Analysis of 14 excellent case strategies in 7 major information flow industries!

This article shares with you excellent case analysis and high-quality material recommendations for Tencent information flow & QQ advertising, with a total of 14 cases in 7 major industries , for reference by advertisers and optimizers in various industries!

(Note: All cases in this article are from Tencent Advertising)

Part 01: Industry quality cases

1. Direct-sale e-commerce industry

1. The order cost is 5% lower than expected, and the average daily order volume for a single advertisement is 300+

Advertiser basic information:

•Advertiser: A direct-sale e-commerce client

• Creative format: large horizontal image

•Conversion goal: place an order

Orientation Information:

• Gender and age are all accepted

•Geographic location: Recently here (excluding Hong Kong, Macau, Taiwan and remote areas)

• Crowd pack: Customize crowd packs and use crowd packs to optimize results

• Automatic expansion: Enabled, no region expansion

Creative and landing page:

The copywriting highlights the product's affordable price, quality assurance, and free shipping to guide conversions. The pictures select popular products for display, and the targeting is set according to the product attributes of the material;

The landing page uses the maple leaf single product page, which is convenient and quick to edit, and cleverly uses the best components (carousel + purchase form) to improve conversion effects;

Landing page structure: Product showcase—Product details page—Product animated image display—Product purchase submission page

2. The order cost is 6% lower than the target, and the order rate is higher than the industry average

Advertiser basic information:

•Advertiser: A direct-sale e-commerce client

• Creative format: horizontal video

•Conversion goal: place an order

Orientation Information:

• Age: 30-66 years old, both men and women

• Network connection: WIFI 4G

•Geographic location: recent, permanent, traveling, visited (excluding Hong Kong, Macau, Taiwan and remote areas)

Creative and landing page:

The video content highlights the features of the product and shows the usage effect through the video, which gives users a strong visual impact and arouses their desire to buy.

Adopt Maple Leaf single product page, convenient and quick editing, and skillfully use the best components (carousel + purchase form) to improve conversion effect;

Landing page structure: product showcase - product details page - product animated image display - product purchase submission page

Delivery ideas:

Maintain the targeted advertising coverage, use Roca tags to improve the accuracy of targeted advertising, select popular products, optimize the advertising click-through rate, and improve the advertising volume.

2. Financial Industry

1. The conversion rate is 25% higher than the industry average, and a single ad has an average of 200+ conversions per day

Advertiser basic information:

• Advertiser: A small loan client

• Creative format: large horizontal image

•Conversion goal: Form appointment

Targeted information

• Age: 22-44

•Geographic location: permanent residence and recent residence (excluding Hong Kong, Macau, Taiwan and remote areas)

• Education: PhD, Master, Bachelor, Associate, High School

• Crowd package: custom crowd package + exclusion package, covering 30 million people

•Operating system: ios, Android

• Network connection: WIFI 4G

Creative and landing page:

The copywriting is described in the first person to enhance the user's sense of involvement, highlight the advantages and characteristics of financial micro-loan products, and emphasize digital characteristics;

The pictures are simple and the background is mainly solid color;

Landing page: 1.5 screens, simple lead submission box, highlighting product advantages: high credit limit, fast approval, low interest

Delivery ideas:

Use creative + custom audience package combination testing to obtain high-quality target audiences, use oCPA bidding to improve customer acquisition capabilities, ensure advertising competitiveness, maintain sufficient exposure, and achieve a conversion rate 25% higher than the average of the financial industry

2. Average click-through rate of 3.3%, with an average daily submission of 500+ leads for a single ad

Advertiser basic information

• Advertiser: A small loan client

• Creative format: horizontal video

•Conversion goal: Form appointment

Orientation Information:

• Age: 20-47 years old

•Geographic location: recent, permanent, traveling, visited (excluding Hong Kong, Macau, Taiwan and remote areas)

• Behavioral interests: Roca tag keywords: loan, borrowing, competitive category

• Network connection: WIFI 4G

• Customized crowd exclusion package: black industry, negative sample population, people not interested in online loans, low-income people

Creative and landing page:

The video content sets up two consumption scenarios: treating someone to a meal and shopping. It uses the user's pain point in the consumption scenario - lack of money - to arouse user resonance and attract users to click by checking the amount.

Landing page: 1.5 screen, the overall color scheme is mainly solid color, simple clue submission box, highlighting the product advantages: high credit limit, fast approval, big brand

3. Education Industry

1. Conversion costs are 20% lower than expected costs

Advertiser basic information:

•Advertiser: A basic education client

• Placement: Large horizontal image

•Conversion goal: Form appointment

Targeted information

• Age: 28-50

• Gender: Female

•Geographic location: Residential capital cities and first-tier cities

•Interest behavior: Roca directional tag

• Crowd package: custom crowd package + exclusion package, covering 30 million people

• Automatic expansion: Enabled, region and age cannot be exceeded

• Delivery time: 6: 00-24: 00

Target the target group based on the business coverage areas:

QQ Space and Kandian cover the mainstream netizens born in the 1980s and 1990s, who are accustomed to using QQ social networking to record their daily lives and discuss their children's education. They accurately target female users and their own business coverage areas, greatly improving the efficiency of lead conversion, and the conversion cost is 20% lower than the expected bid.

