Several reasons for low conversion rate of search spot ads

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Search spot advertising is already a more mature advertising model, is the enterprise is keen to put on the form of advertising, in recent years, there is no more than the phenomenon of turnover, so that enterprises have a headache, to enhance the conversion rate of advertising network to promote the first task. Small head of the auction assistant today to give you a detailed explanation.

The main index of auction advertising is conversion rate, this directly determine the customer's sales performance, the conversion rate is not high for a variety of reasons, mainly internal and external causes two major aspects. The internal cause is the reason of the bid advertisement itself, this can be improved by adjusting the advertisement, external cause refers to the reasons outside the auction advertisement, this need to promote the promotion of enterprises to improve the strategy, good brand and reputation.

Reasons for low conversion rate of search spot ads

1, keywords and description of unreasonable search bidding keywords and description determine the characteristics of the crowd to bring traffic, do keyword analysis, positioning in the precision of customers, in order to make the conversion rate is high, description is the highlight of the product description, to expand the keyword, in dozens of words to reflect the product advantages, to attract customers eyeball.

2, advertising position too high-profile some enterprises too pursue a good position, which is also a low conversion rate reasons. The first click is very high, but invalid click is also very high, check the information of the delayed hit, the same competitor's Click, these are not converted, but can enhance the visibility of enterprises, if the enterprise is the conversion rate, you can be conservative in the position, and in the keyword analysis more work.

3, the scope of the launch range is to put the area of advertising, some of the industry's customers are subject to geographical restrictions, such as shopping malls, photo studios, restaurants, customers are mainly concentrated in a city, the country will be a waste of money, advertising costs quickly, and the conversion rate is very low.

4, the advertising match broad Baidu bidding mode has a wide range of matching, precision matching, phrase matching, wide match is the default, Baidu set, I forgot to change, a lot of unrelated words will appear ads, do it training institutions, to some study repair cars, learn the flow of hair, overall pull low conversion rate.

External causes of low conversion rate of search spot ads

1, the auction AD no person to maintain the above analysis of the internal cause of the search ads, this need to have a professional person to maintain, management, or please small Ma Ming marketing agencies such as Network marketing services company management, no dedicated maintenance, the effect of the auction ads is not good to play, not like image ads signed the contract and other ads, do not need too much Advertising is closely related to people's work.

2, enterprises to promote heavy advertising light public relations enterprises to promote heavy advertising light public relations, there is no longer a small number of enterprises. The conversion rate of online 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 turnover stage role is significant, enterprises can do some PR communication to do conversion comparison.

3, network brand no image auction advertising is network advertising, the introduction of the group are network groups, enterprise products in the network without any image, customer trust is low, it is necessary to do PR communication to enhance the brand, establish a network brand image. Related to the effect of the promotion of the auction advertising network Promotion package "spot companion" has come out, you can search in Baidu "small Ma Ming Auction Companion" package, detailed understanding, according to the package standard continued to run, can create network brand for enterprises.

4, the product itself without market competitiveness above are in the promotion, but the promotion is only a link in marketing, product research and development and positioning is always the first step of enterprise marketing, if this step did not do a good job, market positioning is not clear, developed products do not have market competitiveness, although good promotion can save some market share, But in the end it can't change the market reaction. Therefore, enterprises in the promotion before the product is necessary, and supporting the pre-service planning, promotion and can not be changed without market products, can only help market products quickly spread.

Above from the internal and external factors of the search Spot advertisement analysis The reason of low conversion rate, hope the enterprise unifies own situation to do the analysis again, improve the promotion effect of the enterprise. The author does not rule out there are other reasons, welcome to search advertising effect has a research colleagues to comment, for enterprises to promote the weapon, promote industry progress, reduce invalid advertising costs.