After understanding these information flow optimization techniques, you don’t have to worry about not achieving your KPI!

Introduction: In early February, Facebook released its full-year financial report for 2016. The advertising revenue was US$26.885 billion, a year-on-year increase of 57%. The advertising revenue in the fourth quarter was US$8.629 billion. The rapid and sustained growth of Facebook's revenue reflects advertisers' recognition of native advertising formats; Facebook's mainstream advertising format is the Feed flow, that is, information flow advertising .

Despite Facebook’s continued CPM growth, retailers saw a 57% increase in ROI , 171% increase in purchase rate, and 17% increase in average order value from Facebook ads. Retailers’ share of mobile ad spending grew 15% from the previous quarter. As CPM increased, the return on advertising investment increased by 57%. In addition to the increase in conversion rate , the continuous increase in click-through rate brought about a decrease in CPC, which also saved costs for advertisers.

(Data source: 199IT)

Focusing on how to improve the click-through rate of information flow ads, this article will mainly tell you: the changes in the way information flow text is expressed, and how it affects the increase in ad click-through rate.

At present, there are basically three mainstream forms of information flow advertising in the Chinese market:

1. Creative text + three pictures

2. Creative text + small picture (picture on the left or right)

3. Creative text + large pictures

In information flow ads, in certain specific cases, the answer to this question is: yes, and the text is far more important than the picture. This is why we talked about " copywriting " first in the above article. In addition to the fact that text is easier to produce and can be tested simultaneously in a short period of time, the impact of text on click-through rate is much greater than that of images. More importantly, the following are the reasons:

1. The image size is too small, the expression content is limited, and text is needed to supplement

Due to the limited size of mobile phone screens, if the image is of the "large image + text" type, the image can accommodate more text description. If a small picture contains more than 10 words, reading it on a mobile phone will test the user's eyesight and patience. Therefore, in order to clearly express the product features and attract the attention of target users , good text creativity will add a lot of color.

2. Chinese people have their own reading habits: from top to bottom, from left to right . Except for the "lower left picture + text" format, for other information flow ads, the first thing the target group sees is the text creativity.

3. Fingers will block your view . Users are generally accustomed to sliding their right hand across the screen to cover the right side of the phone. During the sliding process, it is difficult to focus on the content of the picture. Attracting target users depends largely on text.

1. The structure of the text is simple and easy to read

The text structure is the first impression. Only when it is simple, clean and easy to read can the user's eyes quickly capture the keywords that attract the target group in the moment they pass by.

Therefore, leaving blank space is important, and short sentences will also make the space more "spacious". No one likes to read densely packed text, let alone content that requires thinking to understand.

2. Use “segmentation” to make advertising more engaging

There are many dimensions of segmentation, the more commonly used ones are: scene segmentation, population segmentation, and environment segmentation. While increasing click-through rate, you can also increase advertising conversion rate.

1. Segment the scenarios to make advertising more “native”

When writing an advertisement, you should include scenario-based descriptions. Analyze the various characteristics of the target users, put yourself into the target group itself, imagine the scenes or experience scenes in different states, and express them in words.

Scenario-based text will appear more native if it fits the app content itself. At the same time, it can also increase conversion rate and click-through rate, as shown in the figure.

State-based scenarios:

Experience scenario:

2. Segment the crowd, increase intimacy, and create the illusion of "suitable for me"

Segmenting the population is the basis of advertising . Segment the target users of the product and conduct in-depth integration based on product features or promotional points.

3. Segment the environment and choose the most suitable needs

Combined with changes in the surrounding environment, such as seasons, weather, current affairs, etc. Also make some simple changes to the text.

3. Increase the attractiveness of the text, make it interesting and attract attention

First of all, think from the user's perspective, not the product's perspective. Advertisements are written for the target group, so it is best to describe them from the perspective of their feelings, experiences, needs, etc. Information flow ads are content ads, and forcing them into the feed is likely to cause user disgust.

Second, arouse curiosity. "Curiosity kills the cat!" It is always difficult for people to say no to their curiosity. The click may happen without even thinking about it! It should be noted that it is necessary to combine it with products as much as possible, otherwise it will bring a large number of non-conversion clicks. like:

After paying provident fund for many years, do you want to know how much you have? Click to query! ——4.5% click-through rate

I bought 10 kinds of fruits and spent 19 yuan. Do you want to know how my colleagues and I did it? ——4.2% click-through rate

4. Use simple keywords to increase the attention and readability of the text

1. Use numbers and symbols wisely

Numbers and symbols are easier to stand out among a group of words. It is easy to catch the eye at the first time and make users stay for a short time, such as:

Practice speaking, 5 tips√, improve efficiency by 80%! ——2.1% click-through rate

Practice speaking, five tips to greatly improve your efficiency! Click-through rate: 1.6%

2. Focus on eye-catching words

Some hot words, modal particles, and common words, although they are just text, users will naturally pay more attention to them than ordinary words.

For example: [ dry goods ] ; share; forward; reveal secrets; red envelopes; etc.

[Drive me crazy!] 】: This game can’t be deleted even though the memory is only 16G! ! ——2.9%

Share: My English score increased from 90 to 130 in just 3 months - 3.0%

There are many advertisements that get more clicks with lower CPC, but do not have good results. This is a loss-making and not worthwhile move. There are many ways to quickly increase click-through rate, and good text creativity is a very important one among them. It can take into account both the increase in click-through rate and the conversion of advertising effects. Worth a try!

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