1, poor keyword
In fact, it is difficult to achieve absolute superiority on this issue, because we all know that keywords are effective or users pay little attention to and transform keywords, and most of users' needs will not be directly transformed. Some searches are long-tailed words, and some main keywords will also be transformed, because the user's demand is a dynamic situation! Every enterprise can't absolutely grasp the needs of users and submit 100% absolutely correct keywords!
For this problem, our usual solution is:
(1) The search word report finds the word that the user needs to search for (it is more accurate to find the value word+no word).
(2) Check the data (this is very important to let you see the user's concerns).
(3) Mining the opponent's data (this is awesome, someone has done it before, and directly get all the opponent's data).
(4)SEO data combined with monitoring analysis to adjust keywords.
The choice of keywords is very important. If you don't choose the right keywords, you will lose the game, that is to say, you spent so much money without doing anything. Therefore, if baidu promotion is not effective, we should also consider keywords.
2. The bidding account setting is limited.
First of all, let's talk about the limited setting of bidding account, which is the most common problem for novice bidding or just taking over bidding account.
(1) Insufficient budget
Insufficient budget is mainly manifested in: insufficient investment by merchants leads to insufficient budget for accounts or planning units, which leads to the off-line advertising display in advance and no opportunity to show it. In this case, how to make effective advertisements with a relatively small budget? Yisou Technology-Xiao Deng suggested that adjusting the allocation and allocating the investment budget by suspending and transferring can increase the effective display and transformation of the budget in an effective time.
(2) Time limit
In other words, the delivery time is not reasonably allocated and utilized. Although there is a lot of traffic at an inappropriate time, the suspension of time at this time will greatly lead to the reduction of exhibition opportunities and ultimately affect the transformation. Yisou Technology-Xiao Deng suggested that the time setting can be broader, and pay attention to the time setting of some units in the whole account.
(3) geographical restrictions
Without advertising promotion in areas with potential customers, advertisements are not well displayed and transformed, which will also lead to a small amount of conversion.
(4) Matching control
The supporting mode setting is too dead for some enterprises, and there is little opportunity to show it, and some have little opportunity to show it. It is suggested to test the widely matched running flow first, increase the click volume and then increase the conversion volume.
3. The budget for bid promotion is insufficient.
For bidding promotion, promotion is a case of insufficient budget, which generally leads to two problems: insufficient display and insufficient clicks. To this end, let's talk about these two issues respectively:
The (1) spread is insufficient.
In the process of bidding promotion, insufficient exhibition volume usually leads to the following problems:
① insufficient vocabulary
Some account budgets can't be spent, the exhibition volume is insufficient, the vocabulary is insufficient, and the keywords of large accounts are insufficient 1000. So if you can't spend all your budget, find an opportunity to show it, let alone transform it. Yisou Technology-Xiao Deng suggested increasing vocabulary, focusing on and optimizing high-quality words.
② The ranking is too low.
Ranking is also a big problem, either there is no ranking, or the ranking is too low, and there is almost no previous ranking, so the display volume is low and the click-through rate is low, and the final conversion is bound to be less. Therefore, Yisou Technology-Xiao Deng suggested improving the quality of keywords and bidding appropriately, optimizing the stable ranking to obtain the exhibition volume, writing high-quality ideas to attract clicks and improve the conversion.
③ The choice of words is too biased.
The choice of words is too biased, which is not the key word of user search, and it will also lead to low conversion rate. In this case, the solution is to analyze and select words from the user's point of view through the combination of search word report and analysis, which can improve the transformation, part of speech and quality optimization.
(2) insufficient clicks
In the process of bidding promotion, insufficient clicks usually lead to the following problems:
① The ranking is not high.
Low ranking affects the lack of clicks, so we should raise the bidding price appropriately and greatly improve the quality to stabilize the ranking.
② Regional setting of time period
Expand the startup area, increase the startup time setting, and increase the number of clicks.
3 creativity is not attractive.
Creativity can't be written in a template, so it's better to write it yourself with artificial thinking.
(4) show oneness
That is, the one who didn't add dynamic creativity to get other flash shots or brand promotion chose a single search promotion style for advertising, which also reduced the display volume and led to insufficient clicks.
4. Malicious clicks are serious
Malicious clicks did not reach 100%, because there is a history of competition and will be hacked! Malicious clicks come from websites, competitors (more than one) or our potential customers. So how to solve this problem?
For this problem, our usual solution is:
(1) Choose accurate and effective keywords, set the budget, and control the waste caused by evil points.
(2) IP exclusion needs to be done through tools such as Shangdun, Baidu Statistics and CNZZ.
(3) Negative keywords, creative writing efforts. The purpose of negative keywords is to accurately flow.
(4) In addition to collecting evidence and complaining, you can also attack yourself (attacking is technically possible, but not recommended).
5. Problems with the website
The key to a high conversion rate of a website lies in whether the things clicked in are attractive enough, whether it is love at first sight, and whether it can capture people's hearts. This is also the key point. If your website is not good, simple and rough, the first one will be excluded. If it is not good, it will eventually end up with a reputation of "golden jade is outside, but it is defeated". So generally speaking, if my clients want to be baidu promotion, I would suggest that their websites should be completed first.
