Ad creative writing secrets, take them!

In the process of bidding promotion , I believe that everyone is familiar with the concept of marketing funnel. The marketing funnel consists of the following five points: display, click, arrival, lead, and conversion. It can be said that each level is closely related and inseparable. How the creative is set determines whether the user will have the possibility of clicking on the advertisement, and seriously affects the possibility of subsequent work. What is a high-quality creative? The editor believes that a qualified and high-quality creative idea can not only attract traffic, but also improve the quality of keywords, and effectively help us screen out high-quality target visitors, thereby obtaining accurate traffic. Today, let’s talk about creativity!

1. What is creativity?

Creativity refers to the content displayed to search users when they encounter promotional ads after searching on search engines based on bidding ads. It includes creative title, creative description, creative access URL, creative display URL and some additional styles.

For example, the picture below shows the creative results displayed on Sogou when a user searches for "lotus seeds". The creative title, creative description, festival logo, multi-image style, display URL, and consultation button are marked as shown in the figure below. Holiday logos and multi-image styles as shown in the picture belong to the category of additional styles.

When it comes to creativity, we have to say that its purpose is to attract users' attention so that users can click to reach the product landing page. At the creative level, good ideas can not only highlight the products promoted by business owners, but also increase the click volume of keywords to a certain extent.

2. How to write creative ideas

Although attraction is the goal when writing bidding creatives, principles cannot be ignored. We must take into account the rules of writing when writing creatives, namely the relevance of the creatives, the fluency of the creatives, and the popularity of the creatives. As shown below.

2.1 Relevance of Creativity

Creativity refers to the content displayed to search users when they encounter promotional ads after searching on search engines based on bidding ads. Therefore, matching advertisements with user needs requires a high degree of fit between creativity and keywords, which is what we call the relevance of creativity.

For example, when a user searches for "lotus seedlings", the following two creatives are triggered, as shown in the figure below. Which creative would you click on?

I believe most people will choose the first idea.

We can break down the first idea into the following points: 1. Base planting 2. Full varieties 3. Years of experience 4. Good survival 5. Long flowering period 6. Deep water level 7. Field inspection possible 8. Year-round supply. The highlights of the second idea are: 1. Full range of flower colors 2. Long flowering period 3. National distribution 4. Strong applicability 5. Providing experience. In contrast, the first creative idea has more selling points, can better capture the psychology of buyers, and stimulate users to click.

2.2 Creative Fluency

The fluency of creativity, as the name implies, refers to whether the sentence of creativity is fluent. For creativity, the fluency of its meaning is very important. Here we often need to consider whether the position of account wildcard is appropriate. The position of wildcard is as follows:

Title: {Lotus seedlings} wholesale_{Lotus seedlings} planting base_full variety supply all year round

Description: {Lotus seedlings} planting base, choose XX aquatic plants, {Lotus seedlings} complete varieties, many years of experience, supply {Lotus seedlings} are easier to survive, wild {Lotus seedlings}, deep water level, longer flowering period, welcome to the base for inspection, {Lotus seedlings} hotline: 123xxxxxxxx.

The text with {} is what we call wildcards, and the function of wildcards is to replace keywords in our account. For example, when a user searches for "high-quality lotus seedlings", the text in the wildcard will be replaced with "high-quality lotus seedlings", as shown below:

Title: {High-quality lotus seedlings} wholesale_{High-quality lotus seedlings} planting base_full variety supply all year round

Description: {High-quality lotus seedlings} planting base, select XX aquatic plants, {high-quality lotus seedlings} complete varieties, many years of experience, supply {high-quality lotus seedlings} are easier to survive, wild {high-quality lotus seedlings}, deep water level, longer flowering period, welcome to the base for inspection, {high-quality lotus seedlings} hotline: 123xxxxxxxx.

Generally speaking, we will select keywords in the account to write a wildcard text, and the Sogou account will perform intelligent matching based on the user's search situation to achieve a creative and smooth effect. To be on the safe side, once we have written the idea, we need to do a second check to ensure that it is smooth and correct.

2.3 The popularity of creativity

The red creative refers to the red font in the creative that appears in front of users when they search for keywords and trigger the ad. If you want your creative to have more red leads and achieve the goal of highlighting the key points of your account, the creative must be highly relevant to the user's search terms.

Using the picture from example 2.1, the effect of floating red is clear at a glance.

3. How to write a good idea

It is unrealistic to discuss the quality of creativity without considering user needs. After all, only the creativity that touches the hearts of search users and makes them feel that it meets their inner needs is a good idea. So, as a creative idea with limited word count, how should it be presented to achieve the effect that the business owner wants? If a good idea wants to stand out from many creative ideas and grab the user's attention, the editor believes that there are only three things to do: 1. Analyze the needs behind user searches 2. Enrich user search needs 3. Combine user search needs together.

3.1. Analyze the needs behind user searches

Analyze the needs behind user searches, that is, analyze the user's internal needs from the user's perspective, and give corresponding copy to achieve the process of triggering user resonance. When we analyze users' search terms, we understand their real needs and summarize their needs into target keywords.

For example, the search term is: Which aquatic plant is good?