Creative and landing page:

Use product price advantages to attract users, authoritative professional teachers to enhance brand professionalism, and comic style to highlight the teaching method of combining education with entertainment;

Landing page structure: What to learn (product content) - Why choose (product advantages) - How to learn (professional teaching team, brand endorsement)

2. Conversion costs decreased by 5% and the volume increased by 4 times

Advertiser basic information:

•Advertiser: A basic education client

• Placement: Horizontal video

•Conversion goal: Form appointment

Orientation Information:

•Age: 30-50 years old •Connectivity: WIFI 4G

•Geographic location: Permanent residence (excluding Hong Kong, Macau, Taiwan and remote areas)

• Crowd package: Use custom crowd packages to cover 70 million people

Creative and landing page:

The video content highlights contradictions and user pain points, generates user resonance, focuses on real-life dialogues, uses a landing page to enhance interactivity, and demonstrates brand authority and professionalism.

Delivery ideas:

Accurately target the target group, use more advantageous bids to stabilize advertising competitiveness and improve advertising volume; conduct A/B tests on video materials to find the optimal material design direction, use a different landing page to improve user interactivity.

4. Home decoration building materials industry

1. Click-through rate increased by 5%, and the average daily number of leads for a single ad was 300+

Advertiser basic information:

• Advertiser: A home improvement client

• Creative format: three horizontal images

•Conversion goal: Form appointment

Orientation Information:

• Age: Over 25 years old

• Network connection: WIFI 4G

•Geographic location: Nearest, provincial capital city

•Behavioral interests: life services, information, electronic products, etc.

Creative and landing page:

The pictures mainly show the effect of the decoration, with a consistent style; the copywriting highlights selling points such as price discounts and free design. From the test results, the creative ideas that reflect price discounts have a higher click-through rate;

Landing page: 2 screens, the quote calculator guides interaction and highlights the brand’s professionalism

Delivery ideas:

Ensure advertising competitiveness, stable delivery, and improve conversion rate through multi-material testing. In the early stage of the campaign, we use a more advantageous bid to ensure the ability to obtain volume. In the later stage, we adjust the bid based on the industry's competitive environment and cover the entire day to stabilize the competitiveness of the advertisement. At the same time, we conduct A/B tests on the creative copy to find the optimal creative design direction.

2. Conversion rate increased by 5% and conversion cost decreased by 3%

Advertiser basic information:

• Advertiser: A home improvement client

• Creative format: horizontal video

•Conversion goal: Form appointment

Orientation Information:

• Age: 38-58

• Gender: Male

• Network connection: WIFI 4G

•Geographic location: Live in Jiangsu Province

• Behavioral interests: life services, information, house buying, financial management, etc.

• Automatic expansion: Enabled, no region expansion

Creative and landing page:

The video content is played in the form of a slide show, showing various decoration styles and conveying the product selling points: low cost, short construction period, and long life. The landing page uses a path landing page to improve customer acquisition efficiency.

Delivery ideas:

Basic targeting plus Roca tags accurately target customers, multiple video material tests improve click-through rate, and find the optimal material design direction.

5. Wedding Photography Industry

1. The conversion cost is 22% lower than the target bid, and the click-through rate is 5% higher than the industry average

Advertiser basic information:

•Advertiser: A wedding photography client

• Creative format: large horizontal image

•Conversion goal: Form appointment

• Promotion target: local stores

Orientation Information:

•Geographic location: Chengdu (recent, permanent residence)

• Age: 18-40

• Gender: Female

• Automatic expansion: Enabled, region and gender cannot be exceeded

• Delivery mode: accelerated delivery

Creative and landing page:

The pictures are mainly high-definition wedding photography pictures, endorsed by amateurs (preferably beautiful women and handsome men), in the form of large pictures and three small pictures spliced ​​together; the copywriting emphasizes guidance and scarcity;

Landing page: 2 screens, showing advantageous products, simple form clue box, guiding conversion with preferential points

Delivery ideas:

Accurately target local store groups, test different styles of copywriting material combinations, find the best creative direction, increase click-through rate and conversion rate, and ensure advertising competitiveness at a more advantageous price.

