A few days ago, I was chatting with a friend who works abroad about their company’s online marketing. The 500 to 600 visits to the website every day did not make the boss happy. Instead, he was exhausted and stressed. I learned in detail that the two parties signed a website optimization contract, using CPC as the pricing method. One IP actually costs 4 yuan. This price is comparable to Baidu's bidding price. However, the number of telephone consultations per day is only single digits. This kind of conversion rate also surprised the author. I lamented that my peers are indeed making money in a right way. Sadly, the current advertisers are powerless in online marketing.
Using CPC as the pricing model is a pricing method for advertising alliances and a method of performance marketing, which is of course understandable. But no matter what method is used as the basis for marketing billing, advertisers need to have a full understanding of marketing methods. It is very unprofessional and even unauthentic for service providers to integrate CPC and website optimization. The CPC price calculation in the advertising alliance is based on per thousand IPs, not per IP. The usual price is between 10-20 yuan per thousand IPs, and there is a huge difference between the level of 4 yuan per IP. Website optimization is a systematic concept. Usually the index agreed upon in the contract is the ranking of website keywords, and IP is not used for billing.
Next, let’s talk about the topic of conversion rate. For CPC, the number of telephone consultations per thousand IPs depends largely on the relevance of the advertising platform’s website and the accuracy of the users. It also depends on the user experience and behavior of the site’s own province. guide. Compared with website optimization or keyword optimization, the conversion rate depends largely on the selection of keywords. This content was also mentioned in the previous article. There are two criteria when selecting keywords:
1. User attention standard: select keywords with relatively high user attention as keywords for bidding and optimization.
2. User purchase motivation-related criteria: select some keywords related to purchasing behavior as keywords for bidding and optimization. For example, when air-conditioning dealers do bidding and optimization, they must choose air-conditioning quotations, air-conditioning manufacturers, which brand of air-conditioning is good, etc. Such keywords do not select keywords such as air conditioner power consumption and air conditioner defrost.
From traffic volume to CPC model, website optimization, and keyword conversion rate, it seems chaotic and disorderly, but for advertisers, only by fully understanding the key points and relationships of these knowledge can they avoid the above online marketing failures. Case studies show that advertisers need to learn more and practice more if they want to develop the ability and majestic demeanor to achieve results no matter where they invest.
Author: Rulin Network (wwww.rulin.net), a professional online marketing service provider, was first published by Yang Weixin on admin5. Reprinting is welcome, please do not delete or modify it.
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