You can also make 500,000 yuan a month by relying on information flow!

Before we start today's topic, let's look at a set of data:

In 2017, the scale of China's online advertising market reached 375.01 billion yuan, a year-on-year increase of 32.9%. It is expected that the market scale will be close to 800 billion yuan in 2020.

Among them, the mobile advertising market size reached 254.96 billion, accounting for 68.0% of online advertising, and its development momentum remains strong. It is estimated that this proportion will reach 84.3% in 2020 and will continue to lead the development of the online advertising market in the future.

Note: The above data comes from iResearch's "2018 China Internet Advertising Market Annual Monitoring Report"

As for the so-called mobile advertising market, the mainstream is the information flow advertising that we often hear about and is extremely popular!

Currently, the top resources for information flow advertising are mainly from the three giants Tencent, Baidu, and Toutiao .

So, today we are going to share with you how to use information flow advertising to easily achieve monthly sales of 500,000?

Team members:

Advertising : 2 people

Customer service staff: 1

Art Design: 1

Front-end technology: 1 person is enough, not necessary

Step 1: Get familiar with the platform

① There are too many information flow advertising platforms, each with its own attributes.

Two advertising personnel specialize in studying the characteristics of each platform, and the following indicators can be used as reference:

1) Monthly active devices Daily average active devices

2) Proportion of different ages

3) Ratio of male to female

4) Proportion of provinces and cities

5) Duration of use

…

The above indicators can be queried from the iResearch App Index.

② Be familiar with the rebate policy

Everyone in the industry knows that the media will give agents some rebate rewards, generally ranging from a few to dozens, and will vary slightly from platform to platform.

What is the significance of rebates ?

If platform A can give us 60 rebates (this is how the industry expresses it, which actually means 60% of the total payment), what does this mean?

Let's do a simple calculation:

Payment: 100,000 yuan

Rebate: 60

Advertising fee: 100,000 + 100,000 * 60% = 160,000

That is to say, your 100,000 yuan will be instantly magnified with a leverage of 1:1.6 !

So the rebate policy is something we must understand.

Step 2: Determine the product

What are you looking for?

Take e-commerce as an example:

1) What’s popular recently?

2) What are people around you selling?

3) Which categories are more popular on platforms such as Tencent, Baidu, and Toutiao?

4) What product has lower cost, larger profit margin and guaranteed quality?

…

For example, clothes, shoes and hats, decorative accessories, leisure products, health care products, etc.

Combined with our first step of judging the platform, for example:

Platform: Tencent News

Traffic : Supported by Tencent big data , the traffic is large

Rebate: 10-30

Attributes: The population is relatively broad, with a slightly larger proportion of men

Thinking: People who are prone to impulse buying or are not good at Taobao

Conclusion: Male, 30 years old and above, from second-tier and third-tier cities and below

Product: Shoes for middle-aged and elderly people (Spring, Summer, Autumn and Winter styles can be set according to the season)

How to find it?

The most commonly used platform for finding manufacturers' supplies is of course Alibaba . All employees can work together to find products, styles, and contact manufacturers.

Note: No matter what the product is, you can never take it for granted.

For example: products for middle-aged and elderly people need to have the aesthetics and perspectives of the middle-aged and elderly people, and must not be based on one’s own ideas; at least a small-scale data statistics and survey is needed.

Several principles for finding shoes:

1) The style conforms to the aesthetic taste of the crowd;

2) Ensure quality;

3) Keep costs as low as possible;

4) The manufacturer's supply is stable;

5) Negotiate with the manufacturer for drop shipping

…

Step 3: Sign logistics contract

Generally, e-commerce in information flow is done in the form of cash on delivery. The logistics cycle determines the cycle of our capital turnover, so try to find some logistics companies with shorter cycles to cooperate with, so as to avoid delaying the next step of delivery.

Step 4: Make materials/ landing pages

① After the product is confirmed, an artist will be hired to design creative illustrations and landing pages. He doesn’t need to be a high-end designer, and someone similar to the level of a Taobao artist will do.

② There are also rules to follow for product pricing. For example, for the promotion of elderly shoes on Tencent News, the recommended cost of each pair of shoes is about 30 yuan, logistics is about 10 yuan, and advertising costs are about 80 yuan. The total cost is 120 yuan (not considering the return/rejection rate). Therefore, the price must be doubled, such as the common 299 yuan, or 499 yuan for two pairs.

③ In addition, there are words such as "cash on delivery", "try first and then pay", "no reason to return", etc., and these routines must be in the most conspicuous place of the materials and landing pages.

Reference websites for illustrations: Information Flow Radar, Guangkun Search, Youmi, etc. (You can directly search for the information flow ads currently being run on these websites. If you don’t know how to design, you can search for other people’s pictures for reference). Pictures must highlight the product and selling points. They don’t need to be too gorgeous, and it’s better to be down-to-earth.

Landing page design tools : Dark Circle, Little Fresh, Jufeng and other order management systems (Baidu has this), which are very powerful.

When designing a landing page, it is similar to the Taobao seller center, with fixed templates. You just need to fill it out and upload it according to the requirements. As long as the graphic designer designs the picture, it's ok.

