Advertising effect is not good? This is 80% of the reason!

I often hear advertisers complain that SEM promotions are ineffective, they spend a lot of money but get few inquiries!

According to my years of experience, 80% of the reasons for poor advertising results are due to problems with the advertising account. Therefore, we need to check whether the advertising account has the following problems:

1. Keywords are not precise enough

The core of search engine promotion is keywords, and the selection of keywords is crucial. Simply put, we spend money to buy traffic through search engines. If the keywords we choose are not accurate enough, the traffic we buy will not be accurate enough and the advertising costs will be very high.

What does it mean that the keywords are not precise enough?

For example, if we are in the business of customizing jackets, and if the keyword we bid on is "jackets", then we will have this situation:

Taobao appeared in the advertising space, and it was the first one. Just imagine that a retail company like Taobao has chosen the word "jackets". If you invest in this word, what capital do you have to compete with it? If you really want to compete with Taobao, then your promotion costs will inevitably be very high. Moreover, the traffic of "jackets" is larger than that of "jackets customization", but it is not as accurate as "jackets customization". Searching for jackets does not necessarily mean customizing jackets, so a lot of advertising costs will be wasted.

2. Invalid Clicks

Normally, advertising will face the problem of a large number of invalid clicks. Most of the invalid clicks are accidental clicks by netizens and malicious clicks by peers. This is a very serious problem. Our advertising funds are wasted on these invalid clicks. It is like doing charity for search engines, which is not what we want.

Therefore, in order to prevent advertising funds from being wasted, the editor usually turns on Baidu Business Shield . If Baidu Business Shield detects these invalid clicks, the fees for these clicks will be refunded, which can save nearly 20% of advertising funds. It can also automatically block IPs with multiple clicks and unique visitor codes, which can effectively block salesmen from peers and other companies.

In addition, the editor will regularly perform manual IP blocking based on the conversion situation. After all, people have strong subjective initiative and know which IPs are valid and which are invalid. This can effectively reduce the waste of advertising funds.

3. Unreasonable keyword bidding

Many novices do not know how to build a high-quality advertising account, and adopt a unified bidding strategy for keyword bidding. However, different keywords have different intentions. For example, searching for "Shenzhen website construction company" and "How much does it cost to build a website in Shenzhen" is a word for an organization and a word for a price, and the intentions they represent are very different.

"Shenzhen website construction company" We can guess that people who search this term are looking for a website construction company and already know the basic information about website construction, while "Shenzhen website construction cost" is still in the process of understanding the situation. If it is too expensive, they may not do it. If both terms have the same bid, this is obviously unreasonable.

4. Creative is not relevant to the landing page

Regarding creativity, many novice bidders like to write their ideas in a very exaggerated way, adding a lot of exaggerated words such as free, 1-day fast, 0 yuan , etc. There are also the following. When we searched for "how much does it cost to build a website", a price list appeared:

But, when you click in, it looks like this:

There is no price list at all! Since a price list is written on the creative, visitors who click in hope to see the price list. If they don’t see the price list, I believe 90% of visitors will directly close the page. This is the problem caused by the irrelevance of the creative to the landing page. This situation can be directly reflected in the bounce rate in the website data. When the relevance is not high, the bounce rate is often higher than normal.

Our advertising creativity has two major functions:

1. Attract customers to click ;

2. Screen the population .

When writing creative ideas, we should always follow these two major principles, so as to improve conversions. We should not just pursue high click-through rates, but rather strive to achieve the best conversion results while having a good click-through rate.

Therefore, when we write creatives, we need to match them with the landing page, be realistic, and avoid exaggeration or fraud.

The above are the common reasons for poor advertising results. If you have the above-mentioned advertising account problems, you should solve them as soon as possible, otherwise this marketing method is just a waste of money!

Author: Lao Meng

Source: Growth Superman