The promotion has no effect and there are malicious clicks. How to solve it?

Recently I heard a lot of people talking about promotion , complaining that they had done promotion in many companies, but to no avail. With the current fierce market competition, promotion is not easy to do, and more people are looking for breakthroughs to develop.

Then let’s talk about the promotion problems we encountered. By the way, you can see if there are any solutions to those problems!

The reason why it is uncontrollable is that we have no way to control these factors by our own strength and make them operate in our own way, so we can only find ways to adapt to or avoid risks.

1. Is there suddenly negative news about your own brand ?

When you are at the center of controversy, even if you write a brilliant idea and attract netizens to click on your website, once your brand is noticed by netizens and they immediately associate it with recent negative news, most netizens will choose to exit the website.

What should be done at this time is to find the source of negative news, try to control and reduce the scope of influence, clarify the false reports, and if they are true, try to make up for it.

2. When a keyword becomes a hot topic, does that mean the account will be the target of criticism?

In fact, the probability of such an incident happening is quite high. After all, the Internet world is unpredictable, and you can never tell what kind of hot news will break out one day.

What we can do is to allocate a budget for each plan and pay close attention to account spending trends and the day's hot news. Just like a friend of Ai Qijun who worked in a planning company, he added the words "region + car model" and the company was instantly offline. His friend only found out from the news that it was because of the news of a certain car model becoming popular because of a local auto show.

How to follow the hot news of the day? Currently, many platforms have launched "real-time hot spots" modules, such as Baidu homepage, Sina Weibo ...

3. What is the relationship between peak and off-peak seasons and clicks without conversions?

Every industry has its off-season and peak season for promotion, which is related to product characteristics and industry cycles.

For example, the peak season for promotion of the youth education industry is during the winter and summer vacations, and the peak season for promotion of adult education is after the Spring Festival; the peak season for promotion of wedding photography is during the spring when flowers bloom and the autumn when the weather is cool and crisp, while the extreme summer and severe cold are the off-seasons.

So what is the relationship between peak and off-peak seasons and clicks without conversions?

Let’s take the education industry as an example. For the second-level construction engineer examination, the peak season is 1-2 months before the examination. At this time, everyone generally has a demand for training, so the conversion rate will naturally be high. After the examination, it enters the off-season. At this time, there will still be a large number of netizens entering the website, but their purpose at this time has become to search for questions and answers, and to check the time of the next examination, rather than training and buying questions, so the conversion rate will naturally decrease.

1. When the boss approves the promotion plan but denies that the budget is too high, how can we increase the number of customers as much as possible based on the budget set by the boss?

The key is to increase conversions, everything else is just a passing cloud~

2. The biggest problem is that we want to increase the quantity without increasing the price. What should we do?

Find new traffic that can bring low-cost conversions~

3. The most difficult problem: The boss doesn’t give me a budget, but I still want results. If you don’t agree, come and argue with me!

I can't argue with you, can't I just leave?

4. Small budget, many things to do, and high expectations. What to do?

I can summarize promotion in four words: Just do it!

5. I guess the most difficult part of being an optimizer is communication. You must have encountered this situation: the leader suddenly slaps his head and says, the cost is too high, please reduce it by half! Then after you lower your budget, your traffic and CTR will drop significantly, and all the hard work you put into account optimization will be in vain!

Communication is difficult in any industry. Those who know me say that I am worried, and those who don’t know me ask what I am looking for.

Malicious clicks, will my account money be wasted?

Aiqijun has discovered that many friends have a misunderstanding. They believe that 80% of the clicks that enter the website but do not result in conversions are malicious clicks. This kind of mentality is a kind of blame-shifting mentality.

In fact, malicious clicks also have costs for the clicker. Use your own IP to click. It will be blocked after a few clicks. Even if you click more times, the system will not deduct any fees, so it will be in vain. In most cases, you have to pay to use malicious groups, and it is rare that everyone responds to your call, after all, everyone is very busy.

You also have to pay to use malicious software, but it may be detected by the system and the fees may be waived. It is time-consuming and laborious, and may not necessarily achieve the goal of converting the other party. It is indeed very LOW to spend all your time on this. It is better to spend more time thinking about how your company should promote and market .

Some friends have mentioned before that the data of Shangdun tool is not transparent. They only see the refund but not the specific clicks that refunded the money. In fact, Aiqijun feels that there is no need to be too serious about this aspect. What you care about is whether Shangdun can protect your account well. What Aiqijun can be sure of is that Baidu really wants its products to protect your account well and sincerely hopes that your promotion effect can be good.

Because all bosses are not fools. They will continue to invest and cooperate only if they see results from Baidu promotion . If the results are not good, they will naturally switch to other channels .

Therefore, as classified in this article, malicious clicks are factors that are beyond the control of optimizers. Just perfect the Shangdun settings and focus more on the controllable factors to be discussed next.

You need to take a quick look at this knowledge. If you miss it, don’t say I didn’t remind you!

1. How to set the promotion time more reasonably?

First, set the promotion time according to the time that the advertiser's business can cover, such as customer service working hours, telephone sales follow-up time, etc.; if there is no business time limit, it can be delivered continuously for 24 hours, and then set the promotion time according to the conversion data of the time period.

2. Do marketing activities bring in onlookers? Can it be converted?

In this case, you need to avoid words related to marketing activities in the keyword selection stage to prevent promotional information from being displayed in front of this type of onlookers. Let friends who want to know about the event enter the website through natural search or the channels provided in the marketing activities .

3. Why can’t my website be opened/opens slowly?

If the website cannot be opened, it is like a customer standing at the door of your store and wants to come in to take a look, but you close the door. This is the saddest and most regrettable reason for losing potential customers. The click fee has been deducted, but the customers haven’t even come to the website. It’s heartbreaking to think about it.

Baidu Statistics has a website speed diagnosis function that you can make use of.

I'm really afraid of being proud...

4. Keyword selection issues

In SEM , keywords represent the needs of netizens. What words netizens search for means what kind of needs they have. In this case, it is very important for us to choose keywords. Common types of keywords include: brand words, product words, general words, industry words, activity words and crowd words.

These words have their own characteristics and need to be properly matched to achieve good results.

Finally, regarding promotion, I would like to share with you some insights on Aichibacterium:

1. Cultivate market sensitivity and quickly seize the market dividend period. For example, three years ago, Aiqijun came into contact with a financial platform. The company's senior management attached great importance to new products in online marketing . The strategy was to ensure the platform experience while combining the promotion of new products through various channels. Through continuous testing, they found a marketing system that suits them. As a result, profits doubled every year, and they have now begun to try to make peripheral products.

2. Find suitable channels for promotion . What is suitable? First, you need to understand your target audience; second, choose the platform that your audience likes to follow. This purposeful channel selection will save a lot of costs compared to blindly choosing hot channels.

3. Optimization. Continuous optimization is the basis for the long-term positive development of an account. In uncertain situations, do more A/B testing , compare data, and summarize optimization points. The account will naturally develop healthily and sustainably.