Factors that affect the effectiveness of bidding advertising promotion and solutions!

Nowadays, SEM promotions mostly revolve around mobile devices, and many companies even choose to invest all their budgets in mobile devices. So what are the factors that affect the effectiveness of bidding advertising ?

1. Matching method

The keyword matching method is a major factor affecting the website's paid traffic. Different matching methods determine whether we can be displayed and the number of displays when users search for keywords. Changing the keyword matching method will have some impact on website traffic.

Suggestion: Reasonably use broad matching + negative words to maximize traffic. For wireless high-quality keywords, traffic expansion can be achieved through split matching bidding and advanced precise matching expansion functions.

2. Bidding strategy

The second factor that affects the ranking of a website is the bidding strategy. Without considering the impact of quality, the bid is a major factor that directly affects the website's keyword ranking, and it also determines the number of times the website is displayed. The position of the ad search keywords directly affects the amount of clicks the website can obtain, so adjusting the keyword bid will directly affect the amount of traffic the website can obtain.

Suggestion: The three ad slots at the top of the mobile terminal are the same as the three ad slots at the bottom, so the wireless terminal can use the automatic ranking preference tool to ensure that the ad can be displayed in the top three.

3. Change the creative idea

Paid search engine advertising mainly refers to creative titles and descriptions, which is also the third reason that affects traffic. The creativity of the advertisement will not affect the display and position of the web page, but will directly affect the click rate of the website. When there are the same number of impressions, ads with higher click-through rates mean more traffic.

Suggestion: Due to the different screen resolutions on wireless terminals, the creative of the advertisement will be affected, so the creative should be brief and highly relevant. At the same time, the display style should be set to match the items to increase the click-through rate of the advertisement.

4. Delivery time

The time of advertising is the fourth factor that affects traffic. There is a big difference in traffic between keywords that are delivered 8 hours on weekdays and keywords that are delivered 24 hours a day, 7 days a week. The time of delivery directly affects the number of ad displays, which in turn affects the click-through rate and website traffic.

Recommendation: If the budget is sufficient, you can choose to cover the entire time period. If the budget is insufficient, you can run the campaign during the morning, noon and evening rest time.

5. Advertising style

The style of the advertisement will not affect the display and position of the advertisement, but will directly affect the click-through rate of the advertisement. Novel advertising styles will attract netizens to click, thereby increasing the click-through rate.

Suggestion: Due to the special nature of mobile phones, they can communicate with users on current affairs. Wireless terminals have also spawned a large number of advertising display styles, such as promotional calls, emails, etc. During promotion, the style should be selected according to needs.

6. Number of keywords

The number of purchased keywords is the sixth largest factor affecting traffic. Newly added keywords may bring more traffic to the website. However, this is only effective within a certain range. When the number of keywords is large and the coverage of visitors reaches a certain range, the impact of new keywords on traffic will be very small. In addition, the quality of keywords will also have a certain impact on traffic. When expanding keywords, you should choose keywords with higher search volumes.

Suggestion: You can choose to add more long-tail keywords, question words, inquiry words and other words with clear intentions.

7. Distribution Area

The location of delivery will affect website traffic, but it is also the simplest reason. The location will have a restrictive effect on traffic. When the traffic in a region grows to a certain level, it can no longer be increased. Increasing the regions where you are deployed means that new groups will visit, which also means an increase in traffic.

Recommendation: Enable search intent targeting. When the regional words identified in netizens’ search terms are the same as the promotional regions you set, your advertising content may be displayed.

Author: Network

Source: Internet