Information flow delivery: How to improve the low click-through rate of creatives?

Q1 : The new creative plan ran for two hours without any display. I copied and created the same plan, raised the bid and ran it again, but still no display. How to adjust?

Budget : Is there enough budget allocated to each creative idea?

Bid , in smart mode, the bid is low and generally not displayed directly, in normal mode, you can gradually increase the bid and observe the data changes

Time period , check whether it is in the delivery period

Estimated click-through rate . If it is too low, the ad will not be displayed, especially in smart mode. It is recommended to launch a new ad and do not copy the targeting. If it is too narrow, the ad will not be displayed. Avoid checking too many first-level targeting options.

Q2 : The account materials are obviously of high quality, so why is the click-through rate not increasing?

Answer: Some people often say that the materials must be made beautiful and exquisite. However, whether the material looks good or not is not the criterion for measuring the quality of the material.

To give a simple example: when you are surfing the Internet, you will definitely see slogans such as "Top-quality equipment, exploded in one second", "Dragon-slaying sword, click to get it", as well as advertisements for the "Legend" game with monotonous scenes, rough graphics, and primitive style. There must be countless black questions in my mind: What the hell are these? Why do so many people still play these games?

Little do people know that these "original" and rough materials can greatly impress old game players born in the 1980s. When users read information flows, they will only focus on information that they agree with and care about. This is actually the "pregnant woman effect" in psychology. Advertising ideas need to be tailored to the target audience of your product. You can gain a general understanding of the target audience attributes of your product from industry reports, user surveys, and your own user population portraits.

Q3 : Are there any commonly used or easy-to-use sentence templates for information flow advertising creativity?

Answer: When creating creative information flow ads, you need to meet the following conditions:

① Clearly and effectively inform users of the promotional content;

② Analyze user portraits and segment user groups;

③ Directly hit the user's pain points and arouse the user's emotions. Generally speaking, if these three points are met, the advertising creative effect is relatively stable.

After meeting the creative design requirements, the following sentence templates can be used as a reference:

1. How: how, how, how, why, know...

2. Revealing: (exclusive, major) revelations, revelations, explosive, (shocking) inside stories, truth, hidden secrets

3. Exaggeration: shocked, stunned, urgent, startled, onlookers, unexpectedly, originally, unbelievable, crazy

4. Negative: negative words (OUT, outdated, big loss, far behind), not

5. Digital: date, revenue, price, discount…

6. Local today style: {place} (dynamic creativity), today (today)

7. Attributive symbolic body: "[ ]" ([Surprising], [Strongly recommended], [Heavyweight]) ":" "! " "? "

8. Inductive: inventory, collection, all here, complete, overview

9. Welfare: make a lot of money, giveaway, red envelope, exclaim, grab it quickly (crazy grab), free, cheap, free shipping

10. Message body: (good, big, today, latest) news, HOT, attention, hot spots.

Q4 : How often should the materials be updated? How to optimize the click-through rate of information flow account materials?

Answer: The amount of ad exposure is mainly determined by two factors: bid and material click-through rate. Therefore, only when the CTR is high enough can the CPC bid be lowered, thereby reducing the cost of user acquisition. It is important to emphasize that the click-through rate factor is very important. If the click-through rate of the material is very low, it will be difficult to obtain large traffic even if the bid is high.

To improve the click-through rate of materials, you can mainly consider the following three points:

1) Update frequency : Based on previous tests and the online behavior of platform users, we recommend that you update your ad creatives every 3 to 7 days. If your ad creatives continue to have poor exposure and click-through rate data during the new ad training period (1 to 7 days), you can consider pausing or updating the existing creatives.

2) Diversified specifications : It is recommended to submit all available specifications online to ensure sufficient exposure and avoid affecting ad exposure due to missing specifications.

3) Material attractiveness : Whether a material is attractive or not is a matter of opinion, but there must be a basis for public aesthetics and popular advertisements. Here is a process for testing the attractiveness of materials : extract different selling points of the product, understand consumer psychology → make high-quality materials and put them online → test data → summarize → continue to analyze and accumulate experience.

Q5: The Toutiao APP download account was running very well before, with good traffic and conversion. Recently, similar materials have only had volume but no conversion. What is the reason?

Answer: 1. It’s a matter of time cycle. Advertising is also cyclical. After a long time, people are not interested in it anymore and need to think of new creative materials.

2. If the volume is clicks, and the click-through rate is good, then the landing page needs to be changed;

3. Targeting issues: similar materials, the same targeting, and showing the same audience, should result in no downloads (I often check headlines, and the ads pushed to me are all similar);

4. The targeted group of people are interested in the material (creativity), but the landing page does not attract them.

Q6 : According to ocpm bidding, if the cost of a new account is less than 70 on the first day and the bid is 135, will there be volume if the bid is 70 to 80 on the second day? How to make a reasonable bid? Is there an accumulation of data? But how to make a bid if there is only one day's data?

Author: Aichi

Source: Aichisem