Keep your budget the same, and these two tricks will double the effectiveness of your account promotion!

Many advertisers will control their budgets very strictly due to company strategies, their own financial strength or advertising effectiveness, because they are well aware that " there is conversion only when there is traffic ", but they still will not easily make adjustments to their budgets, and can only reduce them but not increase them! At the same time, it is also required to improve the delivery effect.

Don't worry. When encountering such a situation, we might as well try: increase revenue and reduce expenditure .

This is a well-known optimization idea. As the name suggests, it introduces more traffic and blocks invalid traffic. This trick has been tried and tested, and I never tell others about it easily. Let me use an example to explain to you the secret of this move!

Case Background

For Beijing restaurant franchise clients, the average daily budget is 500 yuan, and the campaign is launched nationwide from 8 am to 6 pm. It focuses on about 10 core keywords in key consumer industries, with an average ACP of 15 yuan. There are many irrelevant search terms in the search term report, which runs through the line around 2-3 pm every day.

Problem: Delivery has no effect

Purpose: To obtain more consultations through promotion

Account Analysis

First, the customer budget is 500 yuan, and the average ACP is 15 yuan, so the daily click volume is about 30 times, most of which is brought by the core words of the industry, and it is launched nationwide. So there are 1-2 clicks in each province, and the account will be offline. Through the feedback of the search word report, it is found that some budget is wasted on irrelevant search words.

So, the problems now are already very obvious. First, there is no accumulation of traffic ; second, the traffic is inaccurate .

So, the first step we have to take is of course to expand the traffic, so without further ado, let’s get started!

Account Optimization

Optimization Phase 1: Open Source

"Traffic is the prerequisite for promotion", "There will be conversion only if there is traffic", "Promotion methods that don't care about traffic are rogue!", so traffic is very important! It is difficult to achieve effective advertising without traffic.

In view of the above account situation, we might as well expand the account traffic first, increase the display and click volume of advertisements, so what are the factors that affect these indicators? —-Keyword bidding, number of keywords, matching method, promotion period, promotion area, etc.

The promotion area is already nationwide, and the default promotion period is 8 am to 6 pm. Let’s not make any adjustments for now. Let’s start with the number of keywords, matching methods, and bids.

01. Increase the number of keywords

02. Expand the keyword matching method and lower the keyword bid, that is, wide matching and low bid. (ps: Add negative keywords at the same time, which will be discussed later)

The width of the matching method and the bid are inversely correlated. The more precise the matching method, the higher the bid, and vice versa. This opens up the upper layer of your conversion funnel, which is also a good way to increase traffic.

There is another situation. For example, the keywords in an account have basically covered all the relevant words in this industry. In this case, you can try to use the precise + low-price promotion strategy . You can think about the principle yourself.

And after completing the first stage, the account traffic suddenly increased, so the second stage began.

Optimization Phase 2: Throttling

01. Add negative keywords

Let's recall the concepts of negative keywords and exact negative keywords:

Negative keywords: Your promotion results will not be displayed if and only if the netizen’s search terms completely contain negative keywords.

For example, when an advertiser adds the keyword "early childhood education franchise" to the negative keywords, when netizens search for "early childhood education franchise price", "Changping early childhood education franchise", or any other keywords containing "early childhood education franchise", the advertiser's ads will not be displayed.

Exact negative keywords: Your promotion results will not be displayed if and only if the netizen’s search term is exactly the same as the exact negative keyword.

For example: when an advertiser adds the keyword "early childhood education franchise" to the precise negative keywords, the advertiser's ad will not be displayed if and only if netizens search for the keyword "early childhood education franchise".

Broad match + low bid + negative keywords is a perfect match! It can stabilize traffic and prevent costs from being incurred by irrelevant search terms. However, when using the low-price wide-match promotion strategy, you must frequently download search term reports and add negative keywords in a timely manner. Over time, the traffic will become more and more accurate!

02. Set up business shield

When promoting, it is necessary to set up the business bridge blocking strategy in time, which can effectively reduce the budget consumption caused by invalid clicks. The editor usually sets three blocking strategies of "3 clicks in 15 minutes", "6 clicks in 1 hour" and "10 clicks in 6 hours" to cover both visitors and IP directions.

03. Filter promotion areas and promotion periods

While ensuring accurate traffic, we can optimize the delivery regions and time periods through regional reports and time period reports. As the amount of accurate traffic increases, the conversion volume will also increase, so our advertisers need to record the source and time of the leads in a timely manner.

For example, at 12 noon on December 12, a customer from Beijing came to consult. After a period of summary, a conversion report will be formed, which usually contains the total conversion volume in a certain province during a certain period of time. Next, with the regional report and time period report of this cycle, we can divide the conversion cost for each region and each time period.

Q

A

Q: What to do about regions and time periods where there is consumption but no conversion?

A: You can choose to cancel the delivery or reduce the delivery ratio coefficient

Q: How to deal with regions and time periods with high conversion costs?

A: You can choose to reduce the delivery ratio coefficient

Q: How to solve the problem of low conversion costs in regions and time periods?

A: You can choose to increase the delivery ratio coefficient

The two major directions of "increasing revenue + reducing expenditure" can optimize the account's display volume + click volume to a great extent. Only by laying a solid foundation can it be possible to build a tall building. That’s all for today’s sharing, I hope it can help everyone.

Author: Da Ai Xing Fa

Source: Baidu Industry Exchange