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小程序商城丨電商廣告主如何巧用小程序營(yíng)銷(xiāo)？
時(shí)間：2019-02-26 17:23:50
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

如何精準(zhǔn)選定目標(biāo)用戶，提升轉(zhuǎn)化效果和復(fù)購(gòu)率是電商行業(yè)廣告主的普遍痛點(diǎn)。自微信廣告全流量場(chǎng)景支持小程序落地頁(yè)投放后，眾多電商行業(yè)廣告主通過(guò)小程序落地頁(yè)實(shí)現(xiàn)“一站式”的購(gòu)物閉環(huán)體驗(yàn)，大大提升轉(zhuǎn)化效果。


▼微信小程序一站式體驗(yàn)示意


如何精準(zhǔn)選定目標(biāo)用戶，提升轉(zhuǎn)化效果和復(fù)購(gòu)率是電商行業(yè)廣告主的普遍痛點(diǎn)。自微信廣告全流量場(chǎng)景支持小程序落地頁(yè)投放后，眾多電商行業(yè)廣告主通過(guò)小程序落地頁(yè)實(shí)現(xiàn)“一站式”的購(gòu)物閉環(huán)體驗(yàn)，大大提升轉(zhuǎn)化效果。


▼微信小程序一站式體驗(yàn)示意


日活1.7億


小程序提供海量曝光場(chǎng)景


小程序商城丨曝光、轉(zhuǎn)化、高復(fù)購(gòu)：電商廣告主如何巧用小程序營(yíng)銷(xiāo)？-藝源科技


朋友圈廣告、公眾號(hào)廣告、小程序廣告等資源位均支持小程序落地頁(yè)類型，多場(chǎng)景多資源位支持，為電商小程序提供更充足的展示空間。廣告主在推廣目標(biāo)中選擇“推廣我的商品”，即可投放小程序?yàn)檩d體的落地頁(yè)。一鍵跳轉(zhuǎn)，高效轉(zhuǎn)化。相比H5和APP，小程序擁有更多優(yōu)勢(shì)與延展性：


1.深耕微信生態(tài)


能夠結(jié)合微信支付、運(yùn)動(dòng)、卡券等多種能力


2.加載速度快


無(wú)需下載安裝，隨時(shí)可用


3.無(wú)需適配多種機(jī)型


一次開(kāi)發(fā)，多端兼容


4.流暢體驗(yàn)


可達(dá)到幾乎與原生APP相同的操作體驗(yàn)與流暢度


5.門(mén)檻低


已認(rèn)證公眾號(hào)可以快速注冊(cè)并認(rèn)證小程序


網(wǎng)絡(luò)服裝品牌lativ誠(chéng)衣今年正式推出其小程序，在朋友圈、微信公眾號(hào)文章中部等位置進(jìn)行電商推廣的組合投放，通過(guò)小程序落地頁(yè)引導(dǎo)用戶瀏覽下單，廣告精準(zhǔn)鎖定24~45歲有購(gòu)買(mǎi)力的人群，加以優(yōu)質(zhì)的廣告素材和流暢的小程序操作體驗(yàn)成功提升效果，通過(guò)一個(gè)季度的廣告投放，新用戶增長(zhǎng)率高達(dá)717%，訂單數(shù)由投放前的日均1000單快速上升至近5000單，累計(jì)小程序用戶數(shù)破百萬(wàn)。


智能優(yōu)化精準(zhǔn)觸達(dá)


轉(zhuǎn)化、下單、ROI顯著提升


電商廣告主是典型的效果廣告客戶，ROI是衡量廣告效果的核心指標(biāo)。微信廣告在MP投放平臺(tái)可為廣告主提供實(shí)時(shí)數(shù)據(jù)反饋，有效縮短商品投放測(cè)試周期，節(jié)約測(cè)試成本，便于廣告主快速響應(yīng)。


