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汗纳迪姆
Aug 03, 2022
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Whether it is a search account or an information flow account, the conversion rate represents the effectiveness of the account, as well as the ability level of the optimizer. For optimizers who are doing search bidding, whether it is adjusting words or prices or optimizing creative pages, the purpose is to increase the conversion rate. So what are the distinctive characteristics of high-converting accounts? Based on my own years of experience, I have summed up the following 5 rules. Friends who are struggling with conversion rates may wish to check their accounts and see if you have noticed these points? 1. Clear structure The structure of high-converting accounts must be very clear. In fact, I don’t need to repeat this point, everyone can agree. The clearer the account structure and the easier management, the more efficient the natural operation will be, which will be beneficial to the effect. Of course, sometimes, for an experienced optimizer, even if the account structure is chaotic, he can still do a good job. But after all, there are not many optimizers with such experience, and if he can do a good job of an account with a chaotic structure, he must have sorted it out after taking over the account. What does it mean to have a clear structure? I summed up a few points: Separate delivery for pc and mobile ; Account construction is based on part of speech or business , or part of speech and business integration ; The unit word segmentation is clear, the number of words in a unit does not exceed 300, the creativity does not exceed 6, and the creative theme is the same as the keyword theme in the unit ; Keywords correspond to pages one by one ; Neatly named programs and units ; Account bidding and matching settings are hierarchical, with high price precision, medium price phrases, and low price intelligence forming 3 levels. You can check it against your account. If the effect is normal and there are unclear problems, you can adjust it. 2. Excellent data indicators The data indicators of high-conversion accounts must be excellent. For high-conversion accounts, the data indicators must be relatively high-quality. From the perspective of the funnel model, the high-converting accounts generally show more; the click-through rate is generally higher; the average price is generally lower; and the conversion rate is generally higher. Then according to the data, we can infer the factors that affect these data. The account shows less , the solution is to expand the word, expand the website (industry fixed investment), put the match, and moderately increase the price; The account click rate is low . The solution is to optimize creative copywriting, optimize creative pictures, and add advanced ideas; The average click price is high . The solution is to moderately relax the matching mode and reduce the price of some keywords with falsely high prices; The account conversion is poor , and there are many factors: the search term matching disorder leads to inaccurate traffic, and the matching mode needs to be optimized; the landing page has poor marketing, and the landing page needs to be optimized, or a new landing page needs to be done for A/B side testing; landing page conversion components are few , you need to add conversion components, add consultation/form/phone/WeChat/SMS, etc.; if you find that the advertisement is malicious, you need to use the business shield to block the malicious ip... 3. Scientific consumption of parts of speech The part-of-speech consumption of telemarketing list high-conversion accounts must be scientific. There are many parts of speech in the account, which are basically divided into two categories: high-conversion parts of speech and general conversion parts of speech, also known as high-intent words and general-intention words in the industry. The part-of-speech consumption of high-conversion accounts must be scientific. In layman's terms, high-conversion parts of speech should dominate keyword consumption, and general conversion parts of speech should be supplemented. In terms of data, the consumption of high-conversion words accounts for 70%-80%, and the consumption of general conversion parts of speech accounts for 20%-30%. If your effect is not good, check whether the consumption of parts of speech is unreasonable? Is it because the general conversion word consumption is too much? If it is, it means that the account consumption is going astray. At this time, you need to adjust it back. For some low-converting keywords, you need to lower the bid, or collect first-level matching to reduce the display, or change the page. Every industry has its part of speech. Taking the medical industry I am engaged in as an example, hospital words, price words, and treatment words are the three best words. The clues brought by these words lead to a high rate of patient visits. For cause words and symptom words, although there is a dialogue, the attendance rate is low, so they are generally mainly used as flow e
20% increase in conversion rate? 5 dimensions take you to disassemble how this is trained
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汗纳迪姆

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