How to carry out bidding promotion in the franchise industry? Optimization case analysis

This article organizes some bidding promotion problems encountered by our SVIP students and the instructor’s delivery guidance content to share with everyone for learning, and SEMer can refer to it.

1. Account issues

Main business: Light steel villa franchise

One account promotes many businesses, most of which are niche businesses. The light steel villa business is planned and built according to the crowd intention and the types of "villa" and "house". The units are divided according to the part of speech, and the landing page is linked to a single page.

Marketing pain points: Account budget cannot be spent, conversion cost is high, and lead efficiency is low

2. Account Analysis

1. Business analysis

Before doing the account analysis, we learned that light steel villas are an emerging industry in recent years. They have good earthquake resistance, fast construction speed, and environmentally friendly functions. They are currently highly praised green buildings.

Disadvantages: poor economic practicality and incomplete domestic maintenance and repair system.

2. Audience characteristics

The business is an emerging industry, so the user trust rate is low, but it is cheap and beautiful, and is currently mostly used by rural residents.

3. Account Analysis

There is no problem with the account structure and unit division. The main problem is that the industry is emerging, the overall search volume is not high, there is consumption but the conversion is not good. We should focus on keywords, creativity and landing pages.

Judging from the data provided by advertisers, account keyword consumption is too concentrated on core words, and the consumption and click-through rates of demand words or manufacturer words are very low. Because the business is niche, the word rankings are okay, but the clicks are not.

3. Optimization strategy

The account currently has no volume, but the overall number of keywords is quite large. You have also tried to directly increase the bid for keywords, but it still has no effect. On the one hand, it is a problem of bid matching of words, and on the other hand, it is a problem of creativity. Let’s talk about words first.

① Keywords:

Core product words have a high consumption share, but the conversion effect is average. We cannot quickly and accurately determine whether the people searching for the core words just want to learn about the product, want to buy it, or want to join. Consumption is concentrated on these words. The creativity is stereotyped and not attractive enough or does not match the needs of users, so the conversion effect is naturally not good.

The optimization of these words follows the high-price narrow matching strategy. At the same time, we also talked about the three related principles of keywords, creativity and landing pages in our SEM basic course. There can be several types of creativity, and each creativity should highlight about 2 selling points.

Next are demand words and manufacturer words. Since the search volume of long-tail words is not as high as that of short product words, if the matching is narrower, there will be even less volume. We will broaden the matching method of long-tail words and adopt a low-price and wide matching strategy to open up the volume first. At least asking about the price or asking about the manufacturer means there will be further demand, which will also be more helpful for our conversion.

② Creativity:

Creativity can highlight product categories, brand reputation, distribution channels, market prospects, etc. First of all, write clearly what you do, what your advantages are, and what benefits you can bring to users. This is the most basic creativity, and it is the most basic.

We have analyzed the characteristics of the industry before, and focused on writing about users' pain points; only when the creativity is related to the concerns and investment psychology of investors, can we turn them into conversion targets, such as: brand patents, integrated production and sales, source franchising, and high rate of return.

③ Landing page:

The single page currently used by advertisers has too many colors and looks messy, with only one conversion at the end. The form optimization suggestion is to put the customer retention form in front or insert several more, such as putting one below the brand or product introduction in the header, one in the middle of the detailed introduction, and one after the cooperation case. At the same time, you can design several pages with different styles to compare and see which one will have a better effect.

4. Landing effect

Feedback from optimization students: We didn’t do much with keywords. We mainly changed the matching of some words and edited some new ideas according to the industry advantages and disadvantages mentioned by the teacher. There was no data in the first two days, but the clicks and conversions were good in the next few days. More form pages were left on the landing pages, and the average conversion cost in the past three or four days has dropped by more than 50 compared with last week.

Author: Ai Qi bacteria

Source: Aichisem