How to improve the effective conversion rate when running advertisements?

In the process of search advertising , many corporate marketers have encountered the following situations:

1. After spending so much money and collecting expensive traffic , how can we make these leads become effective consultation conversions ?

2. If we can know the user’s keywords , search history, crowd portraits, etc., can we make more accurate and efficient reception strategies?

3. You finally meet a potential customer, but the consultation process is interrupted. How can you regain this marketing opportunity and reach the user again?

When doing advertising and channel marketing, the bottleneck is that even if you repeatedly optimize keywords, offer high prices, ride on the popularity, and think of titles ... the click-through rate goes up, but the conversion rate still cannot be significantly improved.

Let's imagine a similar scenario. In the past, the display of products on the search page was like an unmanned shelf in a supermarket (the accuracy of our targeting of the crowd). If there were no excellent shopping guides to proactively provide pre-sales services (no customer service proactively joined the conversation and provided services), and consumers had consulting needs, they would need to complete a series of actions and paths to find service personnel and obtain consulting information (a series of search clicks and page conversion actions).

During the process, consumers may be attracted by competing products or other situations may interrupt the purchase process (users leave the page to consult or other situations where the conversation is interrupted). At this time, whether to buy depends entirely on the consumer's own judgment based on limited information (there is no complete sales and remarketing process!), and this decision-making process is usually long or even ends in nothing.

After imagining a similar scenario above, it is not difficult for us to see where the problem lies.

In fact, we all know that the key to marketing lies in consumer insights, that is, the understanding of consumer behavior and the reasons and motivations behind the behavior. Now with the continuous development of Internet information, users have more and more choices, there are many homogeneous products, and the market competition is fierce. Especially in the education and private medical industries, lead information is expensive. Under the existing channels, the first thing people may think of is to spend money and make additional investments. The expansion of other channels also seems to have reached its limit.

So how do companies grasp user traffic? How to improve the effective conversion of advertising channels?

Normally, when optimizing advertising, we usually start with keywords and landing pages. But this time, Baidu, the big brother in search marketing, has opened up a variety of new marketing tools - Qianlu Cloud, Qianlutong, and Baidu Mobile. And, it is worth being happy that, judging from the period of time since it was launched, the conversion improvement effect of Single Clue is surprising and unexpected. Even the senior SEM er Lao Wang next door exclaimed that it was amazing.

Comparison of “ conversion rate ” before and after using the Qianlutong component!

In June 2017, data from 146 experimental accounts showed that the CVR of the LeadLink component increased by 3 times compared to the advertiser’s own plug-in tools on the landing page! Moreover, CPA dropped by half!

Everyone knows that Baidu is a giant in big data and search advertising , so what exactly are these new marketing tools?

Let's get into the knowledge point~~

Knowledge point 1:

Zhilutong (intelligent consultation page): By selecting and combining consultation components, the conversion path of intended traffic is shortened, the conversion funnel is broadened, and effective consultation conversion is increased.

Core function 1: A variety of components and styles. Customers can customize appropriate service components according to their own business and services to obtain more sales leads

Core function 2: Rare style resources with industry characteristics exclusively available to Xianlutong

Core Function 3: Broaden the conversion funnel, directly display service functions in search results, reduce jumps, advance conversions, and increase conversion rates (animated image here)

Core Function 4: Click on the quick question to go directly to the intelligent consultation page, and "information + service" interactively guides netizens to consult and convert

Core function 5: wake up after user leaves - visitor never disconnects

Knowledge point 2:

Clue Cloud: Differentiate groups of people through eight dimensions, and comprehensively and multi-dimensionally analyze and manage existing delivery data, thereby improving the accuracy of advertising delivery and optimizing existing delivery.

The latest style of the ClueCloud homepage after the revision

Core functions: Profiling clickers, communicators, and conversion groups from four directions and nine dimensions

Knowledge point three:

Baidu Mobile: Use information flow to push information to users in need on mobile devices, attract clicks, gain the attention of more potential users, and bring in more traffic.

~~~

Just looking at the concept may not give you a sense of the powerful marketing capabilities of the new tool

Let's get to the framework~

Here we will explain the consumer purchasing process (as shown above):

There are five stages in the complex purchasing process of users.

First, under the Internet business model , information flows are delivered to users with such demand preferences based on their search trajectories; other users who actively search can also directly access consulting services through the fastest connection to complete the problem recognition and information search stages.

Secondly, starting from the user demand level, through population profiling, analyzing and managing delivery data, different marketing strategies are made for consumers with different expectations and preferences, completing the stage of evaluating alternative plans.

It can be seen that the powerful marketing capabilities of Baidu's new tools are released through their cooperation and connection.

But in the fourth stage, accidents are inevitable. To form an effective channel marketing closed loop, it would be a good choice to access an intelligent customer service system that links these new tools at the same time! (For example, Xianlutong has now been connected to Shangwutong, 53kf, Baidu Business Bridge, and Kuaishangtong. Among them, Kuaishangtong is also connected to Xianluyun, becoming the first intelligent marketing customer service system in the industry to establish a three-party marketing ecosystem).

When making purchasing decisions, Zhilutong combines "look" information with "ask" services to interactively guide users in consulting. By accessing consulting conversations, the customer service system conducts marketing conversations and pre-sales services in a timely and flexible manner. As user dwell time, consultation volume, and experience satisfaction increase, are you still worried about not being able to effectively acquire customers and form purchasing decisions?

The author of this article is @Baidu Marketing Center and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century