#Case analysis # 24 years of refined clothing category -- how to adjust the high exposure and low click of new product advertising?I don't know whether the idea is feasible.Request suggestions.
Posting 35 timesTop 3 timesRecommended 0 timesQuality points: 1 star224 post reply interactionsHistorical exchange heat 7.92%Historical communication depth 0%
1. Link background: American station, summer children's clothing (23 years of basic models, some competing products are sold), new stores, new links, and low inventory (there is no way to shop the measured models, and the slight quantity will be broken).There are few vine comments, and there are A+videos.Real product pictures but no model pictures!The price is 1-2 yuan lower than the normal market price.There are 5% - 10% coupons.
2. Advertising problem: [High exposure and low click after one week of launch].Three groups of different products launched ZD advertising tests, and each advertising campaign was fully invested and optimized with 7 models and 7 codes.Advertisements are running on the product page in a tight mode.The current advertising search terms are large words (search location is at the back).It is suggested that the bidding price should be about 0.5.But at the beginning, it was suggested that the bidding could not run. (Advertisements 2 and 3) I mentioned 0.72 on the basis of different bidding prices before going to 2K-7k.Most of the advertising spaces are found in the related advertising pages 1-8 of the competitive product details page.Average cpc of advertisement 3 is 0.66.
3. Market situation: according to the data, the advertising measurement in January was earlier than that in February, and the traffic slowly increased.There are few links to new ordinary models in the market, but there are some such links to Saint Patrick on Valentine's Day.At present, the price of many links is lower than usual.Why is there market flow when there are few clicks?
4. Adjust your thinking - there is too little data to continue running. How to adjust the high exposure and low click? The link starts from the comparison of the main picture/price/coupon/title (at present, the coupon collection rate is low, and the price reduction is better);Advertisement - later changed to suggest bidding to obtain the order cpc by raising and lowering, so that the link first out order has a natural position?Test the exposure click response of different cpcs;Because the search terms are all big words (the keywords of competitive products are also big words), more long tail words such as size/age/pattern/style/color should be embedded in the copywriting
5. Questions (solutions): a. In what month are children's summer clothes generally pushed?Is it better to use low cpc to test the new advertisement in this period (after all, it is a 23 year model and some products are sold by others)? b. Advertisements are based on automatic multi variant testing, extensive word shop flow, and age specific bidding for competitive products asin. How about manual advertising based on attributes such as color, animal, and material?Is clothing mainly associated with more traffic?
Ask for suggestions and share thanks.I know that clothing is bloody and has a high return rate, but migrant workers have no choice but to work first.
Any category should consider one question: how did the popular money come into being?Put it in the clothing category, how did the best sellers come from?Is it advertising or price? Essentially, it depends on "probability". The most important thing is the shop, followed by advertising and price.
First, spread the number of products, and you will always find a good sale, and then cooperate with the operation to promote the product. From your data, if there is no problem with the link itself, it is that the model does not work. Pass will fail. Continue to test the next one. The biggest selling point of clothing is style.
forty-sevenArticles,one hundred and sixty-threePeople care
WeChat group of all knowing community sellers
Now scanning the code to join, more than 190000 cross-border e-commerce people pay attention to
today, Information is vast and time is fast. Desire for the brand, respect for the mission, Only diligent people can grasp the pulse of the times. Be bold and diligent, Live up to the glory of youth.
1. Community certification respondents can participate in the onlookers free of charge (only public paid questions are allowed), and they can participate in the onlookers' replies and participate in the exchange and interaction of replies only after they have selected the answers (i.e. enter the publicity period).That is, those still displayed as "Expiration time..." have not entered the publicity period, and you cannot view the reply content temporarily.
2. If you do not see the content of the watched posts in time after the reward offer, you can find it in the list of community users' personal details page: click "Personal avatar" in the upper right corner to find the "Watching Record", where there is a list of all the watched posts, and click to enter to view them.
3. The benchmark fee for regular users to participate in the onlookers is related to the amount of paid questions, the order of onlookers, and the number of onlookers: (1) The higher the bonus for asking questions, the higher the benchmark fee for onlookers; (2) For example, if the number of onlookers increases by 5, the benchmark fee for onlookers will increase by 0.5 yuan.That is, the earlier you participate in the onlookers, the less you will pay for them.
4. 10% of the onlooker fee will be paid to the post owner who initiated the question, 40% will be included in the question bonus and shared by the selected answer respondents, and the remaining fee will be included in the platform management and maintenance fees.
5. The excellent quality of questions can attract more people to participate in the onlookers to share the expenses of paid posts.
