MENDA Health Baidu Promotion Case

Marketing background Meilian Dahua Health is Meilian Dahua Health Industry (Group) Limited to Tsang's brand. Is China's professional health care and medical services group, the tourism industry, one of the key areas of development of medical services, the domestic medical industry for a long time is Aikang Guobin, Meinian Dahua Health Rui Ci medical hegemony of the situation, with the development of the epidemic can be predicted, the future of the public's health will be increased for preventive health care concerns, health wedding claims will be sprung up, and the medical industry's claims will be stimulated. Both more and more intense debate, for the customer is more like a challenge. At present, Baidu main cast search promotion, official website, Jingdong Tmall to undertake orders mainly, not formed Baidu eco-payment closed-loop order process is cumbersome, marketing is too long, resulting in poor user conversion poor rate at the same time, due to the lack of professional technical support API access, resulting in the inability of the CPC mode of placement, data can not be monitored. CPC mode theme and CPC intelligent mode display PK basically no advantage, the United States and Ninety Years of Great Health in urgent need of account optimization and improve the ROI. To optimize and improve ROI. marketing objectives 1, portrait imitation: imitate the prototype, enhance the infectious marketing; 2, enhance the online order volume: complete the online transaction closure, one-click order; 3, enhance the quality of wisdom: oCPC publicity, enhance the wisdom of the effective rate. Marketing program MENDA sold catering packages sold by the main target consumer groups and the emergence of multi-sex, geriatrics, and often the daily necessities of the middle-aged and elderly groups, the integrated group in the age of 25 years old 65 years old, mostly 45 years old and above the high level of level in, and the consumption level occurs. Through the experience of user behavior path exploration, found that the user in the purchase of packages, different consumption stage under the different needs and pain points, positioning the core issues and opportunity points. Search stage: search keywords, effectively expand the volume of browsing product stage: improve the user experience of the product landing page ordering and after-sales: improve the convenience of ordering, after-sales and the security of account information combined with the user's needs and marketing objectives in different consumption stages, the use of the "kimu fish marketing page + e-commerce components + oPC" for the MENU Health The online shopping mall, through the closed loop of payment, the whole conversion effect. 1. wooden fish marketing page: antenna marketing, enhance the amount of conversion based on the wooden fish page to build the idea of a clear hierarchy of information: to reduce the number of useless layers, such as the navigation, the introduction of product features. The hierarchy will be divided into the main map, health products ladder class, clear and concise. Real estate bulletin board information: the use of nodes to create new activity text, remove useless content, increase activity activities, add a special area button to jump. Product modules are clear: after the navigation bar, click on the module module occupies the range, extract product keywords to attract customers. Visual unity: the overall unified color system will pull the activity to the climax, while using visual expression to open the module hierarchy. (Keemu fish New Year (node) page display) (Keemu fish resurrection season era display) Optimization before and after the comparison, the information hierarchy is more concise, the main banner visual conveyance is high, the overall visual unity. 2. Keemu fish e-commerce components, build a closed-loop, analyze and solve the riddle to use Keemu fish e-commerce components to make it easier to achieve a closed-loop ordering experience, make full use of the user to stay capital, enhance the interaction between advertisers and users. The use of kiwi fish e-commerce components to achieve direct purchase of products; optimize the product browsing, payment of goods, refunds and other experience processes; to achieve the performance of e-commerce payment closed-loop. 3.OCPC enhancement: Surface optimization, cost-effective oCPC promotion, increase the optimization of the front-end optimization optimization, environment optimization segmentation, reference to the recommended return on investment of reasonable CPA, the establishment of the package, the promotion of the conversion value of the holding modeling, the use of 0-based model. Search promotion to build ideas: 1. The classification of each plan is clear, the selection of words rarely cross-overlap, a common phenomenon 2. In addition to the prohibition, it is recommended to target a specific range of people, the development of plans to carry out activities 3. Medical packages ultimately need to be the netizens close to the channel to make purchases, vigorously promote the brand-listed institutions, the national retail wholesale and retail, to increase the purchase rate 4. CPC, eCPC, oCPC and other bidding modes according to the needs of the Application, to ensure stable results 5. account stability is recommended to open the oCPC automatic expansion or refer to the recommended recommended new words to enhance the optimization of the center marketing effect before the move: March migration of Kiwi fish promotion, no consultation information before March; no effect monitoring, can not optimize the effect; after the move: 10% optimization of the consulting to enhance the consulting volume and orders gradually increase the consulting cost of the slower 25% in comparison to the realization of the full perspective Monitoring.