Diamond Exhibition Promotion Tips - Teach you how to improve the Diamond Exhibition ROI

　　As more and more people realize the effect of diamond exhibitions, diamond exhibitions are becoming more and more popular with sellers. However, drilling exhibitions are different from direct trains, and there are still many sellers who do not understand how to operate drilling exhibitions. This article will teach you to get started with the drilling exhibition by comparing the differences between drilling exhibitions and direct trains, from analyzing the store to planning layout, to specific details of the planned delivery.

　　1. The difference between drilling exhibition and direct train

　　First of all, the delivery method of the direct train and the drilling exhibition is different. The direct train can only be displayed by visitors through searching. It is a passive display of advertisements, with strong shopping intentions and relatively accurate traffic. The diamond exhibition is when visitors open Taobao and display it in each booth, which is an active display of advertisements. Although the shopping intention is not obvious, it can be used for specific groups of people. The advantage of the well-known direct train is that it can be deployed to attract old customers for potential customers, while the direct train is mainly to attract new customers. For growing stores, we should pay more attention to activate active potential customers, and Diamond Exhibition has unique advantages in this regard. Next, let’s see how to plan and operate the drilling exhibition.

　　2. Analyze the store and plan layout

　　1. The store’s monthly turnover is about 300,000 yuan, and the payment amount is at the second level. Affected by Double 11, traffic has been declining recently, and paid traffic is required to drive the growth of traffic throughout the store.

　　2. The main transactions of the store come from the wireless terminal, accounting for 85%. Then we can establish two plans for promotion, one PC and one wireless. Budget allocation should be mainly used to the resource bits of the wireless side. The resource budget on the PC side can be smaller.

　　3. Through the time period distribution, we can see that the time period with the lowest number of visitors is: 00:00~07:00, 23:00~00:00. Diamond exhibitions are different from direct trains and cannot be given a premium for a specific time period. For sellers with small budgets, they can directly discard the time period with the lowest traffic. Then we mainly place the period from 8 o'clock to 23 o'clock in the evening.

　　4. Through regional distribution, we can see that the main transactions of the store come from Guangdong Province, followed by Beijing and Zhejiang Province. At the beginning, we can mainly place the top 10 regions of the region, and if the conversion is better, we can extend it.

　　3. Plan details

　　1. CPM or CPC

　　CPM and CPC each have their own advantages. The charging methods of the two are slightly different, but the bidding methods are the same. Now the people who can be deployed by CPC and CPM are basically the same. The minimum CPC budget is 30 yuan, and the charge is similar to the direct train through clicks. Compared with novices, the operating coefficient is low and the control consumption is simpler. For entry-level players, CPC delivery is highly recommended. The advantages of CPM in crowds, so the combination of the two will have the best effect.

　　2. Selection of direction

　　Before choosing which direction to choose, we need to figure out the proportion of new customers, prospects and old customers. Generally speaking, brand-new stores should focus on attracting new customers, middle-level and waist-level merchants should focus on launching potential customers, while large merchants should focus on maintaining old customers. The average daily traffic of the store is more than 3,000, which is higher than the average of the same level. The proportion of old customers is 15%, but the base is relatively small. Therefore, this store is suitable for focus on potential customers. The ratio of new prospects and old customers is 3:6:1.

　　a. New customer targeting: Tap new customers chooses two directional methods for testing, one is CPM intelligent direction, and the other is CPC intelligent recommendation, looking at collection and purchase and conversion, and finally determining a targeted delivery;

　　b. Potential targeting: Two methods of testing are selected for potential customers: CPM's visitor targeting, and CPC marketing scenario targeting-core customers. At the beginning, CPM visitors can first target their own store. If the effect is good, we can also target competitors’ stores, but remember to target other competitors’ stores to attract new stores. CPC's marketing scenario targeting - core customers are people who search, browse, collect and purchase behaviors for stores and babies. This type of people are cognitive customers of the store, and the possibility of clicking on the ad to purchase again is very high;

　　c. Laoke Targeting: For Laoke, we can choose the CPM marketing scenario targeting - transaction group. This type of people is customers who have purchased the store and has the highest conversion rate.

　　3. Selection of resource bits:

　　At the beginning, we mainly launched two booths, one was the wireless first focus and the other was the PC first focus. There are many people who are remarkable in these two booths, with a high average click-through rate and a low PPC, making them the first choice booth. After testing, people with good results can place other resource positions. The main source of the store is the wireless terminal, so our budget mainly consumes the wireless first focus resource.

　　4. Creative copywriting design

　　We should produce different copywriting for different groups of people. New customers are people who don’t know much about the store. So how can we attract clicks into the store to the limit? We should consider starting from the perspectives of product price, style, quality, and discount strength. Qianke and old customers are both customers who know the store. If you consider copywriting on new styles, store member activities, coupons, etc., it will be more attractive to click.

　　4. Effect display

　　Following the above method, we should increase our budgets in the past 15 days, on the 11th and 12th, and the ROI reaches a maximum of 10.38. After the event, the customer's purchasing power dropped sharply, and it was not good to start production after the 13th. At this time, we can reduce our budget and reduce unnecessary expenses.

　　Summarize:

　　1. The direct train and drilling exhibition have their own advantages, and make good use of the drilling exhibition to target different groups of people.

　　2. Before launching a drilling exhibition, you must first analyze the store and make good plans to facilitate later operations.

　　3. CPM and CPC each have their own advantages, and the combination of the two is the best. First determine the proportion of new customers, potential customers and old customers, test and determine various directions. Creative ideas for different copywriting for different groups of people.

　　Thank you for your attention and support to Laogao Crown Club . Please indicate the source for reprinting by Xuanming Network www.shxuanming.net