Advertising resources and process for promoting novels through iQiyi advertising!

Most novel advertisers have some problems when placing advertisements. Today, the editor will summarize these problems and see if you have the following questions when promoting novels through iQiyi?

1. How can we achieve good advertising effects by placing novels on iQiyi?

There are quite a lot of novel advertisements on iQiyi recently. With such fierce competition, how can we achieve good advertising effects? Here are a few points worth noting:

1. Improve user visual experience

We can see that the display style of this type of advertisement is generally based on pictures. The color matching of the pictures and the details of the characters can form a first impression for users, and this impression is very important in advertising promotion. For novel advertisements, we must seize this opportunity to design the pictures more refined and beautiful.

Advertising images for novels are usually presented as illustrated characters, which requires designers to have a certain level of painting skills. We can work with illustrators to create based on the characters in the novels. Remember, don't just find pictures on the Internet to fill in the blanks. Although the pictures are designed, they may involve copyright infringement issues.

2. Design novel plots to attract users

Novels are mainly composed of wonderful stories. We can design the plot of the novel in the outer advertising pictures and text descriptions, and summarize the relevant content of the novel in a short sentence to attract users to click and pay attention.

As for the design of the novel's plot, we can stimulate users' curiosity and increase ad click-through rates by creating suspense.

3. Recommended offers

Users often have a common problem when reading novels, that is, they are asked to pay when they are halfway through reading the novel, but they don’t want to pay to continue reading, which results in a bad experience. Novels on iQiyi basically offer the selling point of “free reading” to attract users to click. We can also reflect this point in the advertising pictures. Users generally will not refuse preferential recommendations, thereby improving the advertising conversion rate.

4. Recommended novel content on landing page

Having a click-through rate on an ad does not necessarily lead to conversion, so we need to work hard on the landing page. What users of novel advertisements are naturally interested in is the storyline of the novel. Our landing page can directly recommend novel chapters, so that the target customers will never miss out on the wonderful content.

II. 5 Questions and Answers about Publishing Novels on iQiyi

1. How to choose advertising resources for novels to be placed on iQiyi?

If you frequently use the iQiyi APP, you will find that the advertising resources chosen by advertisers are mostly iQiyi information flow ads, which are presented to users in the form of pictures and texts. In iQiyi information flow ads, we can choose the recommended page information flow large picture ads, or we can choose iQiyi's native focus picture large picture ads. The creative materials of these two advertising resources are both large-image displays. The difference is that the large-image ads in the information flow of the recommendation page have more text content, while the biggest advantage of iQiyi's native focus image large-image ads is that they are displayed in a carousel + on top.

2. How to choose the advertising billing model?

When the advertiser's promotional content is more inclined towards brand exposure, we can choose CPM (thousand impressions) as the advertising billing model; if it is more inclined towards results, such as how many fans to increase, how many APP downloads and registrations, etc., you can choose CPC as the advertising billing model. Under this billing model, there will be no charge for the exposure of the advertisement. Only after the user clicks the advertiser's promotional link will the corresponding advertising fee be charged.

3. When advertisers promote novels, how should they choose marketing and assessment goals?

The marketing goals are brand promotion and effect promotion.

The assessment target is a goal for advertising agencies and advertising optimizers to strive for.

If it is a brand advertisement, then the assessment target is related to brand awareness; if it is a performance-based advertisement, the number of added fans or the number of APP downloads and registrations can be directly assessed.

4. When promoting novels, how can we achieve precise delivery?

The so-called precise delivery means that the corresponding basic targeting can be carried out on the target audience in the advertising background, such as the user's region, age, interests and hobbies, and the user's historical search/browsing history, etc. There are many labels for the basic targeting content of users in the iQiyi advertising background. When we place advertisements, we can carry out precise delivery by selecting the corresponding labels!

5. What is the process for placing novel advertisements on iQiyi?

1. Call Shanghai Tianqing's official website and get in touch with professional customer service;

2. Communicate with professional iQIYI advertising sales staff;

3. Open an account and recharge the account;

4. Determine the advertising time, advertising content, and advertising account establishment;

5. Advertising is launched online;

6.7*24 online monitoring of advertising effects, optimization and operation and maintenance of advertising accounts.