Weibo advertising creative optimization skills, placement and traffic generation

I believe most advertisers are very familiar with Sina Weibo advertising , but what can we do to improve the effectiveness of Weibo advertising? Advertising effects can be optimized through certain operations, so what can we do to improve the conversion effect of Weibo advertising?

1. Test your ad before launching it

Before officially launching Weibo ads, we need to conduct ad testing, prepare multiple sets of ad copy ideas, set a smaller advertising fee, conduct A/B testing, and select a set of ideas with the best interactive effects for full and formal launch. During the delivery process, we can also create new creative groups and set up several small creative ideas, and then do A/B testing and continue to select good ideas for delivery.

2. Reasonably set targeting conditions <br />Weibo provides a wide range of targeting conditions. When placing ads, we need to set targeting conditions that meet the promotion needs of our own company, so that the ads can be exposed to our potential customers to the greatest extent possible.
The setting of this kind of targeting conditions does not mean the more targeting tags the better. The richer the targeting tags are, the smaller the number of people the advertisement can be exposed to, which means that we may filter out a large number of potential customers. However, if we set too few targeting tags, our ads will be shown to too many customers who have no demand, which will result in a waste of our advertising costs.

3. Maintain creative ideas well <br />Because Weibo is an open social platform, during the advertising process, visible data such as reposts, comments, favorites, and likes will be generated. Users can see this data, and we also need to maintain this external data during the advertising process.

Below I would like to share with you a Weibo advertising optimization case of a milk tea franchise store.

1. Preliminary research

① Product background: A new brand with little popularity, mainly engaged in milk tea and baking franchise, with large search placement and high results

② Industry research: The format is mainly large cards and vertical video streams. Generally, the video is made of pictures of stores and drinks. The copywriting is more title-based. The landing page is concise and clear, and the form is the main

③Crowd portrait: highly educated, high-income, with a family, investment experience, budget, do not want to work, freelance entrepreneurs

④User pain points: site selection, decoration, product technical support, training, event planning, post-operation, and risks

⑤ Requirements for placement: Customer capital within 120 + in-store transaction

2. Delivery ideas

①Preliminary testing

(Creative display)

Daily budget 1K-2K, 2-3 copywriters per day

The material is pink and girly

Find some popular competitor accounts, such as Heytea, Sangtea, etc.

Data presentation: Traffic conduction rate 0.1%, form cost: 200-300, resource efficiency: 10%, the effect is very poor.

② Material optimization:

Story-based copywriting is popular now. You can try story-based blog posts with nine pictures and add followers directly on WeChat.

You can tell your franchise experience in the form of a long blog post to encourage everyone to join, or use a card or landing page to attract followers.

Use emotional substitution to capture fans' attention, and use pictures of Internet celebrity series products and girly decorations.

(After optimization - creative display)

Data performance: The click-through rate of entrepreneurial pictures is 1.5%-2%, customer capital cost is 100-130, daily budget is 2K, and resource efficiency is 20%-30%. The cost is up to standard, but the volume is too small and the number of phone conversions is low.

③ Secondary optimization:

Adopt Weibo's oCPX bidding model, use Weibo's built-in CPL form, and use the automatic private message tool.

(After secondary optimization - creative display)

Data performance: Customer cost is 70-90 yuan, daily budget increased to 8K, resource efficiency is 40%-50%, and fan conversion is 10%-15%.

Author: Network

Source: Internet