This is a very boring question, but at the same time it is a problem that every SEM practitioner must solve. Next, from the perspective of the most common marketing funnel , I will try to fully summarize the factors that affect the effect, to help everyone sort out the problems that may exist in their work (finding problems is generally more difficult than solving them). If there are omissions, you are welcome to add them. For example, taking the traditional industry as an example, the funnel can be subdivid into: display -click-arrival-browse-access-dialogue-lead-invitation-visit-transaction- word of mouth .
Factors affecting display
industry popularity, advertising budget What to do if SEM number of channels, delivery area, promotion period, device, bid , and selection of targeting method (mainly word volume and matching in bidding thailand whatsapp number data reasonable coverage of targeting method in information flow)
Factors affecting clicks: creative What to do if SEM quality (directly affects click-through rate ), channel ad space (high-quality ad space has a more reasonable click-through rate, search is generally higher than information flow, information flow is generally higher than DSP /network alliance), competitiveness (in bidding, it mainly looks at the comprehensive ranking index = quality x bid; in information flow, it mainly looks at Ecpm = click-through rate x bid, which are essentially the same)
Traffic quality (generally invalid/malicious traffic is not much, mainly because the delivery is not well controll, the crowd is not accurate or the creative is not clear), loading spe (server and web page itself), code deployment (the arrival volume count at the bottom is definitely less)
Factors that affect browsing
page design (don’t make it ugly, try to make it comfortable), page content (what users want to see and what you want to show them, control the ratio), page link relationship (according to nes, even special discover the new features of brick, your new email builder pages can have mutual recommendations to encourage viewers to browse in depth)
Factors affecting access: Deployment of marketing probes (high-frequency deployment is fine, but user experience can be harm. Don’t listen to the designer’s nonsense. Don’t forget that we are in marketing and our goal is to sell), customer service software settings (suspension, invitation, forc dialogue, different settings will result in very different access situations)
Factors that affect conversations: customer service software settings (interface decoration), automatic language and customer service’s first three sentences (inducing visitors to start a conversation), customer service work attitude ( even if the customer doesn’t speak, you should also say a few words to induce)
Factors that influence leads
Customer service consulting techniques (ask questions while answering cell p data quickly take the initiative, and ask for contact information), event design (events that are truly attractive)
Factors affecting invitations: attitude towards telephone invitations (frequency of telephone follow-up visits), telephone invitation language (attractive event design and invitation language level)
