I spent 600 yuan in the morning and didn’t get any conversations, but my creative idea had a high click-through rate. How can I solve this problem?

Recently, I have received many messages from friends who have read bidding training articles and sent them to my assistant. For a week in a row, the morning consumption was very high, but there were only clicks and no conversations. There should be no problem with the creativity, because the creativity did attract many visitors to click. How should this situation be solved?

We know the importance of creativity. A good idea can attract users and generate clicks. So in other words: the higher the click-through rate of a creative, the better.

However, this is a wrong idea.

Not all creative ideas have a higher click-through rate. When people deliberately pursue clicks, they may accidentally fall into misunderstandings!

Blindly pursue high click-through rate

How many people are curious: "What is the appropriate click rate for my industry?"

How many people would like to ask: "Is the higher the click rate, the better?"

There is no fixed standard for click-through rate, and the higher the click-through rate, the better. Usually, it is determined based on account strategy and keyword part of speech.

Let’s take an example:

Search term "Zhangjiajie Guide". Do you think the user intent for searching this term is high?

In terms of part of speech, it belongs to the first stage of keywords, with a large traffic base but low intention;

From the user's psychological activities, when searching for this word, I may want to travel to Zhangjiajie, but I am not sure. I will just search for travel guides first. I may also search for "Hulunbuir travel guide" or "Enshi travel guide", and decide which place to go based on which place is fun.

What’s the point of having a high click-through rate for low-intent search terms like “Zhangjiajie Guide”? What’s the point of attracting a lot of low-intent traffic?

Our budget is limited, and the traffic we can obtain is also limited. When we blindly increase low-intent traffic, it means that "high-intent traffic is decreasing."

Remember: the higher the click-through rate, the better. It depends on the word segmentation.

For words with good conversion, the higher the better, even 100%; for words with poor conversion and low traffic intention, the click-through rate should be controlled.

Creativity is just a means to control traffic, not just to attract traffic. For low-intent words, we need to know how to use creativity to filter some of the traffic.

The copywriting is self-congratulatory and empty

For industrial fans, choose xxx brand

xxx has been focusing on excavators for 20 years

Industrial fans, xxx brand leader/industry benchmark/industry leader

Have you seen many similar ideas? Even many people are using them?

The above-mentioned ones are all self-congratulatory copywriting, thinking that my product is very good and users will click on it after seeing it.

Apple, one of the top smartphone brands, has never written copy like this.

90% of users will only click on creative ideas that “can bring benefits”.

For example, in the picture below, which creative idea is more likely to attract clicks?

According to the data comparison, the order of clicks from most to least is: 3-1-2.
Because the third creative idea highlights the benefits, visitors can directly know "what I can get" by clicking; while the first creative idea "30,000 people's first choice" will attract us; for the second creative idea, strictly speaking, we can get nothing except "preferred XX brand".

Therefore, when writing, we must reject empty and pretentious ideas, even when it comes to creative brand words.

For creativity, we need to give users enough desire to click; and for users, no one will click if there is no benefit; so, instead of general concepts, it is better to give users something more specific!

Poor landing page hosting

What do we pursue when we write about creativity?

Maybe 90% of people would think it is click-through rate. But in fact, the ultimate purpose of writing creative ideas is transformation.

For example.

Search for "modern and simple home decoration renderings". The search intention is very clear. The person wants to find some pictures of simple house decoration. First of all, we can see that the creativity is also consistent with the search terms.

But when I clicked on it, it was a price page. To be honest, this is really the landing page that matches by searching for "home decoration renderings".

User needs are renderings. If you show users the price page, can the conversion rate be high? Even high-intent traffic is lost unknowingly.
Our creativity must be related to conversion. Any creativity that is not for conversion is rogue.

Remember, relevance is related to the user's search intent.

In addition, it is also a big taboo if the landing page cannot be opened. Everyone must remember to check their website every day.

Blindly copying competitors

How many people's ideas are directly copied from competitors?

It is said that all content in the world is copied, but we also use certain strategies when borrowing.

It is absolutely unacceptable to directly copy competitors' ideas based on search terms, as this will only result in your ideas being unremarkable and too repetitive!

There are some techniques to plagiarize competitors. It can be divided into two methods: plagiarism based on search terms and cross-industry plagiarism, or a combination of them.

I won’t go into detail here, as we have already written a lot about creative copywriting.

In fact, one of the most common misunderstandings that many bidders fall into when writing creatives is that they write for the purpose of attracting traffic.

But don’t forget that the ultimate goal of attracting traffic is conversion, and attraction is just a method. In bidding promotion, each process has a special and inviolable mission, but each mission is just to serve "conversion".

When we truly discover the essence of bidding, many difficult problems will be solved.