How to optimize the promotion account with ROI quadrupled in 3 months and annual turnover of 100 million?

Today's content is about a time when the boss accidentally saw a colleague asking: "The account has high expenses and few conversations. How can I find out the reason?"

I think this should be something that most optimizers have experienced, but everyone has a different answer to how to do it. Today, based on my previous optimization experience, I will talk to you about how to increase conversion rate more effectively through bidding...

Let me first explain the background. My annual bidding turnover is about 100 million, which is considered a relatively large account in the entire industry.

When I first took over this company, the ROI was appalling. But after three months of hard work, the ROI quadrupled month-on-month!

It sounds scary, but the methods are actually SO EASY~

We have mentioned the problems of our colleagues before. Since we cannot see the specific data and only look at consumption, we feel that there are too many possible problems.

I can only share some of my personal experiences:

It is a fact that due to the huge pressure of market competition, the overall data this year is declining compared with last year.

On the one hand, the medical industry is paying more and more attention to and being more concerned about bidding; on the other hand, the overall price increase cannot be ignored.

Therefore, optimization strategies are very important. Here are a few points for your reference.

Due to the characteristics of the medical beauty industry in which I work, the entire industry has relatively fixed demand, resulting in a relatively fixed number of intercepted search users each month. The monthly fluctuation will not exceed 30%. This is probabilistic science.

The medical industry defines its sphere of influence based on regions, and more and more brands are joining this market. In a sense, it is important to have how many competitors there are in your area, so bidding becomes a question of whether three brands or five brands are competing for a piece of the pie.

Therefore, you need to fully understand how many "brands" in your market are looking for users in this search pond.

Assuming that you have the highest expenses in this industry, you can "eat" many very expensive words.

But if your costs are not even in the top three, it is important to know how to harvest long-tail traffic .

This is what is usually meant by strategy determining operations .

This is easy to understand. To put it simply, it means constantly adjusting the front-end word package.

The particularity of the medical industry is that each company implements it through "wildcards", resulting in a large amount of data variation. But the root of everything is what your "word bag" is, which is actually a matter of probability.

Generally speaking, the "platforms" are not stupid. The "golden traffic" is naturally high, and the "long-tail traffic" is naturally cheap. Therefore, the accumulation of data is very important. Generally speaking, it takes about 2-3 months of data accumulation to see results.

Of course, another reference factor that needs to be considered is your price.

The particularity of the medical beauty industry means that most consumers don’t really understand what they need, but rather what they can accept. Therefore, it is necessary to do a basic analysis of the prices of peers, in the final analysis, in order to figure out what kind of people you want to influence.

Generally speaking, the prices of the top companies in the industry are the most expensive, and there is also the word "expensive"; on the contrary, for outpatient clinics that do not have much money to invest in, the basic prices are not that expensive.

This is something to be aware of, but don't worry about it. Market competition is relatively fair, unless capital intervenes, which is of course another issue.

Pay attention, this is the key point!

Logically, the higher the ranking, the more consultations you will get, but the cost needs to be considered.

A new optimizer in the industry told me that many words that have no follow-up actually also produce results.

I don't deny this point of view, because all investments are effective. However, the core of the Internet is how to spend money in the most critical places, especially bidding!

The medical beauty industry (other industries may also use the same tactics) has a common tactic commonly known as "screen domination", which was initially played by large and small businesses in collaboration. The "quick sorting" that has been popular in the industry recently is all based on this demand.

It cannot be said that this method is useless, but, based on my personal experience, it is still a "cost" issue.

It would be good to have the money to preempt the occupation, but generally speaking, the boss cannot afford that much money.

No matter how you plan it, this strategy is not cost-effective.

Of course, using a small account to test data and calculate prices is still a good idea.

A hospital must have its own advantageous disciplines as well as extended disciplines. Therefore, it is important to strengthen the advantages and combine them with extended subjects.

I call this approach: [Disease differentiation].

To put it bluntly, do more of the things that have advantages, and do less of the things that are not so advantageous.

All industry bidding is generally divided into several word package categories: product/service words, user words, industry words, and other words.

Therefore, the choice of all "word packages" is the choice of word packages generated around "confrontation".

As mentioned earlier, if your expenses are high in the regional area budget, then you can just sweep the market. Things like "ranking" and "how much" are basically the first choice.

However, if your budget is not among the top three in the region, avoiding these words becomes key.

Finally, the verification standards will be compiled based on the final data table for 2-3 months, and the basic data should be generally stable.

Many small businesses that have just started to promote are easily led astray by design and care about aesthetics...

First of all, as a former advertiser, I care about both beauty and practicality. (Okay, I'm a Virgo)

However, when faced with issues such as staffing and budget, I would choose practicality first.

When it comes to practicality, the knowledge involved is quite interesting.

Take the plastic surgery industry as an example:

When you say “fat dissolving”, consumers should have question marks in their minds?

When you say “fat burning” it directly corresponds to the consumer’s perception!

Another example is the dental industry:

When you say "front crossbite", will consumers have a question mark in their mind?

You said “correction” which also corresponds to consumer perception!

Of course, the above are just two examples.

Which word works best depends on experience and historical results data.

In recent years, everyone in the private medical sector has been emphasizing "professionalism", which is a good thing.

However, the influence of the overall environment causes market professionals to often get stuck in a rut and compete with doctors to see who knows more about medical terms. This is a bad thing.

The corresponding logic is:

The question is search → reply on the topic page → description of the subject leader (industry characteristics are still necessary) → who we are → event promotions (such as gifts for visiting the store) → corresponding consultation.

In this logic, price becomes the least important and the finishing touch. Of course, this also involves activity strategies, we’ll talk about it when we have the chance.

The operation logic is:

I just happen to have an event + answering questions → explanation from the subject leader (industry characteristics are still necessary) + who we are!

Remember not to make it so commercial. You can say I am being hypocritical or something like that, but after all, this is still a medical industry.

Don’t do activities like smashing golden eggs in the store or arranging flowers (PS: I can talk about this joke for a year)

1. This is the logic. In practice, we should try to reduce the content as much as possible and highlight the main content.

2. Consumers have limited patience. The more words there are, the fewer people are willing to read them. This is probabilistic science.

3. The special page should be tested on a small scale before being launched on a large scale. This is the common practice.

4. Data loss in Business Communication is an objective fact, but data organization is a must.

5. The speed of opening the special page is critical. It’s a small problem, but a big issue.

6. Matching the word package front end and the special page is a daily task and is also necessary.

That’s about it. I hope it will be helpful to you. . . Welcome to leave a message to share your ideas during the optimization process...

Author: Jason , authorized to be published by Qinggua Media .

Source: Advertising House of Cards