Information flow, fan channel, creativity, account structure...you must have encountered these problems!
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Question 1: How do you evaluate the effectiveness of information flow ? Effect means conversion , which means measuring how many clicks lead to one conversion? answer: The measure of effectiveness is, of course, conversion. Each industry has a different definition of conversion. Some refer to the number of downloads, some refer to the number of registrations, some refer to the number of device activations, and some refer to the number of calls left... When evaluating the effectiveness of information flow, it is usually not to measure how many clicks lead to a conversion (that is, the conversion rate ), but more to measure the number of conversions and the conversion cost, or even ROI. Some companies' KPI assessment items for advertising optimizers are the number of conversions, conversion costs and ROI, each accounting for a certain proportion. In fact, these three are closely related. ROI measures the return on advertising spending, which is largely related to the quality of optimizers and platforms; conversion costs are similar to ROI; the number of conversions determines the company's profit scale. Question 2: When running the product speed, the data is very good and reaches more than 1.2%, and the interaction volume is more than 100, but there is no customer information. Please tell me the reason. answer: First, check whether the fan audience and interest audience you are targeting match the product audience. If necessary, you can add more interest points. Second, if it is a video, check whether the video content is relevant to the business; if it is a picture, replace the material. While the design should suit the tastes of the crowd, it is best to reflect business-related content, or information such as discounts, to increase clicks on the material. You should be linking to the activity page. Is the interaction of only 100 per day or cumulative? This interaction is not high. We need to pay more attention to interaction rate and click-through rate . Another thing is the design of the landing page . It must be simple and highlight the information that customers are concerned about. The consultation process should also be as simple and quick as possible. Question 3: I would like to ask, why when using broad matching, the title does not insert wildcards? I had never thought of this before. answer: Strictly speaking, the low-price and wide-ranging strategy is an "extensive" marketing strategy, but it is not actually extensive management. To understand its intricacies, you still need to understand several key points. I won’t elaborate on this here, I’ll share it with you later when I have the chance. So, why don’t wildcards appear in the title when using broad match mode? In fact, it is not absolute. We know that the role of wildcards is to replace the keywords in the promotion unit (promotion group). Then there will be a situation, when most of the keywords are crowd words (that is, the literal meaning of the keywords themselves is not in strong demand), or when the keywords are very long, in this case, it is recommended not to use wildcards, mainly to prevent the keywords from being brought in and not being able to clearly convey the business we want to sell, and it may even cause misunderstandings among netizens and distort our sales direction! This strategy is particularly targeted at accounts with a large number of crowd and industry words. Of course, if your keywords have good intentions and are not too long, you can still use them appropriately. Question 4: A company's main business has relatively few keyword dimensions that can be expanded, such as a business management consulting company. Then can I put all businesses in one unit? Is there anything I need to pay attention to when optimizing keywords for different businesses in one unit? answer: No matter how extensive the management is, it is recommended that you put different types of words into different units instead of putting them all in one unit. To put it simply, there is one unit for asking for quotes, one unit for asking about manufacturers, and one unit for asking about regions. This is the most basic and crudest management method and cannot be simplified any further. In addition, for different types of words, it is recommended to write some corresponding creative ideas. For example, for netizens who are concerned about prices, we can highlight our price advantages. When caring about regional customers, we need to emphasize localization, etc. This is also the most basic. Question 5: Creativity should contain suggestive language of transformation. What kind of language should it be? Can you give examples? answer: For example, if the landing page has a form to fill out for booking, the creative can highlight online ordering, immediate booking, etc. For example, if we are a paid service (rather than a free service), or our prices are significantly more advantageous than those of our competitors, then we could highlight prices starting at RMB 399 or RMB 99... These can also be considered suggestive words for conversion. There are also immediate telephone consultation, immediate door-to-door visits, door-to-door transactions, on-site card swiping, cash transactions, fast delivery, fast processing, etc. ... appeal, guidance... Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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