Double 11 to grab traffic, Tencent’s information flow advertising guide!

The annual Double 11 promotion is approaching, and e-commerce advertisers are gearing up, and the battle for the promotion is becoming increasingly fierce. In the increasingly competitive battle before Double Eleven, how to seize the traffic dividend of the golden node, shorten the conversion path of attracting new customers and promoting activation, and drive sales growth has become a core issue of concern to every e-commerce advertiser.

Tencent Information Flow and QQ Advertising come to support with high-quality massive traffic and innovative gameplay, and specially launch the Double 11 e-commerce industry promotion guide to help advertisers seize the opportunity and achieve promotion goals!

PS: Reply to the keyword "Double Eleven" in the backend of the official account to obtain the Double Eleven delivery guide for non-e-commerce industries in Tencent Advertising

1. Traffic Trends

During the Double Eleven promotion, the platform added hundreds of millions of high-quality traffic every day, fully helping e-commerce advertisers to increase sales and efficiency.

1. Double 11 traffic trends

During the Double Eleven promotion, the promotion period of various e-commerce companies is concentrated from November 1st to November 11th, among which November 1st and November 9th to 11th are the promotion outbreak nodes, and November 11th is the peak of the promotion.

During the promotion period, Tencent information flow and QQ advertising prepared sufficient traffic for e-commerce advertisers. The traffic situation during Double Eleven is as follows.

Big promotion traffic peak: November 1, November 9-11

In addition: There is sufficient traffic on the weekend of November 2nd and 3rd, and it avoids the Double Eleven flash sale day, so the CPM will drop, so you can focus on increasing investment.

Daily traffic peak: three small peaks every day, morning peak at 7:00, noon peak at 12:00, evening peak at 21:00-22:00

Tips: Upload materials 1-2 hours before the peak hour every day to get more traffic.

2. QQ Kandian, QQ Browser, and Tiantian Kuaibao accurately display billions of

1) Information flow e-commerce with high-quality traffic support

Core scenarios such as the QQ Kandian homepage information flow and the QQ Browser homepage information flow have always been high-conversion traffic pools in the e-commerce industry. In response to the explosive growth points of e-commerce, the information flow scenarios are opened up to more core high-quality e-commerce groups, and billions of new traffic inventories are added to help all types of e-commerce companies increase their sales.

Based on the core high-quality user portraits of e-commerce, the information flow scenarios prioritize the population matching high conversion (female), high consumption power (25-35 year old 1-3 tier white-collar workers), and high interest value (e-commerce, skin care and cosmetics, etc.) to ensure user experience while improving conversion results.

Traffic advantages:

The information flow information scene topics are rich in content and are suitable for attracting activity through native-like advertising.

QQ highlights: 70% of users are young and middle-aged people aged 18-39, and there are many high-interest tags;

QQ Browser: 80% of the consumers are aged between 18 and 50, of which 60% are male, which is highly matched with the active user groups of advertisers such as JD.com and Suning.

Delivery suggestions:

Advertisers who attract more traffic can focus on increasing their investment;

Advertisers can use native advertising copy and materials to increase click-through rate (increase CPM and reduce CPC) to achieve the goal of increasing volume and controlling costs.

2) Video traffic hits a new high

The video ad inventory of Tencent’s information flow and QQ ads is nearly 1 billion. During the Double Eleven promotion, the traffic of QQ Kandian and QQ Browser Video increased further.

Traffic advantage : Compared with pictures and texts, video ads carry richer information, have longer interaction time, and have a high conversion rate. They are suitable for advertisers who want to attract new customers, such as Pinduoduo and Vipshop.

Delivery suggestions:

Advertisers who pursue the speed of updating new materials can use the Xiaoshijie video production tool to intelligently generate and edit videos and quickly produce high-quality videos;

In addition, you can also connect with professional video production agencies through TCC (Tencent Creative Customization) to produce high-quality creative ideas with less effort and time.

3. QQ shopping fully supports

QQ Shopping is a unique message flow scenario in mobile QQ, with advantages such as strong red dot reminders and vertical access to shopping scenarios. QQ shopping traffic is of high quality (currently, in order to ensure a good scene environment, industries such as games and online services are not allowed to enter), and frequency control is strict (once every three days before Q4). In order to meet the traffic demand of e-commerce promotions, QQ Shopping has relaxed the frequency control for a limited time. The frequency in Q4 has been relaxed to two days, and it will be relaxed to once on Double Eleven Day to provide full support.

In addition to increasing the frequency, to support the Double Eleven promotion, QQ Shopping has also added a new vertical video advertising style, which provides a greater visual impact and a better user experience.

Traffic advantage : vertical shopping scenario, high ROI.

Delivery suggestions :

1. Pay attention to the outer copy and increase the outer click rate;

2. Be the first to experience QQ shopping vertical videos and improve conversion efficiency.

2. Product Capability Improvement

1. iOS Universal Link optimizes jump links

Generally speaking, when advertisers place direct ads to iOS apps, if the user clicks to jump to the app for the first time, it will trigger a pop-up prompt from the iOS system, adding an extra layer of obstacle before the jump, which will ultimately reduce the final call-up rate. When using Universal Link for direct access, users can directly call up the target APP after clicking on the ad, greatly improving the application call-up rate.

Currently, mobile QQ, QQ Space, and QQ Browser all support Universal Link, and also support DPA (dynamic creative ads). This product capability can help e-commerce advertisers to recall high-value IOS users at low cost and effectively increase the GMV of big promotions.

