Click rate = click volume/exhibition volume
Analysis: You want a larger percentage (click rate), a larger numerator (click rate) and a smaller denominator (display volume). Let's imagine a problem first. Assuming that the exhibition volume is 10, the click volume is 2 and the click rate is 20%, how to improve the click rate:
Show volume 10, click volume 4, click rate 40%;
Show 8, click 2, then the click rate is 25%;
Show volume 8, click volume 4, click rate 50%;
We can draw a conclusion from the hypothesis that the number of exhibitions remains unchanged and the number of clicks increases; The number of exhibitions is reduced and the number of hits remains unchanged; The number of exhibitions decreased and the number of hits increased.
Next, we will analyze the above three situations to give you a deeper understanding of the click-through rate.
Show the same amount and increase the number of clicks.
Zhao Yang Bidding defines this situation as "attracting clicks".
Combine the psychology of visitors, search words and write ideas. Bidders must analyze the needs of visitors, which is very important in the bidding process. The quality of creative writing is precisely your thorough analysis of visitors' needs.
Creative writing doesn't need to be flashy and knowledgeable. As long as the price appears in the idea of asking price, the effect appears in the idea of asking effect. Give tourists what they want to know. Then give some benefits, which will naturally attract visitors to click easily.
The quality of creativity is an important factor to increase the number of clicks. More people click to enter the webpage, and the corresponding final transaction volume will also increase.
Reduce the number of exhibitions and the number of hits remains unchanged.
I define this situation as "flow control".
Some bidders unilaterally think that the greater the displayed value, the better. This should be in the case of relatively accurate flow, and the bigger the better. If the visitors are mostly inaccurate, then the number of exhibitions should be reduced accordingly. To "improve" the click rate. Make sure that these click-through visitors are high-quality visitors.
There should be no text here, there will be text display without clicking, and meaningless display will be controlled. Ensure that most visitors to the website are high-quality visitors with high final transaction intention.
Receiving matching and receiving keywords from a wide range of phrases can reduce meaningless presentation.
The quality of visitors is an important factor in the final transaction. If you want to have a baby, but your visitor is postpartum care, it's the other way around.
Reduce the number of exhibitions and increase the number of clicks.
Zhao Yang bidding training defines this situation as "precise control".
Combining the two, from the increase of visitors' intention to the increase of clicks, the final transaction rate will gradually increase. The effect is getting better and better.
Increase the number of exhibitions and increase the number of clicks.
Zhao Yang bidding training defines this situation as "steady development".
Increase the overall account budget, then expand new words, improve rankings, expand new keywords, and increase keyword bidding; Change creativity, set time period, optimize creativity, and set the promotion time period as the peak of Internet users. Continuously optimize the overall account.
When the click rate drops, we must not only study how to improve the click rate. We need to diverge from the click-through rate, first find the factors related to the click-through rate, and then think according to these factors, whether to modify in what direction, whether to keep the original account unchanged, and then improve the click-through rate, or to tighten up for a period of time, observe the market changes, and then invest in the budget and start to increase the promotion.