2019 Nhema Chishanu & Q4 Facebook Ad Playbook: Maitiro Ekugara Unoshanda Kana Mari Dzikwira

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Nguva yekutenga zororo yasvika. Kune vashambadziri, Q4 uye kunyanya vhiki rinotenderedza Chishanu Chishanu haina kufanana chero imwe nguva yegore. Shambadziro inodhura kazhinji spike ne25% kana kupfuura. Makwikwi ekugadzirwa kwehunhu anotyisa. 

Ecommerce vashambadziri vari kubata yavo boom nguva, nepo vamwe vashambadzi - semitambo yemafoni uye maapplication - vari kutarisira kungovhara gore rakasimba.  

Kunonoka Q4 inguva yakanyanya kubatikana yegore kune vatengesi, saka haina kufanana nemamwe mapuratifomu ekushambadzira akanyarara. Asi kushambadzira kweFacebook kunonyanya kukwikwidza kubva muna Gumiguru kusvika kusvika Zvita 23. Asi kunyangwe zvakadaro Facebook ads mitengo yakakwira munguva yekupedzisira Q4, ichiri chakanakisa chikuva mutaundi. Mazhinji makuru evashambadziri anenge achibhidha zvine hukasha. 

Kunyangwe nemitengo yakakwidzwa, vazhinji vanoshambadzira ecommerce vanoita zvakanaka. Chidzidzo chapfuura kubva Shopify Uyezve yakaratidza kuti vatengesi ve ecommerce vanoti Facebook kushambadza ndiyo nzira inoshanda kwazvo ye new kutenga vatengi panguva yezororo. 

Wepamusoro mashanu Ekuwana Mikana yekutenga Zororo

Ehe, hazvishamise kuti gore rega rega kushambadzira kunodhura kwakatenderedza Nhema Chishanu, Cyber ​​Muvhuro, uye ese maDecember mazororo. Mushambadzi wese anoziva izvi. Ivo vanongoenda mumwaka nechiso chakashinga zvakadaro, vakagadzirira kukwikwidza kumusoro kuti varove zvinangwa zvavo zvegore. Chero ani zvake akambotarisa padhibhodhi reFacebook Ads panguva dzezororo aifanira kumedza bundu remarasha pavakatarisa mutengo wavo nekudzvanya.

Uye zvechokwadi zvakakwana: 80% yevatengesi ve ecommerce vanoti "kukwira kushambadzira kushambadzira" kunetsekana nekutengesa kwezororo.

Kunetsekana kwepamusoro kweHoridhe Ecommerce

Kunyangwe paine mutengo uye makwikwi, Q4 mukana wakakura. Kune vatengesi, iwo mukana wekuwedzera iwo wakanyanya mwaka wekutenga wegore. Yemitambo yenharembozha uye maapplication, mazororo anotungamira anodhura-anoshanda kushambadza mwaka wegore uye chii chichava maCPMs akaderera e2020.

Kuti ikubatsire kufamba mwaka, heano mashanu Facebook kushambadzira akanakisa maitiro yekunonoka Q4: 

1. Manage Strategic Shifts muAd Spend Wave.

Yaitwa kurudyi, iyo-nzira-yekushambadzira yezororo inogona kuve yakakosha semazororo pachawo. Vashambadziri vanogona kuwedzera kudzokorora, maemail zvinyorwa, uye dzimwe nzira dzinodhura mushure maDecember 8th - if ivo vakawedzera mishandirapamwe yavo zvisati zvaitika. 

Holiday Kuwana Nguva

Asi usatarisira pasi-yeKisimusi yekutenga boom. Wese munhu anofarira kukwenya nemari yavo yeKisimusi uye kuzvitengera izvo zvisina kuunzwa naSanta. Ndicho chikonzero iyo nguva inotevera Zvita 26 inogona kunyanya kushanda. Tora nguva ino kuyedza kushambadzira kwechigadzirwa chitsva (senge iyo iPhone 11), vhidhiyo, uye meseji nyowani / yekugadzira. Uye usamire kusvika Ndira 15 kana kunyange Zuva raValentine. Vazhinji vashambadzi vechinyakare vanodzorera kumashure kushambadzira kwavo pakutanga kwegore, vachisiya imwe hwindo rakanaka remukana kune isu tese.

2. Wedzera Avhareji Order Saizi.

apo mushandisi kutora mutengo simuka, une sarudzo mbiri dzekuchengetedza purofiti: cheka yako yepamusoro / chigadzirwa mutengo, kana kukwidza avhareji saizi odha. Neraki, kuwedzera wepakati saizi kukura kunozadzisa zviri kuitika muQ4 zvakanaka - vanhu vari kushandisa yakawanda, zvese pavari uye nevamwe.

