Several reasons for low conversion rate of search-bid advertisement

Search advertising has been a more mature advertising model, is the company's enthusiasm to put the advertising form, in recent years there is no turnover of traffic phenomenon more and more, so that enterprises headaches, improve the conversion rate of advertising to become the first task of network promotion.

Search advertising costs continue to climb, but the conversion rate is not satisfactory, recently, there are a number of customers consulting small Ma Ming Network marketing agencies to bid for the conversion rate of advertising, small Ma Ming focus on the field of network marketing, Network Marketing consultants summed up the price of the low rate of advertising conversion of several reasons, is to share with new and old customers, hope to help.

The main index of competitive advertising effect is the conversion rate, which directly determines the customer's sales performance, this conversion rate is not high because of a variety of reasons, mainly internal and external causes two major aspects. Internal cause refers to the reasons for the advertising itself, this can be adjusted to improve the advertising, external causes is the reason for advertising, this needs to improve the promotion of enterprises from the promotion strategy, good brand and Word-of-mouth.

The internal cause of low conversion rate of search bid advertisement

Keywords and descriptions are unreasonable

Search the keyword and description of the bidding decision to bring the flow of the crowd characteristics, do a good job keyword analysis, positioning in precision customers, in order to make the conversion rate is high, description is the highlight of the product description, for the keyword to do expansion, in dozens of words to reflect the product advantages, attract customers eyeball.

Ad position too high profile

Some companies are too much in pursuit of a good position, which is also the reason for the low conversion rate. The first clicks are very high, but the invalid click is also very high, check the data of the delayed hit, the same competitor's Click, these are unable to transform, but can enhance the visibility of the enterprise, if the enterprise is pursuing the conversion rate, can be conservative in the position, but in the keyword analysis more effort.

The scope of the launch is too wide

The scope of delivery is the geographical range of advertising, some industry customers by geographical restrictions, such as shopping malls, photo studios, restaurants, customers are mainly concentrated in a city, the country will be a waste, advertising costs quickly, and conversion rate is very low.

Ads Match Broad

Baidu bid in the model has a wide range of matching, precision matching, phrase matching, a wide range of matching is the default, Baidu set up, they forgot to change, many unrelated words will also appear ads, do it training agencies, to some learn to repair cars, learn to cut the flow of the overall low conversion rate.

The external cause of low conversion rate of search bidding advertisement

No special maintenance for bid advertisement

The above analyzes the internal cause of the search advertisement, this need to have a professional person to maintain, manage, or please small Ma Ming marketing organizations such as Network Marketing services company management, no special maintenance, the effect of competitive advertising is not play, not like the image of advertising contracts and other advertising, do not need too much maintenance, Competitive advertising is closely related to people's work.

Enterprise Promotion Heavy Advertising light PR

Enterprises to promote the emphasis on advertising light PR, there is no longer a small number of enterprises. The conversion rate of Internet advertising can be calculated, but PR communication cannot be counted, but it is not impossible to evaluate the effect. PR communication is to enhance the reputation of the enterprise, this part in the customer transaction stage role is significant, enterprises can do some PR communication to do after the conversion contrast.

Network brand without image

Advertising is the network advertising, the introduction of the group are network groups, the enterprise's products in the network no image, the customer's trust is low, this still needs to do PR to promote brand, establish network brand image. Related to the promotion of advertising effects with the use of the network promotion package "bidding companion" has been published, we can search in Baidu "small Ma Ming Bidding Companion" package, detailed understanding, according to the package standard continued delivery, can create network brands for enterprises.

The product itself has no market competitiveness

It's all about promotion, but the promotion is only a link in marketing, product development and positioning is always the first step of enterprise marketing, if this step did not do a good job, the market positioning is not clear, research and development of products without market competitiveness, although good promotion can save some market share, But it will not change the market's response in the end. Therefore, enterprises in the promotion before the product is necessary, and supporting the early planning of after-sales service, promotion and can not change the product without market, can only help market products quickly spread.

Above, from the internal and external causes of the search advertising ads analysis of the reasons for the low conversion rate, I hope that enterprises combined with their own situation to do the assessment, improve the promotion of the effect of enterprises. I do not rule out there are other reasons, welcome to search advertising effect has a study of colleagues to comment, to promote the enterprise, promote industry progress, reduce the ineffective advertising costs. This author retains the copyright of this article, reproduced please indicate the origin of small Ma Ming (www.newssem.com), thank you!