Experience: Comprehensive analysis of drilling exhibition to promote the operation of the process and ideas

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Do drill show to promote has been nearly one months of time, but also tried a few times to practice knives, the overall is not a very good effect, but also basically the entire operation of the process and ideas have a clear understanding. Do drill show want to get a good input-output ratio, must be very clear to know the whole operation of the train of thought, and constantly pass the test, and finally have a good harvest.

The first thing to do is to get information about each ad bit.

For the moment, the entire diamond show ads are divided into stations and stations, a total of 108 positions, of which the majority of the station in the launch. Each advertising site has thousands of the lowest bid, each location of the picture Creativity Index is not the same, such as the display on the home page advertising requirements are relatively high, all require a first-level creativity. And the rest of the location is the need for ordinary creativity. Each advertising bit has a daily minimum consumption limit, such as some location 10 yuan can be put, and the highest is the first page of the advertising, the minimum requirement is 500 yuan start. If the cost is not much of the case, you can pass the small amount of the launch to test the image of the click Rate, and finally slowly put the flow of large, high level of advertising.

The second is about the relationship between investment and orientation.

The point is that as long as the display of the Diamond show ads, anyone can click the picture into the shop. and directed into category orientation (such as women can precision to 17869.html "" > Dresses and other keywords), visitor orientation (any access to their own shop or similar style shops have visited the buyers can see this picture), the two ways of delivery of the relatively first to be more accurate. The first kind is like I want to eat, but I don't know what to eat today. And the second is I want to eat dumplings today, but do not know where to eat well. The third is that I had dumplings in this restaurant the day before yesterday. Therefore, because after screening, the use of the third type of delivery is more accurate, the conversion rate is naturally higher.

The third is about bidding.

The bidding is divided into two parts, the first is the position of the investment, that is to say, the lowest bid for each ad bit. Like need a daily window 747.html "> Focus Figure 3 The lowest bid is 1 yuan, but because the crowd is mainly targeted at the visitor category, so we have to pay a premium on the basis of this bid, so as to show. And how much is the premium appropriate? This depends on the specific date of launch. If you encounter the whole network and other activities, bidding must be very intense, and usually relatively low a lot. The general premium in accordance with the recent advertising position of the lowest bid began to add slowly, has been added to the estimated number of rankings can be achieved, after the number of traffic, you can decide whether to increase the price. Each ad bit because the traffic size and the click rate are different, therefore, some positions may be ranked in the 100-bit, one day to put 500 yuan can also be consumed, and some places ranked in the top 30, but a day of the budget is 100 yuan also consumed, specifically to be based on experience to judge, not a good reference value.

The region is the choice.

At present, the choice of the region can be divided into East China, South China, northeast, northwest, Hong Kong and Macao region, if it is now the main push is summer, there is no need to choose a subregional delivery, you can choose not limited, so that all areas will be displayed. This area is not so important for now.

The five is the choice of time to invest.

This is very critical, because the choice of time before the launch is 10 points, 23 points, so all the traffic is concentrated in this time period release, resulting in the click of the unit price is relatively high. On the other hand, because like the advertising ads such as Wang Wang Focus map, are in the morning to work in the time period will have very large flow, but generally sellers mostly, therefore, this time period can choose to avoid, generally from 10 to 12 in the morning, the afternoon is 2 to 5, the evening is 20 to 23 point of delivery is better. And these time is also the buyer online time is longer, relatively will be more accurate, conversion rate will be much higher.

The sixth is the click rate.

This is the core of all work, but also the most important, because only click rate increased, the unit price will be reduced. Some of the most serious operation of the diamond exhibition can be achieved by the price of 0.2 yuan, is because the number of clicks has been done to the extreme, will have such a good effect. And I recently in the cosmetics shop in the drill show, because the number of clicks in the picture is about 0.05%, so the direct result of the click of the high unit price, each flow basic cost of 6 yuan to obtain, although more than a through train move then more than 10 yuan of money to low, but the total is on the high side. And in the store before the record has hit 8.27% of the picture, just consumed 383.14 yuan to get 1029 traffic, each flow of the click Cost is 0.37 yuan. Therefore, do a good job click rate can be controlled to the lowest price.

Article Original: NET name Daquan 2013 the latest version of (http://www.haoqq.me), reproduced please indicate the source, thank you!