How can a small e-commerce company with no money and no resources effectively place information flow advertisements?

Friends, Double Eleven is coming soon, which is a peak in traffic fluctuations for us. When Double Eleven comes, advertisers begin to doubt their lives. How can we achieve the desired effect without money ? In the increasingly competitive e-commerce festivals, how can we get a share in front of big brands?

First of all, let’s think about it here. The so-called second-category e-commerce refers to the professional first-tier e-commerce platforms except for Taobao and JD.com . The rest can basically be called second-category e-commerce. The second type of e-commerce mainly relies on different media platforms to promote products. The most common ones are Toutiao , UC Toutiao information flow , Zhihuitui, Guangdiantong and Tencent News .

The essence is the same as Taobao, it just uses a different promotion method. However, this promotion method has enabled second-tier e-commerce merchants to obtain considerable market economic benefits. So, how effective is the advertising promotion of second-tier e-commerce companies? Today, we will simply focus on the second category of e-commerce: targeting techniques, material production techniques, bidding strategies , and make a simple analysis through some cases.

What does the customer base like, what time, what occasion, and what color tone. An advertiser of women's clothing: In winter, most people choose warm colors, but have you noticed that the effect is not good? Because people will get aesthetically fatigued. When you wake up in the morning and turn on your computer, you will see warm light everywhere when you open a web page. If you find a picture with cool tones, it will be particularly eye-catching.

An advertiser of children's clothing: From the two pictures below, you can see that the product in the upper picture is more beautiful and contains richer information. It does not have any marketing copy , but its effect is already better than the material in the lower picture. It is obvious that the conversion effect of the upper picture is better and it attracts more users' attention.

Improving click-through rate is the winning formula for performance advertising. There are five factors that affect the click-through rate of e-commerce ads, namely: product selection, target audience, delivery time, image materials, and advertising copy.

1. Product selection: Accessories with a narrow audience and a single purpose have a much lower click-through rate than mass-market products. Therefore, the advertised products should be mass-market products as much as possible. For products with obvious seasonality, such as clothing, seasonal clothing and accessories advertisements must be launched online in a timely manner according to the national climate. The style, design, model, etc. of the product will have a relatively large impact on the click-through rate and should be in line with the preferences of the target population.
2. Target group: Identify the target group through continuous testing and do a good job of targeting. It is best to start preparing for the test a week before the target promotion period. Taking JD.com’s 618 event as an example, at least 5 sets of materials and 3 targeted package combinations should be prepared no later than June 10th to start cross-testing. Find out the best material style and the best use of the 3 directional packs.
3. Delivery time: Avoid peak working hours, analyze store user data, and choose a suitable time.
4. Image quality: The material must highlight the product, and users must have clear expectations of the advertising content in order to attract the attention of users who have potential demand for this type of product; the image must be clear, the main elements must be prominent, and the color combination must be eye-catching. It is recommended to place different materials for testing. After finding the materials with high click-through rates, increase the price of the placement to attract traffic.
5. Copywriting design: The price-performance ratio must be highlighted, the situational integration must be strong, and the practicality of the product must be highlighted. The slogan is recommended to be seasonal, concise, powerful, and have highlights.

Based on the user group analysis of your store, make a user portrait , label the people who target your products, and set different user groups based on age, gender, education level, user status, etc. based on business data.
It is recommended to name the user group accurately to facilitate subsequent optimization and management. Proper use of promotion notes will facilitate data review and problem location.

The amount of exposure an ad can get is determined by its click-through rate and bid. The higher the click-through rate and the higher the bid, the greater the exposure it can get. To place a bid, follow these steps:
Step 1: Create a new ad, upload high-quality ad materials, and bid 20%-30% higher than the market price according to the guide price.

Step 2: Observe the exposure and click data of the ad after 3 hours. (For single advertisement data in the data report, click on the data details to view the data)
1. If you have a certain amount of exposure and clicks (more than 2,000 exposures), but the click-through rate is low (refer to the main advertising specifications), then please update and optimize the advertising materials in time;
2. If the ad exposure is too small to determine the click-through rate, please increase the bid appropriately and make a judgment after a certain amount of exposure;
3. If you have already received a certain amount of exposure and the click-through rate is relatively ideal, you can keep the current ad unchanged and continue to pay attention to the data;
4. If you want to get more traffic, you can increase the bid appropriately or replace it with better materials, or add more new ads and relax the targeting.

Step 3: Continue to pay attention to advertising data and adjust bids. If the click-through rate of an ad drops after a period of time (3 to 5 days), please replace the ad creative or resubmit the ad in a timely manner.

The most important thing in e-commerce advertising is the product, so the product must be highlighted in the creative so that users can have a clearer expectation of the content of the advertisement and attract the attention of users who have potential demand for this type of product.

1. The product brand is well-known. Try to use the information combination of "brand + genuine product reminder + discount" to give full play to the brand and increase the click-through rate.
2. For hot-selling products, the sales volume of the products can be appropriately displayed to enhance users' interest in the products;
3. It is not necessary to use models. If the pictures of the real products are complete, it is more authentic to use pictures of the products.
4. The main and secondary aspects of the material images should be clearly distinguished: clearly highlight the product or the copy;
5. The copy of the material image should be concise and powerful, the copy should be refined into one sentence, and the gimmick of the material image should be prominent;
6. The overall design of the material picture should be harmonious and beautiful.

Many people’s understanding of information flow advertising is limited to a good reading experience. In fact, behind an information flow advertising that “integrates brand and effect” , there are many hidden processes: creative material production → precise delivery → effect optimization.