(1) page problem
The page opening speed is too slow or there is an error. The creativity is very good, and the keyword positioning is also good, but the landing page can't be opened, which is an invalid click, which leads to a sharp decline in conversion. For this problem, Yisou Technology-Xiao Deng suggested checking whether the test website can be opened every day, looking for a stable and safe service provider to buy space and improve the access speed.
(2) Online consultation questions
Some companies don't pay attention to this problem. The imperfection of online consultation tools on websites and the frequent setting of advertisements or consultation windows lead to the improvement of ineffective consultation. Jumping out of the consultation window frequently does not necessarily mean a good consultation transformation, because users are sent away directly by your frequent window before reading the relevant content. It is not worth the loss to leave directly!
(3) the content problem
The page can be opened and accessed normally, but the content has nothing to do with creative keywords, is not what users want, has a weak desire to buy, or other factors are also one of the factors that will greatly lead to a sharp decline in conversion, so bidding is not the work of one person, but the result of a team operation.
6. High bounce rate
The bounce rate is high, Otawa, which is related to the problem of our website. First of all, we should know how to count the data of bounce rate and see which pages are written on the pages with high bounce rate. Then do the analysis, and then do the optimization and adjustment operation. Don't blindly change the whole website or directly change the page and content, which sometimes backfires.
(1) Find out which pages have high pop-up rate through Baidu statistics and make statistics.
(2) Look at the page corresponding to a keyword of our opponent and do more analysis.
(3) Do AB test and compare two pages to check the delivery of high and low bounce rates.
(4) The adjustment of the page content and the color system of the website must be well matched with the keyword requirements (key points).
(5) What is the page opening speed? It is recommended to buy a safe and stable server to ensure the solution of this problem.
7. Poor consultation
Poor consultation is also a big problem! In addition to account problems, keyword problems, page problems, customer service tools problems, and people's problems, here is a set of formulas for everyone to analyze! I hope this self-made formula is valuable to everyone!
Formula 1: good account number+bad page = bad consultation.
Formula 2: good account+good page+poor customer service = poor consultation.
Formula 3: Account number+good page+good customer service = good consultation.
So, what should we do in this situation? Generally speaking, our solution is as follows:
(1) First of all, the establishment of accounts must be healthy and reasonable (this official explanation).
(2) Secondly, do a good job in page design and packaging (remember the page color system, content picture and opening speed).
(3) Docking consultation should have relevant customer service tools (different consulting tools are selected by different industries).
(4) Training customer service personnel, improving consulting skills and answering skills, and conducting assessment.
(5) The comprehensive keyword setting page is poor in comprehensive adjustment and optimization of consulting opponent data.
8. The conversion rate is extremely low
This problem is very complicated, because it involves dozens of reasons, such as poor pages, bad accounts, poor SEMer ability, intensified competition, adjustment of opponents, malicious clicks, keyword selection, unprofessional customer service, and enterprises do not attach importance to it. Are important reasons that affect the conversion rate! So how should we face these problems?
(1) Enterprises must attach importance to it, and marketers must learn to negotiate with their bosses, but first they must be competent.
(2) The analysis of the whole industry should be thorough, and the price budget of the industry and the conversion of click data should be grasped.
(3) The adjustment of Baidu's advertising space and the intensification of competition are inevitable, which puts higher demands on our personnel.
(4) Do a good job in preventing malicious clicks, control monitoring data, and adjust the reasons for data analysis.
(5) The keywords on the page are reasonable, the account structure is healthy, and there are more customer service training and professional transformation technology sharing.
9. Time problem
I have a friend who works in the hardware industry. He does baidu promotion, but he doesn't do it for a month. I said, you might as well not do it for a month. Sit down and get up before it gets hot. Besides, if you are in the hardware industry, your customers won't focus on searching this month, unless you are in a seasonal industry, such as education and training, and the annual summer vacation is a hot period for enrollment, at this time, you can be the baidu promotion of these months, because the daily hits are extremely high during this period.
Baidu bidding promotion has a time limit. If we ignore this point, it will cause the waste of enterprise costs. Investing time is a technical job. Bidding at an inappropriate time not only burns money, but also fails to achieve the promotion effect. The so-called "hard work does not please."
In order to achieve the expected effect of advertising, it is necessary to analyze the gathering time of users' search habits and the active time of peer bidding, so as to avoid the period of fierce competition and not deviate from users' search habits, in order to get high returns with low investment.
In addition to time constraints, geographical constraints are also one of the factors that affect Baidu's bidding effect. Not setting the delivery area will also cause waste of resources. The correct way is: according to the service product business of the enterprise, the advertising service range around the merchants is the principle of delivery.
Through the above solutions to the investigation of bidding promotion, we can see that there are many reasons for the poor effect of bidding promotion account, but as long as we solve the problems one by one, bidding promotion will certainly achieve satisfactory results.