The bidding promotion effect is not good. Why is the bidding promotion ineffective?

In many companies, bosses have a mindset: the more money they spend, the better the results. However, the fact is not so. The effect of bidding promotion depends to a large extent on the operator of the account. As an editor of Baidu bidding hosting, Dongguan Feng Chao has a deep understanding of this fact. For the same account, many customers entrust their accounts to us because the results of their own adjustments are not good.

The bidding promotion effect is not good. Why is the bidding promotion ineffective?

Reason 1: Keyword matching mode selection problem

Many bidders or Baidu customer service staff who do not have professional skills may choose broad when setting the keyword matching mode. However, broad is a well-known junk traffic in bidding promotion, and the quality of the traffic is unreliable, so it is strange that the effect will be good. Generally, more professional Baidu bidding hosting companies choose the matching mode based on the actual situation of the keywords, and the most commonly used one should be the phrase matching mode .

Reason 2: Managers do not have professional management skills

At a macro level, the understanding of bidders is to adjust prices, but Baidu Bidding Hosting Company has concluded through several years of professional experience that bidders must not only have a certain level of copywriting skills to write creative ideas, but also have certain data analysis capabilities. Bidding requires strong professionalism of talents. According to data, the average working period for Chinese employees is only 31 months, and the job-hopping frequency is significantly higher than that in the United States. The inability to find suitable people, high employment costs, and serious talent loss have become major pain points in the development process of every company.

At this time, Baidu bidding hosting company is particularly important. By entrusting the account to us, you don’t need to bother to cultivate talents, nor do you need to worry about the professionalism of talents. You only need to check the profitability of the account every day.

Reason 3: Eliminate the existence of malicious clicks

Non-genuine customer clicks include clicks from peers and promotional clicks. Since the bidding system was upgraded in September 2013, more than 98% of malicious clicks on the software can be blocked. Basically, you don't have to worry about this. What we are mainly talking about here are peers who click a few times a day at work for the purpose of understanding their competitors, and those who do promotion, such as those who promote bidding account opening, those who promote 400 calls, those who promote potential software, those who promote SEO, etc. A rough estimate is that 20% of our Baidu advertising fees are clicked by peers, and 10% are clicked by promotions. That is to say, if the monthly advertising fee is 10,000, 3,000 of it is wasted by these people. This is a huge waste for some small companies and start-up companies.

So how can we improve the effectiveness of our bidding accounts?

1. Improve traffic accuracy

Accurate traffic will bring more transaction volume. The normal operation should be to analyze the search term report every day, grasp the traffic dynamics, and use more data to discover keywords that can bring more accurate traffic.

2. Landing page design should start from the user level

When designing a landing page, we must be user-centric and consider why users should choose us. Only by designing it well can we attract more users to consult and then convert.

3. Improve customer service communication skills

The ones who have direct contact with customers are generally the company's customer service staff. Customer service staff with strong abilities generally have a very high transaction rate. They know how to guide users correctly. Therefore, some customer service staff with poor communication skills should receive regular training.

The bidding team of bidding hosting will not only perform account operations and data analysis, but also help you modify the landing page according to the visitor population to make the landing page more marketable, and will also formulate different customer service scripts to help you improve customer service conversion effects.