How to improve SEM conversion rate?

Among SEM techniques, reducing conversion costs is a very important technical ability, and there are many methods, but the fastest martial arts in the world is invincible, and the fastest technique is: keyword expansion + negative keyword + precise matching

Make good creative pictures, use relatively accurate long-tail keywords for precise matching, test the placement well, and ensure that the website's page design and interest points are in place.

Expand keywords

There are many ways to expand keywords, including industry data (which the second-party company usually has), keyword planner, Baidu's front-end drop-down box and related searches are all good, so I won't go into details here.

Add negative keywords

Negative words means adding negative keywords. As the name suggests, its function is to block netizens who search for certain keywords. In layman's terms, it means blacklisting certain specific keywords. Denying IP means adding several IPs or an IP segment to the blacklist.

90% of the time when you approach a new account, you have a plan and a unit. Your predecessor has given you an account that has been running for a while. Even if it is a newly opened account, the materials will be copied from other accounts as soon as possible.

Therefore, in most cases, the accounts that are obtained already have historical data performance, and the first thing the new SEM person does after taking over the account is to produce data performance with lower conversion costs than before.

So what does low conversion cost mean?

Simply put, if others make an average of 100 yuan per conversion, and you can only make 99, you will reduce the conversion cost.

If you want to reduce the conversion cost immediately, broadening keywords, adding negative keywords, and denying IP are definitely the best choices, and they are very simple and convenient.

The operation is as follows: download the search term report for a certain period of time according to your own optimization plan, then match the search term report with the keywords in the account, delete the existing words in the account, and then distinguish the remaining search terms as 1 or 0.

Place the keyword marked 1 into the account with the lowest bid and exact match mode. It is best to establish separate units or plans and regularly observe the traffic quality and conversion ability of these keywords. Finally, add the category 0 keywords to the negative keyword list to complete the entire step.

The biggest advantage of adding negative keywords and negative IPs is that it can reduce conversion costs in the shortest time, but the disadvantages will also be prominent, which will lead to a decrease in the number of conversions. Under normal circumstances, a 5% decrease in the total conversion volume of a single account is acceptable. Remember: too much is as bad as too little.

Remember: Too much is as bad as too little. Beware of the Matthew effect caused by the "cost is king" mentality
Negative words have many advantages but also great disadvantages. Desperately increasing the weight of conversion cost in the assessment indicators will bring about a serious "Matthew effect".

In order to lower the conversion cost, SEMers can only make the target audience more and more precise, such as adding a large number of negative words and deleting keywords with high conversion costs. In the case of the same group of people, greater precision means a smaller total conversion rate.

In the SEM industry, whoever has the lowest cost will have good performance. The total amount is also included in the assessment but the proportion is not heavy. SEMers work desperately to optimize costs by targeting the right groups in order to meet performance targets, without any sense of adventure at all. No interest in new methods or new products.

Conclusion

Without a sales team that understands how to handle paid search leads, most companies will struggle to successfully convert those leads into deals. As a result, they often find it difficult to profit from paid search.

As digital marketers, we must understand why sales teams may find it difficult to convert paid search leads and what knowledge and skills sales teams should have to convert those expensive leads into profitable deals.

Overall, creating this kind of marketing-sales symmetry will produce amazing results, and your business will be able to truly realize the potential of your paid search marketing.

Adding a large number of negative keywords or negative IPs to make the account attract more and more accurate audiences is a top priority for SEM, but being satisfied with this is definitely not advisable. Opening up new groups and finding those that have been missed also requires effort and persistence.