Why is the click through rate low for ads? Low exposure and high click through rates are the whys

The reasons for the low click-through rate of your ads are as follows:

1. Improper placement of the advertisement.

Including the type of **, the main browsing group (age group, gender, occupational nature, etc.), according to the nature of the ad to choose the pair.

should be humans, so it is easier to attract the attention of the corresponding people.

Second, the content of the advertisement is not novel and attractive.

It can be made eye-catching or eye-catching, which is mainly noticeable, but the content should be plain and not exaggerated.

Big deal, because there are so many such boastful advertisements nowadays that are so annoying.

3. Advertising trust is too low.

Advertising is not like TV commercials, if you want to watch that program, it is mandatory to add it so that you can't watch it, and**advertising.

If you don't think it's credible, you won't pay attention to it, but of course, if it's just to show a certain brand, it's a different story.

If you see something in**, the purpose of clicking in is to understand this thing in more detail, and this.

Some ads are almost always linked to the homepage, and others have to spend most of the day looking for the thing just now, which is too time-consuming.

Not engaging, not creative. CTR estimation is one of the core algorithms of advertising technology, and it is a favorite battleground for many advertising algorithm engineers.

**Low click-through rate is why you are good, the amount of reading and display of the work has a certain relationship with the point product rate, the level of the click-through rate does not determine the amount of display of the work, often the amount of display of a work mainly depends on the quality of the content of the work, whether the title is attractive, whether the point of view is novel and clear, whether it can lead the reader to read the article, this is very close to the imitation of the Zen key, the article allows the audience to see if they don't want to see it, the click-through rate is, the amount of reading is not, because people click on it to see, not interested, I left, so the amount of impressions was low.

The reasons for the low click-through rate of your ads are as follows:

1. The improper placement of the advertisement includes the type of **, the main browsing group (age group, gender, occupational nature, etc.), and the corresponding human beings are selected according to the nature of the advertisement, which is more likely to attract the attention of the corresponding population.

Second, the content of the advertisement is not novel, not attractive can be made eye-catching or eye-catching, this is mainly to make people notice, but the content should be bland, do not exaggerate, because now this kind of boastful advertising is really annoying.

3. **Advertising trust is too low** Advertising is not like TV commercials, if you want to watch that program, it is mandatory to add it so that you can't watch it, and**You Xiaoxiao is an advertisement, and if you feel that it is not credible, you will naturally not pay attention to it, of course, if it is just to show a certain brand, it is another matter.

Fourth, **linked**Shenlu is the homepageIf you see something in**, the purpose of clicking in is to understand this thing in more detail, and these advertisements are almost all linked to the homepage, and others have to spend most of the day to find the thing just now, which is too time-consuming.

Solution: Use data to identify specific problems.

2. The click-through rate is not high, which generally comes down to the creative click-through rate after the keyword, after finding out the specific keywords, analyze whether the keywords are accurate, whether they correspond to and are relevant to the creativity, whether the creative content is written from the perspective of the customer, whether it is attractive and differentiated from the opponent's base, and then optimize;

4. The newly built plans and units are unstable and qualitative, and it is normal for the click-through rate to fluctuate. It is recommended to register the daily data first, do a comparative analysis of whether there are fluctuations in the long-term model, if it is short-term, analyze the keywords and ideas first, and observe for a period of time if there is no problem;

5. If the ranking position is not good, the advertisement is easy to be ignored by customers, and it is easy to lead to bad clicks, so it is necessary to conduct a comprehensive and comprehensive analysis.

Hello, 1The authenticity of the advertisements is questionable. With the gradual popularization of the Internet, all major limb masks have published a variety of advertisements, and the advertisements are overwhelming, and it is difficult to distinguish between true and false.

It has been argued that online advertising is less credible than traditional**, while false advertising and fraudulent advertising are relatively more. As a result, consumers are deterred by the products advertised in online advertising. This has a lot to do with the chaotic management of online advertising.

In the management of traditional advertising, there are certain market access conditions for engaging in advertising business (see the "Advertising Law of the People's Republic of China for details"), and it is necessary to pass the qualification certification of the advertising industry and obtain a business license, otherwise it has no right to operate the advertising business, which has a greater regulatory and restrictive effect on the qualification certification and advertising operation of advertising. However, China's laws and regulations on online advertising are still very imperfect, and the access system for online advertising is lacking, which leads to distortion, falsehood, and even fraud in online advertising. 2.

Spam ads are rampant. At present, in many countries, email advertising is flooded with a lot of spam. There are also many people in our country who are harassed by email advertising.

I used to receive dozens of spam emails every day, and then I had to change the name of my mailbox. It is said that in our country, spam has exceeded the number of normal e-mails. The use of e-mail to advertise is a means, but the lack of visibility has caused problems for the recipient of the email.

