How to promote with limited account budget?

How should a search promotion account with a small budget be deployed? What are the strategies? As the overall economic environment deteriorates, the strength of the entire advertising market is also slowing down. Except for a few industries that are still investing heavily, some small and medium-sized industries are now tightening their belts on advertising. On the one hand, traffic costs are getting higher and higher, and on the other hand, companies are becoming more and more "anxious" about their customers. How to place a Baidu search account with a small budget?

For accounts with small budgets, you can make fine-tuned optimizations in the following six aspects.

1: Reduce account waste.

Turn off some useless settings, especially Baidu, which has many pitfalls in the background. Turning them off can save a lot of money. The same is true for Sogou, Shenma and 360. As for the pitfalls of the platforms, we have talked about them before, so I will not elaborate on them here. Baidu Shenma mainly shuts down useless settings in the background, Sogou mainly shuts down online alliance traffic, and 360 mainly optimizes matching.

2. Reduce regional waste.

Take medical care as an example. In some areas, the service is promoted throughout the whole city, but it is difficult to get medical treatment in the county. In this case, you can set the regional radius to abandon the traffic in the county and save costs. Another way to reduce regional waste is to set a regional coefficient. For example, in the franchise industry, some investments need to cover the entire province or the entire country. You can set a coefficient above 1 for regions with good conversions, and a coefficient below 1 for regions with poor conversions, so that you can spend your money wisely.

3. Reduce time waste.

For some companies, the lunch break is from 12 noon to 2 pm, and no one is answering the phone, but they still place ads through bidding, which is also a waste. If no one is connecting the phone or is taking a break, it can be completely shut down to save costs. The same applies to Saturday and Sunday. If there is a connection, turn it on; if there is no connection, turn it off. It's a very simple truth, but many people often ignore it.

4: Running volume strategy.

The budget itself is low, so it is not suitable for grabbing accurate traffic, but is more suitable for running volume. Accurate traffic refers to high price, precise pattern and short and precise flow. Running volume refers to low to medium prices, wide models, and widespread short cores. If the budget is small, the account can be mainly set up with phrase synonyms, phrase core and broad, and the price can be lowered. When using the volume mode, the matching will be a bit chaotic, and generally a word will be rejected every three days. Many people don't say no very often, which is a big mistake. Whether you are a veteran or a novice, it is recommended that you make negative words every 3-5 days.

5. Cut off non-business words or businesses that are difficult to convert.

For example, if you are in the franchise industry, your target audience is people who want to join, but if your account has many non-franchise words, and the target audience for these non-franchise words is the terminal, then it would be a waste if the click is received. Taking water purifier franchise as an example, the account should have more words such as "water purifier franchise" and "water purifier agent", and fewer words such as "top ten water purifier brands" and "water purifier brand ranking", because these words are terminal-oriented. If you have a large budget, you can invest in these keywords and perhaps you will come across a few franchisees. But if your budget is limited, just give it up. Take medical gynecology as an example. You have many types of diseases in your account, but cervical diseases are difficult to diagnose and cost more. If you have a larger budget, you can invest more. If you have a smaller budget, you can stop or increase the volume at a low price. Put money into core business and business with good conversion rate.

6: Channel integration.

Baidu+360+Sogou+Shenma+seo+new media. I won’t say much about the first four, let’s talk about SEO and new media. SEO is mainly about optimizing keyword rankings and internal and external links. Doing a good job of SEO can also bring some traffic. New media, mainly the currently popular public accounts, Baijiahao, Toutiao, Douyin and Kuaishou, can all be used. As a means of attracting traffic, it can sometimes also increase customer base. There are four ways to retain customer information: consultation, phone call, form and message. Therefore, these four aspects should be highlighted on the page. Whether the website has internal links or external links, they can increase leads if they are optimized. The same is true for new media. For example, official accounts and Toutiao accounts can promote websites for free.

The above is the optimization strategy for small-budget promotion accounts.