6. Private reward posts (those that do not offer reward answers publicly) are currently limited to post owners, respondents who participate in the reply interaction (those who reply before the answer selection period), and users with high activity prestige value. After the post enters the publicity period, you can view all the replies under the post.The best answer is that those who participate in the reply after the selection period cannot view all the replies of this post.Thirty days after the end of the private reward post, the "know it all" community can select appropriate content to push through appropriate channels.
I read in detail, fully understand and agree with all the contents of the following original statement, and will abide by it:
1. About "works": 1.1 It refers to the original intellectual achievements protected by law in accordance with the Copyright Law of the People's Republic of China and other relevant laws and regulations. 1.2 The form of the work can be recognized by the "know it all" community, such as text, pictures, audio or video. 1.3 My "work" is usually displayed in the form of posting, replying and commenting in the "know it all" community. 1.4 In this statement, I refer to "individuals" or various "organizations" formed by companies, associations and organizations, which are collectively referred to as "I".
2. Original statement: 2.1 I guarantee that the published works are created by me and I have the right to publish them, or I have obtained the legal, effective and complete authorization of the original obligee. 2.2 If the work I published cites the work of others, I will negotiate with the original obligee in advance and obtain authorization consent, and explain the source of the quoted content in my published work.In case of any dispute, the "know it all" community will not and cannot intervene in the dispute resolution between myself and the authorizer.
3. I understand that I will not make an original declaration for the works in the following circumstances: 3.1 The plagiarized or plagiarized works, or the content of the composition elements of the works (such as voice, music, pictures of video works) that have not been legally authorized, resulting in ownership disputes; 3.2 Quote the content of others in large space, or create the main content for others, or use the content of others through sorting, patchwork and other forms. 3.3 Translation content: translation content not authorized by the author. 3.4 The results themselves are not works, or are not protected by the Copyright Law of the People's Republic of China, such as laws and regulations, resolutions, decisions, orders of state organs and other documents of legislative, administrative and judicial nature, current affairs news, calendars, universal tables, universal tables and formulas; 3.5 Contents of marketing nature; 3.6 Works under non exclusive license or agency; 3.7 Pornographic and vulgar content, violent content, false information and other content; 3.8 Other contents that violate laws, regulations, policies, public order, good customs, and social ethics, violate the "know it all" community User Agreement, or interfere with the normal operation of the "know it all" community and infringe the legitimate rights and interests of other users or third parties.
4. Special statement: 4.1 I understand and agree that the "know it all" community has the right to immediately suspend, suspend or stop the community user qualification, and deal with me and my published works in accordance with relevant agreements and rules if the following circumstances occur;Suspend the settlement of funds to my collection account;At the same time, the "know it all" community has the right to deduct the remaining funds in my user account as liquidated damages or damages and not return them. If the remaining funds are not enough to offset the liquidated damages or damages, the "know it all" community has the right to continue to claim compensation from me: 4.1.1 My behavior violates the "know it all" community User Agreement or relevant agreements; 4.1.2 The work published by me has been illegally investigated by the administrative and judicial authorities or complained of infringement by a third party, which has not yet been resolved; 4.1.3 Without the prior written consent of the "know it all" community, I will inform any other third party of the information that the "know it all" community has not opened to all users; 4.2 I understand and agree that when I voluntarily propose or the community proposes to suspend the Answerer Certification, the relevant fees for the Answerer Certification need not be returned to me. 4.3 I agree with the reward rules of the community and am willing to cooperate in the implementation:https://www.wearesellers.com/question/6492。 4.4 I agree that I shall be solely responsible for any claim, demand or loss claimed by a third party due to my violation of this statement or the user agreement, community guide, management rules, announcement guidelines and other contents according to the community management rules, and have nothing to do with the "know it all" community;If the "know it all" community suffers losses as a result, I should also compensate for them.
5. The content of this statement also includes the relevant statements, agreements, community guidelines, management rules, announcement guidelines, etc. (collectively referred to as "original statements") about original statements that may be continuously released by the "know it all" community.The above contents will become an integral part of this statement once officially released.
Before paying the onlooker fee, please review the onlooker rules in detail and understand the potential problems.1. The poster owner has paid for the question. You can only view it after paying for it.2. Risk tip: once the spectator fee is paid, it cannot be canceled or returned. There may be no standard or ideal answer on the reward card.3. The onlooker fee will be distributed to the poster owner by 10%, and the rest of the onlooker fee will be included in the reward amount.The answers to the questions will be displayed after the reward is offered.Do you want to continue watching?
count down:fifteen
The scientific world of cross-border e-commerce people, True knowledge and insight, Delighted or joyful gentleman's struggle. See wisdom, see temperament.
The copyright of the original content of this site belongs to the author and all the people who know it. Without the permission of this site, it is prohibited to reprint it in any form.
