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展现转化so easy,订单不再是难题

2017-12-19 15:59| 发布者: admin| 查看: 1527| 评论: 14

深圳市建和诚达科技有限公司(简称建和诚达),是一家专业从事各种智能卡及相关设备的研发、生产和销售的高新科技企业。在智能卡行业有着十四年之余的丰富经验,但是,面对不断变化的用户需求和竞争激烈的市场环境,添加什么样的关键?有了竞争力强的关键,出价多少获取展现?有限的预算下,如何合理规划时间来调整出价,更多获取流量?想要短时间突围营销困境,建和诚达选择360推广,使用智能化的账户优化工具,让搜索推广更简单。

营销痛点:

展现难,投放时间及预算不合理

自2004年成立以来,建和诚达作为在电子元件行业耕耘十多年的企业,在产品研发和生产方面已经具备相当成熟的行业经验,但面对日益变化的市场环境,他们的营销之路却压力重重:

展现难

搜索推广最重要的就是关键词的优化,不同的关键词是展现、点击、转化等结果重要影响因素。对于建和诚达而言,长时间使用长尾词,短时间很难见效,展现持续走低,极大影响了流量的获取。

投放时间及预算不合理

     建和诚达在之前的投放过程中,为了不浪费掉每一段时间,把预算均匀分布,同时预算有限,每次出价都不高,那么很难获得展现机会。如何获取更多流量,经验丰富的投放人员也要经过不断的尝试,才能找到合适的时间,合理的出价。

    为此,360分析账户优化工具对其搜索账户进行全面诊断,针对拓词、投放时间、预算、出价等问题给出了增加抢占词、潜力词,提供高峰时段增加预算,确保有限预算内流量最大化。

第一步

抢占词+潜力词优化,低成本提升流量

针对建和诚达的问题,360分析账户优化工具对其账户近7天的展现、点击、消费、转化率进行数据分析,发现客户账户与同行业客户相比:点击率方面还比较适中,但展现量较底,究其根本,关键词均为长尾词,无法保证展现量。根据账户优化提供的建议,共有平台新词、抢占词、潜力词和热门词四个维度词可选择,针对展现低的问题,提供了91条拓词建议,采纳后可提升8000多的展现量。


图片1.png 

那么,所有维度的词都选择么?当然可以根据自身的行业情况,预算情况进行择优采纳,根据建和诚达预算有限的情况,建议采纳抢占词和潜力词,这两个维度可以帮助客户在CPC成本较低的前提下提升流量。

第二步

高峰时段增加预算,最大化获取流量

关键词优化了,展现量提升了,那么如何合理的进行预算的分配,短时间内获取流量呢?很多客户在搜索推广中都会遇到这样的问题,经验丰富的优化师依据行业、用户习惯,经过长时间的尝试,了解流量的高峰期,以此调整预算;投放小白可能更多的依靠平台工具,面对复杂的选择,一样需要一段时间的尝试,效果可想而知。

图片2.png 

针对建和诚达的账户问题,保证正常投放时长的同时,360分析账户优化工具根据客户网站转化时段数据并结合同类客户投放时间提供了适合的流量高峰值时段,对现有5个推广计划给出投放时间调整建议。

本次与360推广合作中,账户优化工具依赖行业大数据、360点睛投放数据、客户网站访问数据,针对客户搜索广告投放效果进行账户问题诊断,并结合账户各自问题进行专业分析并给出专业建议,最终展现量提升2倍多,CTR提升1.49,实现展现量、点击量的双料UP!


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