Tencent Advertising Strategy for Weight Loss Industry

This article focuses on six sections: "Link Reference", "Landing Page Recommendations", "Bidding Settings", "Delivery Construction", "Start-up Strategies" and "Data Feedback". For details, please see the following text~

【text】:

Link reference: There are currently two mainstream delivery links in the weight loss industry , namely adding fans and collecting forms.

Adding fans: Link analysis: Add the customer service’s personal WeChat account to the advertising diversion, and promote conversion through subsequent repeated communication with sales customer service. It is suitable for customers with exclusive customer service teams and strong user operation capabilities.

Let’s take a look at a Demo:

Due to policy requirements, personal WeChat accounts or text such as "Add WeChat" cannot appear on the first jump page for the time being, we recommend that you simply set a jump button on the first jump page and then guide the user to add WeChat on the second jump page. It should be noted that: there will be a certain loss rate when copying the WeChat account and jumping to WeChat search to add followers, so data connection needs to be done in advance; at the same time, the shopping guide ability of the back-end customer service directly determines the customer purchase conversion effect. It is recommended to use the customer service's opening words to directly hit the key points and discounts, etc., to guide users to place orders.

Analysis of the form collection link: advertising leads to filling out forms, leaving personal information and contact information, and subsequent telephone communication with sales customer service to promote conversion. This is suitable for cost-conservative and more traditional telemarketing customers.

Let’s take a look at a demo:

From exposure to clicking into the landing page, to consultation-filling out the form-customer service telephone communication, let’s talk about the production and suggestions of the landing page.

It is recommended to build the current weight loss industry form link and fan-adding link for the landing page, and the jump landing page is mainly the path landing page. The Qijing landing page is the official landing page of Tencent Advertising, which is smart, efficient and flexible to operate.

For the fan-adding link mentioned above, you can use the [WeChat fan-adding] component in the Qijing landing page to optimize the link.

After completing the Q&A, the last round of conversation guides users to long press and copy the WeChat ID. The current copy and add fan rate tested in the weight loss industry is 70%-80%.

Content suggestions

It is recommended that the copywriting should focus on preferential treatment or obvious benefit points to stimulate user action.

example:

1) Top material: A ticker is displayed in large fonts in a prominent position on the first screen, showing the body shape after weight loss; copywriting guidance - highlight the discount amount in large fonts, such as 99 yuan, one-to-one, and other key information

2) Form filling area: collect potential customer forms by multiple-choice questions and personal information filling, and support SMS verification;

Copywriting guidelines - Form submission button suggestions still revolve around interest points and are highly motivating, such as "experience opportunity" and "get a weight loss plan".

When setting bids for weight loss product delivery, you need to set an advantageous price for the delivery plan based on different marketing goals/links.

Bidding reference: 40-80 yuan for form link; 80-100 yuan for fan-adding link. Bidding setting: New customer cold start: With reference to other media costs, the recommended bid for the new customer cold start period is a tiered bid of 100%-120% of the target cost. After stable running volume: determine the optimal bidding range based on the test, and lower the bid after the new ad has stable running volume. The downward adjustment each time is ≤5%, and the adjustment is ≤1 time per day. Bidding strategy: Cold start for new users: give priority to volume + start with one piece (broad targeting + accelerated delivery); after stable volume: depending on traffic conditions and volume demand, whether to continue to give priority to volume + start with one piece, the number of priority volume ads/the number of stable volume ads ≥ 1.

It is recommended to establish a multi-dimensional delivery plan, and during the delivery, shut down or increase the volume according to different advertising effects. Advertising plans should not be adjusted significantly, as major adjustments to settings will result in significant fluctuations in costs. Detailed picture:

The MP delivery optimization strategy improves the efficiency of forms and fans through landing page optimization and direct MP delivery.

MP form landing page optimization, first accumulate conversion volume, then optimize efficiency

2) Focus on direct investment on the MP delivery side, first increase the CVR volume of shallow targets, and then optimize the line rate of deep targets

Account volume increase helps weight loss drug customers to increase volume quickly through operations

Automatic expansion

One-click quantity

Data feedback can help us better understand the characteristics of converted users and optimize advertising effects.

The above is today’s practical sharing of delivery. In terms of traffic, materials, data and products, operations, creativity, sales and customers need to collaborate. There is still a long way to go on the road to optimization. I hope to help you understand more about the weight loss industry, and I also hope that you can achieve your ideal cost.