Double 11 is here! How do those bidding veterans operate their accounts?

" Double Eleven has begun, has your traffic entered a cold winter?"

Double Eleven is a day of national carnival, but it is extremely painful for us who are doing promotion .

Because there is no quantity, the effect keeps decreasing. For some products, like wedding photography, you may still be able to have a bite of the cake; for other products, you’ll be lucky if you don’t lose money.

Come on, let’s talk about this today: How to deal with Double Eleven in the cold winter?

In fact, in account promotion, we can divide it into two categories: directional level and operation level.

▲ Direction level: It is responsible for the promotion direction of the account, such as time period, region, and device.

▲ Operation level: It is responsible for the specific operations of the account, such as keywords , bids, and matches.

Because on Double Eleven, Taobao and JD.com have created an atmosphere of "national discounts and national shopping". In this atmosphere, users will have a shopping mood and stock up regardless of whether they need it or not.

Therefore, it is recommended that everyone adopt a relaxed and incremental strategy. We not only want to acquire target users , but more importantly, potential users!

Since we have created the fate of meeting users through our accounts, we must also preserve this fate.

So, this is where our creativity and landing page come into play.

So which one is better in traffic generation and conversion ?

Of course it’s Pinduoduo! In an era when Taobao, JD.com and Suning dominate the market, we were able to grab a piece of the pie and go public in just three years!

Although Pinduoduo has been criticized online, we have to admire its ability to attract traffic! Rabbit summarized the routines used by Pinduoduo and shared them with everyone~

In fact, most businesses are using digital tactics. Especially Pinduoduo has used it to perfection.

In fact, people are naturally sensitive to numbers. Not only can numbers easily attract users' attention, but they are also easier to remember than complicated text.

Moreover, numbers naturally give people a sense of authority, reliability, etc.

After reading this copy, we will feel that this set of porcelain is of good quality, right?

Numbers can also enhance the user's experience with the product. Whether it is anxiety, urgency...

So what are the uses of numbers?

1. Use numbers to highlight prices

There is no doubt that what everyone is most sensitive about on Double Eleven? Price~

Double Eleven shopping is influenced by the environment on the one hand and the price on the other.

Why does Double Eleven adopt the form of pre-sale? Because I am afraid that the prices on other platforms are too low and users will not buy from my platform, so I will occupy it first~

Then we can use numbers to highlight the price and make users feel that it is very cheap!

Are these texts vulgar? Vulgar! But it works. This is the title of the official account , and each article has over 100,000 views.

2. Use numbers to highlight time

What feelings does time trigger in users?

A sense of urgency causes us to take certain actions.

For example, when we are in school, we will speed up our movements by saying, “Hurry up, class starts in 5 minutes,” and so on.

We can also use it in drainage.

Use numbers to highlight time and give users the illusion that opportunities are fleeting.

3. Use numbers to highlight quantities

How do we feel when we see "Buy 1 only" when shopping?

"It seems that this product is really cheap, otherwise you can't just buy one."

Purchase restrictions are also a common tactic used by Pinduoduo.

Less will create a sense of scarcity and encourage users to place orders as quickly as possible.

Sometimes, when we are browsing Taobao, we will see that there are only 2 items left in stock of certain products. Don’t we all have a strong desire to buy them?

Don’t doubt it, it’s just a routine!

If you want users to buy quickly, you have to create a feeling for them, and we can use numbers to highlight price, time, and quantity to create a sense of urgency and scarcity.

In copywriting, we should be good at using two types of words: modal particles and active words.

▲ Interjections: buy now, snap up right away

▲ Activity words: Clearance, loss, purchase limit

We all know that emotions can influence each other, and in fact, copywriting can also influence each other.

Think about it, we encounter some stores in our lives with signs saying: Preparing for demolition, all goods will be cleared out. More or less we all go in and take a look.

That’s the power of language. Words like this are everywhere in Pinduoduo.

Do you feel that the second copy is stronger than the first one ?

Commonly used activity words include: limited time sale, special clearance, loss-making sale, loss-making clearance...

Therefore, in the copy, we can add "active words" to the prefix to enhance the tone of the copy.

We all know that people will have a perception of everything.

For example: the clothes in the mall are expensive, the cosmetics in the mall are all genuine; Apple phones are of good quality.

Then we can contrast the product with the user's cognitive perception.

In fact, many times, users have no way of judging whether your product is cheaper or more expensive.

Then we can use the commodity prices known to users to compare with the product prices and tell users how cheap my prices are!

Social attributes can probably be seen more on some dating apps.

Like: xx has a secret crush on you, open it and take a look.

Humans are social animals, and we unconsciously refer to the behavior of others to make our own purchasing decisions.

In fact, scenario-based copywriting is already very old-fashioned.

But as long as you write scenario-based copy well, users will automatically put themselves into the scenario and then have the desire to buy.

First, create a scenario for users to stimulate their needs, and then give them some benefits. It is simply a must-have skill for converting potential users! In fact, the biggest advantage of scene copywriting.

The above are some of Pinduoduo’s copywriting tactics.

Although the copywriting is very vulgar, Pinduoduo has attracted wave after wave of traffic with it, becoming a dark horse in the e-commerce industry .

What do users care about during Double Eleven?

quality? No, it's quality at a low price. Pinduoduo’s copywriting approach is definitely the best choice.

The above is the strategy for dealing with the Double Eleven traffic winter. Let’s review again:

1. In account promotion, adopt an incremental strategy and appropriately relax the traffic flow regardless of the promotion direction or operation.

2. Take a piece of paper and list Pinduoduo's tactics, and write one or more cases next to it. Put your own products on it.

Source: Houchang College