Bidding promotion plan for the wedding photography industry!

1. Overview of the wedding photography industry background

(1) Market background

Since 2008, there are about 11 million couples getting married every year. The current wedding market has reached more than 500 billion. After the close integration of photography and wedding dresses, the market size has reached 90 billion, accounting for 18% of the core consumption of weddings. These people of marriageable age are adept Internet users and are accustomed to obtaining the information they want from the Internet.

(2) The industry continues to integrate, and wedding photography is moving towards personalization

Personalization: Newlyweds are gradually tired of posing in the same old way, and they begin to choose personalized photo taking methods.

Daily life: Newlyweds prefer to choose clothes they like, especially casual wear and couple outfits.

Industry integration: integration of wedding photography and wedding photography, integration of honeymoon travel and wedding photography

Technology combination: Digital photography, aerial photography and other technologies are becoming more and more popular in wedding photography

(3) Travel photography is gradually gaining popularity

Free, independent and individualistic people of marriageable age are gradually paying less attention to the form of their wedding. But what remains unchanged is the girls’ “wedding dress dream”. Traditional wedding photos can no longer meet the requirements of today's newlyweds. They pursue more innovation and uniqueness, so travel wedding photos have quietly emerged. While traveling, we also took romantic wedding photos. Travel wedding photography has become the favorite way for newlyweds to take wedding photos!

2. Analysis of travel photography in the wedding photography industry

(1) Shooting style

Generally speaking, it can be divided into interior and exterior scenes;

From a small perspective, it can be divided into: American and Korean series, new Chinese series, beautiful forest series, romantic travel photography series, and private customization series.

(2) Travel photography categories

Wedding photography has become a "wedding standard". As people born in the 1980s and 1990s become the mainstream marriage population, the personalized needs of married users are also increasing.

Before 2020, more and more users turned to overseas travel photography from traditional local photography; however, affected by the epidemic, especially the increasingly serious epidemic abroad, domestic travel photography business has become more and more popular among the post-80s and post-90s!

(3) Domestic travel photography

① Population analysis

According to statistics, the largest age range for first marriage in my country is 25-29 years old

The average age of first marriage in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen is 30 for men and 28 for women

② Target group behavior path

③The most popular cities for wedding photography

Top 7 cities for wedding photo shooting: Sanya → Xiamen → Qinhuangdao → Suzhou → Beijing → Shenzhen → Chengdu

April-August: This period is the off-season for tourism in Sanya, when there are fewer couples taking wedding photos and the prices are relatively cheaper;

September to February: Due to climate reasons, many couples take wedding photos during these months, which is also the peak season for wedding photography in Sanya.

④ Cost accounting – Taking the 5888 yuan package as an example

Photographer 200 yuan/day, photography assistant 60 yuan/day, makeup artist 200 yuan/day, makeup assistant 60 yuan/day

Photographer (retouch 40 photos) 200 yuan/day, designer (photo design) 200 yuan/day

Film selector: 140 yuan/day, consultant: 60 yuan/day, customer service: 60 yuan/day, artist: 120 yuan/day

The rental and decoration of the photo studio store are shared by each newcomer 500 yuan

Rental fee (real-scene studio): 300 yuan per person for new couples

Clothing depreciation per person: 300 yuan

Professional camera and lens depreciation per person 100 yuan

Transportation fee (business car for location shooting) 300 yuan/day

Food and beverage expenses for photographers, makeup artists, etc.: 120 yuan/day

Photo post-production 500 yuan

The cost accounting is: 3,420 yuan, and the profit is 41%.

According to conservative estimates, the profit margin of wedding photography agencies is between 30-40%.

(4) The price and shooting characteristics of wedding photography agencies

Current status of three industries

Intense competition: High costs: High costs, compressed profit margins, high customer acquisition costs

Market saturation: The market is a red ocean and the growth rate of leading brands has slowed down.

Difficulty in expansion: Wedding photography has a prominent regional brand effect.

It is difficult to expand operations, and no national leading brand has emerged yet.

Differentiated management: The homogeneity of the wedding photography industry is too serious, and the creation of brand image requires significant differences (such as Yijiang’s Korean team photography and Platinum’s travel photography)

4. Sogou Marketing Methodology

As the second largest search engine in China, Sogou has long been the main force in online marketing for the wedding photography industry. Today, I will introduce to you the optimization techniques and methodology of Sogou search promotion: precise positioning + innovative ideas + professional optimization.

