Increase the conversion rate of bidding accounts by 20%?

Whether it is a search account or an information flow account, the conversion rate represents the effectiveness of the account and the ability level of the optimizer. For optimizers who do search bidding, whether it is adjusting words and prices or optimizing creative ideas and pages, the purpose is to increase conversion rates.

So what are the distinctive characteristics of high-conversion accounts? Based on my years of experience, I have summarized the following 5 rules. Friends who are worried about conversion rate may want to check their own accounts to see if you have noticed these points?

The structure of a high-conversion account must be very clear. I don’t need to elaborate on this point, everyone can agree with it. The clearer the account structure is, the easier it is to manage, and naturally the efficiency of the operation will be much higher, which will definitely be beneficial to the results. Of course, sometimes, for an experienced optimizer, even if the account structure is very messy, he can still achieve good results. But after all, there are not many optimizers with such experience, and if he can manage an account with a very messy structure, he must have sorted it out after taking over the account. What does it mean to have a clear structure? I summarized a few points:

You can check it against your account. If the effect is average or there are unclear issues, you can make some adjustments.

The data indicators of high-conversion accounts must be excellent. For high-conversion accounts, the data indicators must be of relatively high quality. If we talk about the funnel model step by step, high-conversion accounts generally have more impressions; the click-through rate is generally higher; the average price is generally lower; and the conversion rate is generally higher. Then based on the data we can infer the factors that affect these data.

The word-type consumption of high-conversion accounts must be scientific. There are many parts of speech in the account, which can be basically divided into two categories: high-conversion parts of speech and general-conversion parts of speech, also known as high-intention words and general-intention words in the industry. The word-type consumption of high-conversion accounts must be scientific. In layman's terms, high-conversion word-types should dominate keyword consumption, with general conversion word-types playing a secondary role. To give an example, the consumption of high-conversion words accounts for 70%-80%, and the consumption of general conversion words accounts for 20%-30%.

If your results are not good, check whether the word type consumption is unreasonable? Is it because the consumption of general conversion words is too high? If so, it means that the account consumption trend has gone astray. At this time, you need to adjust it back. For some low-conversion keywords, you need to lower the bid, or collect the first-level matches to reduce the display, or change the page.

Every industry has its own parts of speech. Taking the medical industry that I work in as an example, hospital words, price words, and treatment words are the three best types of words. The clues brought by these words lead to a high patient visit rate. As for cause words and symptom words, although there are dialogues, the consultation rate is low, so they are generally used mainly to expand the flow.

The pages of high-conversion accounts must be targeted and correspond one-to-one with keywords. The page is the key to carrying conversion. If the page marketing and conversion components are of high quality, the conversion will generally not be bad. So if the conversion rate is poor, we need to look for the reasons first from the page and then from the words. The pages of high-conversion accounts must be targeted and correspond one-to-one with the keywords. What does it mean? Let me take healthcare as an example.

There are many landing pages for medical bidding accounts. Since you can add many types of diseases in this department into Jimuyu, you only need to fill in the disease knowledge to generate a disease page. In addition, you can also create activity pages, article pages, etc. We can add more content and create more pages according to the situation of our department. This is called targeting.

One-to-one correspondence is easier to understand. As mentioned above, medical keywords are divided into hospital words, price words, treatment words, cause words, symptom words, etc., so we can highlight the key points of the page in the page content. When making a hospital page, you should highlight the strength of the hospital. When making a price page, you should highlight the transparent and standardized prices. When making a treatment page, you should highlight the advanced equipment. When making a medical team page, you should highlight the noble medical ethics and thoughtful service, etc. According to the parts of speech, highlight the highlights and meet the pain points of patients.

Then, after all the pages are completed, you can go to the account to set up the page for the word. Hospital words correspond to hospital pages, price words correspond to price pages... This is called one-to-one correspondence. In fact, it is a kind of refined delivery that achieves a perfect match between words and landing pages.

Such refined account management usually produces very good results. The conversion rates of several medical accounts I am currently handling are between 13% and 25%, with an average of 20%. There are 20 conversations for every 100 clicks, and the current conversion rate is still relatively ideal.

High-conversion accounts must be good at crowd targeting. Crowd targeting is becoming more and more important in search bidding accounts. From the upgrade of the stargazing disk to the upgrade of ecpc, we can see that the crowd is increasingly becoming a focus of Baidu's marketing. From my actual experience, many of the current conversations are coming from crowd packages, and the effect is very obvious. Especially the stargazing tool, which provides a huge number of people, and we can find the people we need according to our business characteristics.

The target audience can be set in the Baidu promotion background. It's quite simple. Using the Stargazing Plate is a bit more complicated. We click on Baidu Stargazing Plate and find a lot of people after entering. We need to select some people to test in the early stage of launch. Then, based on the data and test results, we can slowly find our precise target audience.

Since there is a lot of content in this area, I will write a special article to interpret it later. Here, I suggest that friends who invest in Baidu promotion products, whether it is search or information flow, can learn about the Star Chart.

At present, in addition to ocpc, the effect of the stargazing disk is also very obvious in the method of expanding the quantity. Whether it is CPC or ECPC, it can be delivered in combination with the crowd. Friends can study this area carefully. It should be a breakthrough for improving the effect in 2021.

There are many ways to run a bidding account, but all of them revolve around achieving high conversion rates. Therefore, we can look for breakthroughs from the above five aspects. From account structure to data optimization, from word category consumption to landing page correspondence and then to target audience, if every detail is done well, the conversion rate will naturally increase.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)