[China Glass Network] Baidu promotion is an effective means of brand promotion and investment promotion. The promotion effect directly affects the company's investment promotion effect and plays a decisive role in the company's successful operation. The company's marketing department leaders and senior management should attach great importance to it. Nearly the company's senior executives generally reflect the reduction of intentional customers. One important reason is that the effect of network promotion is not good. In more detail, our promotion effect on Baidu has not been achieved, because our investment promotion is very dependent on Baidu promotion. Therefore, it is normal for the intention to reduce the customer, and it is also expected.
Below we take a look at the problems in Baidu promotion, the front, the cost increase a lot; second, the drop in clicks; third, the intention to reduce customers. In fact, the existence of these three phenomena is complementary and inseparable. Leaders generally only look at the problem from the intention of the customer, but from our professional point of view, we should also look at the deeper phenomena, such as increased costs and decreased clicks. These two aspects are all interrelated in the end.
Here I will carry out in-depth analysis of the three aspects of this interconnection and propose its initial solutions.
Going forward, the cost increases a lot. The increase in cost here is affirmative, but mainly because the cost of a single click has increased, from the original few hairs to a lot. I want to emphasize that the increase in total cost of consumption is quite limited due to the company's consideration of cost, but it is relatively increased. So why is this result? Let me analyze in detail below. From the background provided by Baidu, we can clearly feel that with the development of the steaming health project and the market prospects, many people have invested in it. As a result, the enterprises in the industry have increased rapidly. It is an empty glove white wolf, with investment as the main business. In order to conduct investment, they also choose Baidu and other network promotion methods. This is natural, because Baidu promotion is effective for these small and medium-sized enterprises in the way of network promotion. As a result, there is a phenomenon in Baidu promotion that we are very reluctant to see. That is, some of the keywords in the industry have been rapidly upgraded, such as “sweatâ€, “sweat room†and “sweat roomâ€. The bidding of popular vocabulary has reached 8-10 yuan, and such vicious competition is very worrying. In order to obtain a good ranking, the company also raised the bidding price in the early stage, but it could not keep up with the growth rate of bidding on the market, so the cost of clicks on Baidu naturally increased. But what I want to explain is that we did not increase the total cost because of the total input cost. So the second phenomenon that I am going to analyze is born.
Second, the amount of clicks drops. The amount of clicks is the key to determining the effectiveness of Baidu's promotion. Without the amount of clicks, the promotion effect will definitely not be good, unless your company is born with a wealthy god to care for you. The main reason for the drop in click-through rate is that the ranking on Baidu is too late and no customers click on you. This problem lies in the fact that the bidding is too low, there is no bidding advantage, and the ranking is very understandable. In consideration of the total cost of the company, we have increased the pricing, and we have definitely accepted the upper limit of the click volume, which is very reluctant but inevitable. of. In addition to the bidding factor, there is another reason why the amount of clicks is not high. That is, the advertising creativity in the promotion of the Internet is not attractive enough to attract the interest of others, and others will not click on the company website.
Third, the number of intended customers is reduced. After analyzing this, we can easily understand the reason for the decrease of intentional customers. In fact, it is very simple, that is, you don’t even have any clicks, and you still want to express your intentions to customers. Others don’t even know you! In addition to the reasons for the amount of clicks, there is another reason. This reason is more worthwhile. That is, your traffic is very high, but the quality of the company's website is too poor, mainly in two aspects:
First, the company website is too slow to open. Someone clicks on your website, but the webpage is delayed, the customer won't stay too long, and people don't have the leisure time. There is a very professional description in the SEO field, that is, the 8 second principle, others click on the company webpage for 8 seconds. The webpage will not open and the customer will leave. In this case, if you spend money, others can't see the content of the webpage, it wastes time for the customer. For the company, it costs money but does not get the opportunity of the intended customer, and it gives a bad impression to the company. If you don't do well, you don't have any intention in brand promotion. You are not worthy of cooperation."
Second, the quality of the website content is not good, the customer can't see the content to be seen, or the content is not attractive, can't motivate them to cooperate, or the website is hard to see, the form is not beautiful. .. .. .. .. ..
The phenomenon that we analyzed, we always want to decide, let me say a few points, Baidu promotion plan is ahead, and the cost of Baidu promotion is raised. Only in this way can we keep up with the market, so as to prepare for the promotion of ammunition and grain. Otherwise, it is difficult for a clever woman to be without rice.
Second, the cost is not blindly increased. We have to spend the money on the cutting edge. First, we will get better rankings with less money. We need to optimize the keywords, consider design keywords in the perspective of consumers, and can not blindly kill in hot keywords, so the cost increases, the ranking is not necessarily pre-tested, unless you only set a keyword, get rid of it. Second, it is to reduce the price of the word click. We can choose to put some keywords into the classic version of the competition, and slowly transfer to the professional version, because the competition of the classic version is too fierce, there is another reason, that is, the professional version will replace the classic version in the second half of the year, now one step ahead of promotion , will take the lead, not to mention the current professional version of the competition is not very intense, a relatively favorable price will get a good ranking.
Third, the cost has increased, but the price of the second click has dropped. Our clicks will generally increase, but there are still two areas to do, that is, the ranking is high, and the advertising creatives should be done well. Inspire others' interest, or else it will occupy the pit. Another is to broaden the promotion channels, and connect to the company's website to obtain clicks through QQ, Post Bar, Forum, Baidu Pictures, etc. Fourth, hard work, website, from the website form to the content should be fully optimized to achieve better results. The second is a very important aspect, which is to optimize the speed of the website and let the customer achieve better browsing results.
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