Second category e-commerce advertising strategy!

Preface

There are two characteristics of the second category of e-commerce : the first is that it is non-branded, not a well-known brand; the second is that it is a short-term hot-selling product, including non-standard products. It has been done from 2015 to 2016, and now more and more teams are operating it. The process of this project is relatively simple and does not require particularly troublesome team management. There are no complicated links in the middle. It is just a simple matter of investing money to buy products. If you operate well, you can really earn 200,000 yuan a month.

The veteran driver will share from the following aspects:

1. How to select hot products

2. Landing Page Design Tips

3. Analysis of Information Flow Advertising Platform

IV. Account opening channel selection

5. Tips for creative planning and illustration

6. Advertising Strategy

7. Advertising Positioning

8. Advertising Optimization Tips

9. Account Structure Construction Strategy

10. SEM Data Analysis

11. Logistics Contract

12. Delivery/Return Processing

13. Funds Recovery and Recycling

14. Related tool websites

6. Advertising Strategy

In the previous issues, the preliminary preparations for the second-class e-commerce have been completed, from category selection, advertising page design, traffic platform analysis, account opening channel selection, creative planning, etc. Now it’s time to start working with real money. With different strategies, no matter how much money you have, you may not be able to spend it, or all the money will flow away like water, and you will not be able to get a penny back. If I give you 10 million, do you know how to spend it? Don’t rush to spend it, first look at what advertising strategies you need to understand.

1. Understand the distribution mechanism of information flow platform

Understanding the traffic distribution mechanism is the basis for doing well in a single channel. The traffic size and trigger mechanism are different in different places. For a single channel, understanding its traffic distribution mechanism can help us do well in that channel. There are two important indicators in the traffic distribution mechanism, the first is quality and the second is brand.

Traffic will only become more and more expensive, and new channels must be continuously developed. The traffic in each channel is limited. Once it reaches a certain level, it is necessary to raise prices to grab traffic. For example, some precise traffic has relatively small amount due to its traffic distribution mechanism. To obtain more traffic, the cost needs to be increased. On the other hand, the prices of various channels will continue to increase over time. Many portals’ high-quality advertising space is generally sold out this quarter and the resources for the next quarter are generally sold out. The price of traffic has been rising. New channels often have lower costs due to less competition and lower unit price of traffic. This is the blue ocean effect. Therefore, constantly exploring new channels is also the focus of channel operations.

2. Crowd targeting strategy

Audience analysis by platform:

Sina Weibo: The number of monthly active users has reached 313 million, with users aged 18-30 accounting for nearly 70%, and male users slightly higher than female users; users with college degrees or above have always been the main users of Weibo, accounting for as high as 77.8%. Suitable industries: tourism, e-commerce, wedding photography, cosmetics, etc.

Tencent QQ Space: The target audience is 6 to 50 years old, and it is a pure social platform. Suitable industries: early childhood education, training, wedding photography, home decoration, etc.

Tencent Zhihui pushes: Most users are under 30 years old, with a high level of education, 65% of them have a bachelor's degree, and 32% have an income of more than 5,000. Suitable industries: e-commerce, online games, education, etc.

Baidu: 60% are aged between 25 and 44, with a balanced coverage of both male and female populations, mainly in first- and second-tier cities. Suitable industries: tourism, e-commerce, finance, education, social networking, automobiles, games, etc.

Toutiao: 78% are male, most of the users are between 24 and 40 years old, and they are from first- and second-tier cities. Suitable industries: education, wedding, home furnishing, decoration, automobile, fast-moving consumer goods, e-commerce, etc.

Momo: The age of the users is around 18-40, 72% of them are males, and the social interaction is based on strangers. Suitable industries: APP promotion, finance, e-commerce, beauty and plastic surgery, etc.

Sina Fuyi: The age of the audience is around 24-39, and most of them are business people. Suitable industries: APP promotion, games, e-commerce, etc.

360: The population is around 25-40 years old, mostly male, and they live in first- and second-tier cities. Suitable industries: games, e-commerce, tourism, education, finance, dating, etc.

iQIYI: 569 million units, with users aged 16-44, 72% of whom were born after 1985. Suitable industries: automobile, e-commerce, tourism, games, etc.

Douyin/Kuaishou: 85% of users are born after 1990. Among this group of people, those born after 1995 and 2000 are the main force. The gender ratio between men and women is 4:6, and more than 70% of core users come from first- and second-tier cities. Those born after 1995 and 2000 are a group of personalized social groups. They are optimistic, confident, outspoken, sociable, and willing to share. They have a strong desire to express themselves. This group of young users have a superior life and are becoming more and more independent in thinking. Short videos are their new platform to show themselves! Suitable industries: games, e-commerce, tourism, education, finance, dating, etc.

Taking Toutiao as an example, it is not advisable to set the audience in detail in the early stage of Toutiao advertising (which is exactly the opposite of Guangdiantong). First of all, Toutiao’s advertising is based on the user model. Even if there is no limit on user types, the number of users targeted will not be outrageous. Secondly, Toutiao itself has many frequency control rules. If the audience is set too narrow in the early stage, it will be particularly difficult to increase the volume of the account.

