How to reasonably set the delivery time period for SEM bidding promotion?

In SEM bidding promotion, how to reasonably set the promotion period has always been a headache. For business owners, they hope that the SEM bidding promotion period is long enough and the promotion cost is as little as possible; some business owners will determine the promotion period according to the company's working hours; some business owners hope to deliver 24 hours a day... No matter which delivery method is used, it needs to be selected according to the actual situation of the company, rather than arbitrarily choosing based on mood, otherwise it will only waste promotion costs.

So how should the delivery time period of SEM bidding promotion be set? The most ideal state is to bring the greatest value with the least investment, and the promotion time period is an important link. This requires us to set the promotion time period in the best way when optimizing SEM bidding promotion.

How to reasonably set the delivery time period for SEM bidding promotion?

1. Reasonable use of time-segment bidding. The time period should be based on data. It is recommended to invest a relatively sufficient budget in the early stage, invest throughout the day, conduct strict data analysis on the delivery time, and eliminate or control the time period with high traffic but poor consulting dialogue effect. Calculate the time when click-through rate and conversion rate are high, and use it as a reference for future delivery.

At the same time, use the time-divided bidding tool, combined with the delivery experience, to select more valuable time periods and set the corresponding bidding ratios. For example, late at night, when potential customers are not searching as much and competition is low, bids can be lower than during daytime working hours.

2. Adjust according to industry needs and conduct in-depth analysis of the Internet habits of potential customers in this industry. The advertising time on weekends and major holidays should be distinguished from that from Monday to Friday. During holidays, people get up late and go to bed even later, which causes the consultation hours in some industries to be postponed compared to usual times. Some industries, such as the education industry, often receive very few inquiries during major holidays.

In addition, different industries will have very different demands in different seasons of the year. For example, for cultural course training for art exam candidates, the number of inquiries is concentrated in mid-February to early March, and plans for other times do not need to be launched.

3. Competition analysis, avoid the real and focus on the virtual. Observe the SEM bidding promotion time period delivery strategy of competitors. Under the premise of extremely limited budget (the budget cannot be spent on the same day), you can combine the first and third points, avoid the real and focus on the virtual, and choose the time period with low competition pressure and relatively high conversion rate for delivery. Many industries and companies often default to running ads in the morning (8 or 9 a.m.), or even default to running ads 24 hours a day. When the money is spent, it will automatically go offline, which is often very early. We can choose to go online in the afternoon or evening to obtain higher rankings under competitive pressure and reduce the average click cost.

4. Arrange customer service on duty during the promotion period. For industries with fierce competition and high costs, it is best to have customer service on duty during the promotion period. In a highly competitive industry, we often have to spend hundreds or even thousands of dollars to get a valuable consultation. If customer service staff is absent and leads to loss, it will be a huge loss for the company in the long run. It is recommended that companies, if they have limited funds, either try to choose to place orders during customer service hours, or arrange for dedicated personnel to be on duty during break time.

No matter what means are used to set the promotion period, when we do SEM bidding promotion, we must set it according to the actual situation of the company. With the emergence of new media, the impact on SEM promotion is not small, but the accuracy of SEM promotion is also irreplaceable. This requires us to master methods and use the best way to optimize it to bring about actual conversion.