How to reduce Sogou account cpc by 73% by distributing ads on different devices

Baidu accounts for the majority of our search spending, with Sogou accounts serving as supplementary accounts. Although the daily consumption is only a few hundred yuan, it is still a considerable cost if the conversion rate is not good over a long period of time. Moreover, an increase in CPC will also lead to a decrease in the number of clicks, which will reduce the possibility of successful conversion. Therefore, even as a supplementary account, it should still be taken seriously. After all, if the conversion rate is increased and the cost is reduced, the overall search data will look much better.

So how do I reduce CPC, increase clicks, and thus increase conversions in the shortest possible time? Just as the title says, it is through the method of multi-device delivery, so how does it work specifically?

1. Advantages and disadvantages of equipment deployment

As the name suggests, device division means dividing the delivery into PC and mobile devices. Sogou accounts are generally based on PC, and the price of mobile devices is controlled by adjusting the coefficient.

Advantages and disadvantages of not separating

Advantages

Adjustment is relatively convenient. If the investments are made separately, the planned quantity will be doubled, and the account will look larger. Without separating them, you only need to adjust the bid of the pc, and then use the moving coefficient to control the overall price. The overall adjustment is relatively convenient.

Disadvantages

Compared with the advantages, the biggest disadvantage is that it is difficult to control the budget and cost, because you put PC and mobile together. Although the data analysis can be divided into PC and mobile, you can't separate the two ports very clearly when controlling the budget, and most of the accounts in the market currently consume more on mobile devices.

With a fixed budget, if you put them together and put them together, as long as the PC bid is higher than the price the system can display, there will be display and consumption, so you cannot control the bulk of the mobile traffic very well. On the contrary, the PC side will generate unnecessary consumption due to the high bid, resulting in inflated costs.

Advantages and disadvantages of separation

Advantages

Naturally, it is convenient to control the budget, and through refined PC and mobile price settings, the waste of non-comparison costs can be reduced. After separation, the same number of clicks can be obtained, and the cost can be reduced by 81%. Wouldn’t it be great to use this part of the saved cost to expand more business?

As listed below, the 15th was the date when the adjustment was completed. Compared with the previous date, the CPC reached the lowest, and the number of clicks was similar to when the consumption was several times higher. On some dates, the clicks were even higher than those during high consumption.

Disadvantages

As mentioned above, the number of plans is doubled. Suppose you have 10 plans in your account at the beginning, then it will be 20 after separation, and all materials are doubled. Accordingly, your keywords and creative URL tracking also need to be modified. The initial workload is larger, but once the operation is completed and operated properly, cost reduction is inevitable, and the effect is immediate. Whether you are taking over a new account or an old account that is not enough, making adjustments is a good way.

2. How to operate

1. Copy all existing plans in the account

It will be more convenient to operate in Sogou Promotion Manager

2. Modify the corresponding coefficient

After copying all the plans, change the mobile coefficient of the newly copied plan to 1-10; the original plan should remain mainly PC-based, and change the mobile coefficient to 0.1 (the system can only be modified to 0.1, it would be best if it can be modified to 0).

3. Adjust your prices

Because Sogou accounts do not have the function of "adjusting the PC bid coefficient to 0.1 when advertising on mobile devices", when advertising on mobile devices, you should pay attention to lowering the mobile keyword bids. Generally, the system defaults to displaying keyword bids higher than 0.3-0.5 yuan.

If you want the keywords to be displayed on the mobile side but not on the PC side, then adjust the price to be lower than this price range, and then adjust the mobile coefficient to the maximum value. This way, the keywords will be displayed on the mobile side but not on the PC side. If you want to display on both mobile and PC, then the bid can be adjusted above the range of 0.3-0.5.

My operation is: except for a few words that are displayed on both ends at the same time, the other words are basically controlled to be displayed on only one end, so as to achieve the best effect of PC and mobile device delivery as much as possible.

Of course, whether to display only the price on one end, or partially or all of the display, can be tested. You can control the variables and test them one by one to achieve a better account conversion state. My own account is currently still testing the conversion situation when only displaying the price on one end, or partially or all of the display, in order to find a better conversion state.

Sogou accounts can be divided into PC and mobile device delivery to reduce CPC relatively well. Under the same budget, clicks can be increased, thereby increasing conversions to achieve the goal of reducing CPA. Of course, because the Sogou account does not have the function of "adjusting the PC bid coefficient to 0.1 when delivering on mobile devices", you need to pay special attention to price adjustments when mainly delivering on mobile devices in order to achieve the purpose of delivery.

Author: Aiqi SEM

Source: Aichi SEM (CMOcollege)