With the continuous development of online marketing, improving effectiveness is the goal pursued by many advertisers. So, what kind of optimization methods can achieve better results and obtain the maximum return?
In this issue, the editor will share account optimization methods with you, hoping to be helpful to everyone!
01 Connect the Links, Construct Effective Marketing
The key to effective marketing is to optimize and adjust based on the marketing strategy of the entire link. Optimization can be carried out from two levels, namely account optimization and effectiveness optimization. Account optimization mainly focuses on the account investment level, analyzing from the dimensions of account, promotion plan, promotion group, keywords, creatives, and landing pages; while effectiveness optimization requires multi-party collaboration to complete, such as landing pages for accepting account traffic, consultation, and sales.
After determining the optimization direction based on the marketing funnel, you can follow the following optimization principles for orderly adjustments:
○ Website Audience Analysis First: In the early stage of promotion optimization, you can analyze layer by layer from the top down according to the marketing funnel. First, analyze the website's business and audience, find suitable keywords to cover potential user groups, and then write creatives that meet users' emotional and rational needs to attract users.
○ Account Structure Should Be Orderly: To set up an account, first classify the keywords, which can be classified according to word attributes and user needs stages. Flexibly allocate the account's investment area, time settings, etc., to improve investment accuracy. Don't be afraid of complexity when setting up an account; the more detailed the account structure and content, the better. Maintain a clear and logical structure, so you won't be at a loss during optimization.
○ Focus on Optimizing Keywords: Keywords are the focus of optimization. In addition to being related to the user's business, keywords should also be combined with different user search habits and different conversion intentions, and keyword screening optimization should be carried out at different stages.
For example, in English training, the editor shares different user-related search behaviors, which are divided into four stages.
In summary, users have different search intentions at different stages, and our marketing strategies will be slightly different. By investing keywords that match user search intentions, and then allocating budget at the right time and constantly testing, we can obtain the best marketing solution.
○ Don't Relax Effectiveness Optimization: For effectiveness optimization that requires multi-party collaboration, such as landing pages, consulting tools, consulting skills, and sales capabilities, etc., should be given certain attention and optimization, so as to better accept the traffic brought by account promotion; the better the final conversion effect, the higher the value of search promotion.
02 Precise Analysis to Break the Marketing Dilemma
After initially completing the optimization and adjustment of each level of the marketing link, you can combine the data performance to verify the optimization effect, and use scientific data analysis to help us further classify keywords, distinguish between good and bad creatives and landing pages, accurately locate problems, and then make differentiated adjustments to break the dilemma in effective marketing; here we introduce several commonly used data analysis methods:
○ Trend Analysis Method: By comparing continuous identical indicators or ratios, we can obtain the direction, amount, and magnitude of data changes to understand the overall trend; the analysis dimension can be daily, weekly, monthly, quarterly, and time period trends, etc.
○ Proportional Analysis: This method involves categorizing identical items into several projects and calculating the proportion of each component in the total. It is a method of analyzing the proportional relationship between parts and the whole. We can compare whether the proportions at different times are consistent or what changes have occurred.
○ 80/20 Rule: Identify the elements that account for 80% of the consumption or effects. Focus on analyzing the existing problems and optimizing them. By focusing, complex problems can be simplified.
○ Quadrant Analysis: Similar to matrix analysis, using two reference indicators, such as consumption and conversion, or consumption and cost, to divide the data into four quadrants. This method transforms chaotic data into four distinct segments, enabling targeted analysis for each segment.
03 Tool support to achieve closed-loop marketing
In performance marketing, precise data analysis can pinpoint problems and break marketing bottlenecks. It can also combine media advantages and utilize tool support for adjustment and optimization to achieve closed-loop marketing. Currently, all media can use oCPC intelligent delivery to help improve conversion.
○oCPC Intelligent Delivery: As an important tool for transitioning to intelligent delivery, the oCPC model has been continuously improved, and the delivery effect has become more obvious. Only by combining your own business to optimize CPC delivery and helping the account's oCPC model accumulate data can there be a more obvious improvement in the subsequent delivery effect.
Summary
In performance marketing, constructing a full-link marketing strategy, clearing every stage of the marketing funnel, using data analysis to accurately locate the delivery effect, and at the same time using tools for optimization and adjustment, thereby improving the marketing effect.