Low-cost customer acquisition techniques for education and training information flow advertising!

This article shares two information flow placement cases in the education and training industry, which advertisers can refer to.

Case 1: Online English Education

Baidu Information Flow Haokan Video Delivery Case Sharing - VIPKID Online English for Children and Teenagers, first look at the delivery data: lead cost 200 yuan ACP 1.3 yuan

Promotional products: Online English education for children and teenagers

Resources: Baidu Information Flow-Haokan Video

Background: VIPKID leads the industry in market share, reputation and recognition, but with fierce competition, the brand faces the dual challenges of growth and effectiveness.

Launch objectives: ① New product testing ② Deeply connect with the crowd and increase new user coverage

▋Delivery plan:

1. In the first stage, the account sets a time budget and promotes reasonably

① Targeting settings : 30-40 years old, female, mainly in first-tier cities and developed cities; the intended words are mainly brand words and competitive words, supplemented by general words; interests are selected from interests related to women, such as education, shopping, entertainment, etc.;

② Material testing : Cartoon materials are better than real-life materials and meet user search needs. As shown in the figure below, for the same advertising slogan, the CTR of real-life material is 2.1-2.3%, while that of cartoon material is 4.0%-4.2%;

③ Data performance : The registration cost of Haokan Video in the first phase was relatively high, and the number of registrations was relatively small, with an average cost of about 200. The first phase test concluded that the click-through rate was 300% higher than that of the regular list. The lower the ecpm, the lower the cost;

2. Second phase optimization test

Test the bidding model, test the effects of CPC and OCPC, OCPC is better than CPC; test the time period, the effect is better in the morning and evening, and more registrations ; test different regions to increase the payment ratio;

3. The third phase of volume testing

① Test materials, test pictures and videos. Videos are better than pictures , and material cartoons are better than real people;

② The effect of intent words is better than intent tags. The historical search behavior of intent words is better than the whole network search behavior. The strong tag is better than the general search . See the figure below.

▋Delivery effect:

Through a three-stage gradual in-depth optimization strategy, using native intent words, intent tags and other functions, we tested new advertising resources and good-looking videos. Through testing, we added a large amount of data for advertisers, significantly reduced costs, increased click-through rate, and drove the education industry to increase its budget and effectiveness on Baidu Native.

Case 2: Vocational Training

The advertiser is a new type of vocational school with the qualification of running schools by social forces. It is a designated training institution for migrant workers in Suzhou. Students in the school who meet the relevant conditions can apply for various government subsidies, and some training courses can enjoy full government subsidies.

The training business is mainly divided into three aspects: electrician training, PLC training and industrial robot training .

Electrician training: Mainly for the following groups: Males aged 18-44

PLC training: mainly divided into Siemens + Mitsubishi training courses.

Robot training: Four major brands: ABB, Kuka, Yaskawa, FANUC robots

The advertiser's daily budget is 200, and the promotion is only in Suzhou. The cost of converting leads is expected to be controlled within 100.

Market Analysis

User needs: Is the training course time flexible? Is the training location convenient? Is the training price reasonable? Are the training teachers professional?

1. Electrician training

Industry trend analysis: It can be seen from the Baidu Index that the peak search period for the electrician training industry is concentrated in September and October, and the trough period is in February. The search trend is relatively stable throughout the year; the attention paid to the electrician training industry information is increasing year by year.

Industry population analysis: The key areas for electrician training are: Guangdong, Jiangsu, Henan, Zhejiang, Shandong, etc.; Electrician training population attributes: mainly concentrated in the male group aged 30-49

2. PLC training:

Industry trend analysis: Affected by the slowdown of China's macro-economy, the PLC market size declined in both 2014 and 2015. In 2016, PLC products grew slightly, among which small PLCs benefited from downstream OEM customers and saw a larger increase. The large and medium-sized PLC market (including DIO) is highly concentrated and is basically monopolized by European and American brands. Japanese brands have a certain share in the medium-sized market.

Industry crowd analysis: The needs of the PLC training industry crowd are mainly concentrated in: training institutions, training classes, how much money, how much salary income, entry-level learning and other demand points. The crowd attributes are mainly concentrated in the 30-49 year old male group

3. Industrial Robots

Industry trend analysis: China's robot classification share, service robots accounted for 21% of US$1.32 billion, special robots accounted for 12% of US$740 million, and industrial robots accounted for 67% of US$4.22 billion. They are the backbone of the robot industry. All parts of China are very enthusiastic about developing robots, industry applications are being rapidly promoted, and the market size is growing significantly.

Industry crowd analysis: Crowd attributes are mainly concentrated in the male group aged 30-49

▋Account problem analysis:

Creative issues - confusing structure, divided into three images and a large image, and the same intent words are placed in different units

Targeting issues - targeting all people aged 18 and above, confusing intent words without distinction, intent word search behavior is all network-wide using CPC delivery mode

Creative problem - the creativity only distinguishes three pictures, a large picture and a single picture, and does not highlight the pictures based on the customer's selling points and landing pages.

Landing page issues - the landing page header image has no highlights, the form submission items are not guiding, and the page does not highlight the advantages of the training program

▋Optimization ideas:

Account structure :

The plan is divided according to the training business points and the target audience; the units are divided into list pages + detail pages

Directional settings:

According to the current business characteristics of the industry, we use intent word targeting (if the traffic is too low, we can use intent word + interest targeting) in combination with historical search; we segment intent words according to different businesses, for example: cost words, application condition words, competitive product words, general words; crowd setting: according to the industry crowd attributes, we select the 18-44 year old male group

Crowd settings-characteristics of subdivided industry crowds

Creative Optimization:

Write creative ideas based on the needs of industry groups and business selling points. Based on data performance, replace low CTR creatives and refine high CTR and high conversion creatives. Combine creative copywriting + style and set up AB control groups .

Landing page optimization:

Header image: highlight industry pain points + business selling points, discount information, brief introduction of products and services, brand slogan, etc. Example: Government subsidies, complete course content, and a guaranteed training brand

Middle of the page: Specific business introduction, which can describe the training process, training course classification, teaching team, etc.

Form: below the header image, at the end of the page. The header form can be combined with the header content to set up a guided form, for example: to test whether you meet the application requirements. Form options: Set corresponding options according to the form type, and include the form’s mobile phone number (which is encrypted) to give users psychological comfort.

▋ Delivery data:

▋Delivery summary:

1. Account checking frequency: Check the account twice a week, pay attention to the increase or decrease of the amount of delivery in real time, and check for account anomalies

2. Material update frequency: Update materials twice a week, test materials, and eliminate materials with low CTR and low conversion.

3. Delivery data analysis Summarize and analyze delivery data and subsequent conversion data, identify account difficulties, formulate optimization plans and implement them in real time to pay attention to delivery results

4. Account adjustment execution: Conduct A/B testing on targeted tags, ad positions, etc., monitor the effect, and optimize the targeted combination delivery

The above cases are from Baidu Marketing Center, compiled and edited by the editor, and can be used as a reference for optimization.

Author: Baidu Marketing Center

Source: E. coli