Why is the conversion rate of WeChat Guangdiantong advertising so low?
WeChat Guangdiantong advertising : //www.opp2.com/dsp/gdt.htmlLet’s take a look at Guangdiantong ’s two advertising landing methods. One is to land directly on the follow page. This method is to get fans directly; to be honest, it is difficult to get fans to follow your WeChat account with a GuangDianTong slogan of no more than 15 words and an introduction of no more than 140 words on the homepage of the WeChat official account , but it is not impossible; for example, if you follow me, you can get 10T of Mr. Cang’s latest seeds; for example, if you follow me, you can get a set of nude photos of Brother Ji’s six-pack abs; for example, if you follow me, you can get a ticket to the Tesla Chief Executive Meeting; If the merchant is willing to spend similar amounts of money, there will definitely be no problem with the amount of fans following you, but the premise is, for these original fans, how accurate are they? How is the loyalty? You can find out by asking the WeChat Moments liking game that was popular a while ago. I don’t know about other people, but the results of my own experiment were terrible. Another way is to land directly on the picture and text page. This method seems to be a little more reliable. It attracts traffic through advertising slogans and then further converts it through marketing copy . There are three forms of conversion here. The first is to directly call the hotline on the copy, and the sweet-voiced receptionist will provide door-to-door service. Another is to click to read the original text and jump to the merchant’s WeChat store. The third is to guide users to pay attention. Except for the third method of guiding users to follow WeChat public accounts, the other two methods seem very similar to traditional online marketing to me, and are exactly the same as Baidu's bidding model. When the click price is similar and the conversion rate is half of others, how can this similar bidding model last long? Let’s look at the first and second methods, which are to follow fans first and then market. Regardless of landing on the follow page or the picture and text page, according to WeChat’s thinking, first let users follow, and then answer users’ questions through the service functions provided by WeChat. However, we must take into account that, on the one hand, in order to maximize the conversion of traffic into fans, merchants will adopt extreme methods to promote attention. On the other hand, the purpose of these fans brought in by marketing is very simple, and they will leave after completing the marketing purpose. Previously, WeChat launched a ridiculous 48-hour interactive mechanism and a rule that service accounts can only send group messages four times a month. If businesses fail to make good use of this 48-hour interactive opportunity, it will be very difficult to pull users out from the vast number of fans in the future. Therefore, the final ROI of the merchant depends entirely on the customer's 48-hour attention period. In order to maximize profits, the merchant has to do its utmost to harass fans in order to obtain the greatest monetization. This is in complete paradox with the concept of using WeChat for brand services, which is advocated by WeChat. The WeChat public platform has become a place to harass users. With the launch of GuangDianTong, the multi-customer service function was also launched. The original intention of WeChat was to allow merchants to add more interactive personnel to cope with the rapid traffic brought by GuangDianTong. There is a very interesting phenomenon here. On the one hand, WeChat continues to do public relations for merchants to launch GuangDianTong in order to obtain more traffic. On the other hand, it does not provide merchants with marketing tools . Just for the sake of brand service, how many merchants are willing to spend such high traffic fees to do so-called brand services? Merchants use the multiple customer service function to add more interactive personnel to serve fans, but there is a problem here. The multiple customer service function does not even have basic data statistics and analysis functions, nor does it have an open API interface. How can the boss manage these interactive personnel? Perhaps WeChat officials have not had time to launch such a data statistics function, or for security reasons, they are not willing to open such an interface. But from a businessman's perspective, unless the funds on hand are not their own, it is difficult for a merchant to be willing to waste money like this without understanding it; the future? WeChat definitely has a future, I can be sure of that, but WeChat marketing may not have a future. A platform that lacks operational guidance, where merchants can only display their talents on this platform, most merchants do not have the strength to survive. Let's take a look at the Baidu platform, which is also based on information flow . Its professional after-sales service team guides merchants on how to place advertisements and the subsequent process optimization. Regardless of the level and quality of the service, at least there is such a traction mechanism. Let's take a look at Alibaba , which is an e-commerce platform. Whether it is the official Alibaba Academy or various third-party trainings, at least there are many peers in the Taobao Tmall market who can communicate with each other, and there is at least a set of standardized platform operation mechanisms to guide merchants on how to carry out basic operations. Merchants can at least see a little hope for the money they invest, even if the operation is not satisfactory. On the other hand, some of Tencent's products, whether it is Tencent QQ, the traffic king on the PC side, or the Guangdiantong advertising launched last year, as well as the current WeChat, although Tencent also wants to monetize traffic based on these traffic, with the help of advertising as a light model, it is difficult to monetize traffic for a long time without paying. Without establishing an official operation team to specifically guide merchants to do this, no matter how good the platform is, it is still a castle in the air for most merchants. I remembered something Tencent has been doing these days, which is a training tour across the country. What can be achieved through a training session in one place? Instead, it leaves room for some third-party companies that use the banner of WeChat cultivation to deceive businesses. Is the WeChat marketing training on the market really reliable? I guess even Tencent itself doesn’t understand it.This article is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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