I have learned the 8 major factors that affect SEM traffic. If there is no effect, I lose!

Introduction: The most basic factor that determines the effectiveness of SEM promotion is probably the promotion traffic . I believe everyone is already very familiar with the factors that affect the traffic on the PC side. So what factors will affect the promotion traffic on the mobile side? Based on the author's many years of promotion experience, this article will discuss the following 8 aspects:

1. Matching method

Changing the way keywords are matched is the first reason that affects paid traffic. Usually there are three matching modes for keywords: exact match, advanced phrase and broad match.

Different matching modes determine the number of ads displayed in the search results, which further affects the traffic that keywords bring to the website. When we adjust the keyword matching pattern, it will affect the traffic.

Corresponding Baidu commercial products: Advanced Phrase 2.0, split-match bidding, and advanced exact match expansion.

Optimization suggestions: Rationally use the "golden combination" (broad-matching + negative words) to maximize traffic acquisition. For wireless high-quality keywords, traffic expansion can be achieved through split-matching bidding and advanced precise matching expansion functions.

2. Bidding strategy

Bidding strategy is the second factor that affects paid search traffic. Ignoring the quality factor, the bidding strategy directly affects the number of times the ad is displayed and its ranking.

The number of clicks received by ads in different positions of search results (top or bottom, first or third) are different. Adjusting the bid for keywords will directly affect the position of the ads, thereby affecting the traffic received by the keywords.

Corresponding Baidu commercial products: sub-matching bidding, mobile bidding ratio, search remarketing , automatic ranking tendency tool , bidding simulator

Optimization suggestion: Because the top three ad slots on the mobile terminal are the same as the bottom three ad slots, the wireless terminal can use the automatic ranking preference tool to ensure that the ad is displayed in the top three.

3. Modify the idea

The creative of paid search engine advertising refers to the content in the title and description, which is also the third reason that affects paid search traffic.

Advertising creativity affects not the ad position and number of impressions, but the click-through rate of the ad. With the same amount of impressions , ads with high click-through rates will also receive more traffic.

Corresponding Baidu commercial products: dynamic creative, attachment creative, Phoenix Nest pictures and texts, Phoenix Nest videos, etc.

Optimization suggestions: Due to the limited screen size of wireless terminals, creative ideas should be short and highly relevant, while wireless styles should be used to increase click-through rates to gain more traffic.

4. Delivery time

Adjusting ad delivery time is the fourth reason that affects paid search traffic. There will be a big difference in traffic between keywords that are delivered 8 hours on weekdays and those that are delivered 24 hours a day, 7 days a week.

The delivery time directly affects the number of times the ad is displayed, which in turn affects the clicks on the ad and the traffic it brings to the website.

For Baidu commercial products: Promotion period settings

Optimization suggestions: If the budget is sufficient, cover the entire time period. If the budget is limited, ensure that the ads can be promoted online during the three peak wireless traffic periods: morning rush hour, lunch break, and evening.

5. Wireless style

Baidu promotes wireless terminals with many wireless-specific display styles, which is also the fifth reason that affects paid search traffic.

Wireless style does not affect the ad position and number of impressions, but the ad click-through rate. Novel styles can attract more netizens to click, thereby increasing the click-through rate of advertisements. Ads with high click-through rates will also receive more traffic under the same display volume.

Corresponding Baidu commercial products: promotional calls, mobile business bridge, APP downloads, direct service, golden booths, etc.

Optimization suggestions: Mobile phones can achieve real-time communication due to their unique device performance. Therefore, the wireless terminal has spawned many unique display styles such as promotional calls. In daily promotion, you can choose the appropriate style according to the promotion needs to increase wireless clicks and conversions .

6. Number of keywords

The number of purchased keywords is the sixth factor that affects paid search traffic, which is similar to the matching pattern mentioned earlier. Newly added keywords can bring more traffic to the website.

But this is only effective within a certain range. When the keywords cover a certain range of visitors, the impact of newly added keywords on traffic will be minimal.

In addition to the quantity of keywords, the quality of keywords will also affect traffic. Expanding keywords with higher search volumes will also affect traffic changes.

Corresponding Baidu commercial product: Keyword Planner

Optimization suggestions: The wireless terminal needs to add more long-tail words , question words, price words and other medium and long-frequency words.

7. Distribution Area

The location of delivery is the seventh factor that affects paid search traffic, and it is also the simplest one. Regions have a limiting effect on traffic.

When the traffic in a region grows to a certain level, it can no longer be increased. Increasing the delivery area means adding new visitor groups. This also means an increase in traffic.

For Baidu commercial products: Promotion area settings

Optimization suggestion: It is recommended to enable the search intent positioning function. After this function is enabled, when the recognizable regional words in the search terms of netizens are consistent with the promotional region you set, your promotional content may also be displayed, thereby obtaining more traffic.

8. Mobile Site

Mobile sites are the eighth factor that influences paid search traffic. I believe that many people don’t know that the quality of mobile sites will also affect the traffic of the website. This is mainly because when the score of the mobile site is lower than one star, it will affect the display of advertisements, thereby affecting the traffic brought by the promotion.

Corresponding to Baidu's commercial products: Web Page Evaluation

Optimization suggestions: Use the web page evaluation tool provided by the promotion background to evaluate the website. If the evaluation result is less than one star, it is recommended to optimize the mobile site. At the same time, a good mobile site will directly affect wireless conversions, so a good mobile site is particularly important in wireless promotion.

If you have better ideas or methods for optimizing wireless promotion traffic, please leave a message to discuss.