Case | I used these 3 bidding strategies and reversed the poor performance situation!

Previously, I worked as a SEMer in a wedding photography agency. One day, I was appreciated by Mr. Chen, a customer who came to take wedding photos. He was hired as a SEMer in his company with a high salary, responsible for the SEM delivery of the company's financial agency projects.

The following are the properties of the network project (the boss's hard requirements)

Target group: Business owners & accounting personnel

Budget: 1000 per day

Delivery area: Fuzhou

Promotion period: Monday to Sunday

Promotion period: 8:00 to 22:00

With previous promotion experience and industry segmentation, Dachui quickly set up the account. After operating for a period of time, Dachui discovered a problem. Many of his peers basically launched their ads during this time period, which led to a sharp increase in traffic costs and a decrease in unit cost conversion rate . Despite changing the creative ideas and optimizing the landing page, it was of no avail. Faced with the heavy pressure brought by the dwindling business volume, I don’t know what to say when faced with the boss’s questions. Another month passed and the situation remained the same. The anxious Hammer urgently needs an effective promotion strategy to deal with it.

Here are some strategies for coping:

1. “Picking up leaks” strategy

Adjustment period: Among financial agency companies, 80% promote between 8:00 and 24:00, but very few companies promote at night. The period from 0:00 to 7:00 in the morning is almost a blank period. Therefore, Dachui decided to allocate a daily budget of 500 yuan to nighttime promotion and conduct a trial operation for one week.

Lower the ranking: Previously, the boss always required that Da Hammer must be ranked in the top two, which directly led to the rapid consumption of promotion funds, and sometimes the funds were gone before 22:00. Therefore, Dahammer lowered the ranking to 3-5, and at the same time, based on the daily operation data, changed the promotion time period to 9-11 am, 14-16 pm, and 19-22 pm, for a week of trial operation.

2. “Pragmatic” creativity

The previous creative ideas contained a lot of exaggeration, and our peers also used slogans everywhere. The customer's aesthetic taste is probably a bit fatigued. You might as well write it truthfully to show your sincerity.

Li Jiaoshou's copywriting theory that set off a boom in the business circle

3. "Night" plan

Since it is a night promotion plan, we must have a set of ideas for night promotion. Copy the previous promotion plan, work with programmers and artists to re-customize the night promotion page, and indicate on the dedicated landing page for night promotion and the opening remarks of the night customer service: make appointments at night or leave contact information, and implement policies such as 20% and 90% discounts. The main purpose is to guide them to leave messages, set the online customer service to robot mode, and pay attention to setting the automatic reply answers of the online customer service, which should be as close as possible to the questions that customers may ask.

In fact, we can imagine a scenario: a boss who wants to register a company is busy with business, team and company logistics during the day and has no time to take care of some details. He is busy until the early morning and is exhausted. Then he lies on the bed like Ge You, opens Baidu and searches slowly. If our night delivery page is very warm at this time, customers' favorability towards us will deepen, and night customers will also get discounts.

There is little competition at night, so the bid for night plans does not need to be too high. Just implement the minimum bid strategy.

After a week of operation, Dachui found that the "night" plan received a lot of message consultations through the Business Communication app, the customer quality was generally more accurate, and the conversion rate was more than twice that of the daytime. Of course, the ACP was three times lower than that of the daytime. The number of consultations during the daytime peak hours also increased slightly. Dachui was as excited as if he had discovered a new continent. He quickly reported the data to his boss, who asked Dachui to continue implementing this strategy.

The careful Dahammer discovered through communication with online customer service that individuals who want to register a company are generally a group of motivated and hardworking people. Time is more important than money to them, so they have learned how to better arrange their time. Only by grasping the behavior of customer groups can we better expose ourselves and serve them.

Under Dachui's promotion strategy, the company's performance continued to rise. Xiaomei, the artist next to him, had long admired Chuichui. Soon, Dachui bid farewell to his days of being a single dog, caught up with a beautiful, rich and white girl, and reached the peak of his life.

Through Wang Dachui's case, we can conclude that many small companies doing promotion have high hopes for Baidu, hoping to bring in a customer every minute. This impatient mentality can easily be infected by the boss to SEMers, which may make them lose their ability to judge. In addition, small companies have limited budgets. If they do not formulate scientific and effective promotion strategies, money will be burned quickly and may not necessarily have ideal results. Therefore, in the process of promotion, we must observe and think more and look at the problem from a global perspective. In addition, many small business owners are invisibly interfering with SEMER's promotion work, so a boss with an Internet perspective is very important for the development of SEMER and the company.

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