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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 used to be the profit thinking of merchants to expect rewards after paying. Next, we will look at the reasons for the low conversion rate of ineffective promotion: Why has SEM network promotion had no effect for many years? First, set up limited
1) Insufficient budget: Insufficient budget mainly manifests itself in that the merchant’s insufficient capital investment leads to insufficient allocation budget in the account or planning unit, resulting in the premature offline of advertising display, so that there is no opportunity for display. In this case, how to make effective advertising with a relatively small budget? Suggestions: adjust the allocation, use pause and transfer and other methods 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 of delivery is not reasonably allocated and used. Although the traffic is large at inappropriate times, the time has been paused. This will greatly reduce the display opportunities and ultimately affect the conversion rate. Suggestion: The time setting can be more extensive, and pay attention to the time settings of certain specific 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 lead to very few conversions.
4) Matching control: Some companies set the matching mode too rigidly, with few display opportunities, and some almost no display opportunities. It is recommended to test the matching settings first to increase the traffic, increase the click volume, and then increase the conversion volume. Second, LP issues
1) Page issues: The page opens slowly or has errors. The idea is good, the keyword positioning is also good, but the landing page cannot be opened. This means invalid clicks, which leads to a sharp drop in conversions. Suggestions: 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 improve access speed.
2) Online consultation issues: Some companies do not pay attention to this issue. The online consultation tools are imperfect and the setting of advertisements or the consultation window pops up frequently, resulting in ineffective consultation progress. Frequent pop-ups of the consultation window do not necessarily mean good consultation conversions. Since users are directly dismissed by your frequent windows before they have finished reading the relevant content, it is better to separate them directly, with equal gains and losses!
3) Content issues: The page can be opened and accessed normally, but the content is irrelevant to the creative keywords, is not what the user wants, and has low purchasing desire or other factors that will greatly lead to a sharp drop in conversions. Third, sufficient budget
1. Lack of display volume
1) Lack of vocabulary: Some accounts have a lot of budget but cannot spend it, the display volume is insufficient, the vocabulary is not enough, and large accounts lack thousands of keywords. In this way, when the budget cannot be spent, it is difficult to find display opportunities, let alone conversions. Initiative: 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, and there is 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 appropriately increase bids, 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 separately, analyze and select words from the user's perspective, which can improve conversion and word type and quality optimization.
2. Lack of clicks
1) Low ranking: A low ranking will lead to insufficient clicks. Appropriately increase bids and greatly improve quality to stabilize ranking.
2) Time period and region settings: expand the delivery area and increase the delivery time settings to increase clicks.
3) Creativity is not absorbed: Creativity cannot be written using templates. It is best to write it yourself using your own thoughts.
4) Single display: It means that there is no dynamic creative to obtain other flash shots or brand promotion, and a single search promotion method is chosen to stop advertising. This will also reduce the display volume and lead to insufficient clicks. |
