跨際數位行銷知識-品質分數對廣告的影響
跨際數位行銷關鍵字廣告

跨際數位行銷廣告圈-10個大幅提升關鍵字成效的文案撰寫技巧

跨際數位網路行銷教練經驗中,常常有客戶會問,為什麼我下了關鍵字但是流量很少?

其實這個問題基本上有兩個可能原因:
1. 關鍵字競爭激烈,導致每次點擊費用很高
2. 本身CTR(點擊率)過低,導致每次點擊費用提高

今天主要說的,就是如何優化點擊率,不過在這之前,跨際數位行銷先來帶大家釐清一下為什麼點擊率對我們來說這麼重要?

跨際數位行銷知識-品質分數對廣告的影響

從上圖我們可以看出,點擊率(CTR)越低,排名越前面,反之越低則越後面-原因是Google除了賣廣告,也必須同時顧及廣告品質,因為他們也不希望隨便劣質的廣告給消費者看,一但消費者覺得受到打擾,開始不再使用它們的搜尋引擎的話,他們的廣告霸主地位就會受到動搖。

跨際數位行銷-google品質分數
所以,為了要讓消費者能夠看到真的有興趣的廣告,他們就推出了各種判斷的廣告品質好壞的條件,點擊率就是其中一個,他的算法是:

點擊的人數/曝光的次數*100% = 點擊率

打個比方,如果有A/B兩個廣告,
*A廣告給10個人看過後,有2個人點擊(點擊率20%)
*而B廣告給10個人看過,有5個人點擊(點擊率50%)
那麼Google就會判定B廣告比A廣告更吸引人。
那麼A廣告可能就要花更多的錢去跟B廣告競爭,所以同樣是排在第二名,可能B廣告只要花10元,而A廣告就必須花15元。

接下來,如何透過吸引人的文案,達到提升點擊率進而降低每次點擊費用的方法呢?

跨際數位這邊首先聲明一點-文案沒有固定公式怎麼寫最好(如果有的話大家都照著公式寫就好了),但還是有一些重點只要把握住了,就可以加強文案的表現。

1.知道目標市場需求
很多公司在一開始擬定廣告文案時,就習慣站在自己公司的角度去陳述,比如說“我們有多年的經驗、有多張檢驗證照”….,就思考角度來說,這也沒有錯,畢竟公司一定在某方面有特別的專業;但站在有效的廣告文案角度,這樣的撰寫方式應該盡量避免。
因為大家在搜尋關鍵字時,其實是希望找到特訂目標的產品,而不是對公司背景或專業特別有興趣。
比較好的寫法是,讓你的目標客群知道你了解他們所碰到的問題,而且你也有這個能力真的幫他們解決。
所以,當要開始寫文案時,請先拋開對自己公司的認知,站在消費者角度,設身處地去思考為什麼你的顧客需要你,你能夠幫助他們解決什麼問題。

2.直接與你的目標族群對話
在文案中盡量使用“你”或“你的”當作受詞,讓看的人知道,你是直接在對他們說話,這會讓他們覺得更受重視,而且也會讓你的品牌看起來更人性化。
人性化/友善的品牌是增加購買意願的催化劑。

3.善用情緒開關增加影響力
最糟的廣告文案是什麼?-讓人過目即忘的廣告
這種廣告一眼看起來沒什麼特別奇怪的地方,但是看過後也不會讓人有動心的感覺,更不用說想要去點擊了,這不是很浪費嗎?
盡量發揮你的想像力,思考消費者到底碰到了什麼問題,用了你的產品/服務後如何讓生活變得更好?
就在跨際數位行銷執行的經驗來說,如果善用負面的情緒,有時候比正面的宣傳來的更有效果,畢竟逃避痛苦是人類的天性,所以不要害怕用文案帶起你的讀者焦慮/生氣/害怕損失的情續。
而使用正面敘述可以包括-希望、放心、感覺被愛被肯定、被稱讚..等

