Once I was doing internal training for a company and when it came to AdWords, their staff told me that they only do content network advertising and not keyword search advertising. I asked her why? She said: Each click brought by the content network only costs 8 cents, while each click on keyword search ads costs at least a few cents, and many of them cost one or two yuan per click. So they only serve content networks. This may sound reasonable, but it is not. I then asked her: How many clicks on the content network can bring about a sale? She said: About 1,000. So I asked her, based on this calculation, what is the marketing cost of each sale? She calculated silently, and it was 8 yuan... No, it's 80 yuan! 80 yuan brings a sale. This cost is too high.
Then I told her that if you use keyword search ads to promote, even if one click is 1 yuan, if your keyword selection is very precise and the advertising page is designed very reasonably, it may only require no more than 20 clicks. It may lead to a sale. Even if there are 20 clicks and one sale, you only need 20 yuan to bring in one sale. Of course, if you do it well, you can bring in a customer with fewer clicks.
Which promotion method is more costly? Which promotion method is more cost-effective? Obviously, it should be the effect of keyword advertising. Why are cheap ads not cost-effective, but expensive ads are not cost-effective? Because: their conversion rates are different.
For content network ads in Adwords, although Google displays ads based on matching. However, the matching degree in China is not high, and most of the websites where these ads are displayed are personal websites. Most personal websites are entertainment, downloading and other websites. If your client is a commercial website and you place this type of advertisement, the conversion rate will naturally be very poor.
Therefore, they place content network ads, and it takes 1,000 clicks to bring in one customer. 1000 to 1, the conversion rate is too low. If calculated in terms of cost, every 80 yuan of content network advertising will bring one sale. Although the cost may still be cost-effective for them. But it would be a mistake to give up keyword search ads that perform better.
What about Adword keyword search ads? Because you can accurately promote through the selection of keywords, as long as the keyword selection is accurate and the advertising page design is reasonable, the conversion rate can be very high. Moreover, if you control it well, most words with high conversion rates will have a low cost per click, because most words with high conversion rates are not popular words.
At the same time, it can also effectively detect the conversion rate of each word, and then stop keywords with low conversion rates, which can further improve the promotion effect. When doing online promotion, you should not blindly regard the price of advertising as the first judgment factor, but whether it is cost-effective as the first factor. Whether it is cost-effective or not, you can calculate their conversion rate and see which one is more cost-effective. Haha! What is the conversion rate of each of your promotions? http://www.8idy.cn/viewthread.php?tid=1751&extra=page%3D1&frombbs=1 Please indicate the source for reprinting!