What do you think can be done to improve the effectiveness of auction campaigns?

First of all, you must be creative, you can't come how others come, so it is easy for people to cause disgust, the gains outweigh the losses, the content is as brief and clear as possible, and express all the information you let others know as soon as possible.

Each ** has its own unique positioning, and there is a specific user group. For example, the same legal portal**, some provide brand promotion for lawyers, some provide legal advice to the public, some provide legal information, some provide legal knowledge, and so on. Different positioning, user habits are different, simply copying the bidding method of the same industry, may have little effect.

3 6 months of historical data to find out the keywords or ideas with high conversion rates, and analyze the promotion plans that have no effect, and then when setting up the promotion plan, you can focus on the delivery.

Some ** have good traffic, but they are not profitable, and the root cause of the problem is that the conversion rate of ** is too low. Many people will use the method of bidding to pay to improve their profitability, because they believe that as long as they choose to pay for bidding promotion, they will definitely have more effect than free promotion.

**Conversion rate, which is also a criterion for analyzing the effectiveness of bidding promotions. If the conversion rate is low and the effect is not large, it is necessary to adjust it in time to avoid wasting a lot of time and money.

The content should be concise and the elements should be complete. Include as much information as possible about what you're trying to say, such as the product, the time. Wait a minute.

You can use a short two-line description instead of the usual folded article. The more creative text is not the more and the higher, on the contrary, the least amount of text to explain the problem will be more noticed by users.

The core key of operation is to "find potential users and effectively convert them into cooperative customers", and the purpose of the operator is to improve the conversion rate and achieve profitability.

Seeing this problem, Adbright was very interested, because I had encountered the same problem more than once. Obviously very confident in the content of the advertisement, there is a text with **, there is a feeling with connotation, why don't users buy it, and the conversion rate is so low as spring high potatoes? !

Later, after continuous attempts and explorations, I summarized four experiences on how to improve the conversion rate of bidding ads, and I will share them here. (Pure dry goods).

Be clear about your goals and remove unnecessary options.

How do you understand this? In short, remove unnecessary bells and whistles from buttons and links, because ideally there is only one optimal conversion point.

Top navigation bar; Side navigation bar; Page footer; Social platform. and any links that will take the consumer's eyes away from the sweet spot of conversion, as the goal of the purchase page is a single mouse click (purchase) by the user.

Monitor user behavior on the page.

Once the visitor understands the 1-3 conversion points of the auction ad, then they will understand the structure of the ad page (landing page). What can distract users from the best conversion points? How do you know what users are doing on their landing page?

Through it, you can know how long the user has been browsing on the landing page and the traffic first**.

2.Heatmap, e.g. your product purchase page comes with an introduction, but the user spends only 15 seconds browsing the page. And the user clicks the fast-forward button multiple times and then pulls down to the page, which means that the user may see it too early.

Simplify the design. Adbright has found over the years that part of the reason why users ignore the key message of an ad is that the ad page design is too complex. So, understanding people's web browsing habits can help you make better conversion optimization decisions.

There are also two key points that can be corrected when it comes to simplifying the design:

1.Legibility is greater than design style.

There are times when a rich design may look eye-catching, but it's not good for the audience to read. For example, a text background that is white and transparent rather than a text may look great and show your personal style, but it will be difficult for visitors to read the text.

2.Choice of color.

Make sure to make your colors look more comfortable, not offensive, and you're halfway there.

Design marketing and promotion strategies from the user's perspective.

Establishing a clear marketing promotion system is more important than anything else. Because in the actual operation process, pickpocketers have encountered too many "self-righteous" advertisers. They start from the enterprise, start from the brand, force the product to the user, and want the user to pay for it, it's a dream!

Therefore, if you want to improve the conversion rate of bidding promotion, the last and most important countermeasure is to design marketing promotion logic from the perspective of users. Induce users step by step, let users pay for the product willingly, and even create more customers for your product through word-of-mouth marketing.

Case: Solution:

Solution: Many companies that do official websites are engaged in investment promotion or wholesale, and the target customers are enterprises, but they often set up a lot of words that are searched by end customers.

Case: Solution:

Case: Solution:

Solution: Many companies do a good job of creativity + relevance when doing promotion, but they don't pay attention to it when setting up the access URL, they may be set to the homepage of the company, and maybe your company involves more types of products, and the user arrives at the **, the layout is unreasonable, and the twists and turns can only find the content you want, and the good mood is destroyed, and your conversion rate is low.

Case: Solution:

The design of the enterprise is beautiful and generous, which can give the best first impression to the viewer. Preferably, it has an adaptive function that can adapt to a variety of devices; And it includes a full-featured marketing type**.

The design is logical, so that users can browse when they have a bright and unfinished feeling, and can gradually stimulate the user's desire to buy. Why should I work with you? Trust!

It is also the most important channel to show the strength of the enterprise and let users trust, so that users can know through it. And you can always find what you want to find.

**Performance is also an important factor in the user experience, and opening speed is a top priority. At the same time, pay attention to the independence and security of the page.

Since you have to spend tens of thousands or even hundreds of thousands of dollars every year to promote, why not spend a small amount of money to build your own business? Let you get 1-2 more consulting customers for every 10 clicks, so that your advertising expenses can be used more effectively. The advertising money you waste every year can build a lot of marketing enterprises, so you must pay attention when building your own official business.

The foundation of everything, no matter what kind of promotion you do, the user will return to the enterprise in the end, and the impression given to the user after opening the first will directly affect the transaction or not, the most accurate is to affect the income of the enterprise.

A qualified enterprise is definitely not just a casual template or find a website building platform by yourself, upload some text** can do a good job. Professional things must be done by professional people! The author has been engaged in the Internet industry for 13 years, and has been deeply involved in the overall marketing and promotion services of the Internet, from first-class construction, software development to program planning and implementation.

Nearly 1,000 service companies!

To sum up: to do network promotion, the investment is real gold, to cherish every penny of investment, good steel is used on the blade; Reasonable planning and promotion of ideas, clear positioning, focus on implementation, and persistence. If you spend less effort on positioning and infrastructure, you will definitely suffer later. I hope to encourage you, and I also hope that you can avoid detours in the network promotion in the future, and the effect is full.

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It can not only bring results to the enterprise, but also save expenses for the enterprise, and the boss can also save worry.

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