How to optimize e-commerce promotion costs if they are too high?

Information flow promotion often encounters various problems. This article organizes and shares some delivery issues and instructors’ answers for your reference.

Q1: For an auxiliary educational product for children, I am doing information flow e-commerce promotion . However, I only got two orders with a test spending of 3,000 yuan. How can I optimize it?

In view of this delivery situation, it is recommended to optimize the following aspects:

Budget and account structure:

① If you have sufficient funds, it is recommended not to set a budget. If you have a limited budget, you need to control the number of creatives you place.

② The account structure needs to be streamlined, creative content should not be repeated, and the same delivery settings can be built under one plan;

③ Given the limited budget, it is recommended to conduct the effect test on a single platform, giving priority to testing resources with exposure advantages.

Backend settings suggestions:

① The delivery time is continuous. It is recommended to deliver all day. If the budget needs to be controlled, it is recommended to deliver from 5:00 to 24:00, and close the inefficient time period;

② Do not place ads in areas where shipping is not free. Close ads in areas with low interest based on report data. For example, areas with low impressions and clicks can be deleted.

③ Age recommendation: 26~40 years old, the parents’ age can be inferred based on the children’s age;

④ In terms of interest targeting, since the account has already been advertised, you can analyze the statistical report and delete the interests with low advertising popularity, for example: close the interest tags with low display volume and low click volume;

Title creativity and landing page:

① Combine the product selling points with user needs, list the target customers' pain points, and write the title from the user's perspective; one title should directly hit one user pain point;

② The advertising image and the title pain points are combined to complement each other, avoiding duplication of the advertising image and the title content. It is recommended to select native and scenario-based materials;

③ The first screen of the landing page must be strongly correlated with the title. The user pain points described in the title must be echoed in the first screen or one or two screens of the landing page. The style of the landing page caters to the aesthetic taste of the target customer group, and the page enhances the sense of technology of the product.

④ When promoting in the current second-class e-commerce way, the page needs to create a sense of urgency, for example: hot sales with limited inventory, limited-time specials, event countdown, etc.; increase feedback information from Haopin to enhance product credibility; organize copywriting to conform to user logical thinking; the landing page can also use soft-text marketing to attract traffic to WeChat, such as imitating Q&A posts.

⑤ When using self-built websites for promotion, data feedback should be done to facilitate analysis of conversion data and optimization of advertising

Test judgment and cycle:

① During the creative testing period, data analysis is required every hour to make timely adjustments and optimizations;

② The data unit for a single creative test is click volume. For example, if there is no conversion after 500 clicks, it can be abandoned directly. You can also set a consumption limit, and abandon it if there is no conversion after a certain amount. For example, if the creative consumption exceeds the average customer price, it is recommended to optimize or close it;

③ If the creative is turned on and played for 4 hours and the display volume is far lower than the account average data under the same conditions, it can be judged as invalid advertising and closed immediately;

④ Effective and high-quality ads should be played in their original state, and no operations that affect the quality of the creative should be performed, such as lowering the bid, shrinking the targeting, etc.;

⑤ If the creative quality is not good enough, do not modify the original creative idea. It is recommended to create a new creative idea for testing;

Key point: All optimization is conversion-oriented.

Q2: I am planning to run a product that sells for 39 yuan and has a cost of 10 yuan. Can I run it in the second category?

The average order value of second-tier e-commerce companies is basically concentrated between 99 and 299. Low average order values ​​can be sold in packages, such as three items for 99 yuan. It is best to maintain a difference of at least three times between the cost of promoting products on e-commerce platforms and the average order value. This way there is room for optimization of delivery and there is still profitability after deducting advertising costs, warehousing costs, logistics costs, and operating costs.

It should be emphasized that the promotion of low-priced products through information flow type II e-commerce requires very high operational capabilities, and both product selection and placement need to be cautious.

Q3: I found that some advertisements use pages with their own domain names, and no tools are used to build landing pages. How is this done?

Need to apply for whitelist. If you do not use the platform's internal website building tools and the website links in the platform's whitelist for promotion, you need to apply to the media platform for a promotion website whitelist in advance. Only after the whitelist is reviewed and approved can you use the website link as the advertising details link. The whitelist thresholds for different platforms are different. You can consult and apply with the agent/customer service.

Q4: How does Guangdiantong perform in the automotive industry? Are there any industry data?

In the automotive industry, creative plans should focus on car model display and event stimulation. The promotion entities include brand promotion, 4S store promotion and exhibition publicity, etc. The page details can also appropriately include the endorsement of the promotion entity. Conversion guidance can stimulate users to submit information from the direction of free test drives, event discounts, and gifts for attendance. The following data is the traffic data of "Automobile/Automotive Supplies" previously disclosed by Tencent, for reference:

Flow position: bottom

CTR=1.76%, CVR=1.40%, ROI=1.97, ECPM=19.35

Traffic position: Incentive video

CTR=2.00%, CVR=1.95%, ROI=2.00, ECPM=30.48

Traffic position: Moments

CTR=1.61%, CVR=2.26%, ROI=1.86, ECPM=29.30

Q5: The cost was ok at the beginning, but it keeps going up. How can I optimize it? The click-through rate was also good. The creative conversion cost was good some time ago, but after running for a while, the cost went up. It’s useless to lower the price.

Lowering bids has no direct relationship to reducing costs. Adjustments to bids will affect changes in display volume. The conversion effect is closely related to the display volume, click-through user accuracy, and effectiveness of creative solutions. To optimize advertising and reduce costs, we must do it from the perspective of improving click-through rate and conversion rate, which means returning to the optimization of creative solutions. If the effect of the advertisement is still not ideal after adjustment, you can refer to the original high-quality ideas and run new advertisements.

Q6: I am in the education exhibition business and run OCPM on Toutiao. The previous plan of volume has gradually declined. It is difficult to drive consumption with the new plan, and even if it is consumed, there is no conversion. The targeting is for ages 30-50, interest recommendations, and region Shenzhen, with no other restrictions. The conversion population is concentrated in the 40-50 range. Can this targeted plan still be used in the future? Too wide a limit is very costly

The key to improving conversion effects lies in creative solutions. The outer layer of creativity should stimulate the interest of local target users and throw out benefit points to stimulate users to sign up and attend. In the targeting settings, you only need to profile the basic attributes of the target users. In the background targeting settings, define the region and age. The rest can basically be left alone. In the intelligent mode, manage the budget well and allow enough space for advertising testing.

If the advertisement does not increase in volume, the key points to check are: whether the budget is sufficient, and the number of creative items should be within the budget; the targeting of the smart mode should not be too narrow; the bid should be reasonable to maintain the competitiveness of the advertisement; the delivery time period should cover the time when the platform users are active; and high-traffic resource styles should be given priority.

Author: Ai Qi bacteria

Source: E. coli