Advertising data and cases in the home improvement industry

This article shares with you the investment ideas and some industry investment data for your reference.

After a long period of promotion, the home improvement industry has basically divided the conversion routines into three types: ① Get a free design plan ② Get a large number of cases ③ Sign up to get a quote

The main keywords of the home improvement industry are as follows:

Keyword 1: 0 yuan whole house design

Keyword 2: Expand 28㎡, expand space by 30%, make full use of small space, make your home bigger

Keyword 3: Free quotation, how much does it cost to renovate

Keyword 4: Old house renovation

Keyword 5: Limited to XX places, urgently looking for XX owners

Keyword 6: Interest-free renovation loan

The main delivery strategies are as follows:

1) Keyword 5 + Keyword 1 + Keyword 2 (urgently looking for XX owners + 0 yuan whole house design + 30% space expansion)

2) Keyword 5 + Keyword 4 + Keyword 2 (urgently looking for XX owners + old house renovation + space expansion by 30%)

3) Keyword 5 + Keyword 3 (urgently looking for XX owners + free quotation)

The third type costs less than 100, but its effectiveness is less than 20%. The efficiency of the first form is over 50%, and in some cities it is even as high as 80%.

This is because the quotation body corresponds to a relatively wide group of people. Therefore, if you want to increase the volume, you can relax the plan appropriately, such as using free design, free decoration vouchers, free home expo tickets, free small gifts in the store, etc., to attract a wider range of users. But in the end, whether to increase quantity or quality first, the overall ROI still needs to be evaluated and measured.

How to flexibly combine and apply the above delivery strategies is the key to subsequent optimization. For example, in the case shared below, a design plan is available for free, and the mobile phone number is used to give users a sense of exclusivity, stimulating conversions! Similar routines include zodiac signs, birthdays , etc.

Promotional products: mid-to-high-end home decoration customization

Customer acquisition cost: 76.95

Conversions: 182

Click-through rate: 1.94% to 3.32%

Customer efficiency: greater than 15%

Operation method:

Targeting: 25 years old and above, both men and women, only in Chengdu, interest classification is based on home decoration, and is extended on this basis

Materials: Select 9-grid puzzles to cater to the preferences of young users, use popular decoration style materials, colorful home pictures, etc.

Title: Region + specific permissions, giving users a sense of urgency and exclusivity

Landing page: The promotion and 0-yuan offer are consistent with the outer creative, set limits first and then ask for customer leads, and the layout is concise

Key points:

① In the initial stage of home improvement advertising, it is necessary to test the user preferences of different materials, and select materials with high click-through rates and good conversions for long-term delivery. The subsequent account effect can be stabilized by updating similar materials.

② Now the mainstream trend of sales lead promotion is to simplify the landing page. Home decoration materials can focus on displaying two modules: home decoration renderings and service real scene pictures.

# Delivery data#

Below I will share with you a wave of data on e-commerce, APP promotion, wedding photography, offline traffic, business services, etc.

1. Product to promote: Tea (shared by @姚叔华)

Delivery platform: Guangdiantong, Phoenix

Package price: 299 (7 ​​pancakes per box), 588 (14 pancakes per two boxes), 1499 (42 pancakes per six boxes); 56.8% of the orders were for 299, and 24.3% were for 588

Daily sales volume: 50-80 orders per household/80-120 orders

Delivery time: 17:00-22:00 (more than 73% of orders), the most concentrated orders are placed from 10:00 to 11:00

Placement: Large picture, three sets of pictures, headline 05

Probability of signing for delivery: 76%-83%; 90% (signing for delivery after telephone verification)

Copywriting features:

"Yunnan warehouse relocation, millions of kilograms of tea for sale, 1 cake for only 28 yuan"

"Millions of kilograms of Yunnan tea are unsold. One cake is only 28 yuan. If it doesn't taste good, you can get a refund."

"Menghai Laobanzhang clearance sale, 1 cake only 28 yuan, only sold for one day {month day}"

Creative copywriting:

"Our whole family swears that the *** yuan ********* will taste like *** yuan"

This ctr is higher and the effect is better.

Daily consumption of a single account: Maximum 36,000, recently 5k-9k. ROI: 1:2.7～1:3.5/1:4.7 (depending on product price)

2. Promoted products: e-commerce essential oils

Delivery platform: WeChat Moments

Delivery data: The cost of adding fans is 4 yuan, and the ROI is 2.5 (subsequently inducing orders from the mini program)

3. Product promotion: attracting customers during store anniversary celebrations

Platform: WeChat advertising

Distribution data: tens of thousands of coupons issued, 30% redemption rate

4. Promotional products: business services

Delivery platform: Baidu information flow

Advertising data: CTR 1.5%~3%, ACP 1.58~3.26, customer capital 100~200 yuan,

5. Promotional product: wedding photography

Delivery platform: WeChat Moments

Advertising data: Focus on cost 38-42 yuan, CTR 4.53%, CVR 3.45%

6. Promotional product: Part-time job APP for Android

Delivery platform: Zuiyou

Delivery data: CTR 2.1%, ACP 0.32, activation cost 5~8 yuan, ROI 0.7~1.1

7. Product promotion: recruitment platform

Delivery platform: Zuiyou

Delivery data: Activation cost 7

The above sharing is for reference only.

Author: Ai Qi bacteria

Source: Aichisem