Again, the same population label will definitely have different user positioning on different media platforms such as Data Technology, Guangdiantong, Baidu and Toutiao. Bidding optimization should be adjusted based on the actual data of the platform rather than experience, because experience and traffic change at different speeds. When a certain amount of data has been accumulated, it is recommended that after the advertising plan reaches 1 million impressions, you can check the audience analysis in the background based on a plan with a better cost scale and adjust the audience of the advertising plan accordingly.

Of course, if the promoted product has a particularly clear target audience, that is another matter. For example, the promotion of Taobao and clothing accessories was initially targeted at women, while male-oriented games were targeted at men.

3. Promotion time period delivery strategy

Because the search population in each time period is different, the final conversion will also vary. Recommended delivery method: launch a new account or create several new plans, and choose a good time node for targeted delivery.

On the other hand, competitors must also be considered. For example, a medical account with a consumption of 2,000 should not be considered small. But compared with competitors' daily consumption of 20,000 yuan, it is really stretched. In addition to the keyword placement strategies mentioned above, you can also avoid the competition by controlling the placement area, time period, etc.

4. Key keyword delivery strategy

For bidding promotion, the selection and placement of keywords are important factors that determine whether the account can match the target user group. The primary factor in placing bidding ads is also the selection of keywords. Different keywords can achieve different marketing goals and cover different user audiences. They can be roughly divided into the following categories: brand words, competitor words, product words, general words, crowd words, etc.

When setting up a SEM bidding promotion account, the first thing to do is to select and place keywords according to your own promotion operation plan and goals.

1) Keyword selection strategy.

①Brand word. Many bidding promotion personnel think that brand words are useless and ignore the placement of brand words in keyword selection. In fact, this is wrong. Brand words are also a major traffic entrance and the selection of brand words cannot be ignored.

Generally, brand words account for about 20% of the total keywords and need to be expanded according to the six dimensions (synonyms, aliases, pinyin/English, alternative characters, colloquialisms, abbreviations) and gossip (characteristics and functions, brand name, regional community and business district, service model, price, reputation, nature, and search intent) as well as upstream and downstream industry chains.

②Competitor words. The so-called competitive words are the brand words of other competitors in the same industry. We should also pay attention to selecting and then launching them.

Generally, competitor words account for about 10% of the total keywords, mainly focusing on well-known competitor brands in the industry or popular local competitors.

③General words and product words. General words and product words are the words that bring the most traffic, the most customers, and the most consumption. These keywords need to be selected and expanded with emphasis.

Generally, generic words and product words account for about 60% of the total keywords. They need to be segmented according to the search habits and search needs of the target user groups, and budget allocation and data statistics must be done well.

④Crowd words and industry words. Crowd words and industry words are relatively not that important. If you don’t have sufficient manpower, you can expand this part on a small scale without spending too much energy and budget on it.

2) Keyword source strategy.

The source of keywords is a relatively important issue, because the keywords we can think of cannot completely cover all people on the Internet, and may not be what users will search for.

Therefore, when expanding keywords, you can make detailed plans with the help of search term reports, third-party data surveys, search engine drop-downs, related searches, Baidu Index, keyword term software, industry data, etc.

3) Keyword matching pattern selection strategy.

Generally, when bidding promotion personnel select keyword matching mode, they default to broad or precise matching. The consequence of this is a lot of invalid clicks or insufficient display quantity.

Therefore, it is necessary to classify different keywords and select different matching modes, so as to more accurately match the user's search needs and bring more accurate traffic without affecting the display of keywords.

Brand words, competitor words + core words: Use phrase matching mode, low bid but preferably rank first;

Brand words, competitor words + long tail: use broad matching mode, low bid but preferably rank first;

General word product word + core: use phrase or exact match mode, and maintain the ranking at the first or second place;

General word product second + long tail: use phrase or broad match mode, and maintain the ranking in the first or second place;

4) Keyword target URL positioning strategy

Therefore, the first thing to solve for this account is to lower the average price. There are several optimization techniques to reduce the average price. Accounts like the one above can just “burn their boats”. For example, all keywords are set to 10 yuan. Then use extensive traffic flow. Because the account has no traffic at all. And there is no conversion. In other words, the account's promotional effect is already as bad as it can be, and even if it is completely overturned and redone, it will not have much impact. There may be two results of doing this: 1. A large amount of irrelevant traffic comes in; 2. There is still no traffic. If it is the first type, perform the operations of denying words and adding words. If it is the second type, perform the operations of adding words and increasing prices. To do bidding, you must first have traffic.

6. Malicious clicks to take down peer ads

This is one of the cruelest ways of bidding, using some software machines to knock competitors in a certain area offline. This is also the bottom line of bidding and it concerns a person's professional ethics. We firmly oppose it.

For second-category e-commerce advertising , please contact Qinggua Media official

Author: Uncle Dian San

Source: Uncle Diansan