Mechanical equipment industry optimization solutions
Operating direction optimization
The wrong direction, efforts in vain. To improve the account effect, to start from the operation direction optimization. The optimization of operation direction can be analyzed from four dimensions: time period, region, equipment and season.
Time dimension
To the unit day, the traditional industry traffic is generally concentrated in the daytime, while this time of the year, the competition will be more intense, the cost will be higher. But I would say that the night promotion should not be underestimated. You can transform the idea of a portion of the budget to the night time hours to try the effect.
Regional Dimension
There are not many regions with good conversion, maybe only a few. You can make full use of the Baidu background premium function, although this premium may lead to increased costs, but more conducive to the order transaction.
Device Dimension
For the traditional industry, the proportion of PC is slightly heavier than other industries. One thing to note is that according to the search habits of the target population, the daytime promotion should focus on the PC side, and at night favor the mobile side.
Seasonal dimension
Any industry will have a low season. Where the money is spent is up to you. It is important to control your budget according to the characteristics of your industry.
Traffic Control Optimization
The first thing is the choice of keywords. Behind the keywords represents the needs of visitors, and visitor demand determines the conversion effect, different degrees of demand resulting in conversion will be different. If we put the budget in only one basket, then there will certainly be less than ideal conversion results. The brand word is our focus to put, for example, what what excavator, search for this word people on the product is more understanding, the brand is also more recognized, so certainly need to vigorously seize. And some only want to carry out the preliminary understanding of the word we can carry out long-lasting transformation. Keyword selection and price have a direct relationship, the price determines which traffic I want more to come in.
Secondly, the keyword matching settings. For the price of high conversion is also high core words should do a collection of matching work, as far as possible, so that it only come in with the words I can convert related to the traffic. For related long-tail words, we can use the core and broad match to achieve the purpose.
Keyword selection, price, matching is one and the same system. The three of them work together and complement each other. Together with the right direction, time period, budget, region, etc. will be able to achieve our ultimate goal.
About creative writing, good creative can avoid invalid traffic. Landing page setup. What you see is what you get, find the page that meets the customer's psychological expectations. Let visitors see what they want to see and solve, at the same time digging behind the visitor's needs characteristics are what etc.. The real solution to the needs of Internet users, so that the conversion rate of the page is certainly higher than the counterparts. Carrying just let him see what he wants to see, conversion is necessary to solve the needs and pain points of visitors. A good page is not only to carry, and to convert.
Integrated marketing strategy
Bidding promotion of this does not need to be introduced, I believe that we are no stranger. In fact, Baidu search there are many other channels worthy of attention.
Knowledge marketing, paid or free of charge. This way is more suitable for those who ask for product purchase related information, such as what sells what what machine manufacturers, how to choose a suitable what what machinery ah such.
Baidu image, especially suitable for placing a variety of machinery model map and brand publicity.
Baidu experience, key recommendations, must be dry stuff. For example, before purchasing what what equipment must understand the equipment indicators specifications, etc., and Baidu experience, netizens in this area of authority and content is more recognized, whether in the APP or mobile page experience is very good.
Whether paid or free, whether the budget is large or small, we should try to integrate resources according to their own situation, in addition to the main promotional channels but also some auxiliary channels, so that the various channels to cooperate with each other to reduce the internal consumption, cover more target groups, improve the marketing effect.
Integrated marketing implementation cases
The above sharing is based on data and their own experience of a little insight. As a network marketing front-line practitioners, whether you are a director or an ordinary employee, focusing on the details of each link to optimize, catering to the market direction, will help to improve our marketing results.