[China Glass Network] "Keywords are not transformed" is a problem with certain universality. In the case of such problems, we can take the following test steps:
1. Check the tracking means. If there is a “completely untransformed†situation in the SEM advertisement delivery that violates normal cognition, the first thing to be ruled out is the technical obstacle. The evaluation of the effectiveness of online marketing is based on effective tracking. Whether writing a cookie through JS or reading a reference in a website log, you need to implement it through a process---click--process trace. The brand word has been transformed, but no other words are needed. It is necessary to confirm whether the tracking of brand words and other keywords is consistent. If there is no problem with the tracking method, go to the next step.
2. Check the landing page. Most customers will not be able to track brand words and other keywords, but landing pages are very common. Brand words generally point to the home page of the website, while other keywords may point to related pages. In practice, it is not uncommon for some keywords to land on the landing page and the next level of the page, which is often due to the adjustment of the site structure and URL format. If the structure of the website is not scientific, the URL format is not uniform, and the adjustment is prone to errors, causing partial page failure or subordinate link failure. If the check finds a landing page, continue checking the conversion page.
3. The conversion page is actually a link that is more prone to problems. One may be that the conversion payment link itself is out of order, and the transaction cannot be completed. Another possibility is that the conversion payment itself is ok, but the payment completion page is loaded with problems, causing JS not to write the cookie effectively. Brand words have been converted and others have not been converted. We usually think that if we have a problem, we should have all the keywords together. The premise here is that the entire site has a unified conversion page.
4. All three of the above are excluded, that is to say, the technical level has been checked, and the non-brand keywords have not been transformed, then the converted brand words and non-brand words are compared, compared to the display, than the click. If the overall display of non-brand words is low, there should be various means to increase the display and click of non-brand words and accumulate more data.
5. Before spending money to buy displays and clicks, you need to do “sanity Echeckâ€, which means that the placement of non-brand keywords has a minimum rationality. Only keywords that are expected to bring returns are worth adding more or more impressions and clicks.
6. Develop reasonable conversion costs. How much you should invest in promoting a new set of keywords depends entirely on your business decisions. Regardless of the specific amount, you must set a tolerable cost cap. Once the learning cost of a non-brand word exceeds the upper limit, it must be resolutely stopped. Choosing the relevant keywords, the possibility of not converting at all is not high, but the possibility of not making money at all is great.
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