Discussion on the Selection of Advertising Channels for E-commerce Websites and the Analysis of Related Data

Discussion on the Selection of Advertising Channels for E-commerce Websites and the Analysis of Related Data

For e-commerce websites, in fact, in addition to the internal construction and management costs of Shanghai websites, the promotion costs are also high. According to the price comparison between commodity profits and promotion costs, many e-commerce companies do not hesitate to invest huge sums of money to advertise or obtain traffic on some third-party platforms. Therefore, for e-commerce companies, the cost control and accurate delivery of advertising traffic are related to the overall benefits of the company. Today, we might as well discuss this aspect.

Understand advertising channels and analyze relevant data.

For the operation of e-commerce websites, it can be said that online channels are the most effective advertising channels. Why do you say that? Because the conversion rate of traditional media such as TV and newspapers will be relatively low, why? The reason you should know is that the time gap between the information obtained by TV or newspaper and the transaction, even if the order was placed under the influence of advertising information at that time, when the customer turned to turn on the computer and entered the website of the e-commerce company, their attention changed or simply forgot. Therefore, the advertising channel of e-commerce websites is still the network, especially the precision platform. Accurate delivery is the most effective way for e-commerce website production to reduce advertising costs, so you may find that one of the most concerned indicators of e-commerce industry marketing department is ROI (Return on Investment). Only after accuracy can we improve the effect of advertising and improve ROI. Data analysis is one of the best methods to solve the accuracy problem.

Analysis on the Types of Advertising Channels in E-commerce

When placing e-commerce advertisements, it is often necessary to analyze the following data to evaluate the effect:

1, before advertisement: channel selection. Select advertising channels, advertising locations and advertising time slots.

2. After delivery: evaluate the effect and make corresponding optimization.

In the channel selection before advertising, it is necessary to analyze the user characteristics of the channel platform, mainly analyzing the relevant data of members, including: demographic attributes (generally speaking, this part of e-commerce data is seriously missing): gender, age, income class, position, family situation, region, etc.; Then there are the characteristics of our goods: category, brand and price discount;

Through the analysis of the above data, we can roughly understand the characteristics of website members and determine our target members in combination with the product characteristics of the company. Match according to the audience of the advertising channel we want to choose and the price of the channel, and finally determine the selected channel.

Channel optimization

Maybe at first, our e-commerce website didn't know much about the specific situation after advertising the channel. At first, we suggested a trial launch, statistical analysis of these key data, calculation of the investment and conversion ratio of the channel platform we use, and then optimization of the channel; In terms of channel optimization, we can try to select several or several categories for value analysis first, and the analysis mainly starts from the following aspects:

1, which channel brings me UV? ,

2. Which channel has higher conversion rate?

3. Which channel has the highest bounce rate?

With the above data, we can make further decisions and determine our advertising platform.

The above introduces the basic knowledge of e-commerce advertising and how to obtain some data needed for analysis. When we get these data, we can use some statistical software to do it. If EXCEL is very small, we can completely solve this problem. Some big ones can use some professional statistical analysis software, such as R language for big data, but I feel that maybe we don't need too complicated tools. As long as it can help us realize the presentation of report data, it is totally ok. In addition, it is necessary to say that the data collection of our e-commerce website construction should also facilitate the extraction of some data we need for analysis.

The above is what Bian Xiao shared with you about discussing the selection of advertising channels for e-commerce websites and related data analysis. For more information, you can pay attention to more dry goods sharing of Global Ivy.