Channel promotion skills and conversion rate optimization solutions that money can’t buy

Today, I will share with you a few points mainly on channel promotion and conversion optimization:

• Where did our money go?
• What are the techniques for delivering on each channel ?
• How to allocate the delivery cost to each channel?
• How to analyze the conversion rate of each channel and optimize it?

1. Where did we invest our money?

Friends often ask, we spent a lot of money this month, so where did the advertising money go? Putting aside temporary investments for promotional activities or large-scale public relations events, regular traffic introduction is of paramount importance and a key factor in ensuring the steady growth of new users on the platform. If you were given 10 million now, how would you spend it efficiently?

If you are a large Internet company that already has a certain level of brand awareness and number of users , the core purpose of advertising is to expand brand awareness and capture more market share .

Then we can start from the following channels:

• • Search Engines

• Tencent Advertisement
• Technology Website
• Online Media

2. What are the techniques for delivering ads through each channel?

1. Search Engines

For example, 360, Baidu, QQ Browser , Sogou , Shenma, Google and other channels are all mainstream search engines, and these are often the places where businesses must compete.

Among them, the more common one is Baidu SEM , which includes paid products such as Baidu Keywords , Baidu Product Transfer, Baidu Union DSP , knowledge marketing, etc., as well as Google Keywords, Google Display, 360 Product Special…

Usually, the product with the highest paid conversion rate is the product with the highest paid conversion rate.

Putting up a product-specific ad can allow users to search for the website immediately, and the keywords that can be put in a product-specific ad are not limited to brand words, but also include brand-related words. In the face of competing products with higher bids, companies can still obtain a large amount of traffic by adding product-specific keywords. For companies with a certain brand awareness and high repurchase rate, Pinzhuan will be a good choice.

Product specialization fees: The traffic of keywords fluctuates in different quarters. Baidu will determine the product specialization fees based on the traffic of keywords. Therefore, it is recommended that you apply for a product specialization quotation during the off-season. The contract period can be longer, which can save a lot of money.

Usually the conversion rate of keywords is much lower than that of product specialties.

The conversion rate of keywords is relatively low because not all keywords will break even, and keywords need to be continuously optimized. If there is no product launch, the bid for the core keywords must be higher to avoid being overtaken by competitors in the first place.

For specific optimization, you can adjust bids according to the quality of keywords, delete keywords with low contribution and low search volume, optimize the keyword library, optimize titles to increase click-through rate , and optimize page experience to increase conversion rate.

The CPC of the alliance is very low, the user accuracy is not enough, and the conversion rate is the lowest.

Online alliance advertising includes Baidu Online Alliance, Google Display, Sogou Alliance, etc., which mainly rely on huge websites to display promotional information. We can increase exposure and clicks by increasing bids, and improve conversion rates through precise targeted delivery.

2. Tencent Ads

Tencent’s advertisements include QQ space advertisements, browser advertisements, Guangdiantong advertisements , WeChat advertisements , and App Store advertisements.

On the basis of clarifying the promotion goals, we need to analyze our customer base, such as gender, age, education, occupation and other basic attributes, locate the target population according to user portraits , and thus screen industry channels. Among them, GuangDianTong and browser ads are suitable for brand promotion.

For example: when choosing an advertising platform, focus on whether the user group is on PC or mobile phone, WeChat or QQ, the user group's region, gender, age, living conditions, hobbies, education level, etc., so as to choose channels that are easier to reach users.

After selecting the channel, if the company itself has a more precise user package, it can also apply to open a whitelist and upload number packages for targeted delivery.

In addition to user profiling and targeted delivery, advertising content is also important.

For example, WeChat ads can be divided into public account ads and Moments ads :

For public account advertising, you can hire someone to create content and attract fans through professional content. After the number of fans increases, you can use activities to attract fans to register, and then guide them to pay. You can also ask big Vs to forward it to achieve the purpose of promotion.

Among them, content production requires finding professionals . If you are in finance, you can find financial journalists to write. If you are in the automotive industry , you can find automotive editors to write. The focus of the content is depth, not writing style. Only in-depth articles can influence the target users , while joke articles can only attract eyeballs.

Secondly , it is necessary to refine the operation, organize it into a media library , and classify and monitor the registration rate , registration cost, payment rate, renewal rate, etc. of different accounts. It is broken down into the number of article readings, reposts, likes, etc.

Moments ads can be published in the form of single images, multiple images, or nine-grid formats to disguise themselves as ads that do not look like ads. A single picture can fully display the picture and attract people in a very short time. Multiple pictures are suitable for promotions that have been packaged and have clear themes.

First, we need to lower users’ psychological defenses against advertisements, secondly, we need to successfully attract users’ attention, and finally, achieve conversion.

The advertising content design requires us to be good at creative expression, creating topics, or creating a scene to stimulate readers' interest.

