2019 Black Friday & Q4 Facebook Ad Playbook: Momwe Mungakhalire Ogwira Bwino Ndalama Zikakwera

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Nthawi yogula tchuthi yayandikira. Kwa otsatsa, Q4 makamaka sabata loyandikira Lachisanu Lachisanu silosiyana ndi nthawi ina iliyonse pachaka. Zotsatsa zimakonda kukwera ndi 25% kapena kuposa. Mpikisano wopeza zinthu zabwino ndiwowopsa. 

Otsatsa pa ecommerce akuwongolera nthawi yawo yochulukira, pomwe otsatsa ena - monga masewera apakompyuta ndi mapulogalamu - akuyembekeza kutseka chaka mwamphamvu.  

Chakumapeto kwa Q4 ndi nthawi yotanganidwa kwambiri pachaka kwa ogulitsa, chifukwa chake sizili ngati nsanja zina zotsatsa zili chete. Koma kutsatsa kwa Facebook kumakhala mpikisano makamaka kuyambira Okutobala mpaka Disembala 23. Koma ngakhale Zotsatira za Facebook mitengo ikuchuluka kumapeto kwa Q4, ikadali nsanja yabwino kwambiri mtawuniyi. Otsatsa ambiri akulu azikhala akupikisana mwamphamvu. 

Ngakhale mitengo ikukwera, otsatsa ambiri pa ecommerce amachita bwino. Kafukufuku waposachedwa kuchokera ku Shopify Komanso adawonetsa kuti otsatsa pa ecommerce akuti kutsatsa kwa Facebook ndiye njira yabwino kwambiri yatsopano kupeza kasitomala nthawi ya tchuthi. 

Njira Zisanu Zapamwamba Zogulira Tchuthi

Zachidziwikire, sizosadabwitsa kuti chaka chilichonse zotsatsa zimakwera mtengo kuzungulira Lachisanu Lachisanu, Lolemba Lolemba, komanso tchuthi chonse cha Disembala. Wotsatsa aliyense amadziwa izi. Amangopita kunyengoyi ndi nkhope yolimba mtima, okonzeka kukwera kwambiri kuti akwaniritse zolinga zawo zapachaka. Aliyense amene adayang'anapo pa Facebook Ads dashboard nthawi ya tchuthi amayenera kumeza mtanda wa malasha akamayang'ana mtengo wake podina.

Ndipo zowonadi: 80% yaogulitsa ecommerce akuti "kukweza zotsatsa malonda" ndikofunikira pakutsatsa tchuthi.

Zovuta Zapamwamba Zamalonda pa Tchuthi

Ngakhale ndalama ndi mpikisano, Q4 ndi mwayi waukulu. Kwa ogulitsa, ndi mwayi wokulitsa nyengo yabwino kwambiri yogulira pachaka. Pa masewera apafoni ndi mapulogalamu, maholidewa amatsogolera nyengo yotsatsa yotsika mtengo kwambiri pachaka ndi yomwe idzakhale CPMs yotsika kwambiri ya 2020.

Kukuthandizani kuyenda nyengo, nazi zisanu Kutsatsa kwa Facebook machitidwe abwino mochedwa Q4: 

1. Sinthani Kusintha Kwamaqhinga mu Ad Spend Wave.

Mukachita bwino, njira yolembera kutsatsa tchuthi imatha kukhala yofunikira monga tchuthi chomwecho. Otsatsa atha kugwiritsa ntchito njira zobwezeretsanso, maimelo, ndi njira zina zotsika mtengo pambuyo pa Disembala 8th - if iwo akulitsa makampeni awo bwino zisanachitike. 

Nthawi Yopeza Tchuthi

Koma musapeputse kuchuluka kwa kugula pambuyo pa Khrisimasi. Aliyense amakonda kunyinyirika ndi ndalama zawo za Khrisimasi ndikudzigula okha zomwe Santa sanabweretse. Ndicho chifukwa chake nthawi yotsatira Disembala 26 itha kukhala yothandiza kwambiri. Tengani nthawi ino kuyesa zotsatsa zatsopano zamagetsi (monga iPhone 11), kanema, ndi kutumizirana mameseji / zaluso. Ndipo osayimilira mpaka Januware 15 kapena Tsiku la Valentine. Otsatsa ambiri achikhalidwe amabweza zotsatsa zawo kumayambiriro kwa chaka, ndikusiya mwayi wina kwa tonsefe.

2. Onjezani Avereji Ya Kukula Kwa Order.

Liti mtengo wogwiritsa ntchito dzukani, muli ndi zisankho ziwiri zosunga phindu: dulani ndalama zomwe mumadula pamutu / zogulitsa, kapena onjezani kukula kwa dongosolo. Mwamwayi, kuwonjezera kukula kwa oda kumakwaniritsa zomwe zikuchitika mu Q4 mwabwino - anthu akuwononga ndalama zambiri, pa iwo okha ndi ena.

