For a long time, in order to save resources, many companies generally use the promotion model to obtain free traffic (the most typical is SEO, others such as information release, etc.), among which SEO is indeed a promotion model that attracts high-quality traffic sources (focusing on key points) Small and medium-sized enterprise websites for the purpose of word ranking or large e-commerce websites that use massive content to obtain a large amount of long-tail keyword traffic).
However, the promotion model that truly makes enterprises competitive and develops rapidly should not be limited to this. Everyone knows that SEO requires a certain period of time to achieve the ideal ranking effect. If the competition is fierce, it will most likely require more time and energy. Free traffic is uncontrollable to a certain extent, because search engines will constantly adjust their algorithms, and website rankings will naturally fluctuate. Free traffic takes time to accumulate, and in the development process of an enterprise, time is precisely the most precious thing. Paid traffic is the easiest to get. Although it requires money to buy, as long as you can grasp the law between the amount of advertising and income, then traffic is just a tool that can be easily obtained by money. Free traffic takes time to accumulate, and in the development process of an enterprise, time is precisely the most precious thing. Paid traffic is the easiest to get. Although it requires money to buy, as long as you can grasp the law between advertising amount and income, then traffic is just a tool that money can easily obtain for you.
The advantage of paid traffic is that it is stable, fast, and large. Of course, its only disadvantage is that it requires payment. Paid promotion makes many people resist. They will think that if they can do it, don’t spend it. If they can, save some. Isn’t there free traffic to get, so why should I spend that wasted money? Therefore, many companies advance slowly or stagnate under free promotion, and then are slowly surpassed and eliminated by other fast-growing companies. Some people will say that the results of this bidding promotion or other portal advertisements we have done before were not very good, so we will not do it again. In fact, many companies have tried Baidu bidding or Google advertising, and found that the effect is not very good, and the return on payment is very unsatisfactory. In fact, there are several general reasons:
1 Improper keyword selection
2. The bidding promotion description is inappropriate (i.e. the form of advertising expression).
3. The LP page (landing page advertising arrival page) cannot stimulate the desire to purchase.
4. Your product is not suitable for bidding at all (that is, the product profit is too low). Then I have to question whether the profit model was seriously considered during the website planning stage.
So what should we pay attention to how to improve these points? Let me talk about my personal suggestions.
1. Don’t just focus on broad keywords. Long-tail keywords are often more likely to bring potential customers.
2. Gradually optimize your advertising form through learning and adjustment.
3 Please refer to related articles on improving b2c traffic conversion rate.
4 Re-examine the profit model
An excellent paid traffic channel should be that for every 100 yuan you spend, you can get 150 yuan (must be greater than 100 yuan) in order income. There are certain risks in the bidding model, so it must be carefully tested and analyzed to have a feasible plan in terms of keyword selection, ad slogan setting, delivery time, etc.
Personally, I think another better model is CPS (Cost Per Sales uses the actual number of products sold to convert the advertising amount). When someone sells a product for you, he or she will get a few percent commission. This kind of promotion model is very popular abroad. It is very popular (cj, cb projects operated by Chinese people online), and it is becoming more and more mainstream in China (alimama's Taoke). The CPS model greatly reduces the operational risks of b2c operators, that is, advertisers.
If you want to develop quickly and make profits quickly, you should seek change while maintaining stability. While accumulating free traffic, expand excellent paid traffic channels. I think this is the real way to promote.
Comrade Jack Ma once said that free things are often the most expensive.
Because it takes time (and of course money) to pay for it.