Shulou(Shulou.com)11/24 Report--

Content recommendation has become a standard part of brand marketing. How to define recommendation clearly?

In marketing science, based on the Omur5A model of giant cloud picture, it can be concluded that A3 crowd is a user group with high recognition and consumption willingness to the brand, and it is also an important index to measure the effect and efficiency of recommendation. A3 (inquiry) crowd is the "recommended crowd" reached by the brand.

In the process of continuously improving the recommended product matrix, combined with the launch cases of a large number of customers, the massive engine fully validates the necessary value of A3 people-- to do a good job in recommending marketing for A3 people. it means that there is the possibility of more business growth and long-term population assets precipitation.

However, around the A3 crowd recommendation, from the early screening to the late accurate access, the brand faces many practical problems: if you want to do a good job in recommendation transformation, how to catch the core key users? The crowd is breaking the circle and the budget is becoming more and more difficult. how to find the group with the most potential? Is there a more flexible way to reach it?

A large number of advertising "recommendation pass-bidding" products have been officially launched recently, with more scientific solutions and more optimized cost calculation, helping brands to rapidly expand the size of A3 recommendation population and open a recommendation model to reduce costs and increase efficiency. promote business multiple growth.

Since the beginning of the year, a large number of Qianchuan online shopping carts can be hung up to meet the demands of non-trailer customers, and the continuous improvement of a large number of engine-related product matrix. to help more brands launch flexibly for A3 people.

Maximize the number of new A3 people

Scientifically improve the efficiency of recommendation

In the process of recommendation and management of A3 people, "how to improve recommendation efficiency through more cost-effective advertising?" It is a common problem for many brands. The new "recommendation pass-bidding" product launched by a large number of advertisements is a "practical tool" to solve this problem.

Massive advertising "recommendation pass-bidding" products aim to "maximize access to new A3 (inquiry) crowd". Based on the AD platform, through bidding volume delivery, it can intelligently, conveniently and efficiently increase the size of A3 population, explore better CPA3 costs, provide scientific recommendation solutions for brands, help brands accumulate crowd assets, and provide long-term gain value for brand business transformation.

First of all, compared with other recommended products, "recommended pass-bidding" products are "more cost-effective". Take an international household appliance brand as an example, during the use of the product, the CPA3 cost dropped significantly by 86%, while the CPM cost plummeted by 73%.

In addition, the operation of "recommended pass-bidding" products is simpler and more intelligent, and the tedious steps are reduced in practice. When launching, you only need to select "Native interaction" in the "Promotion purpose" column and "crowd recommendation" in the "Optimization objectives" column to complete the operation, and after the brand is bound to Douyin account, it can directly support the brand to launch videos within Douyin account, and simultaneously support the exclusion of targeted gender, region, age and crowd package.

At present, the "recommended pass-bidding" products can be launched in the huge cloud map brand version, supporting the customers corresponding to the cloud map 5A model.

Help brands reduce costs and increase efficiency, and the effect is remarkable.

With the help of "recommendation pass-bidding" products, many head brands have taken the lead in breaking through the marginal benefits accumulated by A3 people in the past, and get more A3 people at the pan-circle level through low budget, and they use the recommendation model of reducing cost and increasing efficiency to further accelerate the transformation of crowd recommendation and business growth.

Take an international fresh brand as an example, in the stage of water storage recommended by talent in front of the Mid-Autumn Festival, the brand combined talent recommendation and small blue words as topic pages to create momentum, and 2 days after the release of the recommended video, with the help of "recommended pass-bidding" products to "heat" the recommended articles efficiently, targeting "young and middle-aged families with children" as A3 people. Achieve a good result of a substantial increase in core data such as A3 population, daily average search UV, A3-GMV share, etc., synchronously complete A3 mental recommendation and business growth, and harvest both quality and effect.

A milk powder brand in the launch of the use of "recommended through-bidding" and "recommended through-contract" double open, opening a new mode of A3 cost reduction and efficiency.

First of all, the brand uses the "recommendation pass-contract" to flexibly customize the crowd layering, so as to expand the audience opening; then, through the "recommendation pass-bidding" products to undertake the pursuit frequency, and further accurately target the A3 population, focusing on parent-child original content and node content to cater to crowd preferences, the follow-up daily also continues to increase investment in "recommendation pass-bidding".

With the help of "recommended pass-bidding" products, the brand achieves low cost to improve the efficiency of A3 crowd transfer.

Double 11 incentive policy

The maximum reward for a single customer is 300000 yuan.

According to the comprehensive transaction data related to the platform, 25% of the A3 people accumulated in the past 60 days will make purchases in the next 15 days. Brands can also clearly see the accumulation of people with high purchase intention brought about by the recommendation through the size of the A3 recommended population. During the critical period of double 11 to promote water storage, brands should focus on A3 attention accumulation and effectively help the transformation of the effect.

In order to further help more brands to accelerate the transformation of A3 crowd recommendations during the double 11 period, a large number of advertising "recommendation pass-bidding" products launched "time-limited return reward"!

From now to November 12, brand customers will receive a corresponding red packet reward after the total amount of consumption of "recommended pass-bidding" products through a single huge advertising account reaches the specified conditions, with a minimum consumption threshold of 5000 yuan. the highest return ratio can be as high as 30%, and a single customer can get up to 300000 reward!

Double 11 is about to enter the sprint period, brands should use more efficient marketing tools or products to effectively solve the problem of recommendation conversion during the promotion period.

A large amount of advertising "recommended pass-bidding" products will help brands capture A3 people with high performance-to-price ratio and high efficiency in daily marketing, greatly promote water storage and improve conversion efficiency!

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