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

Have you ever encountered this situation : "Some words in the account have clicks but no conversations, and there is no problem with the search intent, but I don’t know how to solve it. "

Maybe there is too much invalid traffic in your account. What is invalid traffic? It's like when you have eczema and it's unbearable, and someone hands you a scratcher, but the method is not suitable for your condition and it only treats the symptoms but not the root cause.

For today’s daily question, let’s briefly talk about “ How to avoid invalid traffic ”.

Generally speaking, invalid traffic comes from two channels: guided search traffic and malicious click traffic .

Direct search traffic

1. What is directed search traffic?

As shown in the picture, this is the information that we often browse on the web in our daily life.

During the browsing process, users may be attracted by the content in the red box, and then click to jump directly to the search.

It cannot be said that the traffic directed by search has no purchasing intention, but at least compared with the traffic intention brought by active search, it is very low.

Therefore, there is a situation where there are clicks but no dialogue.

2. How to determine whether it is traffic directed from search?

Generally speaking, the impression volume of guided searches is abnormally high, which is completely inconsistent with normal clicks.

As shown in the figure below, a search term report is downloaded over a period of time. The keyword "how to treat heart failure" normally has around 800 or 1,000 views, but one of them reached more than 5,000. Can it be considered an invalid view? Other displays with a count of around 2,000 can also be checked.

3. What should I do if I encounter traffic coming from guided searches?

Although the traffic from guided searches is not of high intent, it is still traffic and cannot be dismissed with one blow.

We can generally judge based on conversion volume and conversion cost .

First check the conversion volume, then check the conversion cost. If the results are good and within your acceptable range, you can ignore them. If they exceed your acceptable cost, you need to consider lowering the price or eliminating these words.

Malicious click traffic

There are many types of malicious clicks.

1. Competitor Clicks

This is a very common situation. Maybe he didn't do it on purpose and was just checking the rankings normally, but for those with many competitors, clicking a dozen or twenty times a day also has a certain cost.

Then we need to consider blocking this part of the traffic.

2. How to block malicious clicks from competitors?

Open Baidu Statistics, find "Real-time Visitors" on the left and click it, then click the IP details on the right, and then sort in descending order according to the number of visits.

Then we check one by one and we find that some IP addresses visit our website multiple times within a period of time.

As shown in the figure, during the investigation, it was found that this IP searched for "bidding training" many times within a certain period of time, and also with the names of different cities, which can basically be determined as malicious clicks. Which real customer would search for bidding training in different regions?

Of course, it is also easy to block competitors. Just use the one that comes with Baidu Statistics. There is a shielding function behind each IP, just click to select.

2. Malicious clickware and artificial malicious clicks

Of course, to check out competitors, you just need to click on software and hire people to find malicious points.

This requires the use of Shangdun. Although there are many tools on the market for blocking malicious points, they are useless. It is recommended to use Shangdun as the main tool.

As shown in the figure, three short shielding times can be set according to the display. Of course, it can also be blocked by adding IP.

The above are the relevant situations and solutions for invalid traffic.

In short, invalid traffic cannot be blocked 100%, and we can only try to achieve 100% through our diligent observation. Therefore, I suggest that you check the visitor details when you have nothing to do, you will be surprised~

Source: Houchang College