Analysis of Sogou bidding promotion conversion, display and click-through rate!

Recently, a classmate left a message: "The clicks, impressions, and click-through rates are all normal, but the conversion rate is very low. What should I do?"

There are obviously no problems with the display and clicks, but there is no conversion. Seeing the money in the account being spent without any effect is really a headache!

What should I do if the bidding conversion rate is very poor? To solve this problem, the prerequisite is to find the cause first, so the first step is to analyze the reasons for poor bidding conversions other than display and clicks.

Analysis of reasons for poor bidding conversion

According to the bidding promotion marketing funnel, we know that bidding promotion is divided into 5 links: display, click, arrival, consultation, and leaving leads (conversion) .

Since there is no problem with display and click, if you want to find out the reason for the poor bidding conversion, you can start with arrival, consultation, and conversion and check them one by one:

1) Arrival

①Is there a problem with the path? Can the page be opened?

②Is the web page opening too slowly?

2) Consultation

①Is the traffic quality accurate? Is it reflected in the keywords and creative content landing pages?

②Can the content capture the user’s pain points?

③Are the page layout and conversion button settings reasonable?

3) Conversion

Is there a problem with the customer service language that leads to a high customer churn rate?

Solution to the problem of poor bidding conversion

After investigating the causes, what should I do if the bidding conversion is very poor? How should I solve it?

1) Arrival rate problem:

Check the link regularly to see if it can be opened and whether the link is correct. At the same time, pay attention to the website opening speed, try to control it within 3 seconds, and don't take too long to prevent users from having no patience to wait and closing it directly.

2) Consultation rate issue:

It is necessary to do a good job of crowd portrait analysis, clearly understand user pain points, and write creative ideas in a targeted manner; at the same time, the content written in the creative ideas must be reflected in the landing page to improve the relevance of keywords, creative ideas, and landing pages.

The copy on the landing page should directly hit the user's pain points, the layout should be reasonable, and the colors should be in line with the audience's preferences; each screen should have a conversion button, and the conversion button should be set with guiding sentences. It is best to have multiple pages, multiple conversion channels, and multiple conversion gimmicks to increase the depth of conversion.

3) Conversion rate problem:

Customer service must have a full understanding of the product and user needs. In addition, they need to develop effective customer service scripts, communicate with customers in a targeted manner, understand real customer needs, and follow up on orders in a timely manner.

Summarize

What should we do if the bidding conversion rate is very poor? How to solve it? Please follow the above problem-solving directions and ideas for investigation. How to optimize the bidding operation if the conversion rate is very poor? You need to analyze the actual data of your own account and develop a solution that suits you.

Author: Houchang College

Source: Houchang College