2 tips to double your conversion rate! Which one have you used?

In previous articles, Qingguajun has always emphasized that "bidding is a game of spending money to buy traffic ." Therefore, controlling conversion is the process of controlling traffic.

• Is the traffic high or low? That is, the amount of control flow.
• Do you want traffic or not? That is, controlling the quality of traffic.

So how to control the amount of traffic? How to control the quality of traffic? Come, let me tell you.

Simply put, it is to win by quantity by lowering the average price, increasing the number of clicks, and thus increasing the amount of traffic.

For example

The budget of an account is 1,000 yuan, and the average price is 2 yuan, then the clicks are 500 times; if the conversions are 10, the conversion rate is 2% and the conversion cost is 100 yuan.

Assuming that the average price is controlled at 1 yuan, the number of clicks becomes 1,000, the number of conversions becomes 20, the conversion rate is 2%, and the conversion cost is 50 yuan.

The amount of traffic can usually be controlled through the following points:

This is the quickest and easiest way to increase the amount of traffic.

1. Increase the time period for delivery

By analyzing the words with better conversions, appropriate increases can be made during the original optimal promotion period in order to obtain more traffic.

2. Expand promotion areas

By analyzing areas with better conversions, we can expand to counties or areas with similar populations based on the original delivery in order to obtain more traffic.

1. Delete negative words

According to the conversion of the words, some negative words of the account can be deleted appropriately to expand the amount of traffic.

2. Place the match

For words with better conversion, matching operations can be performed to expand the amount of traffic.

3. Add words

By checking search tools such as " Keyword Planner", you can find out the keywords that have not been added, so as to achieve the purpose of expanding traffic.

4. Optimize creative

This is an extremely important one. On the basis of increasing volume, optimize the creativity and use low prices to attract traffic and attract clicks.

5. Price increase

Without considering other factors, the higher the bid, the higher the ranking. Therefore, you can submit "appropriately" to get more exposure.

Usually, users can be simply divided into three purchasing stages: product selection, product comparison, and brand selection. The search volume of traffic is also gradually decreasing, but the degree of intention is constantly changing from weak to strong.

During the product selection phase, search volume is high and intention is low;

Product comparison stage, search volume and intention are medium;

In the brand selection stage, search volume is small and intent is high.

Therefore, in terms of traffic structure, the purpose of controlling the amount of traffic can be achieved by increasing the first stage (product selection stage) and reducing the traffic in the other two stages.

Simply put, it is to improve the quality of traffic by increasing the average price and reducing the number of clicks, thus winning by quality.

For example

The budget of an account is 1,000 yuan, and the average price is 2 yuan, so the number of clicks is 500; if every 50 clicks result in a conversion, the conversion rate is 2% and the conversion cost is 100 yuan.

Assuming that the average price is controlled at 3 yuan, and one conversion is generated for every 10 clicks, the number of clicks becomes 333, the conversion rate is 1%, and the conversion cost is 30 yuan.

This can usually be done through the following points:

Above, we mentioned that users are divided into three purchasing stages, with the search volume decreasing and the intention level increasing.

Therefore, we can improve the intention of traffic by placing second and third stage keywords, thereby improving the quality of traffic.

1. Segmentation of time periods

By analyzing the crowd, we can determine the time periods with more concentrated traffic and use them to deliver ads, reducing unnecessary time periods.

2. Regional segmentation

By analyzing the population and conversion words, the best area for maximum conversion is identified, and then expanding downward to regions, counties, villages, etc., in order to control the scope of traffic.

1. Add negative words

Analyze the search term report, find out the words with poor conversion, and add them as negative words to control clicks of unnecessary traffic.

2. Receive matching

Perform matching operations on traffic to improve the quality of traffic.

3. Price reduction

Bidding is an important means of controlling traffic. You can raise the price of some words with better conversions to obtain more high-quality traffic, and lower the price of words with poorer conversions to avoid unnecessary traffic clicks.

Simply put, it is to control traffic clicks by controlling creativity. It originally belongs to the operation category, but the editor wants to talk about it separately because it is very important.

Usually, users first generate needs and then initiate the search behavior. Therefore, we can classify keywords according to the degree of demand, and then use creativity to optimize them.

For example

Search term: Bidding self-study network

Search intent: From this we can see that users are mainly looking for a website to learn bidding by themselves and have no inclination to pay. If users are directly guided to click, invalid traffic may be generated. Therefore, creativity can be used for optimization.

Creative optimization: One-to-one guidance from the bidding self-study website will make you a master in 40 days for only 4088 yuan

Creative analysis: Use words such as " one-on-one guidance " and " become a master in 40 days " in the beginning to attract users' attention, and then use " 4088 yuan " to break users' own ideas and limit their clicks.

For information flow advertising, please contact Qinggua Media official

The author of this article is @兔子. 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 Games