Optimize B2B lead generation
Refine keywords and target audiences to identify more effective customer acquisition channels through ad testing.
Project Background and Objectives
客户希望获得更稳定的咨询线索，但投放方向不明确，素材测试也比较零散，效果波动较大。项目从关键词与人群梳理入手，用测试逐步收敛出更有效的表达方式。
Challenges
- 关键词与人群覆盖不清晰，投放方向模糊
- 素材缺少系统测试，效果波动大
- 线索质量缺少统一的评估口径
Our approach
- 1梳理关键词与人群清单，按意向强弱分层
- 2多组素材并行测试，逐步收缩到更有效的表达
- 3统一线索评估口径，形成可复盘的转化路径
Delivery & Execution
- Keywords and Audience List
- 素材测试方案与记录模板
- 投放复盘与优化建议
Results & Feedback
- 投放方向更清晰，预算使用更有针对性
- 素材表达经过测试，投放表现更平稳
- 往期投放可复盘，为后续调整提供依据
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