The Double 11 account has no volume, but you can understand the traffic thinking!

There is no volume on Double Eleven and money cannot be spent. This is a market factor. We can only try our best to regulate it. If there is really no volume, there is nothing we can do.

But during this period of time when there is no quantity, I would like to talk to you about the topic of " traffic ".

Let me ask you a question first: If you were asked to define bidding, how would you define it?

Maybe the answers are different, but I would define it like this: bidding is a process of buying and selling traffic and monetizing traffic.

It can be said that traffic is the core of bidding.

People often ask in the background:

The keyword intent is quite low, but the traffic it brings is very poor. What should I do?

The click-through rate of core words is there, but the effect is very poor and the customer quality is not good either. What should I do?

…

Ultimately it’s because you don’t understand traffic and don’t know how to control it.

If you want to master bidding, the first thing you need to do is to have traffic thinking . Only when you know how to control traffic can you better convert it.

What is traffic thinking?

Before understanding traffic thinking, think about this: What is your ideal account status in bidding promotion ?

I think it can basically be boiled down to one thing: more high-intent traffic and less low-intent traffic.

Suppose you are engaged in milk tea franchise products, and you usually attract 20 yuan of traffic. But one day you suddenly found the word "milk tea making method" appeared in the report. The traffic was average, but the average price was very low, only 1 yuan.

Do you want traffic like “How to make milk tea” ?

Some people say: No. It is low-intent traffic and it won’t bring any leads anyway. It’s a waste of money to keep it, so just reject it!

Some people also say: Yes. Although the intention is low, the cost is also low. 100 traffics only cost 100 yuan. If you win by quantity, there will always be one or two conversions.

Dear readers, would you like it or not?

If I had to choose, I would say "yes". If the cost of the traffic it brings in is 18 or 19 yuan, then I might reject it. But its cost is very low, so it is entirely possible to adopt a low-price strategy and win by volume.

So, dear readers, have you seen any clues?

In bidding promotion, traffic is not absolute, and not all low-intent traffic should be rejected. As long as its cost is within our acceptable range, what does it matter if the traffic intention is low?

Pay attention, here comes the point. In other words, in bidding, the traffic thinking we need to master is:

▲ More or less

▲ Yes or No

1. Let’s look at the first one first: more or less.

This is easy to understand. It means whether I give this word more or less traffic; or whether this region has more or less traffic.

If you want more traffic for this word, then increase the price; if you want more traffic for this region, then allocate more budget.

2. Let’s look at the second one: to have or not to have.

This is even simpler, and is the same as the example we gave above.

Do you think you can accept the traffic cost brought by this word? If you can accept it, keep it; if you can’t, reject it.

Let’s take an example.

As shown in the figure, a search term report for the whole month, with a budget of 600 yuan, which terms do you think should be used or which terms should be used more?

Like the first word, we must put it. The budget is 600, and the average price is only 16 yuan, which is much lower than the 50 yuan below.

From the graph, we can see that there are 2188 impressions and only 109 clicks, so we can first optimize the creative to increase the volume.

Let’s look at the following word. Its average price is very high and it only has 1 click. Do you want it?

From an operational perspective, it is recommended to reject this type of traffic because it is highly random.

The above is the process of controlling traffic.

By checking the search term report, I can understand which part of the traffic I should focus on and which part of the traffic is useless to me. In this way, I can have a better direction in the promotion and carry out traffic layout.

Then, through budget, account structure, keyword selection, bidding, matching and creativity, we can consciously and purposefully control the quantity and quality of traffic to achieve our ideal account status!

Note: The process of viewing the search term report is the "process of controlling traffic". It is to analyze the traffic, display, click, average price, and conversion matched by each word, "more or less, want or not".

The general analysis process is:

▲ More: Discover high-intent traffic that can be converted - optimize creativity, add words, match, and increase prices

▲ Less: Discover low-intent traffic or traffic that is difficult to close - reduce prices and collect matching

▲ Do: Discover search terms that you haven’t noticed – add words

▲ Don’t: Discover invalid traffic in your account – deny keywords, collect matches, and suspend them

Remember, there is no best or worst traffic, only the traffic that is best for you.

Source: Houchang College