通過(guò)API回傳轉(zhuǎn)化等行為數(shù)據(jù)，即可在投放端的數(shù)據(jù)報(bào)表中觀察廣告維度的全鏈條數(shù)據(jù)，如轉(zhuǎn)化、下單、ROI等關(guān)鍵指標(biāo)。當(dāng)轉(zhuǎn)化數(shù)據(jù)達(dá)到一定門(mén)檻時(shí)，即可選擇智能優(yōu)化（oCPM/oCPA）功能，為轉(zhuǎn)化出價(jià)，成本可控的同時(shí)幫助廣告主更有效地放量。廣告主更可以通過(guò)“人群管理”模塊上傳自定義人群包，還可對(duì)人群包進(jìn)行拓展（Lookalike），讓系統(tǒng)快速找到精準(zhǔn)用戶，促進(jìn)轉(zhuǎn)化。


服飾鞋包品牌Camel駱駝在2017年末開(kāi)始發(fā)力電商小程序，并通過(guò)在朋友圈、公眾號(hào)、小程序廣告位投放小程序落地頁(yè)廣告。由于駱駝產(chǎn)品線十分寬廣，涉足男女鞋、戶外運(yùn)動(dòng)服裝、皮具箱包等品類，因此在廣告投放環(huán)節(jié)，使用智能優(yōu)化功能，幫助不同品類、不同客單價(jià)的熱賣(mài)商品在海量的微信用戶中找到精準(zhǔn)的用戶，精美的素材和品牌影響力使駱駝的廣告平均點(diǎn)擊率為3.5%+，投入產(chǎn)出比高達(dá)1:3.5。


多功能持續(xù)運(yùn)營(yíng)


超高粘性復(fù)購(gòu)率高


電商推廣小程序落地頁(yè)廣告幫助廣告主精準(zhǔn)圈定并吸引目標(biāo)用戶到訪的同時(shí)，小程序廣告主可以在小程序商城首頁(yè)、具體商品頁(yè)及活動(dòng)詳情頁(yè)設(shè)置優(yōu)惠券浮層，強(qiáng)力引導(dǎo)用戶領(lǐng)取優(yōu)惠券。在小程序內(nèi)還可設(shè)置靜態(tài)的優(yōu)惠券，如“滿減”、“折扣”等優(yōu)惠券，顯示在商品詳情頁(yè)、或?qū)ｉT(mén)設(shè)置優(yōu)惠券專區(qū)，吸引用戶領(lǐng)券瀏覽下單。


而培養(yǎng)用戶持續(xù)訪問(wèn)的習(xí)慣，也是電商客戶衡量廣告效果的重要目標(biāo)。電商廣告主可以利用小程序的下單成功通知、物流進(jìn)展通知等“服務(wù)消息”功能，推送小程序模版消息給瀏覽及購(gòu)買(mǎi)用戶，引導(dǎo)用戶二次訪問(wèn)。擅用服務(wù)消息，引導(dǎo)用戶點(diǎn)擊服務(wù)消息直接再次訪問(wèn)小程序，不斷增強(qiáng)用戶與小程序間的粘性。


本土服飾鞋包品牌馬克華菲主打時(shí)尚潮流的年輕群體。在廣告投放設(shè)置上，該品牌選用經(jīng)典“引流款”產(chǎn)品作為主打產(chǎn)品，結(jié)合穿搭元素素材、潮人等流行元素提升廣告點(diǎn)擊率，同時(shí)在小程序落地頁(yè)擅用“優(yōu)惠券”、“購(gòu)物車(chē)”等功能，吸引用戶充分瀏覽小程序商城的商品，結(jié)合“服務(wù)消息”推送模版消息給潛在用戶和購(gòu)買(mǎi)用戶，引導(dǎo)多次訪問(wèn)。通過(guò)2個(gè)月的廣告投放，馬克華菲成功為其小程序帶來(lái)425%的新用戶增長(zhǎng)，以及30%的老客復(fù)購(gòu)率，而復(fù)購(gòu)的平均客單價(jià)更是初次購(gòu)買(mǎi)的2倍之多。

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