SEM | Click is a technology, conversion is an art, why do we say that?

Over the past few decades, the rapid and innovative development of the Internet has played a vital role in the adjustment of China's economic structure. People in the marketing circle all know "what are the rules of the game on the Internet?" Free in advance, user experience , and flat sales. It’s nothing more than creating a traffic ecosystem. With the rise of search advertising , programmatic advertising, mini programs , content operations and other fields, it is still at the level of traffic entities, including Internet advertising billing models, consumption models and corporate marketing models, which are still immersed in the traffic ecosystem.

Recently many friends have asked two questions: either there are no clicks or there are no registrations (appointments, phone calls, downloads). I summarize it in one sentence: " Clicks are a technology and conversions are an art ."

How to understand it?

1. Click is technology

Clicks are a rigid demand. In the traffic ecological advertising circle, clicks can be controlled manually, which is what a qualified SEMer or information flow advertising personnel should have.

Taking the weight loss/height increase/gaming industry as an example, the target audience of the health care product industry or the gaming industry does not have obvious demand attributes. There are no healthy people in today's society, only sub-healthy people. There is no such thing as thin people. Many female friends, no matter how thin they are, are shouting about losing weight every day. There are no childish games, only more uncles playing Candy Crush Saga to kill time in the afternoon! There are many products like this, the population attributes are vague, the demand is large, and there are many opportunities for advertisers. Usually, the advertising budget for this type of industry is large.

1. Click

It can also be understood as if you want traffic, let the crowd in, it's not too much, and at the same time, bid low, a few cents is not too much. One disadvantage of this idea is that once the traffic is opened, irrelevant traffic will come in a lot, and it must be used in conjunction with tools such as Neci + Shangdun! Don't compete on rankings but on clicks . The prerequisite is that the budget must be high, at least more than 20,000.

2. Focus on quality

It means paying attention to the quality of clicks, and the idea at this time should be that the right people see the right ads. For example, when we are doing SEM, it is very important to control the quality of clicks. Here, every SEMer needs to think calmly for 2 hours. Do you understand your product? Are all fat people your users? Is clicking on your ad a business opportunity? To put it simply, you should be clear about your user portrait . Then the delivery is the hard truth. The first and most important step to control the quality of clicks is to expand the keywords based on the previous user portrait. This is the foundation. If the quality of expanding the keywords is not high, all the subsequent work will be a mess. The second step is what I defined as the golden partner = matching mode + search term report + negative words. Here I used the matching mode, which means to give an appropriate matching mode based on the competitiveness, long tail, and bid level of the keywords , rather than pursuing breadth or precision, but being realistic.

3. Maintain ranking

The prerequisite for being an excellent salesperson is that you must know how to analyze user psychology. In fact, netizens on the search side often encounter this situation: when searching with a certain need, they usually compare prices and click on the top three ads . So what do they finally buy? It is likely to be the number one product. Why? The number one-ranked advertisement will subconsciously give consumers a sense of superiority. In fact, the three products may be the same, but the first ad you see in your mind is the number one-ranked advertisement. Then, subconsciously, you will assume that the number one one is the best, and the conversion rate will be higher!

So in this case, if our budget is medium, we can either have no clicks or have a good ranking with clicks, but it does not mean that the ranking must be first, as long as it is ahead of peers of the same level, because those are your real competitors. If you can’t do it manually or don’t have time, you can adjust it through the bidding strategy tool in the search background. The advantage of this is to suppress competitors, pursue high ranking clicks and gain customer recognition.

2. Transformation is an art

Whether it is SEM or information flow advertising, clicks are "invitations", whether customers buy it or not is another matter. Some people say that poor conversion means there is a problem with the LP page. Let's reverse the situation. For example, in the figure below, people came in from the information flow advertising, but there was no conversion. Does that mean it must be a problem with the LP page? Obviously, there are many reasons.

First of all, if you target the wrong audience, no matter how many clicks you get, your conversions won’t increase dramatically.

Secondly, even if your targeting is very accurate, I am indeed a stock trader, so your material description makes me have wild imaginations, and landing on the page is like adding ice to fire, and immediately the user's conversion intention drops to zero.

So transformation is an art, what kind of art is it?

Internet advertising conversion is related to human weakness, advertising delivery strategy, technical support level, and market cooperation. In addition, the advertising operation team often has a Matthew effect on the effect after a period of time, which affects the factors of advertising conversion:

1. Product positioning/analysis: How does your product price compare to that of its peers? Is your product positioned at the retail level/high-end/light luxury? What is its direct value and potential value to consumers? After-sales methods, sales models, etc.

2. User positioning: For example, for breast enhancement products, which age group, marital status, spending power, social status, special groups, etc. If you can’t find your own users, it will be difficult to improve the advertising C VR , because our previous idea is to give breast enhancement products to people with small breasts, without considering the personalized needs of different groups for breast enhancement products, so it is difficult to form conversions.

3. Advertising placement: There are many factors involved, including traffic accuracy, keyword quality, ranking, creativity, etc. I believe everyone is relatively clear about this. So one thing we need to remind you is: make the creativity as relevant as possible. There is no most relevant, only more relevant.

4. Landing page optimization: Landing page optimization needs to focus on three aspects: page user experience, product competitiveness, and conversion guidance

• Page user experience: focuses on the overall design style of the page, the convenience of browsing for netizens, and the flat page as the main

• Product competitiveness: pricing, parameter description, typical cases, product selling points

• Conversion guidance needs to be seamless, from the first screen displayed to netizens to the final transaction. Netizens are guided, rather than relying on others to do something. The idea of ​​guiding conversion must be smooth! This is very important, and the conversion process should be streamlined.

Regarding the above points about conversion analysis, none of them is independent, but an integrated concept. It goes without saying that the good results will be achieved when they work together. It involves soft analysis and hard promotion , so I personally call conversion an art!

Clicking is a technology, but we must get rid of the rigid technical thinking; conversion is an art. No matter what level you are at, analyzing every aspect of advertising can be called an art.

The above are just my personal opinions, and criticism is welcome!