How to accurately control traffic through bidding promotion?

Common types of keywords are: brand words, product words, generic words, industry words, activity words, and crowd words. The best conversion of these six types of keywords is brand words and industry words, and bidders should choose keywords with high conversion and high input-output ratio as much as possible when formulating account strategies, and use less generic words and industry words.

Matching method selection.

In SEM, keyword broad matching ≠ a waste of money, and exact matching may not be accurate traffic, bidders should choose the matching method that suits them based on search terms, rather than having to choose exact matching for accurate traffic.

The truly accurate traffic should be judged by the visitor's purchase intention, and the visitor's willingness to buy is accurate traffic for bidders.

Block invalid traffic.

There are two types of negative words:

One is the regular word, from time to time someone will search, ** ads are forced to show and click.

Bidders can control these two types of words to reduce unnecessary waste.

Avoid malicious clicks.

The traffic under the exact match may not be the exact traffic, in addition to the wrong word choice, it may also be malicious traffic.

Popular high-conversion words, everyone thinks they are key words, and everyone grabs them. If it is used to match exactly, it will inevitably lead to these so-called key words only giving the green light to peers.

This kind of malicious click behavior is extremely prevalent in some industries with low traffic and fierce competition. This kind of malicious click is also the most headache for the majority of semer, and the following is an article to avoid malicious clicks on bidding accounts.

Bidding promotion is undoubtedly the most common and most commonly used among various promotion models, and it is also the most effective promotion method among many promotion methods.

In terms of personal experience, whether it is vertical**, industry**, social**, new**, local push target advertising, and now very popular DMP DSP based on big data analysis, bidding promotion is the most effective promotion among these promotions. It is the result of more than ten years of experience.

In order to improve the effect of PPC, the formulation of keywords is very important, and generally follows the principle of two key elements: first, the company's own keywords, which need to be formulated by the enterprise itself according to the situation of its own products; The other is keywords based on the user's perspective, which should fully consider the needs of the user. Think about which keywords you're searching for when you're searching from a user's perspective.

Of course, an important way of bidding ranking at present is that if money is not a problem, then try to cover all keywords, after all, bidding ads are charged by clicks, and they will only be paid when they click in, so they are valuable for enterprises.

But if you want to be more effective, you have to optimize the keywords based on the data and focus on the most effective words, of course, this is a science, and you can't explain it in two or three simple sentences!

How to control bidding consumption in bidding promotion is as follows:

1.The first type of keywords: high consumption and low conversion, this kind of keyword accounts for half of the consumption of our account every day, but there are few conversions, the characteristics of this type of words, high bidding, big competition;

2.The second type of keywords: high consumption and high conversion, this type of keyword also accounts for a part of the main part of the account, but at the same time, the bridge is also up to date, the characteristics of this type of words, large clicks, large consumption, hot search words;

3.The third type of keywords: low consumption and low conversion, the consumption of this type of words is less, the characteristics of this type of words, the bid is low, but the number of clicks is large, mainly concentrated in some reasons, symptoms, performance, diet and other keywords, the pertinence of this type of words is not strong, so it is relatively low in terms of bidding, resulting in this type of words belong to a major feature of high traffic and low conversion;

Zhao Yang of Houchang College saidAuction promotion controls the amount of traffic, simply put, by reducing the average price and increasing the number of clicks, so as to increase the number of traffic, and win by volume.

Take a chestnut. If the budget of an account is 1,000 yuan and the average price is 2 yuan, the clicks are 500 times; If it is converted to 10, the conversion rate is 2%, and the conversion cost is 100 yuan.

For example, if the average price is controlled to 1 yuan, the clicks will become 1,000 clicks, and the conversion rate will become 20, and the conversion cost will be 50 yuan.

In general, the amount of traffic can be controlled by the following points:

01 Optimize the direction

This is the quickest and easiest way to increase the amount of traffic.

1.Increase the time slot

2.Expand the promotion area

02 Optimize operations

1.Delete the negative word

According to the conversion of words, some negative words in the account can be appropriately deleted to expand the number of traffic.

2.Put matching

For words with good conversion, you can perform matching operations to expand the number of traffic.

3.Epithet

4.Optimize your creatives

This is an extremely important one. On the basis of large volume, optimize the creativity, and cooperate with the traffic attracted by low prices to attract clicks.

5.Price increases

03 Optimize the traffic structure

Therefore, in terms of traffic structure, the amount of traffic can be controlled by increasing the first stage (product selection stage) and reducing the flow of the other two stages.

How can I increase the amount of traffic to my auction campaigns? Here are a few things to consider:

1. Optimize the flow structureZhao Yang, who has 7 years of training experience, believes that under normal circumstances, traffic can be divided into three stages, in an inverted triangle state, and the lower the conversion rate, the higher the conversion rate

2. Increase click-through ratea.Optimize your creatives

b.Price increasesOn the premise of not considering quality, the higher the orange, the higher the ranking. Therefore, you can appropriately increase the bid to improve the ranking and get the click-through rate, and be careful not to greatly exceed the ** budget.

3.Optimize the orientationa.Growth periods. b.Expand the area.

