Optimization case of investment and franchise advertising, reducing costs by 3 times!

This article shares with you a previous investment and franchise optimization case. When optimizing information flow, the directional assistant was used to lock in precise groups of people, and combined with oCPC to control costs. Ultimately, the conversion cost was reduced by 3 times. The optimization ideas are for reference.

Background

Omega Ceramics, the main brand of Guangdong OuYa Ceramics Co., Ltd., has become a development vane of the ceramic industry by virtue of its products that lead the industry's consumption trends and its constantly innovative development model. The products are exported to more than 100 countries and regions, with marketing outlets covering cities at all levels across the country. The quality is deeply favored by consumers, providing the market with a steady supply of high-quality ceramic products.

Marketing appeal

1. The team builds the brand and expands the business

2. Effect evaluation: actual lead cost < appeal value

Industry Overview

PC+Wireless: The search trend is relatively stable, and there is no obvious off-season or peak season. The search trend in October increased significantly, so it should continue to be advertised.

PC: The search trend is relatively stable. The search trend increased significantly in June, July and September. There is no obvious off-season or peak season for demand. The average value is 200 and the peak value is 400. It should be continuously deployed.

1. The search trend in the wireless industry is relatively stable, with no obvious off-season or peak season. In October, the search trend increased significantly, with an average of 867 and a peak of 2,500. More investment should be made.

2. Compared with the PC side, the PC search trend is significantly lower than the wireless side, and the wireless side search trend is growing significantly. While maintaining the PC side investment strength, the wireless side investment should be appropriately increased.

The demand in the eastern region is strong, and the top three provinces are Shandong, Henan and Guangdong.

First-tier cities dominate

Influence surrounding people through native advertising, better cover the target groups, promote conversion, and promote brand communication

Summary: Ceramic franchisees are mainly men born in the 1980s, with a high school education or below, so they should be focused on

Account Analysis

Initial background:

1. The click-through rate is only 1.04%, the number of leads is 9, and the conversion cost is too high!

2. Initially, there are no restrictions on the background crowd and words, but interest screening is done. There are too few restrictions, resulting in a large amount of traffic and extremely high conversion costs!

3. Summary of Account Issues

Optimization plan

1. Optimize the timeline

2. Account structure

Account structure establishment (customers with lower budgets should focus on Baidu APP, while customers with higher budgets can place Baidu APP and selected products together)

• Use directional assistants to target precise groups of people

• Limited budget: Use more brand audiences, high conversion

(Account screenshot)

• Use OCPC wisely: control costs

• Limited budget: only run high-speed units

3. Creative writing

Various types of copywriting tests

Combining large pictures with three pictures and testing various types of copywriting, we can screen out creative ideas with high intentionality. What users care most about are the brand, specific amount, discount amount and follow-up services.

Distill the highlights of the landing page offer

Copywriting should refine the preferential highlights of the landing page, maintain relevance, and highlight and specify the highlights that users are most concerned about among the many highlights of the landing page.

Good copywriting should ensure as much as possible that the traffic that clicks is attracted by specific highlights, rather than just joining in the fun or clicking out of curiosity.

High conversion creativity:

Delivery data

Before optimization:

There are 9 leads, and the conversion cost is relatively high. During the promotion from September 2 to September 18, the impressions were 940,364, the clicks were 9,783, and the click rate was 1.04% , which is relatively low compared with the same industry.

Due to unsatisfactory promotion, it was suspended on September 18, so the delivery cycle was changed.

After optimization:

After one month of account analysis and optimization, promotion continued in November, with 174,313 impressions, 3,965 clicks, and a click-through rate of 2.27% .

Since there was no promotion in the same period in October, the value is taken as the same period in September

After adjustments and optimizations, consumption increased, the number of leads was 17, an increase of 88.9%, and the conversion cost was reduced by more than 3 times compared with before, which was lower than the customer's demand.

(Data comparison)

Experience Sharing

Join Reference:

1. Intent word targeting: Intent word targeting is generally used for franchise recruitment

2. People over 25 years old: Crowd age test shows that people over 25 have good conversion

3. Hard ads have good conversion rates: Testing soft ads and hard ads, found that hard ads have good conversion rates

4. Time division and delivery: Through testing, it is found that the conversion rate is higher after 12 o'clock (for different franchise sub-industries, please refer to the actual delivery test results for the time period)

Landing page reference:

In fact, the longer and more complete the marketing page is, the better! In fact, in most industries, 3-4 screens are often the best number of conversion screens.

Optimization order:

Acquire - Understand - Expand - Correct - Apply

Find out the weak links in the account and focus on breakthroughs.

Optimization tips:

An efficient account requires not only knowing more but also learning less.

Energy management: increase energy reserves, develop cycle optimization plans, and combine work and rest

Don’t “study”: quantify the process of acquiring knowledge and don’t waste time on the appearance of “learning”

Never procrastinate: refine and optimize your goals and insist on completing the work in one go, otherwise your thoughts will be interrupted.

Batch processing: shorten the time to enter the state and increase the attention threshold

Organized: Fixed work environment, recorded to-do list

The above is my experience sharing, I hope it will be helpful to you.

Author: Baidu Marketing Center

Source: Baidu Marketing Center