A case study of low-cost customer acquisition optimization through auto show advertising!

When it comes to auto show advertising, experienced drivers will give priority to the two advertising positions: QQ Browser's horizontal version of three small pictures (230 152) and QQ Space's horizontal version of a large picture (1000 560). But I don’t know which kind of graph is best for traffic and conversion. Today, the editor will give you some advice! Below is a practical case study of auto show advertising optimization.

Case 1: Three horizontal images

This case is a large-scale auto show in multiple cities. With the landing page unchanged, the customer acquisition cost was reduced by 50% after image optimization. We analyze from three dimensions: auto show environment, cars, and car models:

Before optimization:

①Auto show environment : The overall environment of the show cannot be identified, and users do not feel involved in the show .

②Cars: Only a little bit is shown, so it is hard to associate it with the auto show;

③Car model : Although the model is good-looking, only half of her body is shown, and her image is not prominent.

After optimization:

①Auto show environment : The overall environment is less displayed, but some of the venue decorations can be seen, giving a strong sense of immersion.

② Cars : Figures 1 and 3 fully display cars, clearly informing users that it is a car show.

③Car model : In Figure 1 and Figure 3, the model appears in full body, and the image of the car model is clear at a glance.

Case 2: Horizontal large image

This case is an advertising case for a certain auto show in Beijing. While the landing page remained unchanged, the customer acquisition cost was reduced by 40% through image optimization. We analyze from two dimensions: the auto show environment and the cars:

Before optimization:

After analysis, you can easily get the key points of optimization:

①Auto show environment : There is no auto show environment display, the sense of immersion is poor and the attraction is insufficient.

② Automobile : Two automobile models are fully displayed, but the venue is a composite picture and the relevance of the auto show is weak.

After optimization:

①Auto show environment : The lively crowd and abundant cars make the auto show more engaging.

② Automobiles : Multiple cars are displayed on site, making the car show highly recognizable;

NO.1 Three elements for selecting pictures: auto show environment, cars, and car models (optional)

NO.2 Picture display: The environment should be lively (with many people and cars), the car should be complete, and the car model should be full-body (optional)

Now you know what’s wrong with the pictures you made! If you are a novice and have not come up with any advertising ideas, then you should save the following useful information~

【Auto Show Advertising Creative Guide】

1) Horizontal version of the picture (230*152)

Each picture shows "car + car model", please make sure the display is complete.

2) Horizontal large image (1000*560)

① Single picture display, emphasizing the lively environment of the auto show

The text can be placed in the center or below the image, being careful not to block the main subject.

The text is generally: auto show name + time + location + free tickets . The design can focus on highlighting the auto show name and free tickets.

Auto Show Environment + Cars

Auto Show Environment + Cars + Car Models

②Puzzle display "three elements"

Multiple pictures are stitched together, and each picture shows one of the three elements of the auto show environment, cars, and car models. All three elements can be displayed.

The text can be placed above or below the image, being careful not to block the main subject.

2. Copywriting routine

There are two essential elements for auto show copywriting: auto show city and free tickets;

You can add relevant places and times appropriately to bring you closer to users.

1) Directly emphasize ticket collection

2) Highlight the characteristics of the exhibition

The exhibition features include a wide variety of car models, favorable prices, multiple brands, etc.

Many models and styles + favorable prices

Preheating 1-2 months in advance and exposing the show extensively 1-2 weeks in advance will be of great help in attracting traffic and conversions at the auto show! Will there be a car show from September to November? What are you waiting for? Start creating creative ads!

Author: Qinglan Project

Source: Qinglan Project