Tencent Advertising Marriage and Romance Marketing Strategy

Speaking of November 11, everyone should know that it is the most natural promotional node throughout the year. User education has matured, and the atmosphere of big promotions can further stimulate users' desire to buy. Therefore, during Double Eleven, the marriage and love industry can use marketing methods to efficiently direct traffic and quickly attract customers under the spotlight of e-commerce hotspots.

1. Enriching traffic positions and reaching the core consumer groups in the industry

WeChat Moments advertising: The industry’s key core resource, with tight market schedules and reasonable allocation to grab volume in multiple forms.

1. Avoid peak scheduling periods and increase efforts to grab volume. Combined with the characteristics of e-commerce promotion nodes - the climax of the promotion is from November 1st to 11th, wedding photography advertisers can avoid peak periods and increase efforts to grab volume. It is recommended to create advertisements in batches for advance review and to increase prices appropriately.

2. During periods of high traffic, extend the delivery time and increase the delivery forms.

Because traffic is tight during the promotion period, it is recommended to create ads before the traffic peak and run them throughout the day to avoid pausing the ads midway and missing the traffic peak. Label card puzzle, vertical video format has strong ability to attract users, and is recommended for use during big sales.

Public account advertising: high-quality supplementary resources, industry blue ocean field.

During the promotion period, the traffic of the official account is expected to be stable with a slight increase. The following two ad positions have been tested to be relatively positive and are recommended as supplementary resources:

1. Advertising at the bottom of the official account

The bottom advertising material is larger in size and more expressive, making it suitable for the marriage and love life industry.

2. Subscription Account Fixed Investment

Ads that support template images and video materials with a specification of 16:9. After successful configuration, ads that meet the material specification requirements will be placed separately in the subscription account ad space.

The industry has low penetration rate and huge room for growth.

Rich and diverse display forms: support for custom labels, barrage, tiles and other innovative forms, the industry can highlight the focus of publicity in a clear way to guide users to click conversion.

2. Improve advertising competitiveness through operational means to increase the efficiency and speed of delivery

Grab the volume period: grab the volume in advance and seize the opportunity

In the early stage, traffic is relatively loose, so you can allocate the main budget, test materials, and build a stable delivery model.

Peak period: Avoid peak hours and focus on maintaining stability

During peak hours, traffic is very tight, so you can allocate an appropriate budget and configure multiple advertising resources to meet basic "customer needs".

Stabilization period: Traffic rebounds and delivery resumes

During the stabilization period, traffic gradually stabilizes, but it is still affected by e-commerce return activities, and an appropriate amount of budget needs to be allocated to gradually resume delivery.

After understanding the above advertising techniques that need to be paid attention to in different periods, let’s take a look at other operational methods that can improve advertising competitiveness.

Increase ad click-through rate

1. Targeted accuracy: Apply for the latest industry crowd redirection, or use one-party crowd automatic expansion for extended marketing.

2. Material diversity: Continue to try innovative materials, including sample style, material style, composition form and video creativity, such as: imitating Moments pictures, video sitcoms, etc.

3. Integration of copywriting: It can be combined with the Double Eleven promotion marketing gimmicks and event traffic diversion, such as "11.11 special low-price packages" and "11.11 heavy gifts", etc., to highlight the event discounts and user benefits, and attract users to click.

Exclude people who are not interested

Use exclusion marketing to extract people who are not interested in historical advertising from the DMP background, and perform exclusion marketing when delivering ads to improve the overall quality of advertising.

Improve ad conversion rates

1. Multi-link matrix delivery: In addition to attention, forms, and payments, you can also add auxiliary links such as WeChat Enterprise Addition and WeChat Enterprise Online Customer Service to the native landing page to increase user optional paths and improve customer conversion rate.

2. Wormhole model reuse: Use the period of good conversion effect of high-quality accounts in the past as a model, and reuse it for declining old accounts/cold-start new accounts to improve the delivery effect.

Flexible bid adjustment

1. Bidding form: It is recommended to use a mixture of ocpm attention/lead single bidding and 0CPM attention/lead & registration dual-stage bidding.

2. Bid adjustment: A step-by-step bidding method is adopted. During the campaign, bids can be adjusted based on traffic and costs. The price adjustment frequency is greater than 3 times per day, and the price adjustment range is within ±15%. Each price adjustment is observed for 6 hours.

Clarify the product strategy to increase sales, master the skills and quickly apply them

Based on its characteristics and the advertiser's own needs, select suitable volume-boosting products to help improve the ability to gain volume during the promotion period.

3. High-quality creative ideas to capture the user’s mind

1. Copywriting

Benefit points: highlight the strength of 11.11 promotion, preferential amounts, free gifts, transparent services, etc.

Scarcity: time/quota restrictions, highlighting limited time and quantity, only once a year, if you miss it, you have to wait until next year.

Sense of life: close to users' lives, such as housekeeping: you go shopping, and I will do the housework.

References:

Like the Moments

Strongly integrate into the circle of friends advertising space to weaken the advertising nature. By imitating the user's likes style, the feeling of multiple positive comments can enhance user favorability and attract more user attention in the native environment of the circle of friends.

Chat interface

Emphasizing social attributes, the dialogue format is more lifelike and strengthens user trust. It is recommended to integrate the Double Eleven event into the conversation, add elements such as receiving coupons and gifts, and increase the credibility of the event.

11.11 promotion elements

Add 11.11 element corner marks or use promotional/coupon element images in conjunction with copywriting to attract users to inquire about related activities.

(ii) Materials:

Both sides choose to emphasize promotion: the materials can add the words 11.11 and imitate the format of e-commerce posters.

Weaken advertising: imitate social scenarios, present life-like content, and get closer to users.

3. Landing page:

Two-way choice to highlight activities: Combine with outer creativity to highlight 11.11 promotions/coupons.

Direct guidance: jump directly to the follow page or the simplified native page. The article introduces the auxiliary Double 11 activities, which is simple and direct to guide conversion.

Native experience, direct jump form:

It is recommended to use a simplified native page with a Double 11 event article to display the landing page, without the need to spend manual effort on the production of the landing page. Clicking on the outer layer will enter the focus interface of material splicing, providing a better user experience. Users can follow directly after entering the simplified native page. The conversion process is no different from direct jump to follow, which effectively reduces the loss rate of follow-up from ordinary native pages. The first article is directly related to the Double 11 event, which makes it easier for users to understand the details and enhances the authenticity of the event.