What should I do if the bidding promotion traffic is getting worse and worse? How to solve the problem of declining bidding promotion effectiveness?

What should I do if the bidding promotion traffic is getting worse and worse? How to solve the problem of declining bidding promotion effectiveness?

Many bidders may have the perception that: "If you bid high, the promotion platform will allocate high-quality traffic, and if you bid low, it will be of poor quality." This perception is actually not so correct.

Currently, Baidu's bidding traffic is divided into "own traffic, cooperative traffic, and guided traffic". In this case, traffic is allocated to advertisers based solely on keyword bids, budgets and other factors. This approach is unrealistic.

So, why do some bidders still think that bidding low means low-quality traffic?

In fact, there are traces of this.

On the one hand, due to homogeneity , many advertising ideas and landing page contents are the same. When users click on the product page, they find that it is basically similar to the content they just saw and has no highlights. Then the bounce rate and conversion rate will naturally be low.

Another reason is that users compare prices from different stores. Like our customers, we always compare prices before making a purchase, especially on PC, where we often click through several pages to make a selection, so there is nothing we can do about the low final conversion rate.

So what is the solution? Is it possible for us to just watch the traffic go away and feel sad in silence?

In fact, there is a solution. Here, I summarize the solution into two points:

1. Make good creative ideas and landing page materials. It is recommended that everyone should pay attention to creativity and material production. In the era of homogeneity, only by making users feel bright can better conversion be achieved.

Writing creative ideas is not about copying and plagiarizing. Writing excellent creative ideas is not as simple as you think. You need to collect various product information, such as parameters, functions, features, requirements, etc., and summarize the selling points of your own products based on the information.

However, in creative writing, you cannot express the selling points directly. Instead, you can use highlighting methods, such as showing interesting aspects, and the effect may be different. If you can add a sentence to modify it, visitors will easily have an intuitive feeling.

2. Make a reasonable bid

Keyword bidding is the core operation of competitive bidding promotion. Reasonable pricing for numerous keywords is the key factor in controlling costs.

Bidding Promotion

Its function is not only to grab rankings. It is necessary to consider multiple factors such as budget, search intent, and delivery strategy to come up with appropriate bidding standards. Not all words need to be priced high, but it doesn’t matter if you pay high prices for those high-conversion words!

Each keyword is a commodity. As a commodity, it has corresponding value. We need to judge the value of the keyword based on the conversion of the keyword.

Controlling traffic is not actually a profound principle or knowledge, nor is it that difficult to master. But it requires sufficient understanding of its own account and a clear understanding of the traffic layout to know what kind of traffic you can digest and what kind of traffic you cannot convert.

<<:  Product Design Thinking Framework | What is the focus of product decision-making?

>>:  How can a product achieve explosive growth in users?

Recommend

Analysis of the routines of community operation to detonate traffic pool

Recently, many friends are worried about how to m...

Wuwei SEO training: How to improve the weight of the website's internal pages

The most important thing for us to do website opt...

Want to plan hot marketing in August? You may overlook these two details.

At the beginning of June, I joined a new company....

Tea Science | Hi, what’s “floating” in your tea?

When you are making tea, if you find some tiny fl...

Mainstream App promotion and customer acquisition channels and methods!

With the development of App development technolog...

Those who desperately promote 5G mobile phones are either stupid or evil.

These days, I don’t know what’s going on, but I’v...

How to play the short video planting game?

In fact, in today's world where content homog...

5 golden rules for designing mobile emails

Email design on mobile devices involves more than...

"Bohemian Rhapsody" - Why is it named Bohemia?

Friends around me have been recommending me to wa...

【Marketing Case】10 April Fools' Day Creative Marketing Cases✔

Let’s take a look at the new tricks of brands on ...