Delivery suggestions:

iOS users are of high quality, and e-commerce advertisers can obtain more sales conversions by appropriately increasing their investment in iOS users;

iOS apps directly use Universal Link to shorten the APP wake-up link and reduce UV costs.

2. RTA optimizes delivery effects

RTA (Realtime API) is a basic function that combines direct advertising and standard programmatic methods, leveraging the data and model capabilities of both media and clients to jointly achieve advertising optimization. In the bidding direct delivery mode, the platform sends a request to the customer, the customer returns decision information, and the platform selects advertisements based on the information returned by the customer, ultimately improving the effectiveness of advertising. Currently, information flow and QQ ads fully support RTA.

Delivery suggestions : Capable advertisers can connect with RTA to accurately select target users and improve delivery results. (For specific access, please contact the relevant operations manager)

3. JD.com dual-chain upgrade

During the Double Eleven shopping festival, JD.com carried out a dual-chain transformation and directly invoked users through deep links. Compared with the previous H5 invocation, the invocation rate increased by 50%.

Advertising suggestions: During the Double Eleven promotion period, JD merchants can give priority to using JD dual chains to increase the arousal rate.

4. Support jumping to WeChat applet

WeChat mini programs are easy to operate and user-friendly, and are a convenient channel for advertisers to communicate with users. Currently, both QQ browser contracts and bidding delivery support directly calling up WeChat mini-programs, and bidding supports oCPA, helping advertisers achieve efficient delivery.

Terminal resources such as Tiantian Kuaibao, QQ Music, Kuwo Music, Tencent Animation, IEG Games, Mobile Manager, QQ Reading, etc. can be redirected to WeChat mini-programs through contract delivery.

Delivery suggestions:

1. QQ browser launches WeChat applet, oCPA launches with stable cost and volume;

2. During the promotion period, you can purchase the opening screen contracts of QQ Music, Kuwo Music, and Tiantian Kuaibao to jump to the WeChat mini-program and create a "highlight moment" for your brand. You can also jump to WeChat mini-programs through contract delivery methods such as IEG games, Tencent animation, mobile manager, QQ reading, etc. to drive traffic conversion.

3. New non-standard cooperation methods

1. Brand exposure in the prime position of information flow

1) QQ Kandian & QQ Browser Gold Article 3

QQ Kandian and QQ Browser are the third golden resource positions, visible on the first screen, and support contract CPM/CPD purchases, which are more cost-effective. The exposure level exceeds 100 million, helping the brand to gain strong exposure.

Resource advantages :

Strong exposure on the first screen, high-quality and scarce resources;

The cost-effectiveness of the big promotion CPD plan has been greatly improved, and high-quality traffic has been locked in advance. For specific policies, please contact the operation manager.

2) Browser opening screen + header image

QQ browser opening screen + header image combination, strong exposure + creative display, high-quality native display environment, efficient communication of brand information, helping advertisers to combine brand and effect on Double Eleven and maximize profits.

Resource advantages :

Aggregation of golden resources to achieve strong exposure;

The cost-effectiveness of the big promotion CPD plan has been greatly improved, and high-quality traffic has been locked in advance. For specific policies, please contact the operation manager.

2. Mobile QQ Double Eleven Limited Time Entrance

The mobile QQ client opened a limited-time entrance for the first time during Double Eleven, with an average daily exposure of up to 3.5 billion. Exclusive rights and interests can be customized, and strong user reminders can be provided to efficiently attract traffic for advertisers.

Resource advantage: Double 11 special supply of non-standard increments (cannot be obtained through bidding)

3. Weishi Double 11 Shopping Plan

As a strategic product of Tencent, Weishi is firmly at the forefront of short videos. During the Double Eleven period, popular star Liu Yan led 10 major Weishi experts to support Weishi Double Eleven. Full-scenario commercial cooperation including opening screen, featured page, top popular page, push messages, widgets, stickers, search patterns, etc., to maximize user reach. Users can also receive native WeChat coupons during the video, completing the optimal conversion link from planting grass to pulling grass.

Resource advantages :

Popular artists and KOLs, with the support of fan economy;

Full scene coverage to maximize user reach;

From planting grass to pulling grass, the conversion link is optimal.

IV. In-depth analysis of delivery insights

1. Advertising suggestions

Release speed: During the promotion period, it is recommended to choose accelerated release to avoid smooth exposure restrictions.

Bidding strategy: During the promotion period, it is recommended to choose a bidding strategy that prioritizes volume. The system will strive to obtain as many conversions as possible for your ads and increase the bid when necessary.

2. Material Insights

In preparation for Double Eleven, we have compiled the categories that have been well-run during previous promotions and the materials and copywriting features of the corresponding categories to help you select products and gain sales:

3. Targeted recommendations

Based on the population portrait of information flow and QQ advertising traffic, the specific delivery suggestions are as follows:

1) Combine crowd portraits, produce targeted materials, and create advertisements;

2) Conduct multi-category and multi-material testing in the early stage to increase the number of advertisements;

3) Grasp the promotion nodes and increase bids in time.

During this Double Eleven promotion, information flow and QQ ads added billions of exposures and opened a limited-time traffic entrance for the first time, accurately targeting high-potential shopping groups. Upgrade capabilities to shorten the conversion chain; upgrade gameplay to achieve product-effect synergy, help advertisers achieve wide coverage and high conversion, and win this annual battle for volume.

Author: QQ Advertising Marketing Assistant

Source: QQ Advertising Marketing Assistant