「Practical Tips」How to place effective advertisements on Double 11?

How to promote on Double 11?

We know that advertising on Double 11 is ridiculously expensive, and it is not difficult to spend tens of thousands of dollars in minutes.

How much money does it cost? Tell a story:

A shopkeeper I know didn’t sign up for Double 11 last year, but wanted to support Jack Ma, so he invested 5,000 yuan in advertising.

I clicked to confirm the placement, went to the bathroom and came back, and the 5,000 yuan was gone. The shopkeeper was completely confused. How could this kind of operation exist?

Then the shopkeeper said: I might have driven a fake car. . . !

Be careful when placing advertisements on Double 11! Many shop owners sold millions on Double Eleven , but they cried when they saw the advertising costs, thinking that all their months of hard work were in vain !

So if you want to make money on Double 11, you must know how to advertise effectively! This is also the topic we want to share with you today. We must understand two points:

1. What is the time point for advertising?

2. What is the most effective label?

1. What is the time point for advertising?

According to past experience, Double 11 is divided into three time nodes:

0:00-2:00 on the 11th, 8:00 am to 6:00 pm, and after 6:00 pm.

But this year will be different from previous years because of the Double 11 Gala. This year's Double 11 is divided into four time nodes:

The first wave of ads will be placed at 8pm on the 10th, which is also the last time coupons will be distributed;

Note: Do not send text messages to customers on Double 11 day, because there are too many text messages and they can't see them at all. Send the text messages from 1 to 10 to stimulate them to collect and add to cart.

From 0:00 to 3:00, ads are placed for customers who have received coupons or added products to favorites. After 3:00, ads can be stopped because everyone starts to sleep.

From 8am to 6pm, ads will run normally, but not very strongly;

After 6 o'clock in the evening, there will be a special performance-boosting advertisement, which is only used to supplement the data for merchants at the venue.

Because for the merchants at the venue, there will be performance indicators for participating in the event.

For example, if your store’s target is 15 million, and at 6 p.m., if you fail to achieve the Double 11 target, do you know what the consequences will be?

The consequence is that you will basically have nothing to do with such activities in the future!

Therefore, after 6 pm on Double 11, if sales are not enough, merchants at the venue will run advertisements to boost sales. This advertising campaign will be greater than the entire Double 11 day’s advertising campaign, and merchants will make up for their performance by giving away extra products.

For example: XX store failed to achieve sales performance on Double 11 two years ago, so it put up a link, with a red bean cake priced at 498 yuan, and a full refund for free. Ten thousand people came to buy it, so the store made up 4.98 million yuan.

This kind of work that is purely for the purpose of completing performance will be done after 6 o'clock in the evening.

Note: If it is not a venue or a store without KPI indicators, there is no need to do this because it is a 100% loss-making thing.

The merchants at the venue are under a lot of pressure, so you can learn from this.

How to place labels correctly?

How to launch the through train and diamond exhibition on Double 11 day?

1. Through Train:

When I open the through train on Double 11, I will close all the crowd tags.

The entire store prioritizes the placement of two types of labels:

①. Double 11 Tags

That is: customers who receive Double 11 coupons will receive a 300% premium.

② Customers who have visited the store before

That is: after searching, the four labels of not purchased, purchased, collected, and added to cart have a premium of 300%.

This is the way to centralize advertising and get the highest return.

Note: This solution is only valid for Double 11. After Double 11, the store’s normal labels will be restored.

2. Diamond Exhibition:

Diamond Exhibition will give priority to cognitive customers on Double 11:

These are customers who have visited your store in the last 7 days or have not purchased your products within 190 days.

All the customers who added items to favorites and cart items in the past period of time are included in the recognized customers. On that day, it was useless to target visitors or protect your own store.

Due to time constraints, it is impossible for you to let all customers see your product display.

Summarize:

The above is how to place advertisements on Double 11. We will approach it from two angles:

Delivery time & most effective tags.

I would like to remind all shopkeepers again: on Double 11 day, choose intelligent and even delivery for the through train and even delivery for the Diamond Exhibition.