Summary of bidding data analysis: How to analyze bidding data?

Summary of bidding data analysis: How to analyze bidding data? Based on the fact that promotion is an integrated process from display to transaction to repeat purchase, and promotion is mainly front-end customer acquisition, following this process, the essence of bidding promotion data analysis is actually to analyze the data indicators in the funnel model. Make optimization adjustments based on factors related to the indicators to ultimately improve the results.

Summary of bidding data analysis: How to analyze bidding data?

If you don’t quite understand this expression, let’s break it down now. The bidding promotion data funnel mainly includes the following four aspects: display, click, consultation, and call collection. Among these four, many other data indicators are derived : click-through rate, average price, consultation rate, call-by-call rate, consultation-to-call-by-call rate, etc.

First list their conversion relationships:

Click-through rate = clicks/impressions

Average price = consumption/number of clicks

Consultation rate = number of consultations/number of clicks

The rate of electricity = the number of electricity/the number of clicks

The rate of consulting to electricity installation = the number of electricity installations / the number of consulting

In addition to these rates, some other rates can be further subdivided, such as form rate, electricity efficiency rate, etc., which will not be listed here one by one. Based on the conversion relationship of these indicators, we will explain in detail how to analyze and adjust.

1. Analyze and display data

Display is the first link, and our first priority is to expand the display. But this does not mean that the bigger the display, the better. Ultimately it depends on the results. It doesn’t matter if your performance is not good. After all, promotion is about conversion, not exposure. And if you only look at the display, you can intelligently match the entire account. To sum up, pursue high performance, but not excessively.

The display is mainly related to four aspects: the popularity of the word itself, account matching, bidding and negative words.

If the popularity of the word itself is fine, but it is rarely displayed, you can consider increasing the price or placing a match. In CPC bidding, if the account has very few impressions, then generally download the report once a week or half a month. For keywords with 0 impressions, you can add some matching patterns or increase the price to increase the impressions.

In addition, the account downloads a data report once a week, and the first few words with high display volume should be paid special attention to see whether the click volume is high and how the match is. If the match is poor, you need to collect the first-level match.

2. Analyze click volume and click rate data

If there are impressions but no clicks, it is mostly related to ranking or creativity. The adjustments that need to be made at this time are to improve rankings and optimize creativity.

The main methods to improve rankings are to optimize quality and increase prices. In addition, relaxing matching has little impact on rankings, but it can bring more traffic and help increase clicks.

Creative optimization mainly involves optimizing copy and images.

In CPC bidding, a higher click-through rate is better. A high click-through rate means that your ranking and creativity are good. But it does not mean that a high click-through rate means good conversion. Therefore, we cannot absolutely pursue too high a click-through rate. Everything depends on the effect.

But in ocpc, we should pursue a higher click-through rate. Based on ecpm = conversion bid * estimated click rate * estimated conversion rate * 1000. Therefore, under ocpc bidding, a higher click-through rate is helpful to improve the competitiveness of advertising.

If the number of clicks is small, you can improve it from the perspective of matching and bidding. If the click-through rate is low, you can optimize it from three dimensions: bidding, quality and creativity.

3. Analyze the consultation volume and consultation rate data

The consultation rate mainly depends on two aspects: the accuracy of traffic and the carrying capacity of the page. The accuracy of traffic mainly depends on the matching pattern and negative words, and the page carrying capacity mainly depends on whether the page can meet the user's pain points.

If the consultation rate is poor, in terms of the order of checking, first check the matching pattern and negative words, and then go to the page to find the problem.

In addition, if the number of consultations is relatively small, less than 10 consultations a day, consider increasing traffic (expanding volume). The dimensions of increasing traffic include: increasing bids, relaxing matches, relaxing regions, increasing time periods, adding materials, using ocpc, expanding the population, etc.

4. Analyze consumption and average price data

Under CPC bidding, the competitive bidding will of course pursue a lower average price. But it is not necessarily the case that the lower the average price, the better, because the lower the average price means the wider your matching pattern will be and the more chaotic the matching will be. Therefore, we should pursue a lower average price. It would be best if the average price is only 70% to 80% of the industry average.

