为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>面对春节我们不要坐以待毙!首先要思考为什么春节会影响我们的流量?如果遇到了,如何应对大盘流量波动?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-align: center; text-indent: 2em;”>为什么春节会影响我们的流量如何应对大盘流量yle=”box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-weight: bolder; font-stretch: inherit; font-size: 20px; line-height: inherit; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(0 153 255); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>节假日影响流量的原因

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>1. 平台用户和广告位数量基本固定

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>每个平台的用户和广告位的数量也是固定的,当大量的电商广告大量流入的时候,肯定会挤掉我们本身的广告位。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>在特殊节日访客的浏览习惯发生改变,加上平台对排期广告也会加以扶持,导致了我们的流量变少。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>网络:为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>2. 不同节假日对行业的影响

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>并不是每个节假日都会对所有行业的流量产生影响,如下内容:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>特殊管制:315

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>对黑五类、医疗、药品等灰色产业有很大影响

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>电商节日∶618、双11、双12

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>对直营电商冲击力最大,其他行业也有较大影响

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>节假日∶五一、十一、春节

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>主要表现在人群浏览习惯改变,对旅游、游戏、小说等行业有正面影响,传统行业影响较大

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro 财神SeoHei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>日常假日∶周末

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>正常人群浏览习惯改变导致波动,所有行业都有影响

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>了解了引起波动的原因之后,我们需要知道流量波动都有哪些比较常见的表现。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>网络:为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-weight: bolder; font-stretch: inherit; font-size: 20px; line-height: inherit; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(0 153 255); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>流量波动常见的表现

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>通常流量波动会有以下几个表现:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>1. 老计划流量减少,成本升高

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>我们首先要对比数据,才能分析是不是双十一影响了流量,而不是看到流量减少就甩锅给双十一,所以我们需要做以下几个工作:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>①对比之前流量,查看展现、点击、消费、转化率波动情况

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>②针对变动数据进行调整

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>③调整过后观察3个小时,如果还是较高,直接暂停

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>④新建之前转化较好的定向和创意重新投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>2. 新计划同样出价难以起量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>新计划难以起量是很多同学都在问的难题,这里真的要敲黑板画重点了,遇到这个问题你需要:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>①提高出价,针对性抢量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>②选择竞争情况比较低的时间段开启计划投放(选择流量高峰时段:早上5-8点、中午12-2点、晚上8-11点)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>③建立多条计划批量开启投放,这里注意及时暂停展现少或只消费不转化的计划

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>④增加其他版位,全渠道覆盖更多流量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>⑤新增热点创意,吸引更多访客

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>⑥新增热点页面,承载更多流量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>网络:为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>3. 账户效果波动频率加大

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>账户效果波动频率加大,也就是生命周期更短了,这时候一定不要忘了做这几个操作:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>①核算一定周期内成本,短时间效果差不建议大的调整

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>②避开电商抢量最高峰的时间点

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>③根据每日第一个转化成本判断是否继续投放(消费出到1.2-1.5倍0转化;有转化但整体成本高过出价1.2-1.5倍可选择暂停投放)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>④复制之前投放效果较好的计划重新投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>⑤每天稳定新上素材进行投放,优胜劣汰

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>有人说:节假日我们怕的不只是流量波动,还有节假日的“大佬们”啊!

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>网络:为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-weight: bolder; font-stretch: inherit; font-size: 20px; line-height: inherit; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(0 153 255); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>如何应对大盘流量波动

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>在大盘流量来临时,我们应该稳中求胜,不推即是进。你有两种选择:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>扩张型投放策略

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi M财神Seoicro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>1、增加预算,增加账户流量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>2、频繁上新,保证素材新鲜度

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>3、宽泛投放覆盖更多人群

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>4、高价抢量提高竞争力

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>5、创意行业相关,确保访客意向

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>稳定型投放策略

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>1、避免增加过多预算

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>2、合理避开高竞争时段

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>3、精准流量高价投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>4、高成本计划及时止损

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-he财神Seoight: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>5、创意文案蹭热点

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>1.避免增加过多预算

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>就算我们的预算再多,在节假日的时候拼得过阿里巴巴、拼多多、苏宁易购吗?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>2.合理避开高竞争时段

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>双十一过去了我们就以双十二为例:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>①1/10/12日为电商预热期和爆发期,收缩预算,效果差直接关停账户

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>②3/4/12日流量充裕,抓住机会加预算,提价抢量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>③每日10点-13点,19-23点平台整体流量高峰时段可提价投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>ps:联盟流量竞争少,可以全时段尝试投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>网络:为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>3.精准流量高价投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>电商一般为排期广告全覆盖投放,行业精准流量竞争相对较小,可以高价抢精准流量。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>1)百度信息流CPC+人群兴趣+历史搜索+高意向行业词+高价

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>2)今日头条CPC/CPM+精准地区/年龄/性别+核心兴趣+高意向行业兴趣关键词

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>3)投放头条搜索广告

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>4)广点通/朋友圈通过精准的行为词+场景+时效+高强度+CPM投放

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>4.高成本计划及时止损

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>①在1/10/12日电商预热期和爆发期,成本高过可接受成本120-150直接停止计划,防止无意义消费

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>②其他时段,可以根据数据调整,观察效果后,选择继续投放与否。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>5.创意文案蹭热点

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>其实一些节假日不一定对我们都是打击,巧妙的在创意上蹭一下热度,也会有意想不到的效果:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>①在新上创意中增加节假日相关字眼,平台在这期间对电商节会分配更多流量

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>②新增页面或更换页面banner图(跟节假日相关图)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>③今日头条创意标签上可以加上双十一相关标签

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>创意页面可用词:11.11、11月11日、11月11号、12.12、12月12日、12月12号

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>不可用词:双11、双11狂欢节、双十一、双十一狂欢节、双11网购狂欢节、双十━网购狂欢节、双12、双十二

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>我们要知道信息流无法做到绝对的稳定,它总是在不断的波动,所以我们要正确的看待流量的波动。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>除了考虑节假日的影响,还要分析一些自己账户的主观原因,最后再分析yle=”box-sizing: border-box;”>客观因素的影响:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>1.官方政策:新闻、国家政策导向

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>2.平台政策:新产品、新算法

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>3.行业因素:淡旺季、奥论、行业负面

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>4.竞争对手:增加、提价、加预算

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>5.节假日:双11/双12、国庆、五一、周末等

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>网络:为什么春节会影响我们的流量?如何应对流量大福波动?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>yle=”box-sizing: border-box;”>主观因素的影响:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>页面问题

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 14px; line-height: 30px; font-family: 微软雅黑 arail “Helvetica Neue” Helvetica Arial “Microsoft Yahei” “Hiragino Sans GB” “Heiti SC” “WenQuanYi Micro Hei” sans-serif; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em;”>打开速度

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0p

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