Baidu Information Flow | Advertisements with high click-through rates usually rely on these 3 points!

How to attract users' attention and stimulate their desire to click within limited text and pictures is a question that many advertisers are thinking about. In other words, if the advertiser's information is only exposed but not clicked, it can be said that it is not a successful marketing campaign.

In this article, we will take Baidu information flow as an example and ask how to find the right entry point from advertising? How to come up with a click-worthy title? How to choose materials to be more attractive? Let’s discuss how creativity affects advertising conversion from three perspectives.

1. Find an entry point

People often say that if you find the right direction, you are halfway to success. The advantage of mobile marketing is that it can accurately deliver information to the corresponding audience, and the "content" carried by this "information" also needs to be refined, accurate and creative enough.

The creativity of information flow advertising can start from nine points: product functions, user emotions, consumption scenarios, celebrity endorsements, product prices, usage trends, and social hot spots, and directly hit the user pain points.

Product function: "Product attributes are fundamental", how good it is to be new and light...

User emotions: "Who is the buyer?", family, friendship, love, parents, children, classmates...

Consumer groups: "Distinct identity and sense of belonging", exclusive to those born after 1995, a must-have for fashionable white-collar workers, and the choice of the working class...

Consumption opportunities: "Not because we don't need it, but because we didn't think of it", reunion, travel, New Year's Eve, year-end self-reward...

Consumption scenarios: "Important things should be said three times", business trip essentials, destination features, mobile phone performance...

Celebrity endorsements: "Fan economy has power", TFboys, Yangyang, Luhan...

Product price: "People want not only cheapness but also bargains", discounts, limited time, red envelopes, special offers, coupons...

Usage trend: "The herd mentality is causing everyone to worry about being left behind", rankings, top ten, hot products...

Social hot spots: "Popularity has its own value", "My brother is awesome", "Lanshou Xianggu", "Small goals"...

2. Choose a clickable title

A good title is logical, guiding and resonant. It can not only attract consumers' attention, but also fit the advertising content, not arouse consumers' plans, and win their consumption desire. You can write titles on both a visual and a psychological level.

1. Creative title copywriting: clever use of numbers

The numbers are simple, direct and impactful, and they can catch the eye immediately and leave a deep impression.

1) Single number rhetoric (highlighting the theme and naming the key points)

Example: How to maintain beauty in winter for women

Optimization: 5 must-read rules for women to maintain their beauty in winter

2) Percentage rhetoric (visual impact, intuitive expression)

Example: Office workers study for academic qualifications, xx education, and get diplomas from prestigious universities

Optimization: Now 76% of office workers in Beijing have a bachelor's degree, what about you?

3) Continuous digital rhetoric (enhanced effects, deepened marketing)

Example: Spring job-hopping season begins! You can choose any famous company, first come first served for good opportunities!

Optimization: Attention office workers, time limit is 3 months, Fortune 500 companies are urgently recruiting!

2. Title copywriting creativity - special symbols

Emoticons and symbols are popular ways of expression today. Surprise, shock, ellipsis, etc. can arouse users' curiosity and stimulate them to click.

1) Book title brackets, etc. (highlight the subject, lock in keywords)

Example: 5 must-read rules for women to maintain their beauty in winter

Optimization: [Dry Goods] 5 must-read rules for women to maintain their beauty in winter

2) Normal punctuation usage (to stimulate user emotions and pave the way for content)

Example: 5 must-read rules for women to maintain their beauty in winter

Optimization: 5 must-reads for women’s beauty care in winter! ! !

3. Creative title copywriting – arouse curiosity

Everyone is born with curiosity, and you can use some reversals and exaggerations to create suspense, contrast, and whet your appetite.

1) Specialized rhetoric (highlighting key points and whetting the appetite)

Example: 5 must-read rules for women to maintain their beauty in winter

Optimization: 5 must-read rules for women to maintain their beauty in winter, the third one is used by celebrities

2) Transitional rhetoric (creating contrast and enhancing curiosity)

Example: The story behind a woman’s winter beauty regimen

Optimization: The story behind a woman's winter beauty regimen, she burst into tears after learning the truth

3) Suspense and curiosity rhetoric (stimulating curiosity)

Example: The secret of Tetra Pak milk tea’s monthly sales of one million

Optimization: The secret of Tetra Pak milk tea’s monthly sales of one million is actually this!

4) Contrast and contrast rhetoric

Example: New Oriental is the cradle for training senior chefs

Optimization: New Oriental tells you the difference between a chef with a monthly salary of 3,000 and a chef with a monthly salary of 10,000

4. Title copywriting creativity - herd mentality

People all have a herd mentality. In the Internet age, idols, internet celebrities, hot events, etc. have become the vane of herd mentality.