4. Optimize operationsa.Epithetb.Put matching

Each product has keywords that match it. You can search for related keywords for core words through the keyword tool in the background or the teleprompter Kuaishou, and then select the keywords that suit you to add to the account, and then continuously expand the keywords according to the keyword data report to enrich the account. Common types of keywords are:

Through the search term report, we will find some search terms that are not relevant to the business, so we need to set negative keywords to reduce spam traffic. Competing words with low conversion rates can also be set as negative words. If you use negative keywords well, you can minimize the number of visitors who watch the excitement and avoid the ineffective promotion costs as much as possible.

Houchang Network suggests that negative words are generally divided into two categories: one is a regular word, which will be searched by people from time to time, and ** advertisements are forced to be displayed and clicked; Another type is affected by hot events, and the traffic of a certain keyword increases sharply in a short period of time. Controlling these two types of words can reduce unnecessary waste.

Extension: Negative word addition tips:

1.Use the keyword tool to find negative words. This is the best and most efficient approach. Put the seed words into the keyword tool to search for recommendations, and check the recommended words, among which there are a batch of words that are not related to the business.

3.In addition to the industry negative thesaurus, there are also some common negative words, all in all, a broad and comprehensive negative thesaurus can greatly improve the quality of account traffic.

3. Matching method.

Search promotion is divided into broad matching, synonymous matching (exact inclusion, synonymous inclusion, core inclusion), exact matching methods, our new keywords are not supported by historical data, so it is recommended to use core inclusion and negative matching together, which can expand our data traffic and negate the consumption of words that have nothing to do with us. The new keyword runs for about a month, and the search term report is used to modify the matching method and word extension. In this way, a steady stream of operations will allow the account to bring us more accurate traffic.

4. Exclude malicious traffic through IP addresses.

Popular high-conversion words, everyone thinks that they are key words, and everyone bids very high, if they are accurately matched, it will inevitably lead to these so-called key words, words only give the green light to peers. This kind of malicious click effect is more prominent in some industries with low traffic and high competition. At present, the solution is mostly to use the IP exclusion function. Users.

If you want to accurately control the flow, I think it should be from four major aspects, although I have not studied for a long time in Zhaoyang bidding training, but I feel that I know a lot now, I hope the following four points I said can help you.

1.Look at the average price.

Look at the average clicks of these words, if it's not high, lower than your account average, and still within the range that you can accept, don't worry about it. If the average price is relatively high, higher than your tolerance range, do the unit refinement or not, and reject these words. If necessary, add them to other units with a lower **.

2.Look at conversions.

If the ** of this part of the word is not too high and can bring a certain dialogue, then leave it alone.

If it doesn't lead to any conversions, automatically skip to step 3.

3.Look at the page.

See if there is corresponding content in your page that can carry this part of the traffic, and if so, whether the content is not prominent enough, conspicuous enough, not attractive enough, and whether it needs to be optimized. If not, see if you can add it. For example, for those visitors who search for how to open an underwear store, we can add some comparisons between franchise stores and their own stores on the page.

If you can't add content to your page, no words.

4.Receive matching.

If the average price of this part of the traffic is high and it is difficult to convert, it is forced to do so.

Some people may say, why is it so troublesome, wouldn't it be nice to just receive the match. We should not directly dismiss a person or a word because of a momentary bad situation, and never give it a chance to turn over. Because it can be matched with high-quality traffic, give it a chance, and maybe it will surprise you.

Controlling the flow is actually not a profound principle and knowledge, and it is not so difficult to grasp. But it requires you to have enough understanding of your keywords and account structure, and have a clear understanding of your own traffic layout, in order to know what kind of traffic you can digest and what kind of traffic you can't convert.

You can use competing products to get accurate traffic. You can use competing words according to the following scheme.

1.Pick competitors at the same stage

When placing competing words, it is necessary to select competitors in the same position according to their own positioning and target group.

Why? Take a chestnut. The Hilton Hotel, as an ultra-luxury tourist hotel, has a one-night stay in Beijing for 1222. If it is located in Beijing at this time but is positioned as a warm and comfortable budget homeinn hotel, and intends to launch competing words, will it choose Hilton as a competitor and launch competing words?

Although they are all hotels, they have very different positioning and serve different target groups.

Therefore, not all competing words can bring conversion, and it is necessary to select similar target groups.

2.Clarify the geographical difference of the target audience

When selecting competing words, it is necessary to consider the regionality of competitors and whether they are in line with their target user positioning.

Like what. A company's main business is automobile sales, located in Shijiazhuang. Due to the principle of proximity and product distinctiveness, target users generally choose to generate purchase behavior locally.

Obviously, if you are in the Beijing area, it is very inappropriate to put Shijiazhuang.

3.Target audience loyalty

The user's preference for brand attachment is also a major consideration in choosing competing words. In general, loyalty can be divided into product loyalty and brand loyalty.

When it comes to brand loyalty, it's hard to change users' perceptions or perceptions.

For example, will users who buy LV bags buy bags of the same quality but are indeed miscellaneous?

Therefore, it is necessary to choose users with high product loyalty when placing competitive products. They will change their purchase decision behavior because of the change of certain factors of the product, such as **, etc., and will not be entangled in the brand.