Targeted adjustment of mobile bidding

To do a good job in mobile bidding, then first of all to understand the mobile bid promotion products, which is a search engine for mobile launch of an important new product, with the mobile user base more and more, to better occupy the mobile market, mobile bidding is the best choice for enterprises.

How to solve the problem of the non-ideal effect of mobile bidding promotion

Many enterprises recognize this point, but also do the corresponding mobile bidding promotion, but the effect is appalling, the basic is the money spent out, there is no benefit, then how to use Baidu mobile promotion becomes crucial, but want to do a good job on the mobile side of the bid promotion effect, First of all, because of the reasons why the mobile bidding effect is poor, specific analysis of the reasons for the use of measures to respond, so targeted, purposeful adjustment, in order to result in better results.

First, the mobile visitor behavior idea

As a spot specialist, it is necessary to understand our user base before starting to promote it, which is the basis of precision marketing, and it is important to master the analysis method, where we first throw a little idea of mobile visitor behavior:

1, through the mobile phone operating system, segmentation target Group

The proportion of intelligent machines in different regions is different, and by analyzing mobile phone operating system, we can confirm the characteristics of mobile phone visitor groups in the current region.

2, search keyword habits

The length of the search keywords on the mobile side, and the ratio of the regional word to the first word.

3. Mobile Landing Page Adjustment

Because mobile screen restrictions, mobile reading habits may be different from the PC side, the auction landing page How to adjust space, as well as control the size of the picture, improve loading speed.

4, Mobile consulting habits

Focus on mobile consulting conversations, understand mobile visitor demands, and train consultants to improve mobile consulting transformation.

Second, why mobile-side bid promotion effect will be very poor

For the mobile end user behavior and Baidu bidding in mobile terminal user experience long-term observation, Ma Haixiang that mobile Baidu Auction mobile terminal promotion effect is not ideal, mainly due to the following several reasons:

1. Fragmentation of browsing time

Although the use of mobile terminals is getting more and more high, but careful observation will find that users use mobile terminal browsing behavior is fragmented, most users, using mobile terminals are in the bus, subway, or travel time.

Fragmentation of the browsing time directly results in the user not having enough time to digest the advertising information and not have enough time to make a purchase decision.

2, advertising page layout is limited

In order to adapt to the promotion of mobile terminals, Baidu launched a mobile terminal advertising page DIY tools, experience, the tool is very silly, very easy to use, but despite the ease of use, but mobile terminal layout is limited, product information is difficult to be fully displayed, advertising page marketing effect will be discounted, This will also affect the bid in the mobile terminal promotion effect.

3, communication is not convenient

We all know that the biggest shortage of mobile terminal, is that the input experience is not as good as PC terminal, and Baidu bidding communication, most occur in the Baidu Business Bridge, business communications and other instant communication tools, the input experience is bad, will affect the user's inquiry interest, will inevitably appear inquiry rate can not guarantee the phenomenon, affect the promotion effect.

4, domestic traffic costs are too high

It is undeniable that the domestic traffic costs are one of the highest in the world, many companies in the auction account of the advertising page, the use of a large number of pictures to ensure the visual impact of the advertising page, the conflict between the two, in fact, will result in the result is: users in order to save traffic costs, directly close the Ads page, Cause a lot of bounce rate, so how good marketing effect?

Third, the point of focus on mobile bidding

We do mobile optimization is designed to improve the efficiency of the account optimization, through data analysis to improve the effect of mobile promotion, but everyone's account is not the same, so the specific operation will be different.

1. Show

Mobile side of the display to be significantly lower than the PC, we can do their own experiments, according to the data report can be found on the PC side of the show to more than one more mobile, this time do not think the mobile traffic is not good at the PC side, this is not necessarily, because now mobile promotion ad bit less, So the presentation is not as good as the PC side, but does not mean that the traffic is not as good as the PC.

2. Clicks and ClickThrough Rate

In this data, the mobile side of the two are higher than the PC end, click-through rate is high, this is very good understanding, because the denominator mobile side of the relatively small, mobile side has no right ad bit, the probability of delay, when the show less, high-click is very normal.

3. Click Price

The same industry in the same account, the mobile cost is generally smaller than the PC side, because this is the market decision, many enterprises are not ready to move the main push, so this time if we can master push, we can use very little cost to get a lot of traffic, improve the return on investment.

