Tencent Information Stream and QQ Advertising Double 11 E-commerce Promotion Red Book

The annual Double Eleven 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 Eleven e-commerce promotion red book to help advertisers seize the opportunity and achieve promotion goals!

Understand traffic trends

Targeting the high-quality and high-traffic scenarios during Double 11

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.

QQ Kandian, QQ Browser, and Tiantian Kuaibao have achieved high-precision sales of billions of units

1. Information flow e-commerce has the support of high-quality traffic from the crowd

2. Video traffic hits new high

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.

Advertising suggestions: Advertisers who pursue the speed of updating new materials can use the small world video production tool to intelligently generate and edit videos and quickly produce high-quality videos. In addition, they can also connect with professional video production agencies through TCC (Tencent Creative Customization) to produce high-quality creative ideas with less effort and worry.

QQ Shopping Fully Support

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.

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.

Multiple product capabilities advancement

Attract new customers and promote activation with shorter links

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.

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)

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.

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.

Diverse and high-quality non-standard gameplay

Limited-time resources bring efficient conversion

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 :

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

2. 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 Double Eleven Limited Time Entrance

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

Weishi Double 11 Cargo Sales Plan

In-depth analysis of delivery insights

Provide advertisers with efficient delivery strategies

Delivery suggestions

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