How to use Tencent’s information flow advertising to win the Double 11 battle for traffic?

In the tenth year of Double 11, more e-commerce companies have joined the " traffic war" and the marketing trends of Double 11 have also changed. How can you adopt new advertising strategies to cope with these changes and make users get your ads?

Here, the editor summarizes some introductions about "Tencent channels ", hoping to promote them according to the characteristics of their own products.

Reach users in multiple dimensions

"Users of different categories are scattered on different platforms. How can we reach them one by one?" This is a common problem faced by merchants in the e-commerce industry when placing advertisements.

It is recommended that advertisers choose a combination of different traffic platforms and advertising specifications when placing advertisements to reach users from multiple angles.

Tencent News revealed that the inventory has reached 800 million , and the monthly active users exceed 250 million , most of which are highly educated and high-income users, and iOS users account for the highest proportion of the three traffic. When selecting materials, it is recommended to give priority to large appliances, kitchen appliances, computer accessories, and 3C digital products. In addition, Tencent News’ diverse advertising formats can help e-commerce advertisers express their creativity through rich visual elements. ( Data source : iResearch)

▼ Tencent News advertisements of different sizes

Tencent Video has a profound influence among the 18-30 year old general entertainment crowd, with nearly 500 million monthly active users and 900 million exposure inventory. E-commerce categories such as mobile phones, clothing, and beauty and skin care products will achieve better results here. Since the traffic of entertainment scenes increases by more than 20% during holidays compared to weekdays, and this year's Double 11 also happens to fall on the weekend, advertisers can consider using Tencent Video as a key traffic entry point and attract clicks through advertising styles with rich pictures and diverse forms. (Data source: iResearch)

▼ Tencent Video advertisements of different sizes

Tiantian Kuaibao is an interest-based reading product that has great influence in second- and third-tier regions. It has an exposure inventory of 100 million and its material selection suggestions focus on categories such as clothing, sports, and home appliances. When choosing advertising rules, it is recommended to start with a large full-width image (1080×606) and three small images (354×222), and then copy the excellent delivery experience to other specifications.

▼ Illustration of different advertisement sizes in Tiantian Express

Double 11 Advertising Strategy

Today’s Double 11 is no longer just a one-day event on “11.11”. If merchants want to boost sales on this day, they need to accumulate user traffic through early water storage and preheating.

1. Preheating period: testing a large number of materials to find hot-selling products

The warm-up period is the best testing period for hot products before the big promotion. Merchants can identify hot-selling products through a large amount of material testing and accumulate crowd packages of different categories to lay a solid foundation for later conversions . During this period, you can also attract new customers through preferential benefits and increase the App download rate.

2. Activity period: increase bids and test the market bidding environment

During the activity period, a big promotion is launched. Merchants can continue to test materials of different categories to find multiple hot-selling products. At the same time, they can increase bids for hot-selling products and test the market bidding environment so that they can adjust bids in a timely manner according to market conditions, ensure that they reach the target population, and guide conversions.

3. Climax period: significantly increase bids and focus on competing for traffic

The climax period is the explosion point for traffic competition and user orders. At this time, merchants can make full use of previously accumulated explosive product materials and crowd packages to accurately reach users, and increase bids by at least 30%+ , ultimately achieving volume.

Tips for material placement

In terms of advertising creatives, we have summarized the following 3 suggestions to help you lock in user attention.

1. Discounted prices help you open up user wallets

"Price reduction" is the biggest motivation for consumers to spend money on Double 11. Therefore, merchants can emphasize more preferential information such as full-reduction, discounts, coupons, direct reductions, installment payments, etc. in their materials to impress users.

2. Limited-time flash sales help you seize the best opportunity

"Limited time" and "flash sale" can increase users' sense of urgency in placing orders, help merchants seize the best time for promotions, and achieve big sales.

3. Celebrity endorsements help you increase product exposure

Using celebrity materials in Double 11 advertising is not only a natural credit endorsement, but also can leverage the celebrity effect to increase brand exposure and drive sales conversions.

▼ Tips for material placement

Summarize

1. Multiple specifications + flow combination to attract strong traffic

Take advantage of multi-channel traffic to efficiently reach target users ; fully demonstrate creativity and promote traffic through advertising of different specifications.

2. Seize the opportunity to launch at each stage

Adopt different delivery strategies at different stages, accumulate explosive product materials and crowd packages of different categories step by step, and achieve expansion through precise delivery.

3. Use multiple delivery capabilities to reach customers accurately

With the help of Tencent platform's social data and intelligent algorithms, we can recommend the right products to the right people and improve the accuracy of advertising.

4. High-quality materials attract users to place orders

Choosing the right advertising material during a promotion can allow users to quickly get the advertising information and ultimately complete the order.

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

Source: Houchang College