Let’s talk about the logic of placing performance ads on Xiaohongshu

So how do we optimize the specific delivery thinking?

To be honest, this method is really stupid.

Let’s take CPC as an example, but we first need to think about which key points the traffic passes through when investing in CPC?

as follows:

1. Exposure

2. Click

3. Private Message

4. Conversion

Then we can make a traffic funnel based on this key point. Exposure is the most common among these four, so we put it at the top. Click is the second most important, so we put it in the middle. Conversion is the most important, so we put it at the bottom.

This is what the result looked like.

Now we are thinking about the next question: "What can affect what?"

That is, in Xiaohongshu's CPC, which factors affect exposure, which factors affect clicks, and which factors affect conversions?

Factors affecting exposure: keywords and budget

Factors that influence clicks: title, cover, and target audience

Factors influencing private messages: Note content

Factors affecting conversion: product or customer service

So after we launch a round, the missing data above can be filled in, for example:

So according to the conversion rate of each link, we can optimize according to different influencing factors. I know you must want to ask, how do I judge whether my conversion rate is high or low?

My suggestions are: one is to refer to Xiaohongshu’s overall data, and the other is to compare it with your own previous data. Xiaohongshu usually talks about the overall data in this kind of official training.

You need to record your past data yourself. If you feel that there is no effect every time you invest, and you don’t make any records or organize them, then each investment cannot serve as a reference.

Based on these historical data, if the exposure is not enough, we can spend more money, or we can try a less popular word to avoid competition.

Or maybe our private message conversion rate is not high, can we guide people to send private messages in the content?

This is the idea of ​​​​marketing.

In addition, because the target of the placement is closely related to the content, as a placer, it is best to pay more attention to some content trends and new ideas on the platform, which will also be conducive to optimization.

But Xiaohongshu officials don’t think so, and they do not allow the publication of content with an advertising nature.

So if you still want to spend money to buy traffic at this time, you can only go out and turn to performance advertising. However, some merchants’ materials have no authorization, such as music and characters, which are not authorized. But when it comes to performance advertising, you have to check these things, so they can’t invest.

Xiaohongshu doesn’t give us a way out?

I don't think you can look at it that way. When it comes to compliance, you must abide by it in the current legal environment. There is no doubt about it because it is the law, and Xiaohongshu platform is not deliberately making things difficult for you.

The purpose of regulation is to comply with regulations; if it is not regulated, it will become a breeding ground for gray industries.

So I personally think that French fries and performance ads have different effects on different content. For example, if we have some professional background knowledge, then theoretically, using French fries will not be very effective, and the optimization may even go astray. If you invest in performance ads, the performance may be better at this time.

However, some notes are naturally suitable for recommending to others, but the content recommended by the system is definitely not particularly professional.

But you said that for professional content, wouldn’t the conversion rate be higher? Yes, it will be higher, so it is more suitable to appear after the search brand name, and the sharing of us bloggers who sell French fries is more suitable for planting grass for others, so we have to look at planting grass and conversion separately.

If you start thinking this way, you will find that the value that CPC can bring to you will be higher.

There was a time when I actually strongly advised everyone not to invest in CPC, because it was still early and just investing in KOL was enough. There was nothing more cost-effective than investing in KOL. But now simply investing in KOL can no longer be an absolute advantage, and some strategic combinations are still needed.