Bidding promotion and operation "Insider" Notice
It is believed that many enterprises often encounter the situation that the bidding effect fails to meet the expectation, or the operation effect fluctuates greatly and is not stable enough when doing bidding promotion. Even though the advertising expenses of some enterprises are many times higher than those of their peers, they do not get the estimated amount of clues. In fact, these situations are hidden in the details of operations. Without long-term experience, current market analysis and operational skills, it is easy to cause the effect of bidding promotion to become general.
As a marketing service provider for more than ten years, Xingtian Derun has a strong voice in the bidding promotion operation. Based on our years of bidding promotion service experience, we will explain the operation process of bidding promotion and some precautions, as well as how to avoid the strategy sharing of poor results.
Summary of bidding promotion operation process:
A Strategy development stage
By analyzing the advantages of the enterprise's products and the characteristics of the product project, describe the user profile, subdivide the user needs, and then develop appropriate promotion strategies.
B Material production stage
Expand bidding keywords, segment words according to operation strategies, optimize creative display styles, and test bidding account setting data.
C Flow expansion stage
The operation needs to test and correct the traffic, monitor the change of creative data, and analyze the transformation effect of advertising pages.
D Optimization and promotion stage
Analyze and deduce the delivery data, optimize the advertising creativity pertinently, constantly upgrade the page traffic matching degree, and optimize and improve the overall effect.
E Stable defense stage
Stabilize the effect of advertising, maintain daily operation and maintenance, conduct frequency adjustment and ineffective troubleshooting, and monitor the operation actions of peers.
The main reasons for the poor effect of bidding promotion:
01 Less advertising budget
Due to the low budget of some enterprises, the traffic base of competitive advertising will be too small, and the effect will be really not ideal. In addition, if the operation does not understand the characteristics of the project, blind acquisition of clues will also lead to customer failure to transform, resulting in excessive waste of costs.
02 Blind adjustment of operation indicators
Too frequent adjustment of the operation background or failure to find the core indicators will easily lead to blind operation of advertising. Therefore, the formulation of early operation strategy is crucial, and it is not necessary to make major changes.
03 Update and change of the platform
The update iteration of the advertising platform and the launch of new products, as well as changes in background rules, or changes in the mentality of users at the end of the quarter, the beginning of the month, and before and after festivals, these external factors will cause unstable effects on advertising operations.
04 Strategic adjustment of peer competitors
To some extent, changes in the advertising display volume, click rate, conversion rate and click price of competitors will have an impact on our own operating results. Therefore, it is also necessary to monitor the operation actions of competitors.
Operation path to avoid poor launch effect:
From the overall perspective, first determine the essential cause of the problem, then consider what measures can be implemented, and finally maintain real-time observation and review to accumulate experience and lessons.
From the perspective of the operation module, determine the direction of advertising effect improvement, first select appropriate keywords, automatically orient through time periods, regions, and equipment, and map according to the creative copy; Moreover, improve the speed and stability of opening the page, select appropriate content modules for layout, appropriate copy images for matching, and reasonable transformation channel design; Then optimize the opening speech and guide the telephone consultation script, collect and count the clue follow-up script and frequency; Finally, the data analysis is carried out to select and analyze the optimization methods.
From the aspect of implementation, first pay attention to the account drainage, then analyze the page conversion data, and finally count the conversion transactions. The three links affect, restrict, and promote each other. Therefore, each link should be guaranteed to control the details of the operation to improve the lead rate and transaction rate.
Bidding advertising, whether from the formulation of strategies or the implementation of operations, is a great test of operational experience, analytical ability and executive control. If an enterprise is unable to form an excellent operation team or wants to save costs, it is the best choice for the enterprise to find an excellent marketing service company to cooperate.
Xingtian Derun As a whole network marketing service provider, it has comprehensive service business and serves tens of thousands of customers. Whether you need to bid to promote agency operation services or other marketing services (technology development SEO , media publicity, content production, new media agency operation, etc.), Xingtian will provide you with Professional team service , guarantee Clear service process ， Visible service effect ， Provide full operational support for enterprises to realize the whole network marketing upgrade 。
