What causes the average click price to be too high in auction promotions?

What causes a high average click**? It can be said from three aspects:

1.Competition is fierce.

If the competition in the industry is too fierce, sometimes in order to grab some more accurate traffic, we have to go out.

2.Blind bidding.

Many times, maybe it is due to the pressure of the boss, maybe it is because we are not satisfied with the effect of bidding promotion, or maybe because of competitors, we tend to grab rankings in order to grab rankings. But does a high ranking necessarily lead to a high number of clicks? Does the traffic attracted by a high ranking necessarily mean accurate traffic?

I'm afraid not really.

3.The audience is smaller.

There is still a solution, Zhao Yang bidding training to tell you, if you find it helpful after listening, you can try to learn more.

1.Price. Price reductions are an effective action that directly controls the average clicks**. However, price reductions cannot be blind, there must be two premises: fewer conversions or a very high average click**.

2.Contrast. Through comparison, find out the part of the keyword with a large gap. Looking at the average bid price of the account, if there are 100, there are 10 yuan, and there are 2 yuan. Then it is necessary to analyze whether there is unreasonableness.

4.Extended matching.

If a keyword has a high bid, we usually tighten it with a match like a precise or exact phrase, which means fewer opportunities to be shown. Expand the matching method, and the number of clicks increases, and the corresponding average click** decreases.

At this time, it is necessary to pay attention to observe whether there is too much garbage traffic introduced, and be ready to reject words at any time.

5.Optimize your creatives.

Increasing click-through rates by optimizing your creative is also one way to lower your average clicks**. Of course, this depends on whether your creative has room for optimization, and if your click-through rate is not low in the first place, you can automatically ignore it.

If there is a harvest, there must be a release, and a piece of relaxation is the right way. If you want to lower your keyword bids or lower your average clicks**, we need to look at the search terms report to filter out keywords that have search volume but are not added to your account. Increase traffic by expanding keywords to make up for the traffic lost through price reduction.

In fact, the average click ** is too high, which is a false proposition, because the level of this ** is controlled by us. It is not only ** that determines the effect of the account, but also many factors such as time period and matching method. We should rationally analyze for the purpose of transformation and effect, and consider the overall effect comprehensively, not just the gains and losses of a time or a place.

1. Spatial instability;

3. Evil rotten pei leakage click;

4. Statistics** is not installed correctly or some web pages are not installed correctly, resulting in an error in the arrival rate data.

When checking the arrival rate, you should first check the installation status of the 4th step statistics, then check the 1st and 2nd steps to see how fast the ** opens, and finally check whether there are any malicious clicks.

Among them, the statistics of installation and opening speed can be viewed in the statistics. Malicious clicks can be viewed in customer service software such as Hungry Business Bridge and Talk99 to view the visitor's IP and visitor's region. It can also be viewed in statistics.

There are still many factors that affect the effectiveness of bidding promotion.

Before this question, let's take a look at the basic process of bidding for bird steak promotion. The user searches for keywords - matches the keywords promoted by the sales auction - creative display - the user selectively clicks - enters the landing page - finds what he needs - consults and places an order.

The basic process can be said to be something like this.

Well, the influencing factors.

1. Keyword layout. The more precise the keyword, the clearer the purpose, the better. For example, selling tourist tickets, Suzhou Humble Administrator's Garden, this word can not be reflected, Suzhou Humble Administrator's Garden tickets, this word is more accurate, Suzhou Humble Administrator's Garden tickets ** buy, this word is more accurate.

2. Creativity. Creativity, as the name suggests, must have "creativity", a simple title and a few descriptions, can attract users to click in a short time, and a good click-through rate can ensure the user's visit.

3. Landing page. It's often said that the ideal landing page is one type of keyword that matches a landing page. After the customer sees the idea, click in and match the creative description, which can correspond to the keywords searched by the customer and solve his problem, which is a good landing page.

Competition is fierce. If the competition in the industry is too fierce, in order to grab some more accurate traffic, we have to go out.

Blind bidding. The top priority of traffic control: In the keyword buying stage, many times, maybe it is due to the pressure of the boss, maybe because of the dissatisfaction with the bidding promotion effect, maybe because of competitors, we often go to grab the ranking in order to grab the ranking. But does a high ranking necessarily lead to a high number of clicks?

Does the traffic attracted by a high ranking necessarily mean accurate traffic? I'm afraid not really.

The audience is smaller.

There are several reasons why bidding promotions are not effective:

1. Industry reasons.

2. The quality of traffic decreases.

3.Competitor influence.

Those promotions are too expensive, and the effect is not good, you can go to Mickey Beans to take a look, it's very real.

The first reason: the impact of the account's budget settings

Insufficient budget:Insufficient budget means that the advertising cost of the account is insufficient, which will lead to the limitation of delivery, and the insufficient cost of advertising will be offline in advance, and there may not even be a chance to display, thus missing the best opportunity to promote, potential customers can not see the advertisement, how can they click on it, so in the case of insufficient budget, it is necessary to modify the budget to improve the display.

Time Delivery:In the account background can set their own time, many companies set up to place advertisements during the peak period, at this time, although the traffic is very large, but the advertising fee is also very high, if the cost is limited, then it will lead to the advertising offline in advance, missing a lot of display opportunities. You can set the promotion time period according to your actual situation, or you can directly select several units to set the promotion time.

Delivery by region:Many companies are more blind when they put the region, there are many companies will choose to promote the whole country, there is no targeting, and there are many areas that are not clicked, and some areas have a very large number of clicks, and there is no reasonable delivery, it will waste the area with high conversion, and the advertisement will not be well displayed and clicked, which will also cause the conversion rate to decrease.

The second reason, the impact of the landing page

The impact of the page:The problem with the page is mainly the ** page.

Can't open, or the opening speed of ** is particularly slow, so there will be a lot of invalid clicks, netizens have not seen the page and left, this is a wasted click, not only to increase consumption, but also to reduce the conversion rate.

Content Impact:The content must be high-density with the creativity, and the page must attract users, and you can build the **marketing**, in line with the user's experience, so that netizens will contact you for order cooperation.

The third reason is the setting of the account itselfb: Set the time period and region: Expanding the delivery region and time period can increase the number of impressions and clicks.

The fourth reason is to prevent invalid clicks from malicious clicks

When promoting, we should regularly analyze the account data report and the search term report, because there will inevitably be wasted clicks in the process of promotion, so we must check the report in time, whether the search term report is accurate, and how to deal with inaccurate words.

Data report: IP UV VV PV how to analyze it, and how to adjust if there is an abnormality in the data. These are all factors that affect the decrease in conversion rates.