There are two main ways to lower the average price . One is to strictly control words with inflated prices, and the other is to use a wider model. Now that search traffic is declining, it is generally not recommended to make the matching mode too narrow. It can be moderately wider. This will reduce the average price and expand traffic, which is actually more conducive to the effect. The lower the average price, the more clicks you will get, and the more clicks you get, the greater the improvement in the effect.

Under ocpc bidding, the average price is no longer important. The system will intelligently adjust the price of keywords and optimize the final cost based on the conversion bid. Therefore, we don’t need to pay too much attention to the analysis of the average price of ocpc.

In addition, if you run CPC bidding and your account performance is not good, first check whether it is a problem with the keywords. If there is no problem with the accuracy of the keyword traffic, then consider whether the keyword price is too high, and then consider whether the overall average price is too high. If it is high, the average price needs to be brought down as soon as possible.

5. Analyze the power conversion rate and consult the power conversion rate data

The call rate refers to the ability to obtain calls. This link mainly relies on the customer service hotline. When users come in for consultation, we explain that there are no problems with the promotion direction and page. The rest is to consider how to get the user's number. Generally speaking, a consultation-to-call rate of over 80% is ideal, that is, if you get 8 numbers out of 10 consultations, a rate of over 70% is considered passing. If the rate is below 70%, the call handling techniques need to be optimized.

To improve the rate of consultation-to-call conversion, customer service staff should optimize their sales pitch. Generally speaking, there are several rules that need to be followed:

1. Reply. Reply must be timely. After the visitor speaks, you must reply within 5 seconds.

2. Ending. If the visitor does not give a phone number, it is best to politely ask for WeChat and end with "We" to show courtesy to the visitor.

3. The visitor does not speak. If the visitor initiates a conversation but does not speak, we usually send three greetings, with an interval of 5-10 seconds;

4. The visitor is unwilling to give the number. First, ask for WeChat in a tactful way; second, if there is a form on the page, induce visitors to fill out the form on the page; third, send our contact information to ask visitors to add it;

5. When asking for a number, it is usually necessary to have a brief chat first. Generally, you should chat for three sentences before asking for the number. Don’t ask for the number directly after the visitor has just said two sentences, as this will easily lead to loss of the number.

6. Be tactful in your speech. If you encounter some visitors who are not so willing to give their numbers or have a bad consulting attitude, try not to respond and be more tactful in your words. There are generally fewer visitors who make unreasonable demands, but being tactful in your words is something you should do when dealing with every visitor.

The wiring link is very important and involves a lot of skills that cannot be ignored. After all, the promotion front end has spent so much effort to get users to speak, so how can we not cherish it?

Finally, let me briefly summarize:

1. Display pursues high display, but it does not mean the higher the better. Everything is based on conversion. Download the report once a week and view it in descending order. For high-impression words, we should focus on click volume and matching. For keywords with no impression, we can put matching (generally based on half a month);

2. Click volume data, download a weekly report, and focus on the top few words in terms of click volume to see if there are any bad spots;

3. Under CPC bidding, the higher the click rate, the better, nor the lower the click rate, the worse the effect. Everything depends on the effect.

4. The lower the average price, the better. However, if you want to pursue a lower average price, a high average price is definitely not acceptable under CPC bidding. Generally, 70% to 80% of the industry average price is better.

5. When it comes to consumption, focus on high-consumption words;

6. Under CPC bidding, the average ranking is very important. Good words should be kept in the top three, and general words should be kept in the top four. The prices of the top-ranked bad words should be lowered. Check the report once a week and follow the 80/20 rule. First look at the consumption, then look at the non-consumption.

7. Real-time consumption data should be viewed two or three times every half an hour to facilitate the checking of consumption progress and ranking, and timely adjustment of coefficient ratios.
Bidding data analysis, in the final analysis, is to analyze the above data to find problems and make adjustments.