Summer is approaching. I believe that many of the categories operated by seller friends also have products with seasonal attributes?
If you have a product-related attributes, then the next, will focus on instructions on how to optimize your ads have seasonal product properties , the seller friends can according to which some information to increase the maximum extent that is not reducing its sales of seasonal products, the greatest degree of Necessary advertising costs.
To optimize the advertisement of seasonal products, the first and most important thing is to accurately grasp the seasonal attributes of the product, to understand clearly for the product, when is its peak season, when is its low season, and when It is a transition period between the two. Therefore, we first accurately divide each period of the product, and then determine the direction of different advertising strategies in each period; then, in different periods, what is the direction of the advertising strategy? , Please continue to look down, Xiaomou classified description ~
When seasonal products are in their off-season, the overall strategy of advertising is to shrink as much as possible, reduce waste, and optimize in all directions; what are the specific methods? Xiao Mou have a few things to say here!
During the off-season, try to shrink your budget as much as possible . Even some conversions are not good. Campaigns with poor performance will be suspended first, and opened after the peak season arrives.
For campaigns with long data accumulation and relatively stable campaigns, a “ down only” bidding strategy is more recommended during the off-season .
During the low season, we also need to spend some time and energy to optimize product campaigns, check and add negative keywords in time , and adjust keyword bids based on data performance
Check the product’s picture, title, description and other information, continuously improve and test the modified advertising effect comparison; the above operations can help you reduce some unnecessary advertising waste during the off-season of the product, and better allocate marketing budget .
When seasonal products are in their peak season, the overall strategy of advertising is generally to liberalize, put more, and break through every point; the same question, what is the specific method? Xiaomo starts to explain in detail:
Corresponding to the off-season, the first point to be noted during the peak season is also the budget aspect. Of course, during the peak season, the budget is not mainly contracted, but it needs to be appropriately released ; how is it appropriate? That is to say, we still need to increase the budget according to the performance of the campaign. We can increase the performance if the performance is good, and then adjust the budget after the poor performance is optimized. When increasing the budget, try to follow the ” small high frequency ” adjustment method to avoid Because the budget is suddenly released too much, the accuracy of the traffic is reduced , and the conversion of the ads becomes worse.
Check the bidding strategy of each campaign. Previously, “down only” campaigns were used. If the data performance in the past two weeks is better, you can first switch the bidding strategy to “fix” , and then switch to “up and down” based on the data performance. Test its performance. If the performance continues to be good, then during the peak season, these campaigns can use the “up and down” bidding strategy to increase volume; similarly, if the “fix” campaign was used previously, if the data in the past two weeks performed well , Can also test “up and down” performance.
During the peak season of the product, try to put all kinds of ads to occupy as many traffic sources as possible; at this point, what we need to do is check whether the advertising structure is perfect; remember those campaigns that we suspended during the off-season Well, the peak season is here, do n’t forget to open and test the data performance. If the data performance improves, then you can always open it during the peak season; then we check whether SP-auto, SP-keyword, SP-product, SB and other advertising campaigns have already been Complete, if not, it is recommended to open a new campaign to make up and break through from various traffic points.
During the high season, advertisements also need to be continuously optimized. Whether to increase or decrease the price is an indispensable operation method . It can be adjusted based on the performance of the data. What needs to be explained here are some points about multi-variants. If you sell products Multiple styles that belong to the same product (maybe a shoe with different sizes and colors), then when advertising is placed, each variant does not need to be individually placed, we only need to find out the best conversion Several variants, and attract all the advertising traffic to this variant, shoppers will click and buy other versions by themselves, which can help us save some unnecessary waste.
[Note: SP-auto: automatic advertisement; SP-keyword: keyword placement; SP-product: product placement; SB: headline advertisement]