Why is bidding promotion ineffective? Just read this article | How to improve promotion effectiveness?

The low conversion rate of SEM promotion is a common problem for some promotion companies, because they all pursue profit or return on investment. It is the profit thinking of merchants to get rewards after paying. Next, we will look at the reasons for the low conversion rate of ineffective promotion:

First, set up limited
1) Insufficient budget: Insufficient budget mainly manifests itself in that the merchant’s capital investment is insufficient, resulting in insufficient allocation of budget in the account or plan unit, causing the advertisement to be offline in advance, so that there is no chance for display. In this case, how to make effective advertising with a relatively small budget? Suggestions: adjust the allocation, use pause transfer and other means to allocate the budget, and increase the budget at an effective time to obtain effective display and conversion.

2) Time limit: This means that the time for delivery is not allocated and utilized reasonably. Although the traffic is large at inappropriate times, the time has already been paused. This will greatly reduce the display opportunities and ultimately affect the conversion rate. It is recommended that the time setting can be broader, and pay attention to the time setting of certain units of the entire account.

3) Geographical restrictions: The ads are not promoted in areas with potential customers, and the ads are not well displayed and converted, which will also result in very few conversions.

4) Matching control: Some companies set the matching mode too rigidly, resulting in few or almost no display opportunities. For matching settings, it is recommended to test broad matching first to increase traffic, increase clicks, and then increase conversions.

Second, LP issues
1) Page problem: The page opens too slowly or errors occur. The idea is good, the keyword positioning is also good, but the landing page cannot be opened. This is invalid click, resulting in a sharp drop in conversion. Suggestion: Check and test the website every day to see if it can be opened or how fast it opens, find a stable and secure service provider to purchase space, and increase access speed.

2) Online consultation issues: Some companies do not pay attention to this issue. The online consultation tools are imperfect and advertisements are set or the consultation window pops up frequently, resulting in increased invalid consultations. Frequent pop-ups of the consultation window do not necessarily mean good consultation conversions, because users are directly dismissed by your frequent windows before they have finished reading the relevant content and leave directly, which is not worth the loss!

3) Content issues: The page can be opened and accessed normally, but the content is irrelevant to the creative keywords, is not what users want, and their desire to buy is not strong or other factors can also greatly lead to a sharp drop in conversions.

Third, sufficient budget
1. Insufficient display volume
1) Insufficient vocabulary: Some accounts have a lot of budget that cannot be spent, the display volume is insufficient, the vocabulary is not enough, and large accounts have less than 1,000 keywords. In this way, when the budget cannot be spent, there is no need to find display opportunities, let alone conversions. Suggestion: Increase the vocabulary and focus on and optimize high-quality words.

2) Ranking is too low: Ranking is also a big problem. Either there is no ranking, or the ranking is too low, with almost no top ranking. In this way, the display volume is low, the click-through rate is also low, and the final conversion will inevitably be small. In this case, it is recommended to: improve the quality of keywords and increase bids appropriately, optimize stable rankings to obtain display volume, and write high-quality creatives to attract clicks and increase conversions.

3) Too biased word selection: Too biased word selection is not the keyword searched by the user, which will also lead to low conversion volume. It is recommended to analyze the search term report and analyze and select words from the user's perspective, which can improve conversion, word type and quality optimization.

2. Insufficient clicks
1) Low ranking: A ranking that is too low will result in insufficient clicks. Appropriately increase bids and greatly improve quality to stabilize rankings.

2) Time period and region settings: expand the delivery area and increase the delivery time settings to increase clicks.

3) The creativity is not attractive: Creativity cannot be written using templates. It is best to write it yourself using human thinking.

4) Single display: It does not add dynamic creativity to obtain other flash investments or brand promotions, but chooses a single search promotion style for advertising. This also reduces the display volume and leads to insufficient clicks.