What should I do if the bidding promotion effect is not good? Why does your bidding promotion burn money quickly but has poor effect?

In fact, the fundamental problem is the lack of traffic. For bidding promotion, conversion can only be achieved by matching the correct traffic.

For example: A user searched for "How is bidding" on Baidu, but was matched with bidding learning, which is obviously irrelevant to the topic, and the intention of the matched users is also low.

Then someone may ask: Don’t we have any way to solve the above situation? Can we just watch it burn money?

The answer is of course no, so keep reading.

1. Calculate the average price

Calculation formula: Average click price = consumption / number of clicks

The average click price can help us determine the keyword bid to a certain extent. Therefore, to solve this situation, the first step is to calculate the average price for comparison.

If the bid for the keyword is higher than the average price, but it matches low-quality traffic, you need to refine the keyword into a unit and add it to other units to set a relatively low price.

If the keyword is lower than the average price, then you need to check the conversion rate of the word, which is the second step.

2. Look at conversion

Bidding is nothing more than a question of determining "whether to get the traffic or not". We need to review it based on the conversion rate to determine whether we can digest this part of the traffic.

Therefore, if the bid for the keyword is lower than the average price, but there is a conversion, it can be ignored.

If the bid for the keyword is lower than the average price but there is no conversion, you need to check whether the page has the corresponding content or the aesthetics of the page.

Therefore, we need to proceed to the third step of viewing the page.

Note: If the price is lower than the average but there is no conversion, it does not rule out that the traffic itself is difficult to convert, and you need to add negative words.

3. Change the page
Users don’t buy things to do charity. We can only achieve conversion by letting users see content that “interests them”, that is, satisfying them, satisfying them, and satisfying them.

Some words have no conversion, which can mostly be attributed to the page traffic carrying problem.

Therefore, this requires page optimization, which is not described here.

4. Receive matching

Seeing this, some people may be worried. I have changed the page and added negative words, but the situation has not improved. What should I do in this situation?

Then we need to use our ultimate weapon, that is, matching, to make the traffic more accurate and strict~

Note: It is not recommended to perform matching unless it is absolutely necessary. Although a certain word cannot bring conversion, it can be matched with other words, such as brand words and competitor words. This situation is favorable.

Bidding promotion is ultimately a traffic control process, and the source of all problems is that the traffic is not accurate enough.