This article introduces in detail the core solutions when encountering “Three No’s” advertisements. However, there are also many times when you encounter advertisements that are not “Three No’s” ads, and this situation is often more troublesome than “Three No’s” advertisements. That is, “two nothings” advertising, that is, there are impressions, no clicks, and no conversions.
Obviously, based on the experience of the previous analysis, the core solution for “two-no” advertising naturally falls on the click-through rate, which is what we usually call CTR. Click-through rate is the core of solving “two-no” advertising, because without clicks, conversion is impossible. Next, let’s analyze what aspects should be adjusted to improve the click-through rate of the product on the premise of solving the display problem.
1. Bid
Undoubtedly, the higher the advertisement placement is, the higher the click-through rate will be. Customers will rarely click on the right or bottom advertisement. Therefore, if your ad impressions are good, but there are no clicks, it means that you have entered a page with a higher ranking. You can consider whether the cost is low, which causes the placement to be lower. You can try raising your bid slightly to test whether this placement will be ranked higher.
2. Pictures
The author once encountered a very vivid example.
A student’s product display volume was not bad, but the click-through rate kept increasing. Not coming. After he sent the product link, the author’s first thought was “What is this product?” So obviously, customers can’t tell what this product is through the main product image, so how can they click on it?
It can be seen from this that the main image is also a very important link. Although it is an exaggeration to say that “e-commerce is all about selling pictures”, the importance of pictures does rank in the top three in terms of click-through rate. Since Amazon has strict regulations on pictures, sellers are not required to make the main picture as gorgeous as possible, but the most basic requirement is that you allow customers to understand what your product is through the pictures, otherwise it will be difficult to attract customers. eyeball.
3. Review
We have emphasized the importance of Review before when talking about display problems, and now our click-through rate will also be affected by it. Product reviews have now become an indispensable part. Before clicking on our ads, all customers will take a look at the review score of the product or whether it has a review. Customers do not want to be the first to eat crabs. Often when you see products with lower ratings, you won’t click on them. Therefore, the review situation will affect the click-through rate to a great extent.
4. Price
The price here does not refer to the click bid, but to the product price. The price of a product should meet multiple factors such as customers’ psychological expectations and market evaluation price. Therefore, if you do not set the price carefully and set it casually, a price that is too high or too low will affect the click-through rate of the product. If it is too low, customers will think it is unreliable; if it is too high, customers will think it is beyond their tolerance. Therefore, reasonable pricing is also an important aspect that affects click-through rate.
5. Title
Sometimes, the importance of the title even far exceeds the importance of the picture. For example, for mobile phones or functional products, it is impossible for customers to directly tell whether it is iPhone 8 or iPhone 8 plus from the picture. There is also no way to tell the waterproof level of a product from the picture. Therefore, these key information can only be reflected in the title. Here again we are required to analyze customer keywords. We must analyze the core key points that customers are concerned about, and put these key points on our titles. In this way, customers will click because the title has their points of interest. If your title is just talking about itself and contains none of the key points the customer is looking for, then it is impossible for him to click on it.
6. Promotional activities
Promotional activities are additional attractions for customers. If your product has a promotion, an eye-catching logo will appear in your listing, which will attract customers to click on your product. Of course, this premise is that the above points can be done well. Otherwise, customers will not even know what your product is, the price will be unreliable, and the ratings will be poor. Even if there are activities, it will not be attractive.
If our advertising CTR has not been able to increase, we must think about and improve from the above aspects. Raising click bids in a timely manner, clearly displaying the main image of the product, having a high Review score, reasonable product prices, titles that interest customers, and appropriate activities are what we need to focus on.