How to refine bidding promotion accounts and improve promotion effects!

When we do promotion, the proportion of bidding promotion is still very high. Then we all know that bidding promotion requires accurate traffic, which is often what we need. However, while the conversion rate is improved, the number of impressions and clicks will also decrease accordingly.

To sum up, the problems we encounter in refined promotion can be classified into the following four points:

1. The display volume cannot meet the demand

2. CTR is too low

3. Low conversion rate

4. There are gaps in monitoring data

Then we will answer these questions one by one.

What to do if the impression volume is too low

Display - click - conversion, this is a regular process and an indispensable process.

High impressions determine clicks, and clicks determine conversion rates. Well...it would be embarrassing if it was shown in the early stage.

Generally, the factors affecting the display can be classified into the following three points:

The quality of creativity

The bid price

Targeting of advertising

The quality of creativity

"Quality" can be said to be the pain that SEMers can never express.

Quality index is a systematic estimation indicator of the promotion results triggered by keywords and the quality of landing pages. But many times it has become an excuse for Baidu customer service.

Whenever I feel that my bid is unreasonable, the customer service will tell me: Sorry, your quality is lower than others, so your ranking will be lower.

Usually the factors that influence quality can be attributed to: click-through rate, relevance, creativity and historical performance.

The bid price

Bidding means competition, and the highest bidder wins.

To put it simply, bidding means spending money to buy traffic. Does that mean a high price is necessarily the best? Otherwise, as long as we master certain bidding rules, we can achieve the best results with the least money.

Generally speaking, bidding principles can be classified into the following points:

1. The 80/20 rule

This means that in the account, 20% of the keywords account for 80% of our consumption and conversions.

For this type of words, it is recommended to create a separate unit and focus on monitoring them. For other words, sometimes a high ranking conversion is not necessarily rational, and 2-4 is the most reasonable.

2. The principle of budget first

That is, in the key time period of key words, the enemy advances and I retreat. 2. The principle of budget supremacy, if you can't win, don't fight, because there are many richer people than you; in non-key time periods, the enemy retreats and I chase, seize rankings, and strive for high-quality traffic.

3. Tian Ji’s Horse Racing Method

For some words with weaker intent but larger traffic, a strategy of controlling traffic at a low price can be adopted;

4. Sesame Blossom Method

When you are not sure about the effect of a certain word, you can buy at a low price and sell at a high price, and then slowly increase the bid.

Targeting of advertising

Targeting, another way of saying it is user targeting. In the early stages, we will analyze users and build a complete user portrait.

The key is to clearly define the user portrait and then conduct detailed classification. Sometimes, a product may target a variety of users.

For example, "Wireless" targets people who are over 40 years old and those who are between 20 and 40, and the attributes, interests and hobbies of the two groups are different.

Therefore, before conducting targeted advertising promotion, it is necessary to classify users in a detailed manner.

What to do if the click rate is too low?

Due to the refined management of traffic, low click-through rate is an inevitable phenomenon. But usually the click-through rate is low, which can be attributed to the following points:

Advertising targeting rationality

Advertising creative quality

Distribution channel matching

Targeting of advertising

Targeting determines how closely the product you deliver matches your target audience.

For example

If you push an ad for a shooting game on Mayu, do you think the CTR will be high?

Reasonable advertising targeting is the prerequisite for high click-through rates. Therefore, in the refined advertising delivery, we should neither ignore the estimated population coverage scale due to precise delivery, nor ignore the high conversion cost caused by letting go of general delivery. It is recommended that advertisers analyze various channels before placing advertisements to make their advertisements more targeted.

Advertising creativity

It is no exaggeration to say that creative appeal accounts for 70% of high click-through rates. Regarding creativity, I won’t say much about satisfying user needs and pain points. I only have one suggestion:

1. Native illustration

Figure 1

Figure 2. Which of the two ads above do you think has a higher click-through rate?

The answer is Figure 1. Because its pictures are more native and more convincing. In this age of ubiquitous advertising, users have developed a certain degree of resistance.

Therefore, in creativity, we should make good use of pictures to enhance users' conviction and increase their trust in their products.

Channel Matching

When there is no problem with our targeted promotion and creativity, we need to consider whether the low click-through rate is caused by the mismatch between the channel characteristics and the target audience.

For example, after the revision, Toutiao, which is no longer just a news website, but also has features such as "Xigua Video" and "Small Video", has more male or female users?

Don’t know? Then you need to understand the characteristics of each channel.

How can I increase my conversion rate?

When talking about conversion rate, we have to mention landing pages. Because it is responsible for both carrying and converting traffic.

How to judge the rationality of orientation and optimization method

According to the process of advertising, the editor provides two sets of ideas here:

Advertising effect appearance

Whether the exposure, click-through rate, and eCPM are more competitive than those of competitors in the same industry.

Channel conversion user analysis

According to the user portrait report after the ad is exposed, check the ratio of click users to exposed users and basic user portrait information, and determine the basic user targeting based on this information.

For further refined targeting, we can cross-analyze the subsequent performance of converted users and the behavior of core users, such as average order value, purchase frequency, open rate, next-day retention, ROI, etc.

Source: SEM Alliance