Bidding promotion: ROI quadrupled in 3 months, how was it optimized?

There are always many problems on the road of bidding, but the essence is only one.

If you are asked, "What problems are you facing in bidding promotion at present?" there will be many different answers depending on the stage each person is in.

"How should I bid?", "What is the design logic of the landing page?", "Why is my cost so high?", "How to reject a keyword?"...

But the ultimate essence of the problem is only " reduce costs and increase ROI ".

So, today I will share with you how to bid well from the following three points.

▲ The key factors to reduce costs and increase conversion rates

▲ Ideas and strategies for continuous optimization

Bidding is like fighting a war. You need to first understand the strengths and weaknesses of each enemy, and then attack them accordingly.

Now your enemies are cost and conversion rate, so we need to know who their soldiers are.

Low cost + high conversion rate = low click price + accurate traffic + high website arrival rate + high consultation rate + high order rate

A general’s soldiers are his most important thing. Without his soldiers, how can he accomplish anything great? So now we need to analyze the influencing factors of each soldier and then attack them.

1. Low click price

To lower the click price based on the target ranking, you need to know what determines the click price. Please see the following formulas:

Click price = (next bid * quality) / own quality + 0.01

Ranking = bid * quality

Quality = estimated click-through rate + creative relevance + landing page experience

Click-through rate = ranking + display style + business relevance

In summary, if you want to lower the click price, you need to increase the denominator (your own quality score). If you want to accumulate high quality scores, you need to have a high estimated click-through rate, high creative relevance, and a good landing page experience. Improving the click-through rate requires a good ranking, a good display style, and a relatively high business relevance. A good ranking requires a high bid and high quality scores. In general, it can be divided into three aspects:

1. Directly adjustable bids and good display styles (advanced styles + flash ads)

2. Creative relevance and business relevance that need to be constantly adjusted and optimized

3. Landing page experience that requires long-term accumulation and optimization

Simply put, it means continuously optimizing the quality and laying a solid foundation in the early stages of the launch.

2. Accurate flow

Bidding is a promotion method that involves purchasing keywords to obtain traffic. The core operation is to buy the right keywords. What does it mean to buy the right keywords? In simple terms, it means buying business-related words and words that can promote conversions.

For example: If you are doing product manager training courses, you need to purchase words such as "product manager" instead of key dimensions such as "e-commerce operation".

Purchasing bidding keywords is charged on a click basis, but there are a thousand ways of searching for a thousand people.

For example: I want to buy a car, but the words I search for are different when I am in different stages of demand. I don’t have any idea about car brands now, so the keywords I might search for are: "What brand of car has a better price-performance ratio?" When I know which brands are better and I’m satisfied with a brand, I will search "How about Toyota SUV?" When I have financial constraints, I will search "Which Toyota SUV around 400,000 is the best?" "How much loan can I get for this brand of car?" "And so on. When you decide to buy a car and go to a 4S store, you will search for "Beijing Toyota dealer". Moreover, words with the same purpose can be expressed in different ways. For example, price-related words include "quotation", "how much", "price", "expensive or not" and so on.

Therefore, don’t be afraid of trouble. Get to know your company’s target users in depth, analyze their user portraits, analyze the scenario needs, collect, organize, and summarize the keywords they will search for as much as possible, cover the search behaviors of all users, and then classify the keywords. Generally, they can be divided into three categories:

Information gathering phase

Product comparison stage

Product purchase stage

The words at different stages will also have different purchasing intentions, so targeted bidding, creativity, landing pages, and wording will be needed to capture more accurate traffic.

3. High website arrival rate

With the current technical level, in general, if the website arrival rate does not reach more than 95%, it is considered unqualified. The main reasons for the low arrival rate are:

▲ The website server has low bandwidth and small running memory, resulting in slow opening speed (more than 4 seconds)

▲ There is a bug on the website, the page cannot be opened or the website jumps to the 404 page

Both of these situations will result in a waste of advertising budget, so it is crucial to purchase safe services and secure servers. In addition, you should always pay attention to the opening status of the website.

4. High consultation rate and high order rate

After users reach the website, we assume that the money has been spent and that they have brought in potential customers. At this time, we should consider showing them the information they need most in the most convenient way. To increase the consultation rate, we must follow the following three basic principles:

▲ The page layout is simple and elegant, the navigation is convenient and fast, and the modules are clear and concise

▲ Complete content to meet user needs

▲ The consultation window (online consultation, telephone consultation) is convenient and easy to find, and there are actions to promote consultation

Finally, there is the training of online sales personnel, standardization and quantification of processes. Having professional online sales is the basic guarantee for not wasting advertising expenses. Standardization of sales processes (which region each visitor is from, gender, age, intention, intended product, main considerations, reasons for closing an order, reasons for not closing an order, etc.) is the guarantee for optimizing advertising delivery.