By analyzing the above search terms, we can split the search requirements into the following:

a. Want to know the quality of aquatic plants?

b. Want to know which aquatic plants are better?

c. Want to know whether the price of aquatic plants meets your psychological expectations

After we analyze the needs behind the search terms, we can summarize these needs and generate new keywords, such as:

a. If you want to know the quality of aquatic plants, you can derive it into "good growth" and "long flowering time"

b. Want to know which aquatic plants are better, which can be derived from "experience" and "word of mouth"

c. Want to know whether the price of aquatic plants meets your psychological expectations, which can be derived into "how much" and "quote"

3.2 Enriching users’ search needs

To enrich users' search needs, to put it bluntly, is to convert users' needs into more attractive expressions.

For example:

a. The key words "easy to survive" and "long flowering period" are converted into new expressions: "easy to survive, long flowering period"

b. The key words "experience" and "reputation" are transformed into new expressions: "Years of experience, good reputation, zero negative reviews"

c. The keywords "how much", "quote", are converted into new expressions: "Limited time and quantity, super value, special offer, place an order and get planting tools for free"

If analyzing the needs behind user searches is the skeleton of building a good idea, then enriching user search needs is the indispensable operation to add flesh and blood to the well-constructed framework.

3.3 Grouping user search needs together

With the previous preparation, the dragon that leaps off the paper only needs the finishing touch of combination.

Here comes the problem. How to combine them? To put it simply, it is to combine the above two items together to form a coherent and attractive sentence, and on this basis, integrate the account's keywords into it to achieve a smooth effect.

Combination example:

"Easy to survive, long flowering period"; "Years of experience, good reputation, zero negative reviews"; "Limited time and quantity, super value, free planting tools when placing an order"

Taking the keyword "lotus seedlings" as an example, the following combinations can be made:

{Lotus seedlings} are easy to survive, have a long flowering period, have many years of experience, have a good reputation, have no negative reviews, are limited in time and quantity, {Lotus seedlings} are super value, and planting tools are given away when you place an order

You see, after these three steps, the creative idea can be easily written and is more in line with the user's real search needs.

4. Tips for writing creative ideas

Once we understand how to write creative ideas, I believe that writing creative ideas is not a difficult task for everyone. We just need to write the creative ideas according to the writing steps mentioned above. But how to make creativity look more attractive? The following ideas may help you.

4.1 Guaranteed

The guarantee type refers to gaining the customer's trust by giving them guarantees, thereby encouraging them to click. For example: "5-year warranty", "free maintenance", etc. Writing this kind of creative content for high-priced items is, to a large extent, equivalent to giving users peace of mind and greatly increases the probability of users purchasing the product.

4.2 Digital

Digital style refers to inserting numbers into the creative idea to highlight the key points of the creative copy in order to increase users' awareness of the product. As shown in the figure below, there is a comparison between the two creatives. According to the summary and analysis of the account background data, the click-through rate of the digital creative is twice as high as that of the non-digital creative.

The sharp contrast of numbers can bring different visual impact and the most intuitive feeling to search users. During the creative writing process, we can start from the perspective of actual product needs and apply numbers to product prices, construction periods, warranty periods, product costs, and improvement multiples.

4.3 Guided

The guided approach refers to guiding customers through the writing of creative Chinese characters, allowing customers to develop a herd mentality and then click on the advertisement.

For example, "9 out of 10 people choose XX stone carving", "XX stone carving, 90% of users choose it", etc.

We often encounter this kind of herd mentality in life. When we don’t know which store to go to, we will naturally think that “the product quality of the store with more people is better and the discount is bigger”. The same is true for Sogou bidding accounts in creative writing.

4.4 Testimony

Testimonies from third-party appraisals undoubtedly have extremely high credibility for the product, which in turn indirectly gains the trust of search users and attracts user clicks. For example, "National Diving Team designated swimming pool equipment", "Passed the national ISO9000 standard certification", etc.

According to relevant surveys, the influence of professional organizations is very large, 4 to 5 times higher than that of ordinary advertisements.

V. Case Analysis

This client is engaged in lighting projects. Before the account was optimized, there were few creative ideas, the creative content was single and lacked highlights, the logic of creative writing was poor, and the product selling points could not be highlighted. The content before and after optimization is as follows.

Before optimization

Title: Lighting Company_Lighting Wholesale Factory Direct Sales

Description: Lighting manufacturers, lighting manufacturers, powerful manufacturers supply, factory direct sales, lighting wholesale factory direct sales, low price supply, lighting manufacturers

After optimization

Title: Urban lighting project_one-stop supply_15 years of construction experience

Description: Urban lighting engineering, lighting engineering, 15 years of construction experience, professional design team, strong technical strength, urban lighting engineering, lighting engineering, timely response, preferential price, wide range of applications, 24-hour after-sales service, 20% off for the first order: 158XXXXXXXX

After adjusting the account according to the above logic, the number of impressions increased from 8367 to 13138, the number of clicks increased from 374 to 865, the click-through rate increased from 4.47% to 6.58%, and the number of consumed words increased from 40 to 60.

It can be seen from this that by analyzing and sorting out the needs of the user groups behind the accounts, modifying the creative ideas in a targeted manner, using more attractive expressions, combining users' search needs together, and adding skills used in writing creative ideas according to the actual situation of the accounts, adding guarantee-style, digital-style, guided-style, testimonial-style and other creative copywriting, the attractiveness of the creative ideas can be effectively enhanced. Do you get it?