How to solve the problem of declining traffic in bidding promotion?

In fact, the solution to the deterioration of promotion effect is nothing more than three links in the marketing process: traffic, page, and customer service. The SEM Alliance will write a series of articles from these three aspects to help everyone cope with the adjustment of Baidu's bidding.

Solving traffic problems

The reduction in Baidu's bidding advertising space has resulted in a decrease in overall display, and the introduction of blue commercial promotion text has led to a decrease in click-through rate. More competition leads to higher cost per click. The series of changes seemed to be a fatal blow. But smart people will also find some good news. Although the traffic has decreased, the quality has improved and the conversion rate is also higher than before. Therefore, it is necessary to manage the account more meticulously.

1. Don’t raise prices blindly

This is especially true for keywords that have had a lot of competition in the past, such as general terms and industry terms. The characteristics of such keywords are that the average click price is high, but the conversion rate is relatively low. If you still blindly increase the bid to grab the ranking, it will only make your conversion cost higher.
It is necessary to collect conversion data over a long period of time and find keywords with high conversion rates to focus on.

2. Creative Optimization

Baidu has also been making active adjustments recently and launched more new creative styles, such as "Baidu's New Product | Fengchao Business Innovation "Jingxiu"". Because Baidu is also actively dealing with the problem of declining click-through rates, we are following Baidu's footsteps to actively optimize and adjust advertising styles. Able to obtain more accurate traffic.

In addition to the advertising style, the requirements for creative content are even higher. Because there are words about commercial promotion, visitors can clearly see that it is an advertisement. So don’t write a lot of creative ideas that make promises or boasts, as such ideas will only make visitors more disgusted. Creative and targeted writing becomes more important

3. Keyword selection

In the past, our advertising was relatively simple and crude, and we would often select many product-related keywords for advertising. But now the average price has increased. If all words are still competing for rankings, the following situation will occur: the number of clicks has not decreased, but the conversation effect has deteriorated. Students who have attended the open class should know the concept of traffic changes (How to improve the effectiveness of Baidu's bidding promotion | Video answer). If the effect decreases, don't panic. Carefully compare the traffic and you will find the problem. The most direct way is to compare and analyze the search term report by time period.

4. URL Optimization

In the past, we liked to point the URL to the homepage and let visitors find the content they wanted by themselves. After the "wzx" incident, visitors' tolerance for advertisements almost dropped to a negative number. If you don’t see content that meets your needs the first time, your bounce rate will be higher than before. Therefore, it becomes more important to let visitors see the content they want to see as soon as possible.

I advise everyone not to test the patience of visitors at this time.