Tencent Youlianghui’s strategy for achieving explosive advertising volume!

1. Material output reserve

Holidays not only mean more traffic exposure for advertising , but also a greater demand for material and planning, especially in the e-commerce industry. I believe that many agencies have already fired the first shot in material reserves. So how can we grasp the production rhythm of material reserves so as not to affect daily delivery while preparing for the holidays?

If conditions permit, the best configuration is definitely a diversified reserve of videos and pictures. In the past three months, the proportion of video consumption in the large e-commerce industry has exceeded 40%. The problem of simple image homogeneity is serious and it is difficult to increase the volume. Therefore, the reserve of videos can increase creative diversity, allowing for faster growth and greater competitiveness.

What if the daily supply of materials is very tight and there is not enough production capacity to spare for additional reserves?

① Prepare more picture materials, which can be reused in different scenes of Youlianghui (native, open screen, etc.) such as horizontal pictures, vertical pictures, group pictures, and gif pictures;

② Make good use of Tencent Advertising’s video production tools: micro-films automatically generate video ideas;

③ Remix and edit the previous running materials.

2. Material review and reserve

Optimizers need to prepare materials in advance and calculate the review time for both clients and media. In addition, you must be familiar with the review standards for materials (on the media side and the client side) to ensure the review rate and improve the efficiency of reserves.

1. Price increase node

The timing of price increase may be the issue that everyone is most concerned about - when is the appropriate time to increase prices? How much to withdraw? This requires considering traffic trends in different periods and striving to achieve the highest cost-effectiveness.

Key price increase nodes: weekend high point 6.5-6.6, Dragon Boat Festival holiday 6.12-6.14, warm-up sprint 6.16-6.17, big sale 6.18.

Traffic peaks: 7:00-8:00 in the morning, 12:00-14:00 in the afternoon, and 20:00-23:00 in the evening. The evening is the peak traffic time of the day.

2. Pay attention to the official reference standards for major advertisers

Recommendation: During the 6.18 peak period, set the bid to more than 2.5 times the daily bid and create ads in batches in advance. During weekends and holidays, it is recommended to increase the bid by more than 1 times, and adjust the account daily limit to ensure sufficient budget.

The specific price increase range can be flexibly adjusted based on the actual situation of the account to explore the optimal volume range.

3. Targeted strategy

Targeted investment in different periods must also be carried out in conjunction with volume-based strategies.

Warm-up period: It is recommended to stratify the population and try different categories of materials based on the population portrait to lay the foundation for efficient conversion in the later stage.

Peak period: It is recommended to screen high-quality advertisements during the warm-up period, appropriately relax the target audience, and reach a wide range of potential people in order to seize the initiative during the period of fierce competition.

Return period: It is recommended that while relaxing the targeted volume grabbing policy, focus on chasing after those who have added the product to cart but have not converted, or those who have downloaded the product but have not activated it.

1. Multiple advertising slots

Recently, the platform has implemented many optimization measures on the splash screen and incentive advertising positions (from the creative form of the splash screen and incentive videos to the optimization of the landing page link) to help advertisers improve the results. The traffic exposure of these two positions has also been significantly improved.

2. U-Exchange traffic screening

A large volume means that the account accumulates more data, so the traffic filtering function will play a greater role. If you are worried that the backend cannot keep up and the costs cannot be sustained, then you must update the traffic blocking package in a timely manner.

3. Micro-film production, automatic generation of video ideas

Direct link: https://tacc.qq.com/ivideo

To help optimizers solve the problem of video materials, Tencent Advertising provides everyone with a free, efficient and easy tool for producing video materials - micro-film automatic derived video creativity. Currently, the product fully supports multiple advertising positions of ADQ, including Tencent News, Tencent Video, Mobile QQ, QQ Space, QQ Browser, Youlianghui, WeChat traffic, etc. During the creative creation process, you can enable the automatic derivation function by simply checking the box.

What should you do if you don’t have enough creative manpower, only have a small amount of material, and no time to edit and produce creative videos? With this, you only need to provide a small amount of original materials (pictures/videos/landing pages, etc.) and configure basic information (size/duration, etc.) to generate a large number of wonderful creative videos for selection, and it also supports fine-tuning, selection of special effects, dubbing and other video elements. Verified by a large number of advertisers in industries such as gaming, e-commerce, wedding dresses, and home furnishings, the effectiveness of the campaign has been significantly improved. For example, after an e-commerce client enabled video derivatives, the average consumption of advertising banners increased by 40%.