Bidding Promotion | How to reduce costs and increase clicks?

The competition environment is intensifying. Although the investment has increased, the number of impressions and clicks has dropped significantly, and the cost per click has increased significantly. Let’s take a look at how to deal with this situation when it happens?

1. Brand introduction

The client is an institution that focuses on adult academic education. Its current businesses include adult college entrance examination, online education, self-study undergraduate education, as well as tutoring courses such as teacher qualification certificates and accounting titles.

The client company was founded in 2012. As of 2017, it has 16 branches and has helped nearly 10,000 students and employees of more than 5,000 companies to improve their academic qualifications and capabilities! The main business coverage areas include Ningbo, Zhoushan, Wenzhou, Wuhan, Dongguan and other places.

At present, the customer has become a direct teaching point of many universities including Zhejiang Ocean University, Zhejiang Maritime Vocational and Technical College, Ningbo Institute of Technology, Zhejiang Agricultural and Forestry University, Shaoxing University of Arts and Sciences, Huzhou Normal University, Zhejiang Normal University, Zhejiang Gongshang Vocational College, Jinhua Vocational and Technical College, and has been rated as an excellent teaching point for many years.

2. Background

The annual adult education exam is held in late October, and the registration period is generally in August or September. July begins to gradually enter the peak season for customers.

Compared with previous years, the competition environment has intensified this year, the number of ad impressions has dropped significantly, and the delivery effect is not good;

Comparing the data from May to June 2017 and 2018, although the investment has increased, the number of impressions and clicks has dropped significantly, and the cost per click has increased significantly.

Marketing objectives

Currently, the main problems that the account needs to solve are low traffic, rising click costs, and poor results.

The main goals of delivery adjustments are as follows:

1. Increase the display click volume in July and August to obtain more traffic while ensuring the quality of traffic;

2. Increase the amount of sales leads.

3. Delivery plan

▋Account Strategy

1. Expand more traffic, increase display volume, and open the first layer of marketing loopholes;

2. Segment the accounts according to different regions and fields to optimize click costs;

3. Rich delivery styles , improve the display of pictures, texts, sub-links, and forms, and increase account click-through rate;

4. Segment traffic and focus on high-quality traffic.

Traffic expansion

Enable same-platform display and precise matching extension to increase account display opportunities;

Turn on night traffic optimization to get more night traffic.

▋Account structure adjustment

The main thing is to separate different regions. At the same time, since large-category words have high traffic and high unit prices, they are also separated out to establish separate plans .

▋High-quality traffic delivery

Utilize crowd targeting tools and target customer follow-up to focus on delivering high-quality traffic.

Creative Strategy

1. Turn on the dynamic material switch and create information arrays and knowledge materials at the same time to maximize the creative display of the sub-chain.

2. Use multiple components (consultation, web callback, phone, form) to ensure the convenience of conversion, set bid coefficients in the form style, and improve display.

3. Enable store promotion , display store distance, and increase attractiveness.

▋Landing Page Strategy

1. Create targeted landing pages for different regions ;

2. Outstanding benefits : scholarships, free admission guidance;

3. Create urgency : The reform of the adult education exam is imminent, and the earlier you register, the lower the risk;

4. Multiple communication methods (consultation, telephone, contact information, form);

5. Keep the keywords, creativity, and landing pages consistent (the keywords of Night University correspond to the landing pages of Night University).

▋Delivery effect

The display volume has rebounded significantly, down 10.7% year-on-year, and the data in May and June fell 46.8% year-on-year, showing a significant rebound;

The number of clicks increased by 3.5% year-on-year (down 29.7% year-on-year in May and June).

Related reading:

1. Will Baidu take down medical bidding ads?

2. How to build a perfect bidding promotion account?

3.How to formulate SEM bidding promotion strategy?

4. No traffic from bidding promotion? You can do this!

5. How to avoid invalid traffic and improve traffic quality in bidding promotion?

6. High clicks, low transactions, how to avoid invalid traffic in bidding promotion?

Author: Baidu Marketing Center

Source: Baidu Marketing Center