How to conquer the first big problem of drilling exhibition--click Cost

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Because the diamond show is based on thousands of shows to charge, so click Cost for drilling exhibition to promote the effectiveness is crucial, a lot of drill show commissioner almost all reduce the click cost as the most important thing to do, even if the author is familiar with a has spent more than 50 million Yuan drill show master, in peacetime operation of the 80% Focus on optimizing the material, and he operates in a case, a just will PS graduates, under his guidance, the first Coke hits can do more than 8%, in the group of others bask in good material, he after analysis, estimated the click rate pretty, can be imagined, Reducing the click Cost is one of the most important steps to do the drilling exhibition.

This master before doing the women's click Price at 0.2 yuan, and ROI can reach an astonishing 6-8, the author last year in the promotion of a women's shop, spent 50,000 yuan, click the unit price of 0.8 yuan, ROI is 3.5, assuming that in other dimensions unchanged under the premise, click the unit price can be reduced to 0.2 yuan, that ROI will be scary 1 : 14. Of course, this is only a logical analysis, the actual need to verify through the data.

So, click on the unit price is so important, what should be the link to reduce it?

The first step is to ensure the accuracy of the crowd. That is to say, you have to find out where the real consumers are, to ensure that their demand is the most intense, click the unit price can be lowered. Take women as an example, the most accurate way of delivery must be to do visitors. In the screening of visitors shop, it is said that the master once put the whole network of thousands of tens of thousands of women's shop through keyword search through the screening, the workload of the big imagine, but it is based on the preparation of the preparatory work is relatively adequate to have a good ROI later. I have done one thing in March this year, and spent 3 days collecting the visitors from the store, the result is that the ROI of the visitors is higher than the purchase of the hand. Supposedly buying a hand should be more understanding of style and style, what kind of people need these products, but because they do not care about performance appraisal, ROI and their level does not have a great relationship, So the visitors who spend half an hour or less are naturally less likely to have a higher ROI than the author of a product-less operator. Summing up is that screening visitors must understand their products, to find the consumer demand point, is to ensure that visitors the core of accuracy.

In addition, the accuracy of visitors can be assessed from the cost of collection. For example, some experts do women's directional shop to click the unit price can do 0.2 yuan, basic one product collection cost is 2-3 yuan, and the author is the Treasure Collection and store collection, the lowest cost of collection is about 6.5 yuan, so, even if the shop's drilling exhibition did not open the rate of return, but the cost of collection must be to assess the accuracy of the choice of visitors indicators.

The second step is the optimization of the material. What dimensions should be optimized from? Preferred from the selected location to analyze, some large size positions such as 520*280, 740*230, 728*90, etc., these in the picture display can be more clear, copy relative can more words, and like 190*43, 168*76, 190* 90 these small size position, copywriting should have a choice, text should be as concise as possible, highlighting a selling point is enough. In the refinement of the copy, should tell consumers what products are sold, what characteristics of products, whether there are promotional discounts. On this basis to highlight creativity, such as some of the more popular Web language can be integrated into it, just right you can receive very good results. Such as: Defeat you is not naïve, but no "shoes"! Sorry, we only sell European and American ladies! After testing to find the best copy, the need to do is to test the background or layout effect. If it is some brand awareness of the best is to write the logo, one can increase the click rate, the second is to increase brand exposure. And in the layout of the page, copy on the left or right click rate is the best? Is it a red font or a yellow font? Is it better to use Microsoft's elegant or other fonts? All of these require a lot of data to be tested. Some experts do these tests are one weeks as a cycle test, so can the click Unit price down to 0.2 yuan, these are not made out of thin air. Than, some of the categories can be the material through the scene of the design, as far as possible to bring the potential buyers into the scene, but also can achieve very good results, specifically because of the category and different.

The third step is to bid for the adjustment. Bid is also very critical to reduce the price of the click, if the bid is high, will cause waste, low bid, can not get traffic. Therefore, it should be a multi-dimensional test in what kind of circumstances in each location to bid how much the most reasonable. For example 728*90 this position, if is to make a plan 500 yuan, must put the budget to spend, basically the interest point's thousand premium is 3 yuan to be possible. If you want to know what the best bid is, analyze it. For example, 10 hours, the planned budget is 500 yuan, after two hours, the cost of less than 80 yuan, this time will raise the premium. If the cost is just 100 yuan, this time can try to slowly reduce the premium, if the flow can be stabilized, indicating that there is a certain reduction in the price of space, or the critical point of the bid. Of course, if the 500 yuan plan, the goal is only to consume 300 yuan, the bid strategy is different. If it is a budget of 500 yuan, each plan 100 yuan, required to spend all the budget, this bid is different, because the plan will appear "fight" phenomenon, the specific operation needs to pass many tests to find the answer.

The above three points are impeccable after, I believe that your drill show to click the unit price can do very good, but also completed the first level of drilling exhibition work.

The second level is on the improvement of ROI, the author will be in the next article to share with you, please pay attention.

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