What should I do if the bidding promotion traffic is getting worse and worse? How to solve the problem of declining bidding promotion effectiveness?

Many bidders may have the perception that: "If you bid high, the promotion platform will allocate high-quality traffic, and if you bid low, it will be of poor quality." This perception is actually not so correct.

Currently, Baidu's bidding traffic is divided into "own traffic, cooperative traffic, and guided traffic". In this case, traffic is allocated to advertisers based solely on keyword bids, budgets and other factors. This approach is unrealistic.

So, why do some bidders still think that bidding low means low-quality traffic?

In fact, there are traces of this.

On the one hand, due to homogeneity , many advertising ideas and landing page contents are the same. When users click on the product page, they find that it is basically similar to the content they just saw and has no highlights. Then the bounce rate and conversion rate will naturally be low.

Another reason is that users compare prices from different stores. Like our customers, we always compare prices before making a purchase, especially on PC, where we often click through several pages to make a selection, so there is nothing we can do about the low final conversion rate.

So what is the solution? Is it possible for us to just watch the traffic go away and feel sad in silence?

In fact, there is a solution. Here, I summarize the solution into two points:

1. Make good creative ideas and landing page materials. It is recommended that everyone should pay attention to creativity and material production. In the era of homogeneity, only by making users feel bright can better conversion be achieved.

Writing creative ideas is not about copying and plagiarizing. Writing excellent creative ideas is not as simple as you think. You need to collect various product information, such as parameters, functions, features, requirements, etc., and summarize the selling points of your own products based on the information.

However, in creative writing, you cannot express the selling points directly. Instead, you can use highlighting methods, such as showing interesting aspects, and the effect may be different. If you can add a sentence to modify it, visitors will easily have an intuitive feeling.

2. Make a reasonable bid

Keyword bidding is the core operation of competitive bidding promotion. Reasonable pricing for numerous keywords is the key factor in controlling costs.

Bidding Promotion

Its function is not only to grab rankings. It is necessary to consider multiple factors such as budget, search intent, and delivery strategy to come up with appropriate bidding standards. Not all words need to be priced high, but it doesn’t matter if you pay high prices for those high-conversion words!

Each keyword is a commodity. As a commodity, it has corresponding value. We need to judge the value of the keyword based on the conversion of the keyword.

Controlling traffic is not actually a profound principle or knowledge, nor is it that difficult to master. But it requires sufficient understanding of its own account and a clear understanding of the traffic layout to know what kind of traffic you can digest and what kind of traffic you cannot convert.