The battle is over but it doesn't mean we can sit back and relax. We still need to continuously optimize our army and eliminate the remaining remnants.

So let’s take a look at the ideas and strategies for continuously optimizing advertising.

1. Define and implement advertising goals

If the goal is not clear when doing anything, it is very easy to go in the wrong direction or take the wrong path, resulting in half the effort and twice the result, or even no results. At the same time, just knowing what the goal is is not enough to make the goal clear. The goal must be implemented in every decision, and every link in the advertising process must reflect the consensus on this purpose.

For example, if the goal is to convert online consultations, then the benefits of online consultations should be reflected everywhere, from the advertising slogans and advertising styles to the advertising marketing pages. Convenient consultation methods and windows should be set up to guide users to consult. The creative advertising style can include buttons for online and telephone consultations, or forms for collecting leads. The landing page should take the issues that users are most concerned about as the entry point, and gradually guide users to consult, leave clues, or place orders by answering users' doubts, giving instant coupons, providing free services, etc. In addition, as many consultation buttons or forms for leaving clues as possible should be set on the page without affecting the user experience.

There is a saying that knowing is easy but doing is difficult. Knowing but not doing is the same as not knowing. Action is the origin of all good results. Only by implementing the goal in every step of the action process can we truly define the goal.

2. Strictly control the process

Many things are not as simple as we imagined, nor will they develop in the direction we planned. Therefore, we need to pay attention at all times and constantly correct mistakes. Especially when it comes to online marketing and advertising, these are usually long-term work and require continuous optimization to achieve better results each time. This optimization process, the means of improving results, requires us to closely control every marketing action or advertising campaign, and clearly know where the problems lie and where improvements can be made.

For example, after an advertisement is released, how many times is it displayed, how many people click on it and pay attention to it, how many people browse it for how long, and how many orders are finally completed. The ratio of each link in these data reflects a key issue. The click-through rate reflects how attractive the advertisement is, the browsing time reflects the accuracy of the advertisement's expression, and the transaction rate reflects the success or failure of the overall advertisement. By controlling process indicators, marketing goals can become controllable to a certain extent.

There is a key indicator in bidding promotion called " arrival rate ", which is an indicator forgotten by most people (due to the current sufficient development of network communication, this indicator rarely has problems). When a user clicks on an ad, not all users will enter the landing page for browsing. So, wouldn't clicking on the ad mean they will reach the landing page? Where can they go? They may close the page without opening it due to slow internet speed, or they may close the page without loading it because the page is too large, or they may be unable to open the page because it is damaged. In either case, it will lead to loss of traffic, so online advertising requires strict control of every link in the process.

3. Review and optimize delivery

Reviewing is Lenovo’s basic working method. Liu Chuanzhi once said that it was this working method of reviewing that made Lenovo what it is today. This shows the importance of reviewing. We also know that a three-foot-thick ice does not form overnight. No one can make a marketing campaign perfect or an online advertising account (search promotion, information flow promotion, or DSP promotion) perfect right from the start. Therefore, it is necessary to constantly review, optimize, improve, correct the direction, and improve the methods to make every link more perfect and continuously improve the final advertising effect.

The so-called review is to replay the last activity or the advertisement promoted in the previous stage in its entirety, without missing any link or module. Re-examine from the perspective of a veteran bystander to determine which links could have better methods, which links had mistakes or wrong decisions, and what would happen if another method was used? In addition, which links can be omitted, which links are too complicated, which aspects are extremely effective, and what will happen if another approach is used?

Going over the work we have done is called reviewing. Through reviewing, we can find the good and bad aspects, which can help us to maximize our strengths and minimize our weaknesses. In the process of reviewing, we can find better ways by deducing other methods.

When reviewing online advertising, special attention should be paid to changes in key indicators such as click-through rate, arrival rate, average dwell time, online conversion rate , etc., and it should be clear what actions were taken at the time that led to the changes in these indicators, how these indicators would change if other actions were taken, what actions would make the final result better, and what actions should be taken afterwards.

The above is my opinion on “how to do marketing well”.

In today's era, marketing has become an indispensable task for every enterprise. But marketing is more than just placing ads online.

Yes and no. In everything, we must know how to explore the essence and underlying logic of things. Once we grasp the essence, no matter how the Internet and marketing change, the impact on us is just to add a new channel or change the environment scenario. The essence of marketing will not change.

Source: Zixuan talks about operations