Online paid promotion and general gameplay strategy

From the three perspectives of e-commerce, search engines, and online advertising, there are 5 commonly used paid promotion methods.

1. How to use the through train in paid e-commerce promotion

The most direct and effective tool for paid e-commerce promotion is "Taobao Through Train".

Because Taobao has the largest traffic in the e-commerce system, the effect of attracting traffic by playing the through train is the most obvious.

1. Before driving

In order to open a through train, you have to place an order first:

(1) You can buy trial customers and place orders: https://www.laqu.com/s

(2) You can also use Taobao to place orders. Download Taobao Assistant: http://www.taokezhushou.com/

Then look at the competitor's products, use what Taoke QQ group to promote, and then join the group owner to chat about promotion:

(3) If you still think the speed is not fast enough, you can negotiate these cheap Weibo posts and offer them a high commission to attract traffic:

http://s.weibo.com/user/%25E7%2599%25BD%25E8%258F%259C&Refer=SUer_box

2. After driving

After opening a through train, the first thing to do is to decide on the brand word.

(1) Create a new promotion plan.

(2) Use all custom scenes

(3) Choose branded products

You can select a next page at random, then find the product corresponding to the brand word from the automatically generated brand word on the next page and then return to this page to modify it.

(4) Add keywords

(5) Select keywords for placement

Enter the brand name to search for keywords, and then create a promotion plan for the corresponding products from the keywords recommended by the system:

Make sure every recommendation promotes the right product.

As for brand words such as brand names and flagship stores, you can just launch the hot products with the highest conversion rates, or the hot new products of this season.

(6) Click "Complete Promotion"

2. How to use Diamond Exhibition in E-commerce Paid Promotion

1. Create a new promotion plan

2. Choose store-wide promotion

3. Then set it as shown in the figure

If you don’t choose pay-per-click, the display volume will be very poor.

4. Set up store crowd

Select all store crowds and fan crowds. Because it is a brand that you want to buy or at least love.

5. Select the resource list.

Choose the site, because outside Taobao, the investment-to-production ratio is not good and the intention is low;

For the average daily visits and material size, choose >1000W and take 80% of the entrances first.

6. Bid 150% as usual

Your own brand crowd is worth the price.

7. Finally upload the creative

To create a creative Diamond Exhibition, just use the system to generate a template:

8. Then the landing page

You can ask a designer to make the page, or you can imitate it, such as finding good ones from Taobao and JD crowdfunding.

Taobao crowdfunding:

https://izhongchou.taobao.com/index.htm

JD Crowdfunding:

https://z.jd.com/sceneIndex.html 

3. How to Play SEM in Search Paid Promotion

The so-called SEM refers to search engine paid bidding ranking advertising.

Including Baidu, Sogou, 360, hao123... and other search engine platforms.

But it mainly refers to Baidu's bidding ranking, because Baidu accounts for 80% of the search engine market share, which is much larger than all others combined. If you are good at Baidu bidding, you will also be good at SEM.

Data source:

http://index.iresearch.com.cn/App

How to play, just follow the 6 steps below:

1. Enter search promotion

https://tuiguang.baidu.com

2. Choose Quick Build

3. Perform basic settings

The key point is to fill in the brand name in the "Business Details" section, and the Baidu system will search for your brand.

Then a cloud map will be displayed for you to choose words...

(Here we take the essential oil brand Afu as an example)

4. Select promotional keywords

Baidu's AI is very smart and will use cloud graph classification to present keywords...

Select in the following order based on ROI (return on investment)

A. The first choice is official words and price words.

Because searching official websites and official flagship stores to find purchasing channels;

Because asking about prices is just a matter of price comparison, and placing an order if the price is right;

B. Then there are promotional words and franchise words.

Promotions are similar to price comparisons, but you have to make a good promotion page before you invest;

The same applies to joining the franchise, you have to prepare a good franchise page.

C. Then other product series words,

(Skin care, business, beauty, flowers)

The product introduction page is also completed before it is launched.

