With an efficiency of 75%, the photography industry can double the click-through rate of information flow advertising by doing this!

As costume photography is sought after by more and more consumers, competition is becoming increasingly fierce. Jasmine Flower, which has always attached great importance to online promotion, began cooperating with Tencent Advertising in 2017 and is willing to make new attempts to find resource positions that are more suitable for brand characteristics. This time, Jasmine Flower chose to place ads on Tencent News to improve customer service efficiency and continuously increase brand awareness.

▋Compatible with the platform and precise targeting, greatly improving efficiency

Accurately delivering advertisements to target audiences is one of the important reasons for successful promotion. Before this launch, Jasmine Flower sorted and analyzed the characteristics of its previous customers and concluded that its target group is mainly highly educated women aged 22-45 who have a strong demand for quality of life and a sense of ritual.

Taking into account the characteristics of Jasmine Flower's target audience and the traffic shortage of popular resources, Jasmine Flower tried to use Tencent News resources. Tencent News covers a large number of highly educated, high-income people aged 20-45, which is highly consistent with Jasmine's target group. In addition, its users have the habit of browsing information content for a long time and are more receptive to advertisements, which will also help improve customer service efficiency. Such characteristics are very suitable for Jasmine's advertising needs.

In addition to taking advantage of its natural fit with Tencent News, Jasmine Flower also uses Tencent Advertising's powerful targeting capabilities to refine information such as the interests, age, and gender of the targeted population , deliver ads to more accurate users, reduce exposure losses from invalid traffic, and increase customer acquisition efficiency to 75% .

▋ “Inside and outside” cooperation effectively improves efficiency and reduces costs

1. The outer layer directly hits the pain points, and the efficiency "soars"

Exquisite outer materials that directly hit consumers' pain points are important factors in ensuring efficiency. This time, Jasmine Flower Blooms chose Tencent News’ 640×360 position. The larger size of the picture can show Jasmine Flower Blooms’ photography skills and sample details more clearly and comprehensively.

In addition to choosing ad spots that can better display sample details, Jasmine Flower also pays attention to the quality of samples used in the outer materials, and uses more original samples of currently recommended styles in the delivery. Exquisite outer pictures can attract more users' attention.

The copywriting uses a "customized" style to bring a sense of "exclusivity" to consumers, increasing their favorability towards the advertisement. At the same time, the special offer of 299 yuan further arouses users' curiosity. This strategy increased the click-through rate of Jasmine’s ads by 119% .

2. Cleverly set up the inner layer to control customer acquisition costs

The attractive outer layer setting helped Jasmine Blossom to gain a gratifying click-through rate. Jasmine Blossom also spent a lot of thought on the design of the landing page.

Jasmine uses exquisite samples that echo the outer materials in its landing page, giving the ad a "sense of integrity" and increasing users' favorability and acceptance of the brand and the ad.

In order to collect user information more effectively, Jasmine Flower placed the form filling part within the first 1.5 screens and emphasized the 299 yuan discount information again in the button, directly hitting the user's pain points, effectively increasing the form filling rate and controlling the customer cost to 40-50 yuan .

The above is a case study of information flow advertising in the photography industry shared this time, for industry reference.

Author: Network

Source: Internet