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With the rapid development of search engines, many companies are now joining in search engine advertising, hoping to expand their business and enhance their visibility through the Internet. Relevant data shows that Baidu’s current number of bidding corporate customers has reached more than 600,000. Despite this, there are Some companies have very good results through bidding promotion and have made a lot of money. However, some companies are still standing still and have not even earned back their advertising fees. What causes such a big gap? What is the problem? Zha Hongjiang believes that one of them is very The important and critical reason is: the marketing effect of bidding landing pages.
What is an auction landing page?
The bidding landing page is the first page that search users enter after clicking on the bidding keyword advertisement. The landing page can be the home page of the website or an internal page. Currently, the landing page of most Baidu bidding users is the home page of the website (many companies do not understand this. Default home page without setting it).
To give a simple example: I entered "office furniture" in Baidu and clicked on the first page of a company's website.
Why is bidding on landing pages so important?
1. Directly conveys company and product information to visitors.
2. The first page that users click to enter after searching is very important to give users the first impression.
3. Directly affect users’ needs and purchasing motivations.
How to create a landing page suitable for product marketing?
Let’s analyze a few questions first:
What is the purpose of Baidu bidding: to get more customers and make profits.
What do customers come through: website/landing page.
Why make money: product or service.
How to make money: Get customer satisfaction, content customers like, products they like, and websites they like.
In summary, the production of landing pages should be product-centered, standing in the key position of the customer to analyze the customer's psychology, what the customer likes, what the customer wants to see, and what they think. By analyzing these, we can determine how to make a marketing bait. , a landing page that is in line with product marketing and arouses users’ desire to purchase. How exactly does it work?
1. After users click on relevant keywords to enter the website, they must want to see what they want to see or information related to their search. Therefore, keywords and landing page information must be closely related. For example, if a user searches for the keyword "office furniture" and enters your website, then the page the customer enters must be closely related to "office furniture", so that it is easier to attract the user's attention. If the user clicks in and sees irrelevant information, he will definitely close it and leave, which will not serve the purpose of promotion.
2. The product information on the landing page should be as complete as possible. A rich landing page can satisfy customers, including product description, performance, features, high-definition pictures, discount information, quotation consultation, etc., presented in a graphic way. In addition to product information, you should also include some technical articles related to the product, such as product maintenance tips, after-sales service terms, usage methods, etc., to reduce the user's bounce rate. If necessary, you can also include some company or product-related certificates to increase User trust. I have seen many corporate websites open with only two pictures and nothing else. Can such a website bring profits to the company?
3. The landing page should open quickly and the user experience of the web page should be good. If the speed is too slow, users will be impatient and leave. Try to use less Flash and too many larger pictures, otherwise the access speed will be affected. For example, the product pages of some large companies such as Samsung, Motorola, etc. are very detailed and friendly. The product visuals are eye-catching and can generate a strong desire to buy.
4. Try to put call-to-action icons that can induce customer behavior, such as "online consultation", "online quotation", "order now", "troubleshooting", etc. to encourage customers to click and talk to the company. As long as the customer dares to speak, Then the probability of closing the deal will be higher. The above are all important points, but many companies that engage in bidding do not have these. They generally have a very poor website. After users click in, they leave in less than 5 seconds. Promotion costs are wasted and no value is generated. In fact, It is not difficult to make a marketing landing page. Companies that don’t know how to do it can contact me and I will help with the production and guidance for free.
After the marketing landing page is completed, what are the advantages over the original one?
1. The marketing advantages of the website are stronger than before, and the products attract more eyeballs and clicks.
2. The number of calls and inquiries received from customers through the website is greater than before.
3. Website bidding promotion costs are lower, the conversion rate is greater, and the effect is better.
It’s very late and I’ll share it with you today. If you want to read Cha Hongjiang’s article on “Communication Skills for Online Product Quotation Consultation”, you can add me on QQ to consult me, or you can visit my blog. Free website diagnosis, marketing landing page production by Cha Hongjiang.
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