Sogou spent 1,000 yuan on promotion but got 0 conversions. What happened? There was consumption but no conversions.

Today I’m sharing a real case of a client who spent 1,000 yuan on Sogou bidding from March 26 to 27, but only received 3 pieces of information. After contacting the salesperson, all of them were marked as invalid, which equals 0 conversion. He was very anxious and asked me what was the reason?

Since his Sogou account had just started operating, there was no historical data to compare and reference. So I suggested that he first compare the delivery data of other platforms during the same period.

It just so happened that he had placed an ad on 360 last week, and the account content was basically the same, so I took a look at the month-on-month data (as shown below).

Sogou spent 1,000 yuan on promotion but got 0 conversions. What happened?

Could such a huge difference in delivery effects be caused by the traffic quality of the two platforms themselves? Logically speaking, it shouldn’t be the case, because those who have advertised on both platforms know that there may indeed be some differences in traffic quality, but overall it is not particularly large. So this reason can basically be ruled out.

When something is abnormal, there must be something wrong. So I asked for his account to take a closer look. First of all, there are obvious differences in display volume data, which directly leads to a large difference in click-through rate data. I checked the display first and found that 360 mainly targets PC and the keywords are mostly phrase matches, while Sogou mainly targets mobile and the keywords are mostly exact matches. This also explains why the amount of information from 360 is acceptable, but the efficiency is relatively low.

Since Sogou's words are more precise, why is there no information? Is it a problem with the page quality? With this question in mind, I went to look at his landing page again.

The first thing I looked at was the visit rate, but since he didn't install the statistical code on the page, I could only measure the opening speed of his page, which was less than 2 seconds on average, so it seemed that the reason for the low visit rate could be ruled out. ,

Then I looked at the content of his landing page. It is a very standard universal template. Overall it can only be considered mediocre. There is definitely room for optimization, but it doesn’t seem to be a major problem.

That's a bit strange? I still need to go back and confirm the visit rate to feel at ease. Since there is no statistical code installed, you can use the number of visitors in Baidu Business Bridge. The error will not be too large. A check in Shangqiao statistics showed that the number of visitors from Sogou on the 26th and 27th was only 46, while the number of clicks was 181. Haha, it seems that I have found the right direction.

The next step was easy. I went back to the search term report to filter his mobile access URL and found that 118 clicks pointed to a wrong URL, resulting in more than 60% of consumption being wasted.

Now I can be sure that the core reason for the abnormal overall performance data of his account is that the mobile access URL in the creative was filled in incorrectly. After learning the reason, he said that the account was handed over to customer service to go online, and he did not pay attention to check it, and he felt very upset.
Sogou spent 1,000 yuan on promotion but got 0 conversions. What happened?

Through this case, I hope to give you some help with account analysis. I would also like to remind you that analyzing the problem requires a comprehensive investigation!