Prepare for 618! The latest guide to Tencent information flow & QQ advertising!

The biggest e-commerce promotion in the first half of the year, 618, is approaching. Faced with the fierce competition for traffic, how can we respond and achieve a surprise victory?

Tencent Information Flow & QQ Advertising specially launched the "618 E-commerce Tencent Information Flow & QQ Advertising Red Book", which contains all the unique tips you want, including volume expansion, new products, new features, and new strategies.

1. Traffic

New exposure of hundreds of millions, rich traffic scenarios

Tencent has the most comprehensive product matrix, covering the three major tracks of Tencent information flow advertising, QQ advertising, and Tencent music advertising. The overall monthly active users exceed 1 billion , with rich traffic scenarios and both product quality and effect. At the same time, new high-quality advertising space has been added to the Kandian information flow, adding billions of new exposures .

It gathers mainstream consumer groups aged 15-35, with first- and second-tier cities accounting for 50%, and has high traffic value; the products cover rich native scenarios such as social, information, and entertainment, with an average of 8 launches a day, and strong user stickiness.

Referring to the major promotions in previous years, June 16-18 is the peak period for traffic competition, and advertisers can flexibly allocate their budgets.

Traffic peaks : There are three small peaks every day, the morning peak at 7:00, the lunch peak at 12:00, and the evening peak at 21:00-22:00.

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

2. New Developments

Recommend new dynamics to increase efficiency through combination

1. Massive video traffic + intelligent video tools + dual-chain efficiency improvement

High-quality videos have an average daily exposure of 1 billion

In June 2019, video advertising inventory increased by nearly 20% month-on-month, with billions of new exposures, laying a solid traffic foundation for the 618 promotion.

Video one-click intelligent generation

In order to help advertisers improve the efficiency of video delivery, a new video intelligent tool "Small Vision Exploration Edition" is launched (← click to view details).

Two new video scene modes support one-click intelligent video generation on the landing page . At the same time, Xiaoshijie also provides a large number of high-quality templates, coupled with powerful editing capabilities, and access to thousands of genuine music for advertisers to use free of charge, helping advertisers to quickly produce higher-quality video ideas.

Note: To access the whitelist of the link intelligent generation function, please contact the corresponding customer operation to activate it.

Video traffic supports dual-link function

After opening the dual-link direct access, users who have installed the app can go directly to the merchant’s website page to make purchases, and users who have not installed the app can jump to the H5 page to make purchases, eliminating the download process and achieving path optimization.

The billions of new exposures from video traffic can significantly increase the recall rate and ROI, thereby driving sales growth. The arousal rate increased by 20% and the ROI increased by 5-10%.

Comparison of dual-link direct access, application direct access, and intermediate page direct access capabilities

Note: Currently it is open to the whitelist, please contact the corresponding customer operation to activate it.

2. Seven screens jointly invest in billions of exposure + bidding oCPA

On the eve of 618, bidding splash screen resources have covered 7 screens including QQ Music, Kugou, Kuwo Music, QQ Space, QQ Browser, Penguin E-Sports, and QQ Reading, with a total exposure of 110 million. Splash screen resources support oCPA bidding. Currently this resource supports web page delivery.

Note: The exposure level of the bidding splash screen is affected by the contract schedule. It is currently open to the whitelist and you can contact the corresponding customer operation to activate it.

3. QQ shopping + app download & direct access

QQ shopping is highly compatible with e-commerce scenarios. Red dot messages effectively reach users, with a click-through rate of 15-20% and a high conversion rate. To cooperate with the 618 promotion, QQ Shopping has added application download and direct access capabilities .

4. The third point of gold

QQ Kandian has added a third gold item , which is visible on the first screen and supports contract purchases. It has an exposure level of over 100 million and strongly builds momentum for the big promotion and increases brand voice.

5. Experts promote products

From graphic and text ads to video ads, and then to influencers bringing products, the way e-commerce works has been upgraded again. Kugou, Penguin Esports, and Weishi are all exploring new ways for influencers to bring products. Advertisers have reported that the results in attracting new customers, driving traffic, and conversions have far exceeded expectations.

