Sogou promotion case: a high-quality traffic expansion solution that increased clicks by 60%!

Today, the editor brings you a classic and high-quality Sogou search advertising traffic expansion solution. Through the combination of several tools, the click volume increased by 60% in four weeks on the basis of stable results. Without further ado, let’s take a look.

Customer Background

Tongquetai Plastic Surgery Hospital is a high-end cosmetic surgery hospital. Adhering to the corporate vision of "Korean technology chain in China", we cooperate sincerely with Korea's first-class plastic surgery institutions, and use the humane Korean medical service concept to bring the beauty experience synchronized with Korea to domestic beauty lovers. It covers four major projects: plastic surgery, skin beauty, non-invasive beauty and oral beauty. Among them, plastic surgery is the client's key business.

The client hoped to increase traffic quickly, but after increasing the budget, the effect immediately deteriorated. After several rounds of changes, the client could only maintain the existing promotion efforts, and the optimization entered a bottleneck period.

The client tried a new combination of methods. After four weeks, the combination of several tools and styles increased the click-through rate by 60% and the consumption of keywords by 57% .

Let’s first look at the customer’s four-week optimization roadmap.

Week 1: Rapid traffic expansion period

The rapid expansion of traffic lasts for one week, and two things need to be done. The first is to expand keywords for weak business points , and the second is to launch Super Crown keywords that do not require a premium .

1. Expand keywords for weak business points

The client needs to increase traffic to the facial plastic surgery and breast plastic surgery business points. Through the business point word expansion function of this tool, keywords for these two business points can be added quickly and accurately.

Select the business point that needs to be expanded. This time, select "Facial Plastic Surgery" and "Breast Plastic Surgery". After selecting keywords, click Add to complete the expansion of keywords. In the first week, a total of 3,250 words were added to the two business points of customer face and chest.

2. Put keywords that do not require a premium on Super Crown.

Operation entry: Search Promotion>Promotion Management>Super Crown.

Super Crown has a screen-dominating effect and monopolizes wireless upper traffic. Many keywords in customer accounts do not require a premium (now the price of keywords is already qualified to display the Super Crown), and you only need to fill in the text and picture information to display the Super Crown.

Want to see which of your keywords are eligible for Super Crown display without paying a premium? Please click on the vocabulary to buy words. In the "Do you need to increase the price?" column, if it is "No" (check the red box), it is this type of keyword.

A total of 1,740 Super Crown keywords can be added to customer accounts, of which 144 keywords do not require a premium. In the first week, these keywords will be put online on Super Crown.

Week 2: Keyword Optimization

After adding a large number of words, it takes a week to observe the effect of the added words. Usually after adding a large number of words, a small amount of traffic with poor relevance will flow in. At this time, you can use the search term report in the Sunrise backend to add irrelevant search terms to negative terms as soon as possible.

For example, one week after the customer added the words, irrelevant search words appeared as shown in the figure below. Add negative words in time to increase the accuracy of traffic.

It is recommended to check the real-time search term report and optimize the negative keywords from the day the new keywords are approved. Extract keywords from irrelevant search terms and add negative words. Optimize every day in the first week, and start optimizing every week from the second week until the effects of this batch of keywords stabilize.

Week 3: Style Optimization

After the word expansion effect is stable, additional styles will be added and optimized in the third week. First, the keywords that have converted will be put online on the Super Crown . Since these keywords have already generated conversions and are of high value, they need to be displayed on the screen in a dominant manner and monopolize the wireless upper traffic.

At the same time, optimizing the crown style and adding activity and price words can significantly increase the click-through rate. Before and after customer optimization, the click-through rate of the crown style increased by more than 2 times.

Week 4: Continuous expansion period

After completing the keyword expansion and style optimization, traffic expansion will be carried out again starting from the fourth week. As the client had very good cost control, we started to try to promote new businesses and launched non-invasive beauty related businesses. At the same time, we actively planned online promotional activities, and increased the exposure of promotional activities through activity tips, which increased traffic by an additional 22%.

Operation entrance: Tools> New Product Laboratory> Activity Tips

Note: There are three styles in the activity tips package, namely interactive shake, festival logo and banner. The interactive shake function and festival logo can be added in the new product laboratory in the Sunrise backend. For the banner, please contact your dedicated customer service to add it.

Summary

This case used a four-week "expansion-optimization-expansion" approach to rapidly expand traffic while stabilizing promotion results. It breaks the original optimization bottleneck of "the effect decreases once the budget is increased" and is a very practical optimization method.

Author: Network

Source: Internet