4.畫龍點精的使用數字讓文案看起來更吸睛
數字及統計資料已被證實為可以有效提高CTR的方法,
比如說你可已提到你的產品價格($299起)或是賣出去的數量(熱賣10,000組),或是你也可以用數字來加強你的公司信賴感(合作客戶的數量),無論如何,記得使用精確的數字而非整數,因爲心理實驗證明大家會比較相信相對起來看起來精確的數字(如”熱賣12,500組“,相較於“熱賣10,000組“)

5.幫助你的顧客克服他們的疑慮/藉口
大多數人在點擊廣告前,需要被說服到一定的程度,
嘗試想出幾個大部分人在買你的產品或服務前,會有什麼疑慮或是藉口,在文案裡面就先發制人的點出,如此一來,當顧客一但點擊你的廣告後,反而會覺得你們的品牌更有說服力。

6.盡量利用可填寫的字數
Google廣告可以讓你在標題寫15個中文字,介紹則是40個中文字,如果在寫完文案還發現有幾個字可以寫,盡量再想想是不是可以再多寫一兩點優勢囊括進文案,同時,也不要忘了廣告顯示的網址以及額外資訊,廣告顯示的網址與實際到達的網址不一定要一樣,主要是讓你的訪客知道他即將造訪什麼樣的網頁,所以在顯示網址內加入主要的關鍵字是一個聰明的作法。
額外資訊則是讓你的廣告可以傳遞更多的訊息,但是也不要完全依賴它替你傳遞細節資訊,畢竟額外資訊除非你的廣告出現在第一位,不然是不會出現的喔!

7.聚焦在你的優勢
利用文案將你的優勢與你的競爭對手做出區隔,因為字數限制所以文案很難讓你完整的敘述你的產品賣點,所以盡量想出一兩點可以吸引你的讀者更深入研究的賣點,
比如說你可以問:
1.與你的競爭對手相比,你有哪個地方是做得比他好的?
2.目前你有在做任何的活動或是特賣嗎?
3.你的公司有贏過任何獎項嗎?
4.你的品牌價值有哪些獨特的地方?

8.在地化增加親和力
大部份的人對於自己熟悉的事情總是感到比較親切(就像是在國外的體育場上看到自己國家的國旗飛舞一樣),所以與其讓目標客群以為你是一個冷冰冰神龍見首不見尾的企業,不如強調自己在地的關係,這倒不一定說你在當地一定要有公司,可以將不同的區域分成不同的廣告活動,並且在文案裡面巧妙的提到地名,例如(台北小資女最愛去的咖啡廳),同時,也盡量使用當地為開頭區碼的聯絡電話,會比用0800的免付費聯絡電話讓人倍感親切。

9.有創意+強力的行動呼籲
如果你看到“立即撥打電話”這幾個字真的會讓你有衝動立即打去嗎?
如果說你已經很清楚你的目標對象在乎的是什麼,不妨想想什麼事是他們“立即”想改變的?同時,除了來電話也可以試著使用像是立即獲得、省下、開始建立、參加…等不一樣的行動呼籲

10.持續測試不同的廣告文案
如果你想要廣告成效不斷的成長,就必須持續測試不同觀點的文案,一但開始收集到更多的資料,就能有效了解以後的文案該怎麼優化,所以在做任何決定的時候,請盡量以數據為主,而非依賴感覺。
廣告文案可以做以下的測試:
*當行動呼籲放在一段句子不同的段落時
*比較不同類型的行動呼籲
*測試當文案出現敘述不同優勢的數字或是統計資料時候的表現
*測試不同的顯示網址
*強調產品或服務中不同的特色

最後,跨際數位行銷認為,寫關鍵字文案像是科學的藝術,就算是有經驗的跨際數位行銷老手有時候也會掉入寫文案的盲點,
但好消息是,
只要你有耐心,持續練習與做分組實驗,相信你很快就可以寫出更多好的文案,持續學習優化的技巧,並應用在下一個廣告活動上,你可能會很驚訝發現,一寫出去的廣告文案竟然就大受好評喔

延伸閱讀:

跨際數位行銷Q&A-我們是新創/小型企業,到底應該選擇google 關鍵字廣告還是Facebook比較好?

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