What to do if SEM has poor results? Learn the "Five Quantities" Analysis Method for Bidding

You can often hear people say, "The results today are so bad." This "poor effect" can be interpreted from many aspects.

Such as small number of conversations, poor conversation rate, high conversion cost, high cost of consultation, etc. In fact, the job of bidding is nothing more than spending the least money, bringing the greatest benefit to the boss, and achieving a win-win situation with the boss. This is the ultimate goal.

Each company has different evaluation indicators. As a bidder, you must know what your own evaluation indicators are. If it is the volume of conversations, then you must use this goal as the core to do data analysis; if it is to assess whether the overall performance goal is achieved, then you must be guided by generating performance. After all, only when the performance is achieved can the boss make money and give you the salary you want.

Data analysis is always inseparable from the "five quantities and four rates", namely, display volume, click volume, conversation volume, appointment volume, and visit volume; click rate, conversation rate, appointment rate, and visit rate. Knowing this, we have a starting point.

1. Small amount of display

(1) Is there a suspension period? If so, open the paused period.

(2) Check the account budget and planned budget. Whether the budget has been exceeded ahead of schedule, resulting in the account not being displayed.

(3) Keyword ranking. Check whether the main promoted words are ranked, and try to keep the keywords in the top three.

(4) Matching pattern. Is the key match too narrow? Appropriately relax the keyword matching mode.

(5) Keyword quantity. Add some words to expand the keywords, which can also be search words, or long-tail words with conversion potential. Increase keyword coverage and improve display.

2. Few clicks

(1) Check whether the ranking of the main keywords is normal and maintain the top three ranking.

(2) View the search term report. Whether the keyword matches a lot of junk words.

(3) Matching method. The matching of the main promoted words with high prices is tightened, while the matching of the words with low prices and high volume is relaxed.

(4) Creativity. If the creativity is not attractive enough, we can produce a new batch of creative ideas in a targeted manner according to the people at different stages of intention and in combination with the characteristics and advantages of our company.

3. Less dialogue

If there are no problems with the above two aspects, you can continue reading.

(1) Test whether the page can be opened normally. Test whether messages can be received and sent.

(2) Test page opening speed. If the loading speed is very slow, the visitor experience will be very bad, so forget about the conversation and use technology to solve it.

(3) Check whether the landing page and keywords are corresponding. Visitors come in to see what they want to see. If they don’t find what they want to see after looking for a long time, they will leave. The landing page should correspond to the direction of the keywords being placed, that is, the landing page should be able to carry the content of the keywords, and then when visitors enter the landing page, they can see the information they want.

(4) Consumption direction of keywords. Whether the account's consumption is concentrated on low-intent keywords, while the consumption of high-intent words accounts for a relatively small proportion. It is necessary to reasonably divide the account structure and arrange the budgets for the primary and secondary businesses of the account reasonably.

(5) Whether the website has been maliciously criticized or spammed. Check the keyword IP coming from Business Link to see if the same word is clicked many times. You can deny the IP or IP segment in the assistant.

4. Few reservations

See 1, 2, and 3 above. This part is also closely related to the customer service department's rhetoric, but if we have no right to interfere, we can only do our own job well.

(1) Export conversation history. Check which words are effective and retained, and which types of keywords are the invalid conversations. Different keywords represent different intentions of visitors. For departments with a complete sales talk system, they need to learn to guide customers flexibly at this time. If we can't make adjustments, then we can only see what type of customers the customer service is good at converting, and then adjust the direction of our promotion.

(2) Promotion of business level. Take the NK project as an example. For NK's several projects, the priorities of intention are quite obvious. For example, if they mainly promote some more urgent ones, coupled with the customer service's rhetoric, they may make an appointment. If the urgency of the situation is relatively low, the visitor's intention to make an appointment will be relatively low.

5. Fewer visits or fewer transactions

(1) You can check in the CRM system whether the customer service staff are making timely and regular return visits. If not, you can remind them.

(2) Whether the customers who have made reservations have postponed their reservations, what is the proportion of such customers, and track them in a timely manner.

(3) Is it the off-season for the industry? Some industries have peak and off-peak seasons. On the one hand, we need to develop new customers while stabilizing costs, and on the other hand, we need to maintain old customers.

That’s all for today’s sharing. If you find it useful, you can pay attention to it. We will share more detailed analysis content later. grateful.

Author: Yihan

Source: Bidding Tips