The recipient is helpless and disgusted, and has to take the time to delete the spam. Spam is not good for businesses, advertisers, or users, but it is difficult to suppress.

a.Orientation (correct answer to the case of Congmu).

b.Creative (correct answer).

c.Ad style (correct answer).

d.Bid. Answer Analysis:

The inaccurate orientation of the crowd and the lack of creativity in the design of Suzhi Husen will lead to the lack of interest of users in clicking. Choosing a high-click ad outer style is also a way to argue for high ad clicks. Bidding affects ad account volume, not ad click-through rate.

The click-through rate of the general advertising space is relatively low, about a few per 10,000, or even lower. For example, ads recommended by the news**.

In fact, no matter what the click-through rate is, there is a set of data schemes. And this plan will be continuously optimized to increase clicks.

For example, traditional advertising is too "hard". Change it to "soft" advertising.

Worse than jujubes, such as fitting with the content, interspersed. Let you invisibly see Guanghu Yanye notice, instead of knowing that this is an advertisement at a glance. For example, the drainage crowd of ** does not match the content of **, and the content of ** and ** of pants have little correlation with ****'s advertisement.

will affect the click-through rate of your ads.

So how to see the click-through rate problem with ** ads?

There are usually two means:

If we can't control it, then we can only compare it with other advertisers within the campaign or from our own delivery history, which may not be the same as the click-through rate of different ad strategies, but can be compared by the ad click-through rate over a period of time. The final average is obtained.

In addition, I use my own experience in operating the platform for many years to tell you (completely personal data, for reference only)**, Tmall, Jingdong and other shopping integrated platforms, display advertising in popular industries (clothes, shoes and bags, digital and other common categories) is basically between a few hundredths of a thousandth. Very few of them can go up to the top of the teens. And many social platforms, such as Douban, Tieba, Zhihu, etc., are basically a few thousandths.

Unless the ads you run are fully screened by the crowd to reach a few percent, this is already a relatively good ad placement. If it is some comprehensive service platform, such as 58 and Ganji (which has been merged with 58 buildings, this kind of building. Almost all of the ads are in the thousandths or even in the thousandths.

There are also some information flow platforms, such as NetEase News, Toutiao, Douyin, and other (mobile) platforms, where the click-through rate of advertising display can sometimes be as high as tens of percent through crowd optimization. All of the above data is based on years of experience and optimization, and many advertisers may not be able to achieve the above data if they are inexperienced.

To increase the number of clicks, we need to learn to operate the account in large quantities. Conventional large-scale operations: matching, adding words, raising prices, deleting negative words, adding regions, increasing time periods, adding equipment, and optimizing creativity.

Each of us will be proficient in the eight large-scale operations, and we will use them every day to optimize the account. The operation itself is not difficult, the difficulty lies in whether the operation is correct, for example, the price increase is relaxed to match, and the additive is optimized to be creative, which will lead to a bad final effect, even worse than at the beginning. Here's what I can do in different account situations to improve the performance of our account.

What kind of words need to be broadened? Purpose: Impressions, conversion rateFirst of all, only the high-quality traffic of the account will we consider broadening and matching, to improve its impression and conversion rate, and the keywords that can be broadened and matched meet four points:

Enhance the presentation and improve the high-quality traffic - Why add words? On the one hand, because of the search terms that bring conversion, on the other hand, it is a high-consumption and high-conversion word, the effect is stable, we must not move to reduce the bid, at this time, we will consider expanding a batch of synonyms to run at a lower price, which can reduce the average click price and is also conducive to improving conversion. 2. Meets the conditions:

What kind of keywords are suitable for price increases? High-quality traffic can bring me conversion words with a high probability, why raise the price? Increase the display and clicks of high-quality traffic, and increase the account conversion rate

When are keywords with a large number of conversions, a high conversion rate, and a relatively low average price suitable for optimizing creativity? Purpose: Impressions, clicks to optimize ideas cannot be blindly optimized, not all plans are suitable for optimizing ideas, this needs to be kept in mind.

Meet the conditions: how to judge whether there is a problem with the problem of negative words in the unit with a large amount of impressions (less display and no point in optimizing creativity), a relatively low click-through rate (large room for improvement), and more conversions (maximum effect)? Operations such as additive broadening and matching are carried out, and the amount of impressions does not change significantly, so it is necessary to delete the negative words.

1 words with conversion 2 words, indicating that there is a market, and the demand for search terms is the search intent, consider three points: 1 strength and weakness 2 how much 3 demand (what he wants to see) Finally, the work of negative words is almost every bidding must do the work, from the perspective of the law of conservation of traffic, in the long run, our account traffic will be less and less, and most of the effects are worse.

Summary: All volume collection operations must have volume operations, first volume and then volume collection.