618 advertising strategy for the vocational and academic education industries!

Is 618 just a carnival on e-commerce platforms? No, smart vocational education and academic education advertisers have already joined this traffic wave, but in order to break through and gain volume during this peak of advertising, a precisely adapted advertising strategy is essential!

Don’t worry, the editor has already prepared a 618 advertising strategy for professional and academic advertisers to increase their sales!

Traffic forecast preview

WeChat advertising : As we estimate that the traffic will peak on June 18, we recommend that you create ads 3 days in advance to allow enough time for review.

News video ads : The overall traffic increased by about 15% during the period; QQ ads: It is estimated that the overall traffic inventory will increase by 12% during the 618 period (June 17-June 20), and the traffic will increase by 15% to 30% compared to normal days. It is recommended that adult education advertisers increase their investment during staggered periods (June 2-6.4, June 6-6.7, June 19 and after) and allocate budgets reasonably.

U-Link : June 19-22 is the big promotion return period, the competitive environment is relatively relaxed, and you can increase your investment appropriately.

1. Allocate budget reasonably to easily grab sales

During the 618 period, the e-commerce industry mainly increased the scale of delivery through a combination of contracts and bidding. How can we increase advertising revenue by reasonably allocating delivery within a limited budget?

In conjunction with the 618 traffic fluctuation warning, it is recommended that advertisers have a comprehensive budget allocation plan: that is, distinguish between phased budgets, purchase strategy budgets, and resource position budgets.

Phased budget allocation

Bidding & contract advertising budget allocation

Budget allocation by resource site

2. Three major delivery rules to steadily grab volume

1. Tiered bidding steadily increases eCPM and effectively improves advertising competitiveness

Make reasonable bids in sections, at the beginning, middle and end to quickly increase eCPM value.

eCPM value = click-through rate x conversion rate x bid x 1000 x n (n: other influencing factors can be ignored)

2. Multiple new ads + multiple account reserves to achieve multi-dimensional acquisition

The freshness of the material directly affects user clicks. Continuously updating materials of multiple styles on multiple platforms can quickly increase click-through rate and ensure rapid growth of advertising.

3. Multiple layout coverage to seize more exposure opportunities

Advertisers can choose from the following popular resources of occupations and academic education at the same time, and simultaneously combine the newly launched promotion styles and new platform capabilities of QQ Shopping to reduce costs and improve labor efficiency.

3. Use product tools to improve advertising effectiveness

1. SDPA product advertising

Product advertising is centered on products. Academic and professional advertisers can use structured data to establish a product library through certificate classification and use Tencent big data to match user groups with products in a targeted manner, help identify the characteristics of potential user groups, and improve advertising competitiveness and volume-generating capabilities.

After establishing a product library using subjects and course types, advertisers of academic qualifications and occupations will divide and segment education labels, adapt various courses, certificates and other training scenarios through structured data, and use SDPA to batch produce advertising creatives for delivery, greatly improving delivery efficiency.

New entry for product library: e.qq delivery toolbox - data center - product library management - new product library - education - product information improvement

2. The magic tool for starting a business—intelligent creative selection

Intelligent creative selection enables manual uploading of multiple creative combinations + display of thousands of creatives to thousands of people:

• The system automatically combines multiple elements such as pictures, videos, and texts, and generates multiple creative combinations in real time (up to 27 creative combinations for a single ad). All of them are attributed to one ad, and you can say goodbye to "manual monitoring". The system automatically optimizes, which is fast and efficient, saving professional advertisers the energy of managing multiple accounts.

• The system displays the most effective creative ideas for each adult test audience. Inferior creative ideas gradually become insignificant, while high-quality creative ideas stand out. Quantitative changes accumulate into qualitative changes, thus improving the overall advertising effect.
• Show the right ideas to the right people, improve the utilization rate of ideas, and maximize the value of ideas
• Creative data reflux and feature analysis, each optimal display accumulates into an overall improvement in advertising effect
• Based on historical data, compared with ordinary ads, dynamic creative ads have obvious advantages in terms of start-up rate, cost achievement, ROI and other indicators.

3. New upgrade of deep conversion optimization capabilities

The deep conversion optimization capability is a functional upgrade of the original dual-target bidding and two-stage bidding. Advertisers need to provide two optimization targets and bids. The system optimizes the deep target cost to be close to the bid, while exercising certain control over the shallow cost, in order to maximize the deep conversion volume. Shallow target information will be flexibly adjusted according to different scenarios to help optimize the depth effect. At the same time, the cost of the cost protection policy is more stable.

According to a test by a top vocational education advertiser, account stability increased by 50-65% after using deep conversion optimization bidding.

Note: Advertiser accounts support reporting of front-end and deep conversion behaviors, and dual-target bidding will have better results.

4. Marketing activities + creative materials, click-through rate UP

Marketing activities: Take advantage of the 618 event and launch promotional activities to attract user conversions.

Clever use of node marketing logo: Clever use of Miaosi drawing tools, add 618 corner mark to the outer creative material to enhance the festive atmosphere.

Outer layer diversity: In order to enrich the 618 creative content, the outer layer of the advertisement can reserve a variety of creative content, enhance freshness, and drive CTR improvement.

The above is the 618 delivery strategy customized for Tencent Advertising’s vocational education.

Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account

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