How to optimize Weibo advertising creativity? Analysis of 2 advertising cases

This article shares two Weibo advertising optimization cases, namely the milk tea shop franchise and oral medical advertising cases. The cases are from the Weibo case library and can be used as a reference for placement.

Case 1: Milk tea shop franchise

The first thing I want to share with you is a Weibo advertising case for a new internet celebrity milk tea shop.

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 70-90 yuan, daily budget increased to 8K, resource efficiency 40%-50%, fan conversion 10%-15%

Case 2: Dental Hospital

Next, I would like to share with you the Weibo marketing case of the Dental Hospital (Squirrel Dental).

Marketing status: The advertiser is a local O2O dental hospital with a large demand for customer information. However, the Weibo super fans are placed through manual bidding, the number of forms is unstable, the CPA is 250, and the cost is relatively high.

Marketing goal: 15+ forms per day, CPA ≤ 180

Solution: Use the super fan oCPX-O2O (CPL landing page) function for delivery

The first phase of the cumulative data target is: 10 days, 15 per day, and the form cost is 200 yuan

1. Delivery plan:

① Material selection: Create materials based on the product advantages of orthodontics, and select nine-square grids, blog cards, and video cards for delivery to increase click-through rates.

(Creative display)

② Targeted selection : Accurately target users with interests in oral cavity, orthodontics, dental correction, etc. and local competitive product users; target both men and women; target users who log in occasionally or infrequently.

③Test results: The number of forms is 20+, and the effective customer cost is 300+; the form bounce rate is high, the customer acquisition volume is low, and the material does not hit the user pain points.

2. Optimization plan:

①Added materials : Added nine pictures of orthodontic treatment and video card

②Optimize the form : simplify the form content, set up automatic filling, add a one-click dial function, add a quotation form, and induce filling.

(Comparison before and after form optimization)

3. Optimization effect:

① From the form cost of the test materials, the best option is to customize the teeth correction plan with pictures for 0 yuan

Left picture: Traffic diversion rate 0.22%, traffic diversion cost 4.8 yuan, gross customer cost 200+, effective customer cost 200

Middle picture: Interaction rate 0.17%, single interaction cost 8.72 yuan, gross customer cost 236, effective customer cost 260

Right: Interaction rate 1.24%, single interaction cost 0.42 yuan, gross customer cost 173, effective customer cost 380 ② From the form style of the test material, the landing page with clear layout and clear content has the best effect

Left: The composition is not harmonious enough and the submit button is not prominent.

Middle picture: Highly suggestive but lacking credibility

Right: Harmonious color matching and clear layout

③Effect summary:

Select the materials with low single diversion cost and high interaction rate, and start the official delivery as the final delivery materials

(Card image with high click rate)

(Landing page with high completion rate)

④ oCPX first phase optimization effect: average daily effective customer information number 20+, effective customer information cost 210

4. Summary of the launch

①Material selection :

Illustrations: interesting and eye-catching; large pictures and nine-picture emojis are more effective;

Copywriting: highlight the user's pain points (population portrait, correction projects, etc.); after writing, ask your friends whether it attracts clicks from the user's perspective;

②Form optimization :

Attract clicks: Make the submit button into a corresponding image (such as receiving a coupon, downloading a quotation sheet, etc.)

Increase trust endorsement: add a dynamic picture of the submitted user phone information; obtain the quotation and make it into a calculator, etc.

5. Important points to note when placing oCPX on Weibo

① Orientation

The first stage: precise targeting, you can use crowd packages, data markets and other targeting methods, accumulate form submission data, and enter the second stage

Phase II: Continuing from Phase I, expanding the population based on the original orientation

② Bid

Stage 2: Fill in the expected conversion cost

③Budget

Phase 2: The budget should not be less than 5 times the conversion cost

④Creativity

Phase 2: The budget should be no less than 5 times the conversion cost. Here are two cases shared this time, which are from the Weibo case library. You can refer to them for placement.

Author: Weibo Case Library

Source: Aichisem