Xiao Liu: Lao Zhang, I've been doing overseas promotion recently, running search engine ads, but the money is burning fast and hardly anyone is coming to inquire. It's driving me crazy.

Lao Zhang: Don't rush to burn money. Let me ask you, did you immediately start bidding aggressively on broad terms like 'building materials wholesale'?

Xiao Liu: Yes, isn't that where the biggest traffic is?

Lao Zhang: Wrong! That term is too broad. People searching for it could be looking for building material markets, renovation contractors, or even just checking references. You should start with more specific terms, like 'anti-slip outdoor wooden flooring.' That way, only people with clear needs will click, and the traffic will be more targeted.

Xiao Liu: That makes sense! But my previous ads had high click-through rates, yet no conversions.

Lao Zhang: Now we're getting to the point. A customer clicks your ad but lands on a homepage filled with all kinds of building materials. If they can't find the wooden flooring they want, they'll close the page immediately. Whatever your ad promises, the landing page must deliver—seamlessly. Otherwise, it's just wasted money.

Xiao Liu: Right, right! I just linked to the homepage randomly. Any other tips?

Lao Zhang: Here's another money-saving trick—learn to exclude. For example, if you sell brand-new building materials, make sure to add terms like 'second-hand' or 'recycled' to your exclusion list. Otherwise, people searching for those terms will click your ad but never buy, wasting your budget.

Xiao Liu: I see! I've been taking so many wrong turns. Thanks, Lao Zhang. I’ll go adjust my strategy right away!

Lao Zhang: Remember, promotion isn’t a one-time deal. You need to focus on the data, keep adjusting, and spend your money effectively.