Baidu promotion is an effective means of company brand promotion and investment promotion. The promotion effect directly affects the company's investment promotion results 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. Recently, the company's senior management generally reported that there has been a decrease in intended customers. An important reason is that the effect of online promotion is not good. To be more specific, our promotion effect on Baidu has not been achieved, because our investment promotion work is highly dependent on Baidu promotion. Therefore, the decrease in intended customers is normal and expected.
Let's take a closer look at what problems exist in Baidu promotion. First, the cost has increased a lot; second, the number of clicks has dropped; third, the number of intended customers has decreased. In fact, the existence of these three phenomena are complementary and inseparable. Leaders generally only look at the problem from the reduction of intended customers, but from our professional perspective, we should also look at deeper phenomena, such as increased costs and decreased clicks. In these two aspects, everything is ultimately interconnected.
Here I will conduct an in-depth cause analysis of these three interrelated aspects and propose preliminary solutions.
First, the cost increases a lot. The cost increase here is certain, but the main reason is that the cost of a single click has increased, from a few cents to more than one yuan. I would like to emphasize that due to the company's cost considerations, the increase in total consumer costs is quite limited and is only a relative increase. So what is the reason for this result? Let me analyze it in detail below. From the background provided by Baidu, we can clearly feel that with the development of steaming and health care projects and the temptation of market prospects, many people have attracted investment. As a result, the number of companies in the industry has increased rapidly. These companies are generally empty-handed, with investment as their main business. In order to attract investment, they have also chosen other online promotion methods such as Baidu. This is natural, because Baidu is one of the ways of online promotion. Promotion is effective for these small and medium-sized enterprises. As a result, there is a phenomenon that we are very unwilling to see in Baidu promotion, that is, the bidding of some keywords within the industry has increased rapidly, such as "steaming", "steaming room" and "steaming room franchise". The bidding for hot words has reached 8-10 yuan. Such vicious competition is very worrying. In order to obtain a good ranking, the company also increased its bidding accordingly in the early stage, but it was far from keeping up with the growth rate of bidding in the market, so the cost per click on Baidu naturally increased. But what I want to point out is that because we considered the total input cost, the total cost did not increase much. Thus was born the second phenomenon that I will analyze.
Second, the number of clicks dropped. The number of clicks is the key to determining the effectiveness of Baidu promotion. Without clicks, the promotion effect will definitely not be much better, unless your company is born with the God of Wealth to care for you. The main reason for the decrease in click-through rate is that your ranking on Baidu is too low and no customers click on you. This problem is that the bidding is too low and there is no bidding advantage. It is understandable that the ranking is low. Considering the total cost of the company, we have increased the price. The number of clicks must have been capped. The decrease in clicks is very reluctant but inevitable. of. In addition to the bidding factor, there is another reason why the number of clicks is not high, that is, the advertising creativity during online promotion is not eye-catching enough and cannot arouse the interest of others. Others will not click on the company's website.
Third, there are fewer intended customers. After analyzing this point, it is not difficult for us to understand the reason for the decrease in intended customers. In fact, it is very simple. That is, if you don’t even have clicks, what kind of intended customers do you want? Others don’t even know you! In addition to the number of clicks, there are also There is another reason, which is the most cost-effective, that is, your click volume is very high, but the quality of the company website is too poor, mainly in two aspects: 1. The company website opens too slowly. Someone clicks on your website, but the webpage cannot be opened. Customers will not stay too long. People don’t have that spare time. There is a very professional description in the SEO field, that is, the 8-second principle. It takes 8 seconds for someone to click on the company’s webpage. If the web page cannot be opened, customers will leave. In this case, you spend money and others cannot see the content of the web page, which is a waste of time for customers. For the company, you spend money but do not get the opportunity to get potential customers, and leave a bad impression to others. "Your company's web page" If you don’t do it well, you have no intention in brand promotion, and you are not worthy of cooperation.” 2. The quality of website content is not good, customers cannot see what they want to see, or the content is not attractive and cannot inspire their passion for cooperation, or your website is ugly and the form is not beautiful... ...
After analyzing the above phenomenon, we always have to find ways to solve it. Let me talk about a few points below.
First, increase the cost of Baidu promotion. Only in this way can we keep up with the rising market conditions and prepare ammunition and food for good promotion. Otherwise, it will be difficult for a clever woman to make a meal without rice.
Second, costs are not increased blindly. We must spend money wisely. First, use the least money to obtain the best ranking. We need to optimize keywords and consider designing keywords from the perspective of consumers. We cannot blindly fight for the hottest keywords. This will increase the cost and the ranking may not be the best. Unless you only set one keyword and go all out. Secondly, it is to reduce the click price of words. We can choose to launch competition for certain keywords in the classic version and slowly move them to the professional version, because the competition in the classic version is too fierce. Another reason is that the professional version will replace the classic version in the second half of the year. Now we can promote it one step ahead. , will take the lead, not to mention that the competition in the professional version is not very fierce now, and a relatively favorable price will get a good ranking.
Third, the cost has increased, but the price per click has dropped. Our click volume will generally increase, but there are still two aspects of work to be done, that is, the ranking must be high, and the advertising creativity must be good, so that it will Arouse other people's interest, otherwise they will occupy the manhole and not shit. Another is to expand promotion channels and connect to the company website through QQ, Tieba, forums, Baidu pictures, etc. to gain clicks. Fourth, work hard on your internal skills to maintain the website. From the website form to the content, you must fully optimize it to achieve the best results. The second is a very critical aspect, which is to optimize the website speed so that customers can achieve the best browsing effect.
Okay, the above is what I talked about today. Please give your leaders and professional colleagues some guidance. In order to facilitate communication with webmaster friends, let me introduce myself: My Chinese name is: Pengcheng Cinema and my English name is: www.0516dvd.com. It is an honor to exchange experiences with all webmaster friends.