1) Digital rhetoric (using numbers to shape public opinion)

Example: 5 must-read rules for women to maintain their beauty in winter

Optimization: Over 100,000 views a day, women's winter beauty secrets revealed

2) Star-building rhetoric (fans create hype for an event)

Example: 5 must-read rules for women to maintain their beauty in winter

Optimization: Angelababy's winter skin care tips, 500,000 fans follow suit

3) Situational rhetoric (creating hot events through situations)

Example: Greenland’s new property launch

Optimization: People queue up to buy houses in the middle of the night in Shanghai again, and Greenland’s new properties are selling like hot cakes

5. Creative title copywriting: Chicken Soup for the Soul

You will never get tired of drinking chicken soup. The simple language can always touch people's hearts and resonate with them.

1) Borrowing famous quotes

Example: Baileys, ever-changing nature

Optimization: There are a thousand Hamlets in the hearts of a thousand people, and Baili helps you to have a thousand faces

2) Improve the tone and rhetoric

Example: Persistence leads to victory

Optimization: Giving up will definitely lead to failure, only persistence can lead to success

6. Title copywriting creativity - find the right one for you

After describing an object or a common phenomenon, let users resonate and associate it with themselves. For example, people who correspond to zodiac sign and zodiac analysis have a strong desire to read.

1) Suggestive rhetoric (suggestiveness caters to consumers’ psychology and stimulates curiosity)

Example: Guazi Used Cars, which allows you to buy used cars at prices close to new ones

Optimization: With these features, your used car can be sold at the price of a new car

2) Contrast rhetoric (contrast satisfies consumers’ psychological demands)

Example: Baihe.com is the most professional dating platform

Optimization: Beijing, Shanghai and Guangzhou marriage and love zone, singles with Beijing household registration, cars and houses are waiting for you on Baihe.com

7. Creative title copywriting - fear psychology

1) Fact Modification (Use facts to increase the sense of urgency)

Example: xx air purifier effectively filters PM2.5 and purifies air quality

Optimization: Beijing's smog exceeds 500, what kind of purifier can save us

2) Second perspective rhetoric (amplifying fear and stimulating demand)

Example: Choose 5 kinds of fruits to nourish your skin every day

Optimization: 5 cancer-preventing fruits are available in the daily selection

8. Title copywriting creativity - emotional resonance

Titles that seem surprising, make sense when you think about them, and make you feel identified with them upon careful analysis can all resonate well.

1) Descriptive rhetoric (praise or affirmation)

Example: Disney's top 5 projects

Optimization: I dare to say so! Here are the top 5 Disney attractions! ! !

2) Narrative Poetry Rhetoric (Emotional Expression Links Users)

Example: mini lets freedom conquer the road

Optimization: Don’t say the only mountain you’ve climbed is during the morning rush hour

3) Personification (character language infects users)

Example: Southern black sesame paste, always fragrant and warm

Optimization: Southern black sesame paste, mother's craftsmanship, the taste of hometown

3. Attractive creative materials

Everyone is a visual animal. How can we make the pictures in the information flow an eye-catching tool? We will introduce the focus of the material from five aspects: color, style, elements, characters, and text.

1. Creative material focus - style

What style is more suitable for your customers?

Information flow usually has large pictures, three pictures, single pictures and video styles, which can be selected according to customer delivery needs. Large and three-picture formats of picture materials are more preferred by advertisers and can be given special consideration.

2. Creative material focus: color

What colors attract the eye?

The color matching of pictures should be consistent with the brand tone, and should be clear, eye-catching, and impactful, which can attract consumers visually and generate clicks.

Color suggestions: brand VI colors, contrasting colors, similar colors, festive colors, etc.

Color principles:

1+2 principle, it is recommended to use one main color and two matching colors;

The color combination is soft and not glaring;

The colors should be saturated and eye-catching;

The use of colors should be coordinated with factors such as brand, category, time node, environment, etc.

The color combination suggests positiveness.

For reference: same color matching, analogous color matching, equilateral triangle color matching, split complementary color matching

3. Creative material focus - elements

What kind of elements are clicked more?

The elements used in the picture materials should be those that the client owns the copyright to. You can also choose self-portraits or pictures that do not require copyright.

4. Creative material focus: characters

What kind of characters are more relatable?

The characters in the material cannot use portraits of unrepresented celebrities, stars, etc. When choosing pictures of people, you should choose those that are copyright-free, selfies taken by netizens, or photos of foreigners.