How to find out the contradiction point of the bidding account by the data analysis novice

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Hello, everyone. We are Hebei Pies, many beginners in the account optimization when do not know how to start, is every day to write creative, daily price adjustment.

So if there's a problem with the account, how do we solve it:

Next we need to pass data source, I divide the data into front end data and after pattern data

Front-End data: Display, click, Ctr, Consumption, CPC unit price

Back-end data: conversion costs, conversion times, conversion rates, ROT,KPI

First, we'll address our front-end data in a funnel model at a time:

1: What is the reason for less traffic?

Flow = Show *ctr

Through this formula know to improve our traffic will need to improve our presentation and our click-through.

Show Low: Change the matching method, add words, limit the budget, limit the below, limit the promotion period. This is what we do at the level of execution, and that's just the way we do it through normal operations. Later will and everyone through the data analysis how to improve our show if it is according to the strategy can be in the peak period to increase the price to get more show and click.

ctr= Click/Show

Ctr Low Reason: Creativity, bad rankings, there are ineffective display of keywords. So the way we improve CTR is to write good ideas, to raise prices, and to show whether words are less effective.

Second: All right, we will solve the flow of our traffic is coming, but our conversion cost is really high how to do?

And then we're going to analyze it in terms of our funnel model.

High conversion cost = consumption/conversion times =cpc* clicks/conversion times look at this. Conversion rate (CVR) = conversion number/number of clicks

After a series of formulas, we have the following formula:

Conversion cost =CPC/CVR So we can see that if we need to lower our costs, we need to lower the CPC or improve our CVR conversion rate.

CPC: How to reduce the quality of our keywords, or lower our bid.

CVR: Improve our transformation requires more accurate flow of our traffic, can be no words, change the matching pattern, or the tentative conversion of low key words, this is at the level of the account we can do this, if we expand, we can optimize our customer service words, We can optimize the copy of our page and so on to improve one of our transformations.

These are decisions that can be made without data analysis, and it's easy to solve our problem by analyzing data.

High cost: Through data analysis to find the key to the local transformation, find the conversion cost of high key words, to find the conversion cost of the time period is low quality time, is through the data analysis of our low cost of conversion is lower than the quality of the region.

Develop appropriate strategies to reduce our conversion costs.

We have solved the second problem.

Next is the third question, with the flow, the conversion costs are lowered, but our conversion is significantly less, which means that our KPIs will also be reduced, then how do we do?

This requires us to increase the number of conversions:

Number of conversions = number of clicks *CVR

Ctr= hits/Show

Conversion times = number of clicks *cvr= Show *CTR*CVR

Increasing the number of conversions requires us to improve our display of rate conversion rates.

We will find that we are in the money two when the show, CTR,CVR on the basis of the optimization measures.

So we played around with these formulas and we entered the ranks of the bidding rookie. Thank you for watching.

The future will be divided into the data channel analysis of advertising effectiveness, and data analysis optimization strategy.

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