3 directions to solve the problem of traffic fluctuations in 618 information flow promotion!

The 618 e-commerce festival is coming soon, and many platforms have already started various promotional activities.

What ordinary people think is: Wow, this is cheap, and this is cheap too! I have to stay up late to shop again~

And the information flow optimizer’s mind is: Wow, there is no traffic and the cost is high! I have to stay up late to plan again...

There are always a few days every month when information flow optimizers are in a bad mood, drink a lot of hot water, and have a bad temper%&@#

Don't think too much! The reason for all this is: Festival! Fake! day! flow! quantity! Wave! move!

All holidays (yes, all) will cause a certain degree of fluctuation in information flow. Teacher Ke Nan, who teaches the "Information Flow Optimizer Training" course, often receives WeChat messages from students on Mondays: Teacher Ke Nan, I know that information flow is unstable and there will be fluctuations during holidays, but will it also fluctuate on Saturdays and Sundays? ! That’s too cruel!

Faced with traffic fluctuations during various holidays, can information flow optimizers just sit and wait for death?

No, today we are going to solve the problem of information flow traffic fluctuations during holidays and let the world know that I will not give up! !

Why does traffic always fluctuate?

Information flow is not like search bidding, which is a fixed advertising position. There are many subjective and objective factors that affect information flow. If we want to solve the problem of information flow fluctuation, we must first understand the reasons for this situation:

1. The number of users and advertising space on each platform are basically fixed. Baidu's information flow generally has 7 pieces of information and 1 advertising space. It is impossible to change the original display logic during holidays. At this time, the large influx of e-commerce advertisements will occupy our original advertising space.

Let me give you a very vivid example: you are preparing to eat a big cake by yourself, and suddenly all your friends come and want to share the cake with you, so naturally you will get less.

2. Changes in visitors’ browsing habits. When visitors open the software, they originally want to read news information, but as we all know, now when the software is opened, there are advertisements for Taobao and Tmall, and some visitors will be attracted away here.

3. The platform supports scheduled advertising. Our information flow ads are sorted by bid, while e-commerce ads are basically scheduled ads. The platform supports this type of ads, so their ads are ranked first over ours.

3 traffic fluctuation problems and solutions

How to solve the common problem of information flow fluctuation? ?

Come on, let’s get to the point! ! !

1. The old plan has reduced traffic and increased costs

① Compare with previous traffic and check the fluctuations in display, click, consumption and conversion rate;

② Make adjustments based on changed data;

③Observe for 3 hours after adjustment. If it is still high, stop immediately;

④ Re-launch the previously well-converted targeting and creatives;

2. New plans also have difficulty in raising bids

Many students are asking about the difficulty of scaling up new plans. Here we really need to emphasize the key points. If you encounter this problem, you need to:

① Increase bids and grab targeted sales.

② Select a time period with relatively low competition to start the planned delivery (select peak traffic periods: 5-8 am, 12-2 pm, 8-11 pm).

③ Establish multiple plans and start delivery in batches. Pay attention to promptly suspend plans that have few impressions or only consume but not convert.

④Add other layouts to cover more traffic through all channels.

⑤Add new hot ideas to attract more visitors.

⑥Add new hotspot pages to carry more traffic.

3. Account performance fluctuation frequency increases

The frequency of account performance fluctuations increases, which means that the life cycle is shorter. At this time, don’t forget to do the following operations:

① Calculate the cost within a certain period. If the effect is poor in a short period of time, it is not recommended to make major adjustments.

②Avoid the peak time for e-commerce sales

③Determine whether to continue to advertise based on the first conversion cost of the day (if the consumption reaches 1.2-1.5 times and there is no conversion; if there is conversion but the overall cost is 1.2-1.5 times higher than the bid, you can choose to suspend the advertising)

④Copy the plan with good performance before and re-launch it

⑤New materials are released every day to ensure the survival of the fittest

How do we respond to traffic fluctuations?

When we open our account and find that our costs have gone up and there is no volume, we should stay calm, keep smiling, and never lose our facial expressions.

1. Avoid adding too much to your budget

Some optimizers immediately think: increase the budget! But can your budget compete with business giants like Alibaba, JD.com, and Pinduoduo?

2. Avoid high-competition periods

Teacher Ke Nan from the "Information Flow Optimizer Training" course summarized the following methods:

01. During the preheating and explosive period of e-commerce, you should reduce the budget and directly close the account when the effect is poor.

02. When traffic is sufficient, seize the opportunity to increase budget and raise prices to increase traffic

03. The price can be increased during the peak traffic hours of the platform from 10:00 to 13:00 and 19:00 to 23:00 every day

PS: There is less competition for alliance traffic, so you can try to place it at all times

3. Accurate traffic and high price delivery

E-commerce generally schedules advertisements and delivers full coverage. Competition for precise traffic in the industry is relatively small, so we can grab precise traffic with a low budget. The specific method is as follows:

01. Baidu information flow CPC + crowd interest + historical search + high-intent industry words + high price

02. Toutiao CPC/CPM+precise region/age/gender+core interests+high-intent industry interest keywords

03. Place headline search ads

04. Guangdiantong/Friends Circle uses precise behavioral words + scenarios + timeliness + high intensity + CPM delivery

In addition, we can:

4. High-cost plans should stop losses in time

5. Creative copywriting to catch the spotlight

But be careful with your choice of words when jumping on the bandwagon! Why is it that sometimes your creative ideas just can’t get approved? It may be because you wrote some unusable words, so it has been delayed in review.

Author: Xiao Ning

Source: Houchang College

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