6-step principles for advertising in the food industry!

In 2019, the total retail sales of social e-commerce in China reached 2 trillion yuan, with a growth rate of 63%, of which mini programs accounted for 40%. It is estimated that in 2021, social e-commerce will account for more than 30% of the scale of online retail. Platform e-commerce traffic is becoming more and more expensive, and the dividend has passed. Social e-commerce has risen rapidly, and the attention to private domain traffic has doubled. The development of social e-commerce has become an irreversible market trend. However, many businesses often encounter high advertising costs in the early stage of customer acquisition and diversion, and their income is not enough to cover their expenses. They are not very clear about the overall advertising ideas. Then the author will discuss with you how the food industry can operate on the Tencent advertising platform to maximize the advertising conversion benefits.

Industry dynamics overview

The food industry market has entered a new digital cycle, and domestic brands have entered the Tencent track

Emerging brands: Traffic players overtake others, relying on innovative models to intensify competition

Mature brands: leveraging digitalization to grow against the trend and enter new channels and product lines

How to choose products?

So before advertising , how to choose good products for promotion is also something that merchants need to focus on. Good product selection can save more energy and advertising optimization methods in subsequent advertising and operation, and quickly create their own hot-selling products.

Hot-selling items: 1. Average order value less than RMB 300/gross profit margin more than 40%/repurchase rate higher than 10%

2. Hot-selling products on e-commerce platforms/information flow platforms such as Taobao and Douyin

Promotional items: limited-time flash sales, group buying, limited-time discounts and other promotional activities to attract consumers

Celebrity/IP Style: XX celebrity X program strongly recommends, IP co-branded, deeply loved by netizens

Exclusive: Live-stream exclusive packages/offers; member-only discounts; exclusive new products

Six steps to advertising

first step

Material preparation: Keep in mind the "four elements" and explore the most suitable explosive material for yourself

2 seconds to attract attention

A creative highlight

4 seconds of fun

Interesting features

2 seconds conversion

Give a reason to convert

Think about it: How to design materials to make your advertisement more "visually" competitive?

Marketing tools: Mini Program Case Library & MI Creative Insight Tool Upgrade

Excellent material case display

The above are all external templates for merchants with high conversion rates. Merchants often use large cards or multiple pictures to display their best-selling products. The copywriting focuses on highlighting the discounts to maximize user interaction and participation.

Step 2

Data access: clarify the conversion link, and opening up the data link is the prerequisite for optimization

Returning conversion data is a prerequisite for optimizing conversion results

Transformation data sufficiency: sufficient data for the model to learn stably

Data reporting quality: conversion data reporting needs to be stable and timely

It is recommended to process data in layers: click, follow, receive coupons, add to cart, place an order

Step 3: Delivery Construction: Flexible combination of four dimensions to establish multiple delivery plans

The purpose of establishing a multiple delivery plan

Ad performance optimization dimension effect comparison improves delivery flexibility

Account establishment SOP

Merchants can stack multiple plans and use multiple materials to build backup test launches. Plans with high sales volumes can focus on laying the groundwork and increasing the intensity of the launch.

Step 4: Delivery test: Observe data performance and find an excellent plan that has both volume and ROI

Understand the data: Within 3-5 days after the launch, monitor the performance of advertising plans under various combinations in real time, and follow the "You Can You Up" principle

Real-time monitoring: industry operation team + customer agent/service provider (very important!); timely adjust the advertising plan configuration during the test period on an hourly basis

Orderly: Both (three) parties agree on a daily report template for the test period; analyze the problems in the daily monitoring and formulate an adjustment strategy for the next day

Step 5: Volume verification: Real-time monitoring of both channels to achieve volume conversion

Introduction to automatic expansion logic

1. Increase your bid

Under the premise of ensuring the original CPX quality, increase the bid and win more volume

2. Directional breakthrough

Directional dimensions for optional breakouts

3. Intelligent expansion

The backend DMP population number package can be used to bind and expand the delivery, quickly collect attribute tags similar to past potential user groups, and accurately expand the delivery.

Step 6: Summary and Optimization: Find the brand’s own rhythm and lay a solid foundation for the next launch

Product selection/activity

1. Brand star products

2. Stock discounted products

3. Buy 1 get 5 free promotion for new customers

4. Large coupons for old customers

Link design, two links running simultaneously

1. WeChat Moments ads jump to mini-programs

2. Elegant large image jumps to mini program

Orientation/Material

Excellent directional/material combination:

1. Celebrity crowd + celebrity material

2. Brand-side crowd (old customers)

3. Highlight the discount

Bid/Budget

oCPA bidding is used

1.Friends circle ~X yuan

2. Official account ~X yuan

3. Daily advertising cost ~X yuan/day

Conversion/ROI

1. Single-day ROI range

2. One-week ROI range

Later suggestions

1. Tailor-made

Industry benchmarks are for reference only. Brands still need to find their own tone and product selection/activity design

2. Experience inheritance

Sales + Industry Operations Team

Establish brand archives, record advertising results, and complete the transformation from new customers to old customers

Basic troubleshooting points