3. Technology Website

Major domestic and foreign technology websites are also huge traffic portals, such as CSDN, 36kr , Aiheima , etc. The population classification is relatively accurate, and you can choose suitable websites to place soft articles or hard advertisements according to your own group. Although the conversion rate is low, the exposure is very high, which can effectively enhance brand awareness. We can also analyze which channels our competitors use, extract the best from them, and optimize our own channels.

We also need to explore more websites with precise target groups and whose users have not been filtered out by other competitors. Generally, the costs of advertising on such websites are relatively low. We have previously tried to cooperate with Jiuyi 160 and Lamamabang in terms of channel cooperation. We analyzed the quotations, whether they have cooperated with other financial products , and whether the target groups match. In the end, we chose Jiuyi 160 , which has low prices, Internet consumption habits, and has not cooperated with other competitors , and achieved good results.

4. Online media

In addition to the above-mentioned traffic entrances, social media platforms and portals such as Weibo, Sohu, and Toutiao are also not to be ignored. Weibo also has its own advertising system. You can ask professional Weibo operating companies to help with the placement. Portal websites can also find news media marketing companies to be responsible. They are connected to thousands of news platforms and can be placed with one click. The price ranges from 3,000 yuan to 6,000 yuan per article.

Generally, they are purchased in packages. There are many such companies, so be careful not to be deceived when choosing. Each company’s delivery effect is different. Some are based on the number of media delivered, and some do not guarantee the number but only guarantee that they can make the headlines. At this time, we need to pay attention to the delivery effect of these websites, whether they have been included in Baidu, Sohu, etc., and the rankings retrieved.

Before choosing a partner, you need to judge the quality of the other party’s website. Some companies have a large number of website accounts, but the quality of the websites is very low and the investment has no effect.

3. How to allocate the advertising costs for each channel?

With so many channels for delivery, how can we allocate the proportion of delivery costs to each channel to maximize the delivery benefits?

Analyze existing channels, which ones can improve registration conversions? Which ones can improve purchase conversions? Which ones increase brand awareness? Determine core goals based on the company's KPIs.

If the KPI is to attract new users , then the advertising should be placed on websites where potential users gather. The advertising content should focus on the benefits of new users, and more promotional welfare policies should be planned for old users to help attract new users.

At the same time, it is necessary to increase brand awareness and enhance brand exposure through online alliances, Guangdiantong, etc., but such expenses are too high and costs need to be controlled. It is recommended to focus on attracting new customers and supplement it with branding.

Analyze the existing channels that contribute most to KPIs. After evaluating the additional costs, the effect of the delivery will be to maintain the current conversion rate, to increase the conversion rate further, or to greatly reduce the conversion rate. For the former two, you can continue to add costs. For the lower conversion rate, you need to analyze the factors affecting the decrease and optimize them until the best delivery balance point is found.

For newly discovered channels, it is recommended to try them with small expenses and pay attention to continuous optimization of data. Classify them into the above three categories and then determine whether to continue to add expenses based on the goals. If the effect is poor, give up directly. I tried to run a 360 product campaign before and found that the conversion rate was very high, so I immediately increased the number of other search engine channels. Such as Shenma search , mobile engine search, etc.

4. How to analyze the conversion rate of each channel and optimize it?

First of all, we need to make clear the delivery strategy, both at the self-level (continuous traffic flow , obtaining clicks, improving conversion) and the competitor level (seizing traffic flow, weakening competitiveness, reducing ROI). Each channel has its own delivery characteristics, and the premise is to do a good job of data embedding and data collection . Each delivery location must be configured with a different URL.

For example: a product has many URL links. We configure different embedding information to accurately collect PV, UV, ROI, CPA, AR PU value, etc. of each location. In this way, we can track the data performance of different content delivered to each location to optimize the advertising content, as well as optimize the jump page through bounce rate, dwell time, etc.

For example: For core keywords, such as brand words, core product words, and industry words, you need to search them irregularly every day to check their rankings with competing products and make timely adjustments to bids. Keywords can be set whether to be delivered or set different prices according to time periods. You can also analyze the traffic of each keyword, suspend delivery or lower bids during periods of low traffic, and occupy the top ranking of competing keywords during periods when competing products are not delivered.

During the delivery process, try to conduct A/B testing more often and continuously optimize the copywriting and promotional images. For example, users on each channel have different interests in different types of ads. For example, it is obviously inappropriate to launch welfare policies for old users in new user channels.

There are many pitfalls in advertising. It requires continuous attempts and exploration in the process of advertising to summarize your own experience. For students who want to pursue a career in advertising operations, it is recommended that they do not look for small companies when looking for a job. Small companies do not have the funds to invest in advertising. Even if you have extensive experience, you cannot do anything without the right materials.

To place an advertisement, you need to learn how to use different advertising backends, understand the rules for placing advertisements, complete account operations, and continuously optimize. Then you need to understand the differences between different channels , summarize the placement experience of each channel, and improve the placement effect through various means. Finally, you need to master how to plan the overall placement plan based on KPI to maximize benefits.

Source: Near Earth Magnetic Field PM Camp (jdccPM)