What are the reasons for high display and low clicks or low display and low clicks in Baidu bidding promotion?

During the actual operation of SEM bidding promotion, friends who are engaged in SEM bidding often count abnormal data information of bidding accounts: low display and low clicks and high display and low clicks. Both types of data fully demonstrate that there are major loopholes and shortcomings in the account operation process. Today, Feng Chao from Dongguan will share with you: the reasons and solutions for high display and low clicks, and low display and low clicks in bidding promotion .

Problem 1: High impressions, low clicks

Cause Analysis:

1. The keywords for bidding are traffic words.

Traffic words have a large number of searchers, so they will result in high display of bidding ads.

2. The actual ranking of bidding ads is low.

There is a big difference between a click from the first position and a click from the fourth position.

A high display volume indicates that there are enough keywords for the bidding promotion, but most of the people who search for these keywords click on the top-ranked bidding promotions, which results in very low clicks.

Solution:

1. Improve keyword quality and increase prices.

2. Improve the attractiveness and guidance of creativity.

3. Failure to track keywords in a timely manner results in unstable rankings.

4. The matching pattern is too broad and matches irrelevant ads .

Problem 2: Low impressions and low clicks

Cause Analysis:

1. The keyword search volume is relatively low and the popularity is not high, resulting in low display and ultimately a relatively low click-through rate.

2. The matching method is too precise (the range is too narrow)

Some keywords have a low search volume. If you set an exact match, the number of people searching will be even lower, resulting in low display and low clicks.

Solution:

1. The solution to reason one is to pause or delete keywords and expand a batch of new keywords to increase display clicks and increase consultations.

2. The solution to reason 2 is: appropriately set phrase matching and broad matching for some less popular keywords, check the effects, and make adjustments based on the data report.

The above is Dongguan Feng Chao’s summary of the reasons and solutions for high display and low clicks, and low display and low clicks. If you want to know more about bidding promotion, please follow Dongguan Feng Chao Promotion Platform WeChat Official Account.