Marketing Background

Shunqiang Juxin Auto Service Co., Ltd. is a car rental company approved by the industrial and commercial department, and mainly serves domestic and foreign enterprises and institutions, Chinese and foreign guests, families, individuals, wedding celebrations and engineering units. Because the frequency of user demand is not high, most of the demand is concentrated in the peak period of tourism (short holidays and long weekends), so it needs continuous new users to support business growth. At the same time, the current advertising mode is still in the early stage of exploration. Since there is no dedicated network operation team, there is room for growth in the use of traffic, but the refinement process is long, resulting in a small number of clues and high cost of clues. It is urgent to improve the number of clues through effective account adjustment and optimization.

Marketing objectives

Brand word-of-mouth construction: the user habit of the car rental industry determines that the orders in the industry are divided into two different characteristics {long-term rent/short-term rent). In addition to the quality of the car itself, the decision-makers also value the brand word-of-mouth and the enterprise's ability to solve problems.

New customer clue collection: because of the decision-making preference in the industry and the customer's own choice factors, Shunqiang Juxin chooses the telephone and forms as the main clues, and WeChat plus Facebook as the auxiliary.

Marketing program

Launch optimization strategy: account structure diagnosis+creative diagnosis+landing page diagnosis+oCPC diagnosis

1. Account structure diagnosis

Problem diagnosis: the account structure is simple, and the delivery granularity is too coarse; The click through rate is lower than the average, the number of ideas is lower than the average, and the bid is higher than the average.

Optimization ideas:

1. Ensure that each promotion plan is divided orderly, and the creativity and keywords of the unit match; Enrich the number of creative ideas, precipitate the crowd on the starboard, and improve the click rate.

2. Suggestions for diagnostic optimization tools: expand the transformation entrance and reduce the transformation cost

3. Keyword adjustment: keyword addition and adjustment, combined use of [Stargazer+Keyword Planner]

2. Creative diagnosis

Problem diagnosis: the creative style is single and not attractive (ordinary style, low height); The text description is mediocre, resulting in a lower than average click through rate.

Optimization ideas:

Optimize text description through crowd insight conclusion and star watching hot spot insight; Starting from the unit, users' needs are covered and creativity is matched through the precipitation crowd and custom/recommendation crowd of [Star Watching Panel].

Stargazing disc crowd precipitation&coverage&distribution: use the [merge&cross] tool to improve the production&distribution of crowd packs

New creative styles, creative maps, and procedural creativity are added to enhance the attraction and click.

3. Landing page diagnosis

Problem diagnosis: the color matching of the first picture is rigid; Poor experience effect; The core business is not outstanding; Weak appeal to action; Blurred product pictures; Low video quality.

Optimization idea: directly replace a new landing page, optimize relevant content one by one, highlight core business, optimize color, add components, and improve image/video quality.

4. O CPC diagnosis

Problem diagnosis: Inconsistent part of speech and business lead to large consumption fluctuations; Frequent package deletion and adjustment lead to large fluctuation of delivery effect.

Optimization strategy:

Automatic expansion of oCPC: after entering the second stage of oCPC, adjust the expansion mode according to different traffic demands, and at the same time adjust the CPA appropriately, which will help to obtain more competitive opportunities.

The expansion mode selects balanced expansion at the initial stage of launch. Under the premise of ensuring the effect, automatic expansion has a large demand for traffic in the short term. It is suggested to expand to active expansion.

Marketing effect

Overall account launch, Q2 click rate rose 61.53% month on month, and the winning rate shown above rose 88.93%;

The data of the effect of OCPC showed that the target transformation cost was reduced by 64.19%, and the average transformation amount in three weeks was increased by 41.66.