Is the effect of bidding promotion declining? You must analyze these 8 factors!

Nowadays, most of our SEM promotions revolve around mobile devices, and many SEMers even say that they have invested all their budgets in mobile promotions. So do you know what factors affect mobile promotion?

Based on the author's many years of promotion experience, this article will discuss the following 8 aspects:

Changing the way keywords are matched is the first reason that affects paid traffic. Usually there are three matching modes for keywords: exact match , advanced phrase and broad match .

Different matching modes determine the number of ads displayed in the search results, which further affects the traffic that keywords bring to the website. When we adjust the keyword matching pattern, it will affect the traffic.

Optimization suggestions:

Reasonable use of the "golden combination" (broad-matching + negative words) can maximize traffic acquisition. For wireless high-quality keywords, traffic expansion can be achieved through sub-matching bidding and advanced precise matching expansion functions.

Bidding strategy is the second factor that affects paid search traffic. Ignoring the quality factor, the bidding strategy directly affects the number of times the ad is displayed and its ranking.

The number of clicks received by ads in different positions of search results (top or bottom, first or third) are different. Adjusting the bid for keywords will directly affect the position of the ads, thereby affecting the traffic received by the keywords.

Optimization suggestions:

On the mobile side, because the top three ad slots are the same as the bottom three ad slots, the wireless side can use the automatic ranking preference tool to ensure that the ads are displayed in the top three.

The creative of paid search engine advertising refers to the content in the title and description, which is also the third reason that affects paid search traffic.

Advertising creativity affects not the ad position and number of impressions, but the click-through rate of the ad. With the same amount of impressions, ads with high click-through rates will also receive more traffic.

Optimization suggestions:

Due to the limited screen size, the creative ideas for wireless terminals should be short and highly relevant, while wireless styles should be used to increase click-through rates and gain more traffic.

Adjusting ad delivery time is the fourth reason that affects paid search traffic. There will be a big difference in traffic between keywords that are delivered 8 hours on weekdays and those that are delivered 24 hours a day, 7 days a week.

The delivery time directly affects the number of times the ad is displayed, which in turn affects the clicks on the ad and the traffic it brings to the website.

Optimization suggestions:

If the budget is sufficient, then full-time coverage will be provided. If the budget is limited, it is necessary to ensure that advertisements can be promoted online normally during the three wireless traffic peaks in the morning, lunch break, and evening.

There are already many wireless-specific display styles for search promotion on the wireless side, which is also the fifth reason that affects paid search traffic.

Wireless style does not affect the ad position and number of impressions, but the ad click-through rate. Novel styles can attract more netizens to click, thereby increasing the click-through rate of advertisements. Ads with high click-through rates will also receive more traffic under the same display volume.

Optimization suggestions:

Mobile phones can achieve real-time communication due to their unique device performance. Therefore, the wireless terminal has spawned many unique display styles, such as promotional calls. In daily promotion, you can choose the appropriate style according to the promotion needs to increase wireless clicks and conversions.

The number of purchased keywords is the sixth factor that affects paid search traffic, which is similar to the matching pattern mentioned earlier. Newly added keywords can bring more traffic to the website.

But this is only effective within a certain range. When the keywords cover a certain range of visitors, the impact of newly added keywords on traffic will be minimal.

In addition to the quantity of keywords, the quality of keywords will also affect traffic. Expanding keywords with higher search volumes will also affect traffic changes.

Optimization suggestions:

The wireless terminal needs to add more long-tail words, question words, price words and other medium and long frequency words.

The location of delivery is the seventh factor that affects paid search traffic, and it is also the simplest one. Regions have a limiting effect on traffic.

When the traffic in a region grows to a certain level, it can no longer be increased. Increasing the delivery area means adding new visitor groups. This also means an increase in traffic.

Optimization suggestions:

It is recommended to enable the search intent targeting function. After this function is enabled, when the recognizable regional words in the search terms of netizens are consistent with the promotional region you set, your promotional content may also be displayed, thereby obtaining more traffic.

Mobile sites are the eighth factor that influences paid search traffic. I believe that many people don’t know that the quality of mobile sites will also affect the traffic of the website. This is mainly because when the score of the mobile site is lower than one star, it will affect the display of advertisements, thereby affecting the traffic brought by the promotion.

Optimization suggestions:

Use the web page evaluation tool provided by the promotion background to evaluate the website. If the evaluation result is less than one star, it is recommended to optimize the mobile site. At the same time, a good mobile site will directly affect wireless conversions, so a good mobile site is particularly important in wireless promotion.

The above is today’s sharing content. Have you learned anything?

Source: Platinum Wisdom Ptmind (ID: ptmind_bj)