4 tips to teach you how to make short video advertising materials

All advertisements are inseparable from creatives. High-quality creatives can quickly attract users' attention and thus improve the effectiveness of advertising. Duocai has always maintained high-quality and efficient output in the production of advertising materials, greatly improving the effectiveness of its advertising campaigns. Regarding the production and optimization of advertising materials for Toutiao, Duocai teaches you 5 tricks to easily master the optimization techniques of high-quality materials.

1. Prepare several sets of materials

When creating an advertising plan, you need to prepare multiple sets of materials at the same time. Do not upload only one set of materials at a time. The key to optimization is to increase CTR (click-through rate), thereby improving the competitiveness of eCPM (plan weight, the higher the eCPM, the more traffic the system allocates) and obtaining more impressions. Upload multiple sets of creatives for one advertising plan, set the optimization mode in the background, and the system will automatically distribute traffic to the creatives with high CTR. After running for a period of time, you can directly filter out the uploaded materials to focus on advertising plans with high CTR and high traffic.

2. Try to choose native images when selecting materials

Try to use native images instead of promotional poster-style advertising materials. Toutiao is a news and information app, and advertisements need to be consistent with the surrounding news and information environment. Native images are less inconsistent than promotional posters. After testing, the CTR and cost of native images are better than those of promotional posters.

One method is to focus on collecting advertisements of similar products on Toutiao for a few days before launching the ad. The ads we can see every day must have large impressions. A large number of impressions means that there are many impressions given by the backend, which must be relatively high eCPM and high click-through rate ads. The willingness of advertisers to continue to invest also shows that the conversion effect of this plan is good. We can all learn from these frequently appearing advertisements.

3. The landing page production volume is large and the screen is short

As mentioned earlier, Toutiao mainly uses information flow landing page ads, so the landing page is also a very critical part of the advertising material.

There are two rigid requirements for landing pages:

(1) The page should not be too long. Try to keep it within one to one and a half screens and highlight the key content. I work in game promotion. Usually the first screen of the landing page is the main image + slogan + a huge download button, and the second half of the screen is a display of selling points.

(2) There must be a floating layer, and the download button must be fixed at the top or bottom of the page. No matter how the user browses the page, there must be a download button on each screen.

In addition, you need to prepare 3-5 landing pages at the same time and test them together when the account goes online for the first time. It is necessary to add Baidu statistics code to all landing pages, keep an eye on the page's bounce rate, and adjust and replace the landing page at any time based on the data.

4. The landing page and the material are in the same style

The advertising materials and selling points must match the landing page. The materials cannot have one style and the landing page cannot have another style. Otherwise, people who see the ad and are really interested in clicking on it will doubt whether they clicked on the wrong one and end up leaving.

It is also important to remind you that the creatives must also be consistent with the products being promoted, so that the users who see the creatives are the ones who are interested.

The above is Duocai’s practical sharing on the optimization of advertising materials for Toutiao. Duocai hopes to bring more useful knowledge and methods to everyone, and help them better understand the changes of this era through learning.

Author: Colorful Interactive

Source: Colorful Interactive