Launched on the three major e-commerce platforms: Luban, Dudian and Maple Leaf!

At this stage, the number of people using smartphones has basically reached its peak, and it has become difficult for information flow advertising to increase new traffic. It is natural that second-tier e-commerce has become the traffic entrance that caters to current market trends.

The current purchasing process for users is: have demand - search for products - make purchases, while second-tier e-commerce can do the following: stimulate users to generate demand - make direct purchases.

This is the charm of second-tier e-commerce.

Category II e-commerce can directly and effectively help merchants boost sales and reduce the workload of information flow optimizers, so today we will learn about the three major mainstream e-commerce platforms.

Massive Engine-Luban

ByteDance's commercial marketing service brand integrates the marketing capabilities of products such as Toutiao, Douyin, Huoshan Video, Xigua Video, Dongchedi, Faceu, Qingyan Camera, and Pangolin, and also collaborates with many partners in traffic, data, and content to provide comprehensive digital marketing services to global advertisers.

Main advertising products : Toutiao, Xigua Video, Huoshan Video, Douyin, and Pangolin;

User characteristics : The group covers a wide range. Users of Toutiao and Huoshan Video are concentrated in second- and third-tier cities, while Douyin is concentrated in first- and second-tier cities.

Product advantages : mature algorithms, accurate delivery, high conversion rate, and the product logic of Toutiao and Douyin fits the direct e-commerce promotion;

Product disadvantages : high entry barriers, high margin requirements, strict account opening qualification review, some products were banned after the dried shrimp incident, and traffic is not stable;

Advertising suggestions : It is recommended to find an agency with rich industry experience to open an account, select products for distribution, and operate the products. Be cautious when selecting products alone.

Baidu Information Flow-Du Store

Baidu's advertising platform covers all major products under Baidu.

Main advertising products : Baidu Mobile, Baidu Mobile Browser, Baidu Tieba and other Baidu products;

User characteristics : Widely covers people of all ages, covering first- and second-tier cities;

Product advantages : The search platform has its own advantages to reach target users faster and with precise targeting;

Product Disadvantages : The delivery system is similar to SEM, which takes time to learn and has high requirements for operators;

Advertising suggestions : As one of the largest traffic portals of the Internet in the PC era, Baidu has also accumulated a large number of users in the mobile Internet era. The advantage of search advertising is that it can reach users faster and more accurately. Traditional clothing categories as well as department stores, tea and other products are suitable for advertising.

Guangdiantong-Maple Leaf

Tencent Open Platform provides GuangDianTong delivery system for third-party application developers. Through GuangDianTong, users can conduct precise promotion of applications and application activities on multiple advertising spaces on the platform.

Main advertising products : WeChat, QQ Space, QQ Browser, Tencent News, Tiantian Kuaibao;

User characteristics : Widely covers people of all ages, covering first- and second-tier cities;

Product advantages : Backed by the two traffic giants of WeChat and QQ, it has a huge number of users, wide coverage, a large audience, and a long average user stay time;

Product disadvantages : The huge size of the platform brings fierce competition, and has high requirements for product selection and operation;

Advertising suggestions : It is recommended that newbies do more homework, choose to cooperate with agencies with excellent reputations, think hard on the operational level, focus on refined operations, and avoid barbaric market advertising.

Frequently asked questions

1. The new plan does not scale?

01. Use multiple placements and upload more new materials, especially video materials, to increase sales

02. Optimize the landing page to improve the conversion rate, especially the content of the first picture. Change the first picture material to increase the visitor's reading time

03. Raise the bid, increase the volume first, then reduce the cost, even if you lose some money in the early stage

04. Create multiple plans and open multiple accounts

2. The old plan has lost volume?

01. Follow the planned decline period operation

02. Check if there are any competitors with lower average order value products

3. How to move high-priced goods?

For extremely high-priced products, it is recommended to use the OCPM plan to increase volume first, and the CPA plan to stabilize costs. At the same time, we will carry out an assessment of the signing rate to ensure high-quality express delivery cooperation and signing rewards.

4. How to run low-priced products? The unit price of the product is 99, and the planned bid is 85. There is still no traffic and display. How should this situation where the bid cannot be increased be handled?

Low-priced products. Due to cost constraints, bids are usually lower, and creative optimization is more important at this time. If the historical conversion rate is acceptable, you can try to force a double-fold increase in price to grab volume, and then reduce the cost later. The prerequisite is to do a good job of communication, budget control, and data monitoring.

5. The quality score of Luban landing page is low?

First picture + second-class e-commerce selling points + pain points + product introduction + usage scenarios + before and after comparison + selling point emphasis

6. With the same product, bid and targeting, some accounts can run, but some plans have no traffic. What is the reason?

There are no two identical accounts in the information flow. Different accounts have different historical delivery, estimated click-through rate and estimated conversion rate. Two completely identical plans are in competition with each other, and the actual delivery scenarios and data are also different. Therefore, even if they are exactly the same, there will be inconsistencies in the running volume.

7. Unstable traffic, one day good and one day bad

This situation is usually caused by the system not having a main plan with stable running volume. During the cold start phase, the system will pay a high price to grab a wave of traffic for the new plan. After the cold start, the system resumes normal bidding. If the overall performance of the plan is not good, there will be no exposure.

Author: Pei Jia

Source: Houchang College ( semlianmeng )