The answer lies in the customer’s perspective.The customer will not automatically inquire because the company continues to publish or pay. He will only act when the content is relevant to the current task, the evidence is credible, and the next step is clear.The current resistance is mostly that repeated clicks by internal staff and existing customers will consume the budget and interfere with new customer data.
First check whether the customer can answer within ten seconds: who do you serve, what problem do you solve, why do you believe it, and what can you get after contacting you.The advertising system will look for people who are more likely to complete the action around the selected goals and optimization events. Wrong target selection will result in a large amount of cheap but no commercial value data.If these answers are scattered or contradictory, any traffic will be lost in the acceptance phase.
The implementation suggestion is to use customer lists, website behaviors or interactive audiences for exclusions under the premise of complying with legal and platform requirements, and record the exclusion logic and update time.Then use the business results to work backwards to determine the conversion location and optimization events, and then design a concise campaign and ad group structure based on country, customer type, industry and data base.Connect content, homepage or landing page, form and sales response.Set a unique source tag for each entry to prevent customers from being able to know which content comes from after entering the private message.
When evaluating, you need to check the changes in the proportion of new customers, duplicate leads and invalid clicks, and simultaneously observe the target event cost, effective lead rate, country and customer matching, frequency, learning status and sales acceptance rate.If the number of customers is small but the questions are specific, the information is complete, and the company matches, it should be regarded as a positive signal; if the number is large but only the lowest price is asked or there is no business identity, pre-screening should continue to be strengthened.
Don’t pursue optimization all at once.Solve the biggest loss points first, and then deal with the next layer after stabilization.Judging the target audience based on customer understanding of costs, sales follow-up efficiency and final business opportunities is more in line with the real cycle of foreign trade B2B.