Kune nzira dzakawanda dzekuwedzera avhareji saizi yekuraira:

  • Kugadzira zvigadzirwa
  • Kupa zvimwe zvinhu zvekudzikisira
  • Uchishandisa $ -off discounts ("shandisa $ X, bvisa $ kure" zvinopihwa)

Iwe unogona zvakare kuda kungosvetuka iyi avhareji size saizi zano zvachose, futi. Zvichienderana nekambani yako uye nemamiriro ako ezvinhu, zvingave zvine musoro kungoenda nemutungamiriri wekurasikirwa muQ4 woishandisa kuvaka yako base base. 

Kana iwe ukabata maneja-kurasikirwa mutungamiriri zvakanaka, iwe unogona kutyora nyangwe (kana kuita shoma shoma purofiti), asi iwe unowedzera toni yevanhu kune yako vatengi 'runyorwa. Pair iyo ine inoshanda yekuchengetedza kushambadzira, uye Kisimusi unogona kuva wakanaka mukana wekungowana sevazhinji vatsva vatengi sezvaunogona. 

3. Zvimirire kunze kana Tsvaga Homwe dzeKushanda.

Ehezve, havazi vese vari mune ecommerce. Kana iwe uchiita kushambadzira kweapp kana kutungamira chizvarwa, mazororo acho anounza dambudziko rakasiyana kwazvo. 

Kune vashambadzi vepaFacebook avo vasiri muecommerce, iyo yakanakisa nguva yekukwereta mari mukati mekota yechina iri pakati paGumiguru 1st kuburikidza neKutenda. MaCPM anowedzera panguva iyoyo, asi kwete zvakanyanya. Ipapo isu tinokurudzira iwe kudzosera kumashure kana kusuduruka kushandisa pakati paNovember 28th kusvika Zvita 10.

Heano mamwe mazano ekukubatsira kurwisa kukwira kwemitengo panguva yepamusoro CPM mutengo unowedzera:

Zvebhajeti:

  • Kana iwe uchizoshandisa mari mukota yechina uye usiri iyo ecommerce kambani, edza kumberi kutakura shandisa zvakanyanya sezvinobvira muna Gumiguru naNovember. 

Zvevateereri kunongedzera:

  • Tarisa pamisika isingakwikwidzi panguva yakanyanya kudiwa nguva.
  • Govera imwe bhajeti kune Android. Iyo inowanzoona kuwedzera kushomeka kwekuwedzera kwemitengo.
  • Kuwedzeredza data kubva kumakambani eInternational kukwirisa muEMEA (Europe, Middle East, uye Africa), APAC (Asia-Pacific), uye LATAM (Latin America) uko kukwikwidza kwezororo kusiri kwakanyanya.

CPM Ad Maitiro e NA Nhare Yemitambo Kushambadzira
kubva 2019 Q4 NA (North America) Holiday Playbook PDF

Zvekubhidha:

  • Scale up Worldwide yakanangwa nekushandisa kukosha optimization kuyera mumisika yepasirese, panguva imwe chete uchigadzirisa iwo wakaderera mutengo pakutenga. Izvo zvinowanzo chengetedza ROAS apo ichiita iro rekuwedzera basa.
  • Tsvagiridzo yeFacebook yeiyo nyowani Dhizaini yeScale (S4S) sisitimu yakaratidza kuti kushambadza kuseta dhirivhari kunodzikama kana seti yekushambadzira ichiwana kanokwana makumi mashanu kushandurwa kwakasarudzika pasvondo. Ivo vawana kuwirirana kwakananga pakati peaseti seti iyo inozadzisa iyi vhoriyamu, yakaderedzwa CPAs, uye yakasimba ROAS. Dzimwe nguva iyo ROAS yekuvandudza inogona kupfuura 50%.
  • Tanga zvishoma neKushoma ROAS kubhidha, asi shandisa. Minimum ROAS kubhidha kunotendera vashambadziri kuti vapinze yavo yavanoda kudzoka pane kushambadzira kushandisa kune yega yega shambadziro. Unogona kuseta yakaderera ROAS nenhamba yakakura kupfuura 0.01%, ipapo Facebook inomira kuendesa kushambadza kwako kana vasingakwanise kurova iyo yakatarwa muzana. Izvo zvinoshanda zvakanyanya kana iwe ukatanga nekuyedza yakaderera ROAS chinangwa (<1%) kupesana nevateereri vakawandisa, wozoita inch kumusoro zvinowedzera kana kuita kwacho kusipo (1%, 2%, nezvimwewo). Usatange kukwira uye kuyera shure; shoma ROAS inoshanda zvirinani ichiwedzera kuwedzera.
  • Shandisa AEO Yekutenga Mabhaidhi Emanyorerwo. Kana iwe uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge uchinge waita, Nemamiriro ezvinhu asingatarisirwi ebhidha senge panguva yezororo, mabhizimusi akangwara inzira yakanaka yekuchengetedza kuendesa kwakadzikama.