Pali njira zambiri zokulitsira kukula kwa oda:

  • Zogulitsa zambiri
  • Kupereka zina zowonjezera kuchotsera
  • Pogwiritsa ntchito kuchotsera $ -off ("gwiritsani $ X, pezani $ kuchotsera" zotsatsa)

Mwinanso mungafune kungodumpha njira yayikulu yakulamulirayi, inunso. Kutengera kampani yanu komanso momwe zinthu ziliri, kungakhale kwanzeru kungopita ndi mtsogoleri wotayika mu Q4 ndikuigwiritsa ntchito kuti mumange kasitomala wanu. 

Ngati mungayendetse bwino njira ya mtsogoleri wotayika, mutha kuwononga ngakhale (kapena kupeza phindu lochepa kwambiri), koma muonjezera anthu ambiri pamndandanda wa ogula. Phatanizani izi ndi kutsatsa kosungika, ndipo Khrisimasi ukhoza kukhala mwayi wabwino wopeza makasitomala ambiri ambiri momwe mungathere. 

3. Yembekezerani kapena mupeze matumba achangu.

Zachidziwikire, sikuti aliyense ali mu ecommerce. Ngati mumachita kutsatsa pulogalamu kapena kutsogolera, tchuthi chimakhala ndi vuto losiyana kwambiri. 

Kwa otsatsa pa Facebook omwe sali pa ecommerce, nthawi yabwino kwambiri yogwiritsira ntchito kotala yachinayi ili pakati pa Okutobala 1 kudzera Pothokoza. Ma CPM amakula nthawi imeneyo, koma osati ochulukirapo. Kenako tikukulimbikitsani kuti mubwerere kapena musinthe ndalama pakati pa Novembala 28 mpaka Disembala 10.

Nawa malingaliro ena okuthandizani kulimbana ndi kukwera kwamitengo pakukwera kwamitengo ya CPM:

Pogwiritsa ntchito bajeti:

  • Ngati muwononga ndalama kotala lachinayi ndipo simuli kampani ya ecommerce, yesetsani kulipira patsogolo ndalama zochuluka mu Okutobala ndi Novembala. 

Kwa owunikira:

  • Yambirani misika yopikisana kwambiri munthawi yofunikira kwambiri.
  • Gawani bajeti yambiri ku Android. Zimakonda kuwona kuwonjezeka pamitengo.
  • Onjezani zidziwitso zamakampeni apadziko lonse lapansi kuti akwaniritse ku EMEA (Europe, Middle East, ndi Africa), APAC (Asia-Pacific), ndi LATAM (Latin America) komwe mpikisano wa tchuthi siwowopsa.

Zochitika pa CPM Zotsatsa za NA Mobile Gaming
kuchokera ku 2019 Q4 NA (North America) Holiday Playbook PDF

Za kubetcha:

  • Chulukitsani kutsata padziko lonse lapansi pogwiritsa ntchito kukhathamiritsa kwamtengo wapatali pamisika yapadziko lonse lapansi, nthawi yomweyo mukamakonza mtengo wotsika kwambiri pogula. Izi zimakonda kuteteza ROAS pomwe ikupititsa patsogolo ntchito yakukula.
  • Kafukufuku wa Facebook pamalingaliro ake atsopano a Structure for Scale (S4S) awonetsa kuti kutsatsa kwa zotsatsa kumakhazikika pomwe kutsatsa kumakwaniritsa kutembenuka kosachepera 50 pamlungu. Apeza kulumikizana kwachindunji pakati pazotsatsa zomwe zimakwaniritsa voliyumu iyi, ma CPA ochepetsedwa, ndi ROAS zamphamvu. Nthawi zina kusintha kwa ROAS kumatha kupitilira 25%.
  • Yambani pang'ono ndi kubetcha Kochepa kwa ROAS, koma mugwiritse ntchito. Kutsatsa kochepa kwa ROAS kumalola otsatsa kuti apereke zomwe akufuna kubweza pamalonda onse otsatsa. Mutha kukhazikitsa ROAS yocheperako ndi nambala yochulukirapo kuposa 0.01%, kenako Facebook idzaleka kutsatsa malonda anu ngati sangakwanitse kufika pamtundu womwewo. Zimagwira bwino ngati muyamba kuyesa cholinga chotsika cha ROAS (<1%) motsutsana ndi omvera ambiri, kenako inchi kukwera mopitilira muyeso ngati magwiridwe antchito kulibe (1%, 2%, ndi zina). Osayambira pamwamba ndikuwongolera; ROAS yocheperako imagwira ntchito bwino kukulirakulira.
  • Gwiritsani ntchito AEO Kugula Mabuku Ogulira. Ngati mukukumana ndi kubereka kotsika kapena kusintha kwakotsika ndi autobid, lingalirani kusinthana ndi ma bid anzeru opikisana kwambiri (mtengo wotsika kwambiri ndi kapu ya bid) Ndi zinthu zosayembekezereka zotsatsa monga nthawi ya tchuthi, ma bids anzeru ndi njira yabwino yoperekera bata.

