"Marketing funnel" is the most commonly used data model in the bidding promotion process. Since customers in each link from top to bottom will be lost for various reasons, the number of customers will continue to decrease, and the shape resembles a funnel, so it is named after this. The bidding promotion marketing funnel has five layers, representing the five links in the bidding promotion: display, click, arrival, consultation, and leaving clues.
How to decompose the goals of each link of the marketing funnel?
- Display: Let the bidding ads be displayed in front of consumers as much as possible to increase the display volume;
- Click: Let more interested users click on the ads, attract more users with needs, and avoid irrelevant people;
- Arrival: Minimize visitor loss as much as possible and increase the arrival rate of the bidding landing page;
- Consultation: Improve page quality and conversation rate, and let more users generate consultation behavior;
- Leave clues: Through online customer service or forms, let users leave contact information as much as possible.
How to use the marketing funnel to improve the bidding effect?
If you want to use the marketing funnel to improve the bidding effect, the first thing to do is: find out what are the factors that affect each link of the marketing funnel?
Display volume
The display volume of the marketing funnel refers to the number of times the bidding promotion advertisement is displayed in front of the user. The higher the display volume, the greater the probability of the bidding advertisement being clicked by the user. The factors affecting the display volume are:
①Number of keywords:
The more keywords the bidding account puts in, the greater the display probability and the greater the probability of the advertisement being triggered.
②Keyword matching mode:
The wider the keyword matching mode, the higher the display probability.
③Keyword bid:
The higher the keyword bid, the stronger the competitiveness and the greater the probability of the advertisement being displayed.
④Delivery area:
The more delivery areas, the greater the probability of display.
⑤Account budget:
The amount of budget affects the keyword bid and account promotion duration, which will directly affect the display volume of the bidding promotion.
Click volume
The number of times the user clicks after seeing the bidding advertisement. Only after the user sees the advertisement and clicks it, can the subsequent consultation conversion be generated. The factors affecting the click volume are:
①Keyword ranking:
The higher the ranking of the bidding advertisement, the greater the probability of the user seeing it, and the more likely it is to be clicked.
② Creative writing:
The bidding promotion creative must be concise and fluent first. Secondly, whether the creative is attractive, whether it can hit the user's pain points, and the relevance to keywords will affect the click volume of the bidding advertisement.
Arrival volume
The number of users who arrive at the bidding landing page after clicking the bidding advertisement. Arrival volume is a data that is often easily overlooked by bidders. When a user clicks on an ad, the money has been spent. If the user does not even see the page, it can only waste money in vain. Factors affecting the arrival volume are:
① Whether the website can be opened:
The bidding promotion website cannot be opened for a long time, so how can it be reached? Therefore, bidders need to pay attention to the opening of the bidding promotion page.
② Website opening speed:
If the website is not opened for more than 3 seconds, the user will most likely leave directly.
③ Malicious clicks:
If the same visitor clicks too many times, it is very likely to be maliciously clicked, which can be blocked by means such as Shangdun.
Consultation
The number of consultations generated after users browse the bidding landing page. The factors that affect the number of consultations are:
① Page relevance:
Whether the page content is related to keywords and creativity, whether users can find the desired content when entering the page based on the creativity, and whether it can solve the user's problem.
② Consultation button:
Whether the bidding promotion consultation button is set reasonably, and whether visitors can quickly find the consultation channel when they want to consult.
③ User experience:
Whether the website opening speed, page style layout design, and copywriting can hit the user's pain points, whether the consultation style is single, whether the consultation guidance is reasonable, and whether there are too many consultation buttons.
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Leave clues
The number of clues left by users. There are many forms of leaving clues, such as online customer service, online forms, website messages, etc. Factors that affect leaving clues:
① Customer service communication speed:
When there is a visitor consultation, whether the online customer service system can notify the customer service in the first time, whether it can quickly access the response, whether it supports multiple reply content forms such as text, pictures, links, etc., whether there are quick replies, etc.
② Customer service conversion ability:
Including customer service speech, order follow-up frequency, and understanding of bidding promotion products, etc.
