Rational response to the "black Friday" of bid promotion

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

If you have been bidding for a few years, you should have a deep understanding every year Baidu bid to promote the effect will have a few "trough period", this period of the general promotion of the effect is very poor, and the average click Price is very high, spent more than ever bid promotion costs, but not a good return, we call it a bid to promote the " Black Friday ".

Let's look at a data graph first.

This is the Adsemer team's recent period, sampling a number of managed industry samples, made a data map, within one months of the gradual decline in telephone volume, telephone costs in the gradual rise, through data analysis, excluding the impact of other factors, timely control of the budget costs, no unnecessary to enhance the budget to improve the telephone volume, Or it will end up worth the candle!

In fact, according to our annual data presentation, there will usually be two time periods each year, one is September-October, the other is December-January, and there will be a general decline in conversion and soaring costs in these two periods. The reason for this situation, more is the impact of the larger environment, near the two major holidays people are mostly on the sidelines or "after the festival" thinking, the desire to purchase greatly reduced the effect of our search bid promotion is also declining, and at this time some industry competitors, Naïve thought is not enough of their own consumption caused by the effect of the drop, the price of hard to lift, resulting in the industry average click price "Extraordinary High", the effect is still not improved, the cost of conversion is soaring! Gradually forming a vicious circle! How do we deal with this?

The advice of Adsemer bidding technology team is to save cost. Look at this example: Last month (November) basically kept the phone at 140-160, not much fluctuation, now (December) is a complete downward trend, the keyword index is also falling, today will be reduced, not a big drop, but still a downward trend, the forecast fell to a low point, will be maintained. Then it will rise after a year. It is expected that after New Year's Day, it will be fully into the upward trend, these two days do not control and consumption than before. So consumption must be controlled, this situation does not control is 100% waste of money!

So why is this happening? There are three main states of the competitor:

The first kind: The key words all Rob rank.

Bookings are falling, consumption is falling, but the number of appointments is a single digit

The second: The competitiveness of conventional words increased.

Third, the account enabled pause time is unstable.

This is a question of the change in the bidding trend, before the Adsemer bidding technology course talked about this problem!

Basically the last one months of the year for many industries, the impact is very large, if this time, the boss is not wise, the strength of the bidders to dismiss, then the company or hospital will not be made of what kind of, in other words, in the face of such a situation, is the most worried bidders, is also

If you are in November, it is a tragedy, the boss of a word: why others before the effect can also give you a higher salary, but the effect is so bad, doubt you are fooled.

At this point to extend another issue, although competitive bidding is the most accurate marketing methods, but in addition to the auction, we usually have to pay attention to expand multi-channel marketing, such a trough phenomenon every year, so don't wait until the trough to think of other marketing way to make up.

In response to this situation, we generally adopt the strategy is to first lower, then maintain, and then rise, New Year's time is suspended. These two time periods are the black period of bidding, and for some companies may be the fate of the transition, such a situation every year, but in the face of such a situation, is also able to make money, is sure to reasonably control the budget.

Bidding is not only the construction of accounts, words, data analysis, external factors also need to consider, a comprehensive consideration of a direction, is the input-output effect (ROI), rather than a simple investment of 100,000 to earn 300,000, invest 200,000 earn 600,000, invest 500,000 earn 1 million, the basic principle of this bid never forget!

This article first Adsemer search marketing bidding technology blog: http://www.adsemer.com/All, welcome reprint, Reprint please indicate the source. Thank you!