扬州谷歌竞价推广SEM案例：3个月内如何降低50%转化成本？

Yangzhou Google SEM Case: How to Reduce Conversion Cost by 50% in 3 Months?

案例背景：今天分享一个招聘行业的SEM优化案例。该项目是一个老账户，客户要求在3个月内将注册成本降低50%。但客户拒绝提供历史转化数据，以避免我们基于过去数据做保守预估。

Case Background: Today we share an SEM optimization case in the recruitment industry. This was an existing account where the client demanded a 50% reduction in registration cost within 3 months, but refused to provide historical conversion data to prevent conservative estimations.

挑战：在没有历史数据支持的情况下，如何在考核期内快速实现成本目标？这类客户通常更关注营销数据质量而非数量，核心诉求是向管理层展示成本优化成果。

Challenge: How to achieve cost targets quickly without historical data? Such clients typically prioritize marketing data quality over quantity, with the core demand being to demonstrate cost optimization results to management.

三大优化策略 | Three Optimization Strategies

1. 测试期评估
作为老账户，前期由专业SEM团队运营，账户结构、关键词和创意已相对成熟。我们首先进行1个月的效果测试，收集数据后再针对性优化。

1. Testing Phase Evaluation
As an existing account previously managed by professional SEM teams, the account structure, keywords and creatives were already optimized. We conducted a 1-month performance test before implementing targeted optimizations.

2. 先精准后放量
• 屏蔽高成本关键词
• 拓展高转化长尾词
• 暂停无转化高消费词
• 通过搜索词报告添加否定词
待成本下降后，再逐步扩展相关关键词提升流量。

2. Precision Before Scaling
• Block high-cost keywords
• Expand high-converting long-tail keywords
• Pause non-converting high-spend keywords
• Add negative keywords via search term reports
After cost reduction, gradually expand relevant keywords to increase traffic.

3. 着陆页优化
将原先仅支持邮箱注册的页面升级为手机号快速注册，显著提升用户体验和转化率。

3. Landing Page Optimization
Upgraded from email-only registration to mobile quick registration, significantly improving UX and conversion rates.

成果：3个月内转化量增加400个，转化成本降低50%，超额完成KPI。该案例证明：通过"精准流量优先→逐步扩展"的策略，可同时实现降本增效。

Results: Within 3 months: +400 conversions, 50% lower cost, exceeding KPIs. This case proves the "precision first → gradual scaling" strategy can achieve both cost reduction and efficiency improvement.

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Original post by Muchen SEM Blog, please credit source: http://muchensem.com/news/118