Zvekugadzira:

  • Ronga zvimwe kazhinji kugadzira kwekuvandudza to kurwisa kuneta kwekugadzira. Iwe uchafanirwa kuronga pamberi penguva yeizvi, sevazhinji vashandi vanoda imwe nguva yekumbozorora kuzororo. Kana, kana zvichidikanwa, tarisa kune mumwe wekugadzira naye wedzera kugona.
  • Ita zororo-themed yekugadzira kuwedzera kukosha zvikoro. Izvi zvinogona kubatsira kudzikisa mamwe emitengo yakakwira yekushambadzira kwezororo.
  • bvunzo Mitambo inogona kutamba paVateereri Network kutyaira zvakanyanya kubatanidzwa, zvemhando yepamusoro kuiswa. Facebook inoti kushambadza uku kuri kuwana kuita kwakanakisa kwemhando ipi neipi yeshambadziro izvozvi.

Neraki, mazuva anodhura anopfuura. Anenge semashiripiti, musi waDecember 26th, mari inodonha. Mazhinji evashambadzi veecommerce vapedza mabhajeti avo, vatengesa yavo yehupfumi, uye funga gore raitwa. 

Apa ndipo apo vatengesi vasiri-ecommerce - semitambo uye nharembozha maapplication - vane yavo heyday. Vachafarira mamwe maCPM anoshanda kwazvo egore kubva Zvita 26 kusvika paZuva raValentine muna Kukadzi 14, 2020.

CPM Ad Rates Nhema Chishanu

Tora mukana wekudonha kweCIs uye kuwedzera kwehuwandu kubva munaZvita 26th kusvika paZuva raValentine uchishandisa Aukisheni Kutengesa. Mushure meKisimusi zvakare inguva huru yekutarisisa vashandisi vezvishandiso, uye zvigadzirwa-zvakasarudzika zvekugadzira zvinogona kazhinji kukuwanira iwe bundu rekuwedzera mukukosha. Ehezve, kana iwe uchida kutonga kubhidha mukati memazuva emashiripiti aya, uchafanirwa kunge wakaisa parutivi bhajeti pamberi penguva. 

4. Tarisa pane Mobile.

Wese munhu anoziva mobile traffic ikozvino inodarika desktop desktop. Asi vatengesi vazhinji vachiri kutenda mobile traffic haichinje… Kana zvirinani kuti haina kushandura pamwe nedesktop traffic. 

Izvo zvinogona kusisiri chokwadi. 

Chidzidzo che Kushambadzira kweGoogle yakaratidza kuwedzera kunoshamisa kwenhamba dzekushandura nhare mumakore mashoma apfuura. Iwo ekushandurwa kwemitengo yevatengi vanotanga nekupedzisa nzendo dzevatengi vavo pane nhare mbozha yakawedzera ne252%.

Google Shopping Cross-Channel Kutenga

Asi mira… pane zvakawanda:

Iyo nzira yevatengi vanotanga kutsvaga kwavo pakombuta uye kupedzisa kwavo kutenga pane nhare yakasimuka 259% gore pamusoro pegore.

Mune mamwe mazwi, vamwe vanhu vanosarudza kutarisa kuburikidza nhare kwete pane desktop.

Ehezve, ndiko Google Shopping, kwete Facebook kushambadza. Asi Facebook yakaita ongororo yaro yega. Vakaona zvakare kuti vashandisi vefoni vava vashambadzi vekutengesa.

Nhare mbozha Yekutanga Zvitoro

5. Shandisa Vhidhiyo.

Kana iwe wanga uchinge wakarembera kumashure kubva kuisa mari muvhidhiyo kana kuisa mari yakawanda muvhidhiyo, inogona kunge iri iyo Edge yaunoda yeQ4 2019. 

Vanoda kusvika 1 muvatatu mbozha vatengi vakaongororwa muUS vakati izvozvo vhidhiyo ndiyo yakanakisa svikiro yekutsvaga zvigadzirwa zvitsva.

Tsvagiridzo ye Facebook

Saka, kana iwe uchida kuwana vatengi vakawanda, ita mamwe mavhidhiyo - ese ari maviri epa Facebook ne Instagram. Uye hongu, Virginia, kuchine nguva yakakwana yekuwana mavhidhiyo yakaitwa pamberi pehoridhe huru dzekutenga. 

Zvitsva Zvitsva

Ko kambani yako kana agency ichagadzirisa sei iyo Q4 Facebook kushambadza kwemitengo kunowedzera? Maitiro ako eQ4 akashanda zvakanaka here gore rapfuura? Funga nezve kwawakamboenda kuronga nzira yauri kuenda. Ingo funga nekukurumidza; Chishanu Chishanu chiri pamusoro pedu.

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