Hewei commented in the article of the indirect conversion: “ If the customer in addition to the brand Word transformation, other words are not transformed, then what does? no transformation ”
Wanted to fast stop? no problem, to you of account stopped has, sent 500 Yuan to I, two week within I guarantee also to you 300 yuan, such you only loss has 200 Yuan, 50% of improve Ah! Bowen with of is anti-irony of tone, points out of problem is is actual: has many customer in knows losses of situation Xia continues to SEM put, while and suffers from cannot reached ROI index, this itself is contradictions of.
“ keywords no transformation ” is a universal problem, I'll list what I encountered such problems may take a few test steps, most of them believe Hewei has operations, but other readers may still be meaningful.
1, check the means of tracking. SEM ads appear in violation of normal cognitive “ no conversion ” case, first of all, to exclude technical barriers. Evaluation of network marketing established on the basis of effective tracking. Or is written by JS Cookie or reading reference in the site log, are by showing — click — as a result of the implemented process tracking. In the case of Hewei, brand Word conversion, and other words are not, you need to confirm the brand words and other keyword tracking of deployment are the same. If the track means there is no problem, you go to the next step.
2, check the landing page. Most of the customers brand words and other keyword tracking means no different, but with a different landing page is very common. Brand Word will normally point to site Home, while other keywords may be links to related pages. So page load if there are problems related? from a related page arrived at the purchase page of process do you have any questions? I have not come across in practice non-brand keywords landing page generally the case in question, but some of the problems with keyword landing page and next page it is not uncommon, this is often due to the adjustment of the structure of the site and the URL format. Large Web sites in the tens of thousands of pages often involve different sectors, certain sectors or certain functional adjustments are likely to ripple. If the site structure is not scientific URL format is not uniform, adjusting is prone to mistakes, resulting in failure of failure of part of the page or the links below. If the check found that landing page, continue to check the conversion page.
3, conversion page is actually a much easier problem links. A transformation paid links themselves may be a problem, transactions cannot be completed are not; another possible are paid into itself is no problem, but payment complete page loading problems, cause JS cannot be effectively written to the Cookie. To distinguish the difference and easily, which can be directly reflected in changes in the internal revenue, which is monitoring failure, real income and reports income drop. Hewei problems, brand no conversion of words into other words. We often think that if a problem with the conversion, it should be —&ndash with all keyword problem; this is the premise of the entire unified conversion page of the Web site. But many sites will use a variety of translated pages to record different KPI, such as the different brands/registration/purchase/download/install/return/recommend/add clauses, and so on, may have independent conversion of the page. If you are using third-party payment when possibly jump problem between different domain names. So you want to look at the specific situation to determine what is a problem with the conversion page.
4, the above three were all excluded, that is the technical level is checked on, wrong brand keywords without conversion. That brand of Word transformation and comparison of non-brand term, than show, than click. In General, the brand Word conversion rate much higher than non-branded terms, because when customers search brand word already has a strong purchase motive, in the purchase funnel skipped a long search behavior. That's why in SEM management brand words should be separated from the non-brand term management, brand ROI criteria of the term should be different. (On the word brand management, I had done before the discussion, see here. ) Assume that brand Word 100 display, 50 clicks, 10 conversion; non-brand term 100 display, 10 clicks, no transformation, this may well be reasonable. Brand words are 20% conversion rate, conversion rate of non-brand term may even lower in 5%, conversion to more than 20 clicks only occur …&amP;hellip; if it is a brand of low overall show click on the word, why not tangle for the time being there is no transformation, through various means to increase the non-brand term display and click on, accumulate more data.
5, spend more money to purchase before the show and click on, you also need to do some “ crazy checks sanity of check”. That is, non-branded keywords to inject rationality or at least '. If the customer is selling QQ coins, but put in the keywords are “ washing machine ”, or put in the ad is “ quickly coming to the Ipad for the entry, click on the award-winning ”, it is clearly to bring transformation does not help. Don't think this is inconceivable, for example, may be slightly exaggerated, but similar situations exist. Many customers put in the first batch of keywords, the first ad is take his head out. We cannot completely exclude keywords brought low correlation between conversion possibilities, but they are not suitable for the first launch. SEM put at the beginning of time, need to focus on the core keywords, and on the most relevant ads. Through customer's Web site, product analysis to obtain these keywords and ads, also available from competitors in the launch of stealing some of the most relevant. If you do not have access to non-brand keywords see enough in the transformation of “ crazy ” keywords or ads, they should be removed from the account, so as to avoid waste. Only keywords that we expect will bring returns show worth or more we increase investment and click.
6, if we were in the 20, even 50 click to see the transformation, the transformation of the remaining problem is how to get a reasonable cost. But if you still can't see it? We often have to face the unknown in SEM management. It is clear that under the situation of existing data, optimizing decisions are based on. In promoting a new product, a new ad, when a new keyword, how much should cost? get before the first conversion, all inputs are losses, is the learning costs are sunk costs, we are preparing a loss, the question is how much loss. Suppose a conversion is $ 100, we should put in $ 100, $ 200, or 500 Yuan, cost $ 1000 to get the initial data accumulation? unfortunately, does not have a fixed pattern, you're going to learn how much costs depend entirely on your business decisions. No matter what is the specific amount, you must set a tolerable upper limit to the cost of. Non-brand term once the cost of the CAP, will resolutely call a halt. Select related keywords, completely transforming the likelihood is not high, but no possibility of making money too much. In the old moving company in the article, I discussed, small individual moving company do Baidu Phoenix nest placement may not be cost-effective. Whether brand keywords or non-branded keywords, whether conversion or transformation is not, as long as the carefully planned SEM put to implement rigorous testing proved not to earn money, so don't play.
in short, if the SEM put cannot benefit, you should not continue to put in. Business conduct is not a charitable activity, spending money is to make money, not to earn money of things we do not. Before you came to this conclusion, you need to confirm the cause benefit cannot, because of this conclusion the implied premise is “ implemented SEM put is correct ”, I think this is also the focus of Hewei problem.
Original address: http://semwatch.org/2011/03/non-conversion-keywords
