In order to avoid being cannon fodder on Double Eleven, ordinary merchants can look at these tricks to grab traffic?

In early October, several e-commerce giants, including JD.com , Tmall , Taobao , Pinduoduo, and Suning , began to circle the market in an all-round way, with daily consumption reaching millions. When it comes to Double Eleven when they really want to grab sales, they will use their trump cards: scheduling to lock in sales + raising prices to grab sales + investing across the entire network! The media also meets the demand for volume from e-commerce customers by increasing advertising space , improving advertising frequency, and increasing the proportion of CPM contract sales.

E-commerce giants are frantically grabbing volume, and traffic costs are rising. Are ordinary e-commerce merchants destined to become cannon fodder?

By reviewing the e-commerce advertising experience of the past four years, we aim to provide tips on how to adjust advertising strategies (resources, targeting, materials and purchasing) as well as creative ideas for advertising, to help ordinary e-commerce companies deliver information flows during Double Eleven. 1.1.

During the e-commerce festival, if there are no special events with large scale, it is recommended to reduce the budget and resume regular optimization after Double Eleven. In regular delivery, we will focus on maintaining those with good results, and suspend those with average results for which we have no plans for large-scale delivery.

If you want to promote competitive products during the holidays, you can consider four aspects: resources, targeting, materials and purchasing methods.

1. Resources | Multiple resources + multiple advertising spaces to grab volume

In-depth comparative testing should be carried out on a daily basis, and the conversion of various resources and ad positions should be reviewed to determine different bidding strategies and acceptable budget allocation ratios. Only by making good advertising reserves in advance can you start to comprehensively improve your ability to attract traffic at any time.

Sometimes people tend to trust their own subjective analysis or other people's experience to judge the effectiveness of certain resources and advertising spaces, and occasionally careful testing will reveal unexpected surprises.

2 Targeting | Relaxed targeting, multiple combinations

The same account and the same targeting will lead to the user competing with themselves for volume, and the ability to compete for volume will decline. Therefore, when placing an order, you cannot only consider the main e-commerce people aged 16 to 36. Therefore, in addition to the most important and best daily targeted strategies, the account also needs to reserve some different targeted plans. Such as the following points: group. Therefore, in addition to the most important and best daily targeted strategies, the account also needs to reserve some different targeted plans. Such as the following points:

• For single products, a combination of broad and narrow targeting is used. For some plans, only the most core targeting is retained and some targeting is abandoned.
• For comprehensive e-commerce, in addition to the broad and narrow targeted combinations of core categories, different categories can also be appropriately combined to target different groups of people.
• Analyzing the user attributes of different resource platforms, for example, Guangdiantong has a higher proportion of female users, so it is slightly easier to get male traffic during the rush to attract traffic; Toutiao is different, as there is also great competition from male users, so the strategies cannot be exactly the same.

3. Prepare materials in the early stage and use more magic pictures

In the early stage of the event, we should focus on testing and reserving excellent materials. The probability of releasing great pictures by releasing materials in large quantities during the Double Eleven period is very low, which is a waste of cost.

The other is to make full use of the magic picture. The same magic picture can be used for wide and narrow targeting at the same time. New materials can be fine-tuned based on the magic picture or similar materials can be found for testing. The probability of increasing volume is relatively high.

4. How to buy | Make use of CPM scheduling

There is a certain budget threshold for purchasing CPM contracts. If you have a sufficient budget and a hard target for volume, you can consider adding some CPM schedules.

Lock the schedule in advance, and reuse the excellent materials and targeted materials tested through bidding. If there are no particularly outstanding materials for the time being, it is recommended to lock one or two schedules separately, and then release multiple materials at the same time, compare and select the best ones, and suspend the scheduled ads with poor performance in advance.

The above four points are summarized based on past e-commerce experience. They are strategies for grabbing volume in order to control costs and maintain results. It is recommended that you make adjustments based on the actual delivery situation.

Creative ideas
1. Use magic pictures to improve conversion

Let’s start with the following case to analyze how to match pictures well:

Figure 1

Figure 2

Analysis: From Figure 1 to Figure 2, the wok was changed from a single product to a scene of cooking delicious food in the kitchen. The 19.9 promotion highlighted the "limited time sale" and Suning's endorsement broke the user's doubts about the quality, so the click-through rate went up.

Figure 3

Figure 4

Analysis: From Figure 3 to Figure 4, would changing the product selection to floral prints be the choice of more ordinary people? The comparison between the original price and the promotional price suddenly becomes more real and tempting.

Figure 5

Figure 6

Analysis: From Figure 5 to Figure 6, the beautiful model's face is removed, the sexy style is replaced with a popular and versatile style, the full body effect is shown in the long shot, and the details of the clothes are highlighted in the close shot, so the click-through rate goes up; it is not necessary to use price tags to lure people to download, topics that women care about, such as looking taller and thinner, can also get good results.

From experience, the characteristics of Shentu are roughly as follows:

1. Lively and situational; 2. Clear and highlights details; 3. Product selection: popular; 4. Bright colors and reasonable overall combination; 5. Appropriate use of price benefits.

2. Inventory of common e-commerce routines

The idea of ​​the copywriting is to focus on one core concept : "Hit the pain point directly!", and grasp the inner driving force of user nature to think in the direction of basic needs. For example: everyone pursues beauty and wants to become more beautiful; some people are curious and competitive; those who are smart certainly don't want to be taken advantage of; those who are lazy prefer things that can be done easily and efficiently.

Top ten sentences in e-commerce information flow:

How to : how...how, how, why, know... (hit the pain point, how to lose weight and become beautiful?)

Revealing style : (exclusive, major) revealing, breaking news, explosive, (shocking) inside story, really want to, it turns out (it turns out my bestie bought it from here)

Exaggeration : stunned, urgent, startled, onlookers, unexpectedly, incredible, crazy

Negative : negative words (OUT, outdated, big loss, far behind)

Digital : price discount, benefits, deadline... (give users a sense of urgency to promote purchase)

Local today style: [Location] Dynamic creativity, today (using dynamic word package tool .)

Attributive symbolic form: [strongly recommended], [heavyweight]

Summary: inventory, collection, all here, complete, overview

Welfare: make a lot of money, giveaway, red envelope, exclaim, grab quickly (crazy grab), free

Message body: (good, today, latest) news

PS. Some media focus on user experience and have strict auditing. Revealing exaggerations and denials may easily fail the audit. Make adjustments to the wording and try submitting more.