ROI (cost-effectiveness) is a key indicator of advertising effectiveness. The 7-day ROI product launched by Kuaishou Magnetic Taurus provides advertisers with a new perspective to evaluate and optimize advertising performance. This article will provide an in-depth analysis of the concept, benefits, application scenarios and advertising strategies of 7-day ROI, and help advertisers better use this tool to improve ad performance.
7-day ROI refers to the exploration and reach of potential people who did not directly convert at the time of promotion, but have the intention of adding followers, adding purchases, planting grass, etc., within 7 days after the ad is launched, by extending the conversion measurement cycle, and finally converting within 7 days. This strategy aims to increase the total GMV (gross merchandise volume) and the overall GMV of the store within 7 days, helping merchants to further increase the overall revenue after promotion.
1. Reach the crowd and break the circle: The 7-day ROI model can reach users who need a certain amount of time to make decisions, which may be ignored under the direct payment model. Through 7-day ROI, advertisers can break the crowd circle and expand the reach of their ads.
2. Long-term income improvement: Compared with the direct payment model, the 7-day ROI is more accurate and efficient in optimizing the overall GMV of the 7-day market. It directly optimizes the total GMV over a 7-day period, rather than just focusing on instant deals, helping advertisers drive long-term revenue.
3. Reach the ** value crowd: 7-day ROI products can more accurately reach the ** value group, which usually has higher purchasing potential and stronger spending power.
The 7-day ROI is suitable for merchants with a long product purchase decision cycle and a high broadcast frequency. Specifically, merchants with high-customer single-category categories (such as jewelry and jade, 3C digital, power consumption home, etc.) and strong grass attribute types (such as maternal and child books, beauty, personal skin care products, clothing, etc.) are ideal customers for 7-day ROI. In both daily and promotional periods, the 7-day ROI can help merchants achieve business growth and GMV peaks.
1. Infrastructure proposals: When testing a new account, it's a good idea to create a sufficient number of 7-day ROI ad groups each day to fully explore the performance of different demographics and creatives. After the long-term consumption of the account reaches a certain volume and the effect is stable, you can adjust and increase the 7-day ROI ad group according to the actual situation.
2. Bidding strategy: 7-day ROI The initial bid recommendation for the ad group is based on the cumulative 7-day ROI value in historical delivery data. After the delivery data is relatively stable, you can adjust the orientation or bidding according to the actual 7-day ROI and running volume effect, combined with your own phased needs. Since the 7-day ROI model has the effect of breaking the circle of crowds, it is recommended to relax the orientation appropriately to facilitate the exploration of more people.
3. Creative optimization: On the basis of following the advantageous delivery scenarios, it is recommended to directly invest in the live broadcast room and short ** drainage with the placement. Customers who do not have the ability to produce can use the "Highlight Quick Investment" system provided by Kuaishou to place the product. At the same time, it is recommended to build a separate plan for mature ideas and new ideas that have not yet been tested to ensure that new ideas can be fully explored.
1. A beauty and cosmetics customer
Live room type: Single product in the live broadcast room.
Unit price range: 50-100 yuan.
Customer demand: If the direct link ROI is flat on the same day, the cumulative ROI in the 7 days after the investment can steadily increase the revenue, and the ability to run the volume will be enhanced.
Effect data: 7-day ROI vs commodity purchase ROI of selling, unit ARPU +65%, direct link ROI +15% on the same day, cumulative ROI +17% after 7 days after investment, customers are increasing infrastructure and steadily increasing volume.
2. A clothing and footwear customer
Live room type: Multiple products in the live broadcast room.
Unit price range: 100-180 yuan.
Customer demand: Direct link ROI is not less than 25. The cumulative ROI in the 7 days after investment can be stably increased.
Effect data: 7-day ROI vs product purchase, unit ARPU +128%, direct link ROI +41% on the same day, cumulative ROI +25% in 7 days after investment, and all customers switch to 7-day ROI delivery.
The Kuaishou Magnetic Taurus 7-Day ROI product provides advertisers with a fresh perspective to evaluate and optimize ad performance. By lengthening the conversion measurement cycle and exploring and reaching potential people, the 7-day ROI can help advertisers achieve multiple goals such as crowd breaking, long-term revenue improvement, and reaching the best value of people. In practice, advertisers need to formulate appropriate advertising strategies and bidding plans based on their own business characteristics and target audience needs, so as to give full play to the advantages of 7-day ROI products.