffic time can guide us: when to increase investment, when to reduce investment, as well as the conversion volume and conversion cost in different time periods, so as to facilitate further adjustment of the time period of concentrated consumption.

2. Search geographical distribution

Mobile Internet users in third-, fourth- and fifth-tier cities spend much more time surfing the Internet than PC users. Enterprises that only serve local areas (third- and fourth-tier cities) (such as local life services, travel ticketing, housekeeping services, etc.) need to seize mobile traffic, and the promotion effect is better than that on PC (the quality of the PC version of the 360 ​​platform is better than that of the mobile version, except for this platform).

It is recommended that companies in areas with high mobile traffic create corresponding mobile websites for promotion so that users can have a good experience when visiting.

3. Search term characteristics

Mobile users often search for company phone numbers, addresses, product/service reviews, prices, etc. We recommend using more long-tail words , especially question-related words . When making a mobile website, you need to plan the content of the corresponding module. A large number of long-tail words can bring a large amount of relevant traffic at a low price.

In addition, searching and typing on mobile devices is rather cumbersome. The search platform's retrieval mechanism is that after entering the core word, the drop-down word box will prompt related search terms. These terms are high-frequency search terms. It is recommended to add the drop-down box search terms, the recommended terms at the bottom , etc. as keywords.

4. Keyword addition strategy

The directions for adding words on the mobile terminal are: long-tail words, drop-down words, and brand words . Among them, many mobile search terms are brand-related terms, including own-brand terms and peer brand terms (competing product terms), which have a better conversion rate. Therefore, brand-related words for mobile promotion must be fully covered, and competitor words should be added as appropriate.

5. Account building strategy

You can create a new mobile promotion plan for mobile promotion, choose PC device priority promotion, adjust the PC ratio of keywords to 0, and bid for promotion only on mobile devices. Or create a new plan to prioritize mobile devices, and then set the PC scaling factor to 0.

6. Creative Writing Tips

The biggest feature of the mobile terminal is that it displays less text. Taking into account the limitations of mobile phone screen size and user usage scenarios, creative writing on mobile devices should be concise and put the most eye-catching information first to avoid truncation. The recommended word count is: title within 12 Chinese characters, description within 32 Chinese characters.

In addition, use wildcards with caution. If the keywords introduced into the unit after using wildcards in the title cannot accurately convey the original intention of the advertisement, it is recommended not to use wildcards. At this time, the creative title should be written around the theme of the keywords in the unit to increase the frequency of appearance of the theme keywords and increase the number of reds. While ensuring the fluency of the sentence, 1-2 wildcards can be appropriately inserted into the creative description.

At the same time, you should use more advanced creative and flash creative styles. The creative styles should be rich and prominent and occupy a larger space on the screen, so that users can see them at first glance and effectively increase the number of clicks.

7. Promotion conversion components

There are more direct conversion buttons on mobile devices than on PC. Buttons such as telephone components, consultation components, form components, web page callback components, etc. in creative components can quickly promote further conversion of netizens.

Please note that in addition to adding the pre-promotion conversion components, the conversion components on the mobile website also need to be improved simultaneously.

8. Mobile consulting skills

Mobile users may use their mobile phones to search when they are walking outside, taking public transportation, etc. At this time, they must require timely, fast, concise and clear consultation. If the reply is slow or the reply content is too long, it may lead to bounce loss.

For mobile consultation, there are 4 suggestions:

① Ask multiple questions in a package , limit the number of questions to 2 to 3 at a time, and keep the questions concise. Avoid one-question-one-answer or long-winded questions.

② The reply should be timely and fast . Mobile phone users’ consultation time is fragmented and has poor continuity. You must reply in a timely manner, otherwise the user will lose patience and exit the conversation.

③ Try to keep the consultation dialogue within 30 sentences , and find an opportunity to convert the conversation to telephone consultation or WeChat consultation as soon as possible. The reasons for the conversion should be sufficient and convincing.

④ Due to the instability of mobile consultation, if the customer service feels that the other party is temporarily unable to continue the conversation, the customer service should leave their contact information in time to facilitate the next consultation.

The above are some tips for search bidding mobile promotion. I hope they will be helpful to you.

Author: Aichisem

Source: Aichisem