In addition, these order management systems also have order tracking and data management functions, which is similar to a small Taobao backend, and is very convenient for subsequent account optimization work.

Note: The order management system requires all employees to be proficient in its use.

Step 5: Set up account/adjust and optimize

① Account establishment

After the materials are designed, they will be handed over to our advertising staff for online promotion.

The account structure and logic of mainstream platforms are basically the same. Here we take Toutiao as an example:

Account structure: Advertising group-Advertising plan-Advertising creative

Among them, ad groups and ad plans are to set some targeting/conditions, while ad creatives are directly related to landing pages, pictures and titles .

As shown below, let’s try to create a new ad group:

When creating an ad group, you need to select the purpose of the promotion. There are three options:

If you are promoting app downloads, select the first option, “App Download”;

If you have a landing page, such as an e-commerce company with its own page, then choose the second "landing page";

If it is a promotional article, select "Article Promotion"; as shown below:

So, here we choose the second one, landing page promotion, set the budget according to your actual situation, and name the ad group according to your preferences and habits to make it easier for you to distinguish: for example, middle-aged and elderly men's shoes-9.20.

Next, you need to set up the basic information in your ad plan:

Note: When uploading landing pages to different ad slots , a source mark needs to be added after the link.

For example: www.27sem.com/?gzid=001

The parameter value after the question mark needs to correspond one-to-one with each uploaded advertisement, so that it is possible to count which creative the effective orders come from. In other words, it is possible to monitor which advertisement is effective.

Next, age and gender targeting recommendations are set according to the target audience of our products;

Secondly, there are interest classification and interest keywords . In the early stage, we only need to choose one dimension to set them to avoid the targeted overlap range being too narrow, which will affect the trial and error data.

Then, comes one of our most important steps, setting prices and billing methods.

Toutiao currently provides different billing models based on optimization goals. Here we mainly talk about the more common CPC model based on clicks. We will explain other models separately in subsequent articles:

The click bid can be slightly higher than the recommended bid, and then gradually adjusted later.

Finally, it is the creative level that needs to be built, where materials and titles need to be added:

Just upload the pictures and titles in the correct format as required. It’s a very simple operation and I won’t go into details.

Here we mainly talk about the resource selection on the right side of the name. If it is not manually unchecked, the Toutiao account will default to delivering all styles of the three resources of "information flow", "details page" and "paragraphs".

Therefore, in order to avoid waste, we recommend canceling the resource of paragraphs. If the budget is limited, you don’t even need to consider the details page, and only release the information flow (small picture, large picture, or three-picture style).

Okay, now our Toutiao account has been set up. Once the advertisement is approved, we can start advertising.

② Trial and error, optimization

The trial and error cost should be based on your own budget, and should be as large as possible. Run ads in all positions and count the data of each creative idea in hours: exposure, clicks, spending, orders, and costs (because rebates are involved, the actual cash cost must be calculated clearly).

Adjustment: According to the effective order source displayed in the backend of the order management system (i.e. the parameter value after the link mentioned above), we can judge:

1) If there is consumption but no orders, and the consumption amount is greater than the product cost, shut down immediately;

2) If there is consumption but no orders, and the consumption amount is lower than the product cost - continue to invest and observe, and stop loss immediately when the cost exceeds the overall account cost;

3) There are consumption and orders, but the income is not enough to cover the expenditure - continue to invest and observe, and shut down immediately if the overall cost increases;

4) Effective, profitable, and with orders - good news, continue to invest;

Notice:

1) All ad positions and creative materials are not static. For creatives that perform well (d in the above text), do not make any changes and continue to run them. For creatives that perform poorly (a/b/c), if there is no improvement after observation, pause them immediately and create new ads without hesitation.

2) It is recommended to run information flow ads throughout the day without setting a time period.

3) Time to grab volume: 5-7 am, 5-22 pm (grab volume as early as possible, weak delivery is more powerful, please gradually increase the bid in units of 0.1 yuan, and avoid fluctuating prices)

Step 6: Processing shipment/returns

The customer service staff will call back based on the order submitted in the background to confirm the recipient, phone number and address, and notify the manufacturer to ship the goods after confirming that they are correct.

If the goods are not received/returned or exchanged, customer service needs to coordinate and handle it.

Step 7: Recover funds and activate the cycle

Logistics companies generally settle accounts on a weekly basis, plus the manufacturer's packaging and delivery, as well as logistics. In other words, although there will be a larger financial leverage due to rebates, there will be a delay of about half a month in the recovery of funds .

And the recovered funds will be used as advertising expenses for the next round.

This means that everything must be done quickly !

Fast data statistics, fast delivery, fast logistics, the collaborative work of the three parties must be organized and efficient.

Well, the above is the secret of how to use information flow advertising to earn 500,000 yuan a month without stockpiling goods. It mainly focuses on the e-commerce industry, and other industries can be inferred by analogy.

We will continue to share with you the operating models of different industries in the future, so please stay tuned!

Information flow advertising: http://www.iqingua.com/fuwu/

Source: Aichisem