Traffic volume not increasing? Can’t reduce costs? 3 excellent cases of increasing volume and reducing conversion costs!

What are the most concerns of many advertisers and optimizers who use Baidu information flow to place advertisements? I believe that everyone knows it clearly without further explanation. Conversion volume and conversion cost are the hurdles in every optimizer's mind!

From setting up an account for information flow delivery to achieving the final conversion, I believe only the optimizers themselves know the twists and turns and pains that need to be experienced in between!

The three most frequently asked questions by entry-level optimizers: Why is the traffic so low? Why are the conversions so low? Why is the conversion cost so high?

In the coming cold winter, we have carefully prepared a set of "cold-proof methods" and summarized three excellent cases of increasing volume and reducing conversion costs, so that after reading them, everyone can say to "entry-level optimizers": NOT ME! !

1. Vehicle logistics industry

Breakthrough in services and expansion of product portfolio

The automotive aftermarket industry has developed to date and has gone through a shuffling process of great waves eliminating the sand, and it can be said that only some strong players remain today.

Tyangche.com is China's first B2C e-commerce company for car maintenance. Its main businesses are tires and car maintenance. Although it is considered the most senior and stable platform in the automotive O2O industry, it encountered many problems during the initial Baidu information flow delivery process: the initial single account structure and single product usage resulted in the inability to expand traffic; the conversion volume and conversion cost also failed to meet customer satisfaction.

After the optimizer took over the account, he immediately began a "surgical" transformation.

1. Intimate service model and effective feedback mechanism

2. Use product combinations to maximize traffic growth

Flash investment expansion in 4 steps:

1. Flash investment uses the knowledge base, uses intent words + keyword templates to expand traffic, and uses product wildcards in creatives to enhance the user's sense of involvement;

2. Flash LBS: All 4S store information in the product library is entered into the product, and the product is placed for people within 3 kilometers of the 4S store, attracting surrounding users to go to the 4S store for maintenance and improving conversion;

3. Build flash product groups, and build product groups in the product groups according to business types such as tire brand, tire size, and tire pattern, and use product groups + OCPC in combination;

4. Test the effects of intent words, keyword templates, and industry words in flash targeting. Among them, the combination of intent word template + intent has better effect, and the combination of industry words + OCPC has better effect.

ocpc uses two steps:

1. Add OCPC plan to the account to test the effect of OCPC plan. OCPC helps to reduce costs;

2. For plans with accumulated data but poor conversion effects in the account, skip the first stage and switch to OCPC plan testing.

Through the product combination strategy, coupled with the enrichment of account structure and the adjustment of creative styles, the account effectiveness has been greatly improved! Account traffic increased 5 times! Account activation increased by 200%! Conversion costs dropped by 17%!

2. Franchise Industry

Rebuilding the account structure with eye-catching and creative styles

Dry Cleaning Franchise U Customer can be regarded as a benchmark enterprise in the industry, but it is having trouble promoting its information flow! The results are always up and down, and the costs are always high and low. What is the problem?

The clever optimizer saw through it at a glance and immediately took action to solve the problem!

1. Reasonable account structure

Four optimization points for account building:

1. The account sets plans based on placement (list, details), keyword attributes (core words, potential words), historical searches, and audience expansion;

2. In terms of keywords, in addition to the core dry cleaning franchise keywords, you can also expand to franchise stores, money-making keywords, and other industry franchise keywords;

3. Interest-based targeting is mainly used by job seekers, entrepreneurs and franchisees;

4. Flash Investment DPA uses intent words and industry word packages (dry cleaning franchise word packages) for targeting.

2. Try more creative styles

1. Take low cost and high return as the entry point! Start from the customer's pain points and describe them in a story format to attract netizens' attention and promote clicks;

2. Original pictures of investment and franchise materials have the best effect and the most stable cost. The basic combination is: real-life pictures of the store; pictures of the door head and pictures of the equipment;

3. For creative account styles, you can try the window display style, which will have a better effect. According to current test results, the conversion rate of the window display style is more than 5 times that of the single-image style, and more than 2 times that of the three-image style; the conversion cost is about half of that of the single-image style, and is about 5% lower than that of the three-image style.

Thanks to the optimizer’s magic hands, the delivery results of U customers have increased rapidly recently! The overall conversion cost was reduced by nearly 37%!

3. Education and training industry

Identify user learning intentions and capture the crowd with creativity

With the development of information and the popularization of education, academic qualifications are becoming more and more important. Adult higher education has currently become one of the options for many employed persons, college entrance examination failers, etc. to further obtain learning opportunities and improve their cultural literacy.

However, there are so many adult education training institutions that how to choose has become a headache for many people. Everyone has different purposes for receiving adult education, and they must consider all aspects when making a choice.

Users don’t know how to choose, so for adult education and training institutions, this is a great opportunity to “teach” users how to choose!

H training institution can seize this excellent opportunity with the help of Baidu information flow!

Most people who participate in Shanghai's adult education, in addition to the needs of improving their academic qualifications and finding a job, have one purpose, which is to settle down! For many people with low educational qualifications who want to settle down but cannot wait for a long time to accumulate points, or for those who are eager to enroll their children in school but do not have a household registration, this prescription can be said to hit the nail on the head!

After perfecting the basic structure and orientation of the account, the clever optimizer put a lot of effort into creativity!

1. How do materials hit the user's pain points?

2. While the landing page is doing a good job of taking over the content, it also improves interactivity

After such adjustments to the creative ideas and landing pages, the conversion effect became obvious, and the form cost dropped by 50%! The customers were all grinning from ear to ear!

Of course, in the optimization process of each account, the construction of account structure, the effective use of products, creative thinking and production, etc., these steps are closely linked and none of them can be missing! How to maximize the effective combination, how to operate according to the specific situation of the customer... Please continue to pay attention to and enthusiastically share our articles~

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Source: Information Flow Director Xiong