618 e-commerce advertising battle to gain volume!

618 is coming, which is a big e-commerce node. We know that during the 618, Double 11 and Double 12 shopping festivals, due to the increase in e-commerce advertising , the advertising of other small and medium-sized industries is squeezed out and the effect will be affected to varying degrees. Therefore, in addition to regular optimization capabilities, optimizers also need to grab the correct volume based on time nodes.

With the arrival of 618, both search ads and information flow ads will be affected, especially information flow ads. At present, Baidu has the largest share of search advertising. Baidu has already provided a 618 traffic-grabbing guide on its official website’s Marketing University, which can be used as a reference for those who haven’t read it yet. The following focuses on information flow advertising.

618 is coming, what do companies need to do in terms of advertising?

1: In terms of time. Promotion can start in late May or early June. The promotion channels include: official website, public account, Douyin, Kuaishou, news source and self-media account, etc. For paid promotion, you can highlight 618 in the creative and landing page through search and information flow channels to increase the exposure of the company;

2: On the landing page. It is necessary to make multiple landing pages for activities with different themes;

3: On the materials. If it is a regular free marketing promotion, you can shoot some regular videos. If it is used for advertising, you need to carefully write a script and shoot 5-8 short video materials. Since all major platforms are in great demand for materials in the days before 618, it is necessary to prepare short video materials in advance and ensure high quality. If your company does not have a complete editing team, it is recommended to scrape more than 10 videos from third-party websites and process them for your later advertising.

4: Make a good work plan. You can make a plan for 3-5 days and list the details . For example, all articles must be promoted from 6.1 to 6.5; all short video materials must be produced from 6.6 to 6.10; all accounts to be opened must be opened, and account budgets must be prepared in advance; from 6.11 to 6.15, all accounts that need to be set up must be set up, and all materials must be approved, and personnel must be on duty and work must be connected in a timely manner; from 6.16 to 6.18, you can officially start working.

1: Do a good job of orientation. The volume of most industries will decline during 618. At this time, you have to see whether your goal is to expand volume or to maintain costs. If you want to expand the volume, in addition to setting the usual crowd targeting, you can appropriately expand the targeting to increase the traffic range.

If you want to protect your capital, it is recommended to focus on precise targeting, avoid competitive and popular periods, and choose cooler periods.

2: Delivery needs to be flexible. Enterprises can increase or reduce investment according to their needs. You can prepare funds in advance based on previous years’ experience and flexibly adjust the budget based on the situation. You should also have more accounts to prevent any problems from occurring during the 618 period, so that you can have extra accounts to fill in the gaps. If the effect is good, then invest more. If the effect is poor, reduce investment.

Before 618, budget, accounts and materials are the three major preparations. Among them, budget is the foundation, accounts and materials are the pillars. Therefore, budget and accounts must be prepared so that they can be used flexibly when launched.

3: Account optimization. Add your own 618 activity plan in the promotional copy to achieve better traffic-generating effect. Or you can make relevant pages for 618.

4: Brand advertising. If conditions permit, you can do some brand advertising or general word product specialties (targeting Baidu big search). Or if you just want exposure, you can use CPC or CPM bidding to expose your advertising information.

5: Look at the industry market and official recommendations. You can check Baidu Index, Astrology Chart, industry news, official marketing academy of advertising platforms, etc. to understand the latest market conditions of the industry. You can learn about it through these channels.

The official marketing universities of Baidu, Tencent, and ByteDance have all provided guides for grabbing traffic during the 618 shopping festival, you can take a look at them.

6: Targeting specific channels:

Prepare more new pictures and short videos for use in the 618 event. Both the account's automatic rules and volume-raising functions can be used.

Prepare more high-quality materials and learn to take advantage of the situation. Take a look at what’s hot in the short video field recently, and use Baidu Index and Julebao Index to see what the latest focus is, and take advantage of the trend organically.

Baidu search is mainly based on ocpc, ocpc+automatic expansion+creative components/flash investment+adding words; information flow advertising is mainly based on ocpc/ocpm+short video+latest hot marketing. If you just want exposure, you can use cpc or cpm. During the 618 event, bids should be raised in advance to help grab sales;

Communicate with the artist and editor in advance, write a good script, and do all the preparation work. If the company's conditions are limited, you can find some better materials online. There are many excellent material websites in the industry, and you can find a lot of them, whether it is pictures or short videos. Before the festival, you should also take a good look at these third-party platforms and promptly pick out good materials for secondary processing.

1: The second battlefield. In addition to marketing 618 through paid channel searches and information flows, you can also promote it through many platforms. 618 is the main battlefield for JD.com, Taobao and Pinduoduo. In addition to the three main battlefields, Toutiao and Kuaishou can attract traffic to stores, so video platforms are our second battlefield. We can do some free publicity around the three major platforms of Douyin, Kuaishou and Video Number.

2: Website + self-media. Nowadays, many companies are doing marketing, and the website still plays a major role, so the website's articles, banners, consulting tool scripts, etc. need to be marketed and set up 618 content. In addition to websites, news sources can pay to publish some 618 promotional articles; self-media such as Weibo, public accounts, Toutiao, Baijiahao, Penguin, Dayu, etc. can also publish more 618 articles for marketing.

3: Third-party platform. Channels such as Xiaohongshu, Zhihu, and Bilibili have huge traffic and strong fan stickiness, and are also good external promotion channels.

1: It is generally recommended that paid advertising materials be modified every other day. On June 19 or 20, materials should be changed to regular ones, including video materials, copywriting, words, pages, etc., and no longer reflect 618;

2: Change back to the setting. If the consulting tool scripts, creative pictures, flash copywriting, etc. of search ads need to be changed back, batch changes can be done quickly;

3: Collect statistics and conduct a review. Collect advertising data and other data from the three days of 618, review them, summarize the advantages and disadvantages, and reuse them in the next e-commerce traffic nodes of Double 11 and Double 12;

618 is coming, are you ready? This cannot be ignored by either e-commerce advertisers or advertisers in other industries. There will be two traffic nodes in June, Dragon Boat Festival + 618, and the time intervals are not far apart, so we must plan ahead and make preparations to win the battle for traffic during the two festivals.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)