E-commerce bidding promotion plan!

1. Marketing Activities Background

Leverage marketing: E-commerce customers use a large number of frequent marketing activities to increase traffic and conversions; (Marketing activities refer to store celebrations and customer product promotions. For example: JD.com 618, Tmall "Double 11 Double 12", etc.);

Second issue and core strategy

Question: How to increase consumption and customer conversion in a short period of time

Core strategy: low cost and maximum introduction of high-quality traffic

Three bidding account building ideas

(1) Delivery period: Stay online 24 hours a day for a week before and after the event

(2) Location: e-commerce promotion activities can be launched nationwide

(3) Budget allocation: no upper limit

(4) Keywords:

Brand words: ensure that they are ranked on the homepage to increase brand awareness.

High conversion words (general words/product words): These keywords are core words with high click-through rates, high consumption, and high order volumes. They need to be continuously optimized to achieve more conversions.

Crowd words: This type of keywords can be continuously expanded during promotion and gradually cover more comprehensively.

Competitive keywords: These keywords may bring in some orders because they involve competitors, but the cost may also be high. They need to be further refined based on conversion data, and bids and corresponding creatives may need to be adjusted or deleted.

(5) Creative writing

Make use of wildcards, regional symbols, etc. to increase the popularity of creative ideas; comprehensively use component styles (image type, sub-chain type, business opportunity type, application type, list type) and advanced styles (crown style, crown list, crown universal word, super crown, mobile knowledge cube) to increase the attractiveness of creative ideas.

(6) Landing Page

The information of the event (such as discounts, promotions, big sales, instant discounts, 100 off 1000, etc.) should be clearly reflected in the landing page so that users can see it at first glance.

Four delivery strategies: high exposure, low cost and close monitoring

Traffic surges before and after marketing activities, and lasts for 2-3 days. Taking Double 11 in 2020 as an example, traffic continued to rise before the marketing activities.

Average click price: The industry is highly competitive, and the average click price has increased slightly. Taking Double 11 in 2020 as an example, the average click price has increased slightly.

High exposure: multiple creative displays occupy the page, preferred words compete for rankings, and a large number of keywords are added;

Low cost: Add broad matching, exclude negative words, and add long-tail words to high-quality keywords;

Close monitoring: real-time monitoring of core word rankings;

(1) High exposure:

1. Multiple creative ads occupy the page. Operation suggestion: you can place brand ads + bidding ads to occupy more ad space;

2. Select the best keywords to grab rankings

Operation suggestions:

Basic keyword range: the same period of last year's activities; the past 30 days; the top 100 clicks; the top 100 order amounts;

Supplementary circled words: End at 12:00 on the day of the event; TOP20 in terms of clicks; TOP20 in terms of order amounts;

3. Massive new keywords added

① Keywords in website background: filter out some precise customer demand words through the natural traffic of the website.

② Product keywords and extensions: add product words and core words directly.

③Keyword recommendation tool: Enter the core word, and the bidding background will recommend some related words, from which you can select the appropriate ones and add them to your account.

④ Competitors’ advertising keywords: Search for advertisements on the front page and see the keywords used by your peers.

⑤ The drop-down box of the search box or related search: The keywords here are relatively popular words, and you can filter out the words that suit you.

⑥Backstage search terms: industry top terms, supplementary circled terms: activity day end at 12:00; clicks TOP20; order amount TOP20;

⑦ Hot word expansion: marketing activity words, 11.11, 12.12

(2) Low cost

1. Add broad matching to high-quality keywords

First batch: select keywords with ROI higher than the account average and conduct extensive testing

The second batch: There are order keyword completion matching methods in the account, and the extensive bidding is based on the test bidding

The third batch: order keyword completion matching method

2. Exclude irrelevant impressions

Add negative keywords to the new plan;

After the new words are launched, negative keywords will be added daily;

(3) Close monitoring

Taking Double 11 as an example, the core word ranking is checked in real time: the ranking of core words and circled words is checked at 9 time points throughout the day to ensure that brand words are ranked first and core circled words are displayed on the left.

Five case studies

Taking Double 11 as an example, an e-commerce customer adopted this method and saw a 101% increase in consumption in 2020 compared to 2019, with CPC decreasing steadily;

Customer Case - Execution Planning (taking Double 11 in 2020 as an example):

November 6-7: Expand keywords (user search terms on the website, manufacturer recommendation terms)

On November 8, multiple matches were added to high-quality words: broad matches were added to brand words, and phrase matches were added to high-conversion words.

November 9: Preferred word monitoring, add preferred words to the monitoring folder

November 10-11: exclude irrelevant impressions, add negative keywords, and monitor closely: monitor the ranking of core words and preferred words every hour

The above is the strategic plan for marketing activities in the e-commerce industry.