There is nothing to say, let's start!
There are several steps to promote the scene to make explosions: first, you need to determine the explosions. First of all, we need to test and collect data to judge whether our products are in a good position according to the maximum exposure of the scene. After the promotion is officially launched, we will first adjust the crowd and time period of the scene to improve the click-through rate, and then fine-tune ppc and delivery according to data analysis, and finally achieve the effect of stabilizing and improving ROI.
Testing and collection of field data.
First of all, if you want to collect data well, there are few planned tests. Starting from creating a blank plan, you only push one link.
2. The time-sharing discount for all settings is 100%.
Third, crowdfunding only opens similar products, and I will choose category product pages and detailed product pages for resources. As mentioned earlier, scene promotion is essentially crowd-oriented. If you want to get an accurate crowd, you should mainly look at these two resources, because they are related to the category first, and the competing products of the same paragraph are also related. The same product is generally similar to the crowd, so these two resources are the first to be exposed for the early promotion of the new model.
The strategy of high bid and low premium is adopted in the early bidding. Due to the low weight of the newly created plan, it is difficult to get a lot of exposure. At this time, a high bid can help our card improve its ranking. Add four creative ideas, that is, measure the exposure while measuring the map, and then you can directly select the map with the highest click-through rate.
Because the data of the day is accidental, we usually test 1-2 days, and then calculate the average exposure, which is what we need to achieve in the later crowd positioning.
From this, it can be inferred that the exposure of this product is about 100000 under the condition of low weight, and then it will reach at least 200000. Plus thousands of people, the exposure of these two resources must be more than that. At this time, we can find the location of our products with mobile phones without browsing records, so as to check the ranking changes in the later period.
At this stage, the approximate location and exposure of the product, the most clicked time period and the most clicked creative pictures are recorded, and the data collection plan is officially ended.
After testing, we found that the hit rate was the highest from 23: 00 to 1: 00, but the average hit rate was low.
A large number of scenes are created by data explosion, and three-dimensional price adjustment tests water to cultivate the next "Chu orange"
Formal promotion methods of scene promotion.
A good promotion, click-through rate is indispensable.
Merchants with strong promotion efforts should know that click-through rate is the core of promotion, so I will give priority to click-through rate when I officially launch the promotion plan. After the test, I will delete the original plan and create a new formal plan. Time-sharing discount, the number of people and resources remain unchanged, and the page with the most clicks will be added before the exam.
The official plan chooses the strategy of low elevation premium. This strategy is more accurate, and the click rate will be higher than the strategy of high bid and low premium. The average user's quotation is 0. 15 yuan, and the crowd premium is 50% and the resource position is 50%. Then it is adjusted according to the actual exposure, and the release time is only between 23:00- 1:00 (the period with the highest click rate before). After this setting, we will find that the click-through rate is obviously improved, and the click-through rate of the test scheme is about 0.89%. After the formal scheme is revised, the click-through rate can be improved.
Second, data sorting and analysis in the optimization stage.
After the number of clicks has stabilized in two days, you can start to increase the delivery time and gradually increase it according to the previously measured high click time. After the formal planning begins, you need to start registering the form data. There are too many data charts. Here, we share the prototypes of two watches. This is a classified data table of resources and people. You can register your own store data according to this form.
After the previous click was basically stable, the goods already had the initial weight. After about five days of statistics, the cost per click has remained at around 20 cents. At this time, you can start the second strategy: reduce ppc.
Three-dimensional drag, quickly reduce ppc.
In order to reduce ppc quickly and effectively, I usually use the "dragging price method". The premise of using this method is that the click-through rate of your product fluctuates little and the click-through volume is on the rise, otherwise the drag-and-drop method will easily fail.
It is divided into the following steps:
First, formally plan to balance the weight on the first day 1-2, without delay.
2. From the third day to the seventh day, first reduce the resource premium, and every 5% reduction depends on whether the click can be maintained. If it can be maintained, the resource premium will continue to decrease. Or suspend the price.
3. On the 8th-14th day, the discount will be delayed, and each discount will be reduced by 5%. You can continue to click, otherwise, the price will be suspended.
4. After the14th day, among people with high ppc and low conversion rate, the crowd premium will be reduced by 5% each time.
Drag the price order: first drag the resource premium, then drag the time discount, and then drag the crowd premium. Don't drag two dimensions at the same time, and don't reverse the dragging order.
I plan to reduce the ppc from 0.2 yuan to about 0. 14 yuan after the price is delayed, and we can increase the promotion after the ppc is reduced.
Adjust the production plan to stabilize the country.
You see, in fact, before the price adjustment, the production ratio was about 3-4, and the critical ROI (capital preservation) of this style was 3, so this promotion plan basically did not lose money, and it could still make a certain profit. Because our goal is to explode the traffic in the scene, as long as the production ratio remains unchanged, there is no big problem, and there is room for adjustment of other premiums.
After opening 10 days, customers can be repositioned to promote the sales of leaves, similar shops, interest points and other people, expand the crowd, enhance the exposure, and choose the transformed crowd and resource location. My operation here is to add leaves first to see if the promotion-production ratio of leaves is stable. If the output ratio is not good, delete it directly, leaving only the resources with good output ratio.
Optimize the production stage of high yield, increase the good conversion rate 10%, and reduce the bad conversion rate 10%.
As shown in the figure, the output ratio has dropped sharply, while the output ratio has increased. After this operation, in the case of low weight of new models, not only the exposure reached expectations, but also the click-through rate and shipment volume stabilized. Follow-up promotion only needs to be promoted through activities or search promotion on the premise of maintaining stability!
Overview.
First of all, optimizing the internal strength of products is the primary premise of all operations.
Make your own budget plan and don't invest blindly.
In the process of data analysis in the future, we will observe it in 7 days and 15 days.
FREQUENTLY ASKED QUESTIONS
Can we use low quotation and high premium for pre-scenario testing?
Answer: No problem, but this will lead to less exposure of new products.
Is it necessary to continue to optimize the output ratio after it is stable?
Answer: Both click-through rate and output ratio need to be continuously optimized. If too much investment, too much loss, too little investment, too much exposure, and the overall GMV is insufficient, then we will adopt critical point bidding and combine other promotion means later to further increase the output.
Very well, that's all for today's sharing. I hope it will help everyone's shop. I have been an e-commerce company for many years and deeply understand the importance of learning. The e-commerce industry is also an industry that will regress without learning and touching new things.
As for upgrading my shop, if I think my article is ok, you can also give me attention or praise, which is my greatest support.