Vipshop & Kugou KOL Live Broadcast Cooperation

3. Products

Added multiple capabilities to optimize delivery effects

1. Single Product DPA

Single-product DPA adds product information to advertisements (each advertisement corresponds to one product), making the advertising prediction model more accurate, increasing click-through rate by 35% and conversion rate by 10% . It is currently available on the delivery end e.qq.com, and you can contact the corresponding customer operation to activate the whitelist.

2. Countdown component

The countdown component is a product form customized for the e-commerce industry. The outer advertising material will display the remaining time of the discount, giving users a sense of urgency to participate in the promotion. After using the countdown ability, the effect conversion increases by 5% to 10%. Currently, QQ Space supports this capability.

3. JD.com smart jump

To help improve the effectiveness of JD.com’s advertising during the promotion period, the browser has launched an intelligent jump function, which calls up the WeChat micro store when the user does not have the JD.com app installed. This takes advantage of the WeChat environment’s built-in login state and helps increase advertising conversion rates by 35%.

4. Landing Page Detection Tool

The landing page detection tool is a tool that detects landing page problems. It can help advertisers discover performance problems of their own landing pages early and modify them in time to avoid invalid delivery. Advertisers can experience it on Tencent’s advertising delivery platform. (e.qq.com delivery end - path landing page - optimization tool)

5. Landing Page Insights + Thermal Analysis

In order to improve conversion results, the delivery side provides a landing page insight thermal analysis tool to assist in landing page optimization based on thermal analysis of user clicks, browsing, and stay time. Advertisers can experience it on Tencent’s advertising delivery platform. (e.qq.com delivery end - path landing page - optimization tool)

IV. Delivery

Five advertising suggestions to win the 618

E-commerce promotions are mainly divided into a warm-up period, an explosive period and a return period . Advertisements should be placed 2-3 days in advance to reserve time for the ads to start growing.

1. Traffic distribution

Peak traffic competition: June 16th to June 18th.

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

2. Introduction of key specifications

E-commerce advertisers who aim to attract new customers should first recommend horizontal and vertical videos , which can fully introduce the advantages of products and activities, and have a high conversion rate and large volume of new customers.

Advertisers who aim to increase traffic will first recommend large images, three images , and other high-traffic ad positions with high arousal rates.

3. Budget & Bid Suggestions

Budget allocation: 20% during the warm-up period, 70% during the outbreak period, and 10% during the return period

Bidding suggestions: During the warm-up period, the bids fluctuate by 5-10%, during the outbreak period, the bids increase by 30-40%, and during the return period, the bids are kept normally.

4. Materials & Targeting Suggestions

Warm-up period: Conduct targeted testing on different categories and products to find the target audience.

Explosive period: The highlights and gimmicks of the material copy are prominent, such as the discount strength of the promotion activities, the timeliness of the activities, etc.; combined with the automatic expansion function, the targeting is appropriately relaxed to obtain more accurate users within the controllable cost range.

5. Landing Page

According to analysis, 50% of users will only stay on the first screen of the landing page.

It is recommended that when laying out the content of the landing page, key information should be concentrated in a prominent position on the first screen to attract target users to click. Before the landing page goes online, you can use the landing page diagnostic tool to test its performance to avoid user loss due to the landing page being unable to open or taking too long to load.

The 618 promotion is coming soon. I wish all advertisers to keep moving forward and return with a full load!

Related reading:

1. WeChat advertising traffic 618 e-commerce promotion delivery guide is released!

2. Actual practice: How to implement member repurchase in the 618 event?

3.618 event review, showing you the online event routines!

4. The 618 Mid-Year Shopping Festival: Let’s take a look at the routines of online activities

Sneak peek at the 5.618 e-commerce report: advertising increased by about 55% month-on-month, and creative pictures from major information flows!

Author: QQ Advertising Marketing Assistant

Source: QQ Advertising Marketing Assistant