4. Search Time

Mobile traffic in the morning, noon, evening and evening four time period is larger, weekends and holidays more adequate mobile traffic, tourism and other entertainment industry mobile promotion business flow full, the target users of the same industry with mobile phone internet surfing behavior and internet coverage of the time there is a difference, according to the actual guidance of advertising delivery.

5. Creativity

Mobile phone screen small, show less information, this time our creative text must be concise, can not be muddy.

A good idea can not only improve the authority of advertising, but also improve the creative CTR, there is the rate of telephone return.

Four, the mobile side of the bid to adjust the idea of targeted

Since the promotion effect of mobile terminal has been not ideal, then, how do we do a good job of mobile bidding? Through the above analysis, it is suggested that the mobile bidding should make the following adjustments:

1, account optimization, this can refer to the PC-side bidding technology and experience, is completely portable in the past.

2, website optimization, we must do a mobile client site, enhance the customer experience, focus on optimizing the key content to streamline the purchase process, reduce the process of placing orders in the customer complex payment steps, as far as possible to keep the page code clean, concise, so as to increase the speed of Customer Connection page.

3, Customer service system optimization, here Ma Haixiang suggest you keep the phone open, using professional business pass and so on-line customer service system.

4, data analysis and optimization, mining high conversion rate of keywords, control the return on investment.

5, according to the target population, positioning our mobile phone marketing ideas.

6, for mobile search keyword habits, put the bidding keywords and mobile optimization keywords

7, landing page words should be more refined, easy to read, will be inserted into the picture format, with easy to load the GIF format, and control the size.

8, mobile Consulting, the corresponding consultation time should have strict control, and as far as possible to QQ number or mobile phone to facilitate late tracking, according to Ma Haixiang collected data analysis, mobile side of the drop rate is higher than the PC end, so follow-up is particularly important.

V. Mobile BID Promotion and PC-side promotion what is the difference

In order to adapt to different user groups, Baidu bid promotion is also detailed in the PC-side bid promotion and mobile bidding promotion, both are from Baidu, but there is a huge difference between the PC-side bidding and mobile bidding of many enterprises is put together to bid, in fact, this is not good.

In Ma Haixiang's opinion, the bidding specialists need to set up different promotion plans for the mobile end and PC side, the bid cost is not the same, the ranking mechanism is also a certain gap, so to distinguish between the two, so as to have their own good bidding, not only to bring accurate customers, but also to save related costs, Let's take a look at the specific differences between the two, so that we can operate in the future when there is a basis for adjustment.

1, the mobile side of the display rate than the PC side of the low

Do not know everyone in the operation of Baidu auction time, have found this problem, mobile display rate than the PC end of the show is much lower, in fact, this is a mistake, need to see through the phenomenon of nature, this is mainly related to the mobile bidding mechanism, the head of the mobile end of the bidding position in general, can only display 3, There are 10 bidding locations on the PC side.

On the mobile side, when you ranked less than 6, then your site content is not displayed, then the entire display rate will be lower than the PC side, but this does not mean that mobile traffic is less, modern many people are basically mobile access to access to the site to obtain relevant information, you say the mobile side of the presentation will be less? Many enterprises to ignore this factor, resulting in the mobile side of the attention.

2, the mobile side of the click rate is much higher than the PC side

Mobile Click on some aspects of the PC side to be high with more, of course, there are a lot of, but there is a little undeniable, that is the current mobile development trend, of course, there are other reasons, that is its own mobile ranking mechanism, only six locations, and mobile side of the display screen is smaller, The content of the display is also limited, so the relatively high click there is a certain reason.

In the mobile click also mixed with a part of the delay, now mobile is touch screen, but also the probability of delay, of course, the main reason is the development trend of mobile Internet, many people are using mobile phone to browse information more, so did not do mobile site enterprises, seize to do a marketing mobile website, do not miss the business opportunities.

3, the average click on the mobile end of the price of the PC must be low

Average click on the unit price, this main still has the market decision, at present, PC-side competition is far fiercer than mobile, so generally is the mobile side of the proportion to the lowest, but with the development of mobile Internet, the enterprise does not have a separate mobile website construction, pay attention to mobile network marketing, then click on the price will not know, According to market demand, mobile Internet is also to make corresponding adjustments, improve the competition mechanism, the future is likely to become the main battlefield of internet marketing.

Comments:

Mobile as the new entrance to the Internet, the major internet giants are also competing for resources, and now with the rapid development of mobile, the future becomes the main place of network marketing competition, so do a good job of mobile precision to promote the future of network marketing is a major trend, which mobile bidding promotion is a crucial link.

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Targeted adjustment of mobile bidding