Zopanga:

  • Konzani zambiri zimatsitsimutsa pafupipafupi ku kulimbana kutopa kulenga. Muyenera kukonzekera pasadakhale, chifukwa antchito ambiri amafuna nthawi yopuma patchuthi. Kapena, ngati kuli kofunikira, yang'anani kwa mnzanu wopanga kuti kukulitsa mphamvu.
  • Khalani zokongola za tchuthi kuonjezera kufunika kwake. Izi zitha kuthandiza kuchepetsa zina mwokwera mtengo zotsatsa tchuthi.
  • mayeso Zosangalatsa zosangalatsa pa Gulu la Omvera kuti muziyendetsa mapulogalamu ena, ochita bwino kwambiri. Facebook ikuti zotsatsa izi zikuyenda bwino kwambiri pakutsatsa kwamtundu uliwonse pakadali pano.

Mwamwayi, masiku okwera mtengowo amadutsa. Pafupifupi matsenga, pa Disembala 26th, ndalama zimatsika. Otsatsa ambiri pa ecommerce agwiritsa ntchito ndalama zawo, agulitsa zomwe ali nazo, ndikuganiza kuti chaka chatha. 

Apa ndipamene amalonda osagulitsa ma ecommerce - ngati masewera ndi mapulogalamu am'manja - amakhala ndi mwayi wopambana. Adzasangalala ndi ma CPM ena abwino kwambiri mchaka kuyambira Disembala 26 mpaka Tsiku la Valentine pa February 14, 2020.

Mitengo Yotsatsa ya CPM Lachisanu Lachisanu

Pindulani ndi kutsika kwa ma CPIs ndi kuchuluka kwa anthu kuyambira Disembala 26 mpaka Tsiku la Valentine pogwiritsa ntchito Kugulitsa Pamisika. Pambuyo pa Khrisimasi ndi nthawi yabwino kulunjika kwa ogwiritsa ntchito zida zatsopano, ndipo zopangika zodalira zida nthawi zambiri zimakupezerani zovuta zina zogwirizana. Zachidziwikire, ngati mukufuna kuwongolera zomwe zatsala m'masiku amatsenga awa, muyenera kukhala kuti mwayika pambali bajeti isanakwane. 

4. Yang'anani pa Mobile.

Aliyense amadziwa kuchuluka kwamagalimoto pano apitilira kuchuluka kwama desktop. Koma otsatsa ambiri akukhulupirirabe magalimoto oyenda samasintha… Kapena osasintha ngati kutembenuza anthu pakompyuta. 

Izi sizingakhale zowona. 

Kuwerenga Zotsatsa pa Google Shopping zawonetsa kuwonjezeka kwakukulu kwa mitengo yosinthira mafoni m'zaka zaposachedwa. Mitengo yosinthira kwa ogula omwe amayamba ndikumaliza ulendo wa ogula pazida zamagetsi yakula ndi 252%.

Zogula pa Google Shopping Cross-Channel

Koma dikirani ... pali zambiri:

Njira ya ogulitsa akuyamba kusaka pa desktop ndikumaliza kugula kwawo pafoni idakwera 259% pachaka.

Mwanjira ina, anthu ena amakonda kuyang'ana kudzera pafoni osati pa desktop.

Zachidziwikire, ndi Google Shopping, osati kutsatsa kwa Facebook. Koma Facebook idachita kafukufuku wake. Anapezanso kuti ogwiritsa ntchito mafoni akhala akugula mafoni.

Ma Stats Oyamba Kugula

5. Gwiritsani Ntchito Kanema.

Ngati mwakhala mukubwerera m'mbuyo posungira ndalama muvidiyo kapena kusungitsa zambiri muvidiyo, itha kukhala malire omwe mukufuna Q4 2019. 

Pafupifupi 1 mwa atatu ogulitsa ogula mafoni omwe adafunsidwa ku US adati Kanema ndiye njira yabwino kwambiri yopezera zatsopano.

Kafukufuku wa Facebook

Chifukwa chake, ngati mukufuna kupeza ogula ambiri, pangani makanema ambiri - onse a Facebook ndi Instagram. Ndipo inde, Virginia, pali nthawi yokwanira kuti tipeze mavidiyo zopangidwa tchuthi chachikulu chisanachitike. 

Zotsatira Zotsatira

Kodi kampani yanu kapena bungwe lanu lingayang'anire bwanji kuchuluka kwa zotsatsa pa Q4 Facebook? Kodi malingaliro anu a Q4 adagwira ntchito bwino chaka chatha? Ganizirani komwe mudapezako njira zolozera komwe mukupita. Ingoganizirani mwachangu; Lachisanu Lachisanu latifikira.

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