D. Finally, there are question words and effect words.

Because I came here with the intention of questioning and comparing.

Even if you invest, it is very difficult to convert...

5. Choose promotional ideas

The quality of the creative ideas automatically generated by the system is too poor, so you still have to write the promotional ideas yourself.

The creative idea is generally divided into three parts: title, first line, and second line. The writing pattern is as follows:

The title says the most amazing thing about yourself (brainwashing the audience),

The first line proves that you are awesome (brainwashing the audience),

The second line says promotion (increase click-through rate).

for example:

a. Afu Essential Oil has been the best-selling essential oil on the entire network for 5 consecutive years! (Awesome brainwashing)

b. Whoever has the flowers will rule the world. Afu insists on signing contracts with the best estates in the world for planting, just to ensure that every drop of essential oil has a clear lineage and pure quality. (Awesome proof)

c. Today, buy one lavender essential oil and get four free, plus a mysterious gift. (Promotions increase click-through rate)

6. Select the matching mode again

Select exact match to prevent Baidu from making random searches.

4. How to use DSP in online paid promotion

According to the psychology "multiple viewing principle", the audience must see your ad at least four times before it will leave an impression.

Therefore, you should continue to follow up with the audience who searches for your keywords and let them see your ads again and again.

The DSP advertising platform is a precise promotion for the target audience, allowing the audience in need to see you again and again.

There are many DSP platforms, but the most reliable and the one with the highest return on investment is Baidu's DSP advertising platform, Baidu Baiyi (after the upgrade of Baidu Wangmeng). http://baiyi.baidu.com 

Why is Baidu Baiyi the most reliable?

Because it is a product of Baidu, the amount of search data is large enough and targeted keyword searches are possible.

And searching for categories or brands through search engines indicates intention.

How to play Baidu Baiyi?

After opening Baidu Baiyi, first define the brand words, because people who search for your brand name come with the intention of understanding the brand. Let them see your ads at any time and then enter your official website or flagship store.

1. Enter Baidu Baiyi

http://baiyi.baidu.com

2. Create a new promotion plan

3. Some basic settings

Unlike Diamond Ads, which are charged by impressions,

Baidu Baiyi's predecessor, Baidu Wangmeng, charges by click, so the traffic is more inclined...

4. Continue with basic settings

The promotion position must be fixed and the size must be determined according to the position;

Just bid 1 yuan per unit, and then lower the price later to test and see what the balance point is.

5. Focus on keywords

Add the official words and price words (filtered by Baidu bidding) just now to the delivery list.

Then you don’t need to adjust anything else. As long as the keyword is searched, it means there is a purchase intention. The only thing to be rejected is the video website and APP, because the audience watching the video is highly immersed in the attention. If you interrupt him with an advertisement, he will be impatient and click late, which will lower the conversion rate.

6. Then add creativity

A. For text creativity, use the Creative Center chuangyi.baidu.com

B. Use creative experts for picture creation

http://pro.baidu.com/product/site/idea.html

C. Even landing pages have templates to choose from:

If you are still lazy, go to Baidu Service Market and hire someone to create ideas for you:

https://fuwu.baidu.com

5. How to play information flow in online paid promotion

The difference between information flow and DSP is only whether it is self-owned or integrated resources.

The rules of DSP paid promotion also apply to information flow:

1. Check if there is any search keyword targeting:

A. These mainstream information flow platforms:

B. Just look at them one by one:

For example, Toutiao ads include:

http://ad.toutiao.com/academy/help/?category_id=6393898558830936066

For example, Tencent social ads include:

https://e.qq.com/ads/learning/data/new-ads/know/009

For example, there is no Weibo fan channel... It seems to exist but it is actually fake. It is targeted at a category of keywords rather than specific keywords, so don't invest in it.

2. Then play according to the above DSP investment method:

The targeted dimension was still achieved by searching for brand words; Baidu was used to obtain graphic materials and landing pages.

Author: Cucumber Morning News

Source: Qinggua Media