Sogou account building ideas

(1) Delivery period

According to statistics, users are active from 7 am to 2 am the next day, as shown in the figure:

Therefore, the promotion time period is set from 7:00 in the morning to 2:00 in the evening, and the online customer service must be kept online normally.

(2) Region of distribution

The wedding photography industry is generally regional, so you can choose to place your advertising locally. If there is a national chain company, you can place your advertising based on your actual situation.

(3) Budget allocation

If the account traffic is stable, the budget can be unlimited.

You can also allocate budgets based on the geographic coverage of your business, such as directly-operated stores in multiple regions.

Set the budget according to holidays and festivals (popular), and increase the budget as appropriate around May Day and National Day.

(4) Keyword setting

Keyword classification: product core words, regional words, style words, question words, rankings, organizations, product-related words (strategies, precautions, etc.), product weakly related words (photography, portraits, etc., mainly to attract traffic and reduce costs).

Here are some examples:

Product core words: such as wedding photos, wedding photography, wedding photos, travel wedding photos, tourism wedding photography, etc.

Regional words: before or after the core word + regional name, such as: Sanya wedding photography, wedding photos Sanya, etc.

Style words: such as personality wedding photos, Republican-style wedding photos, campus wedding photos, seaside wedding photos

Question words: How much does it cost to take wedding photos in Sanya? Which wedding photography studio is good?

Ranking: wedding photography ranking, wedding photography ranking, top ten wedding photography in Xi'an

Institutions, studios: wedding photography studios, wedding photography institutions

Product related words: Sanya wedding photography guide, Dali wedding photography precautions, Xiamen wedding photos

Product weakly related words: Sanya photography, Sanya beach photo

Keyword matching mode and bidding: Multiple matching modes are used in combination. Core words can use broad matching and match other related words, which can ultimately reduce the click cost of the entire account; product-related words and weakly related words can be accurately matched at a low price.

(5) Creative writing

Ordinary creatives require smooth sentences, contain wildcards, and cater to user needs. However, with the development of the Internet, young people have become accustomed to search ads and are numb to ordinary styles. Therefore, some novel styles can be used to attract attention.

As shown in the following example:

①Add corporate logo to increase brand recognition

②Highlight the price advantage – starting from 2999, 3000 off

③Highlight service advantages - including luxurious accommodation, airport pick-up and station pick-up

④Highlight personalized customization to cater to the audience’s attention

⑤ Component style is novel and increases click volume

(6) Landing Page

The content of the landing page should be highly relevant to the keyword creativity. For example, if the user searches for "Sanya wedding photography", after clicking on the website, what he sees is the scenery of Yunnan, which is not what the user wants to see. He may just close it and leave, thus wasting a click fee. Therefore, when setting up an account, pay attention to the relevance of keywords, creativity, and landing pages.

Five post-optimization ideas

(1) Expand and explore new keywords and add words with more specific commercial intent

Combine the search term report with the conversion terms to find out the keywords with good conversions and add them to the account. In addition, you can dig out some words that conform to your search habits from the search engine drop-down box, Baidu Index/Sogou Index, etc. The search needs of different users may be diverse. For example, a user searching for "wedding dress" may just want to see information about wedding dresses. Users who search for "Sanya wedding photography" or "beach wedding photos" obviously want to take wedding photos and are likely to click to visit the website to gain a deeper understanding.

(2) Improve the quality of creatives , increase the popularity, and use component styles and advanced styles

You can view creatives with high click volume through the Creative Consumption Report in the data report. Creative descriptions with high click-through rates attract users' attention and are also conducive to strengthening the relevance of search terms, keywords and creativity; using wildcards, regional symbols, etc. to increase redness; making full use of 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 enhance the attractiveness of creativity.

(3) Optimize display URL and access URL

When displaying the URL, it is recommended to use the complete domain name (such as: www.north-i.cn), which is easy for users to remember and can enhance users' sense of trust; the choice of access URL should vary according to different keywords, and different keywords should be linked to corresponding web pages.

(4) Optimize matching methods

You can use the "broad to narrow" method to select the matching method, that is, set the newly added keywords to broad match first, and use 1-2 weeks to observe the effect. Check the search term report every day to see which search terms are matched. If you find irrelevant search terms, you can add negative keywords.