2. Customer acquisition costs decreased by 5% and click-through rate increased by 6%

Advertiser basic information:

•Advertiser: A wedding photography client

• Creative format: horizontal video

•Conversion goal: Form appointment

Orientation Information:

•Geographic location: Shanghai (recent, permanent residence)

• Age: 27

• Target a single-age local area

Creative and landing page:

The video content is in the form of a carousel, with amateur endorsements (beautiful women and handsome men), showing high-definition photography pictures and the filming process;

Landing page: Use a path landing page, 2 screens, simple form clue box, use limited conditions to create scarcity, improve interactivity, and guide conversion

Delivery ideas:

A single advertisement accurately targets a single-attribute target group of local stores, and newly created advertisements cover target groups with different attributes. In the early stage of launch, a more advantageous bid is used to prioritize volume, accumulate conversion volume for the OCPA model, and appropriate bid adjustments are made in the later stage to gradually reduce the conversion cost.

6. Real estate industry

1. Conversion costs decreased by 8%, and the average number of form submissions per advertisement was over 200 per day.

Advertiser basic information:

•Advertiser: A real estate online platform client

• Creative format: three horizontal images

•Conversion goal: Form appointment

Orientation Information:

•Geographic location: Hangzhou (recently)

•Age: 18 to 66 years old and above

• Gender: All

• Network connection: WIFI 4G

Creative and landing page:

The copy should clearly state the geographical scope, increase the sense of involvement, highlight the price discounts, and attract clicks. The pictures should mainly be a set of real-life rental pictures.

Landing page: 2 screens, using a path landing page, multiple forms to collect leads, and content highlighting preferential prices and high cost performance

Delivery ideas:

A single advertisement targets a single region, tests different copywriting materials in a single region, finds the best creative direction, and adopts a stable volume-generating strategy.

2. Conversion costs decreased by 8%, and the average daily activation volume of a single ad was 700+

Advertiser basic information:

•Advertiser: A real estate online platform client

• Creative format: horizontal video

• Conversion goal: Activation

• Promotion target: IOS application

Orientation Information:

•Geographic location: First-tier cities (recent, permanent residence)

• Age: 20-35 years old

• Gender: All

• Behavioral interests: life services, transportation, catering, information, travel, real estate, electronic products, etc.

• Network connection: WIFI 4G APP not installed

• Automatic expansion: Enabled, no region expansion

Creative and landing page:

The video content describes the product's cost-effectiveness, cheapness, convenient transportation, and room layout from the tenant's perspective, achieving a seamless immersion effect; the promotion target is the IOS application, which can be downloaded by clicking, reducing the conversion path

Delivery ideas:

Adopting the strategy of giving priority to volume, using geo-targeted Garoca tags to accurately locate the target population, effectively improving the conversion rate.

7. Local life industry

1. Conversion costs dropped by 10%, with an average of 400+ leads submitted per day for a single ad

Advertiser basic information:

•Advertiser: A beauty client

• Creative format: large horizontal image

•Conversion goal: Form appointment

Orientation Information:

•Geographic location: Permanent residence (excluding Beijing, Guangzhou and Shenzhen)

• Gender: Female

• Age: Over 18 years old

• Behavioral interests: Beauty and skin care tags

• Bidding strategy: Steady volume

Creative and landing page:

The copywriting is concise, taking advantage of the user's "regret for losing out" mentality, assisted by the spot-lightening effect picture, attracting users to click. Landing page: one screen, using a test interactive page

Delivery ideas:

Adopt a stable volume acquisition strategy, use geographic targeting and Roca tags to accurately locate the female target group, and use the test type for the landing page to improve interaction with users and effectively improve conversion rate

2. Click-through rate increased by 30%, with an average of 400+ leads submitted per day for a single ad

Advertiser basic information:

•Advertiser: A beauty store chain client

• Creative format: horizontal video

•Conversion goal: Form appointment

Orientation Information:

•Geographic location: Chongqing, Guangdong, Guangxi, Hunan, Hubei, Shaanxi, Zhejiang provincial capitals (recent, permanent residence)

• Age: 18-50

• Gender: Female

• Network connection: WIFI 4G 3G

Creative and landing page:

The video content mainly shows the actual pictures of the service provided and the clear effect pictures after completion, forming a visual contrast; the copy mainly uses preferential prices as an attraction point; the landing page adopts a path landing page, using free discounts as a selling point to guide users to submit leads

Delivery ideas:

We can accurately target users based on the client's business scope, ensure exposure with more advantageous bids, and reduce conversion costs by combining OCPA's bidding capabilities.

Part 02: High-quality creative materials

1. Direct-sale e-commerce industry

Highlight the advantages and features of the popular products: free shipping, affordable prices, product quality, and pictures showing specific products

2. Education Industry

Highlight product/brand advantages: favorable prices, brand influence, and authority

3. Financial Industry

Use user pain points to highlight product advantages: high credit limit, simple process, installment payment, life scenarios

4. Wedding photography industry

Assist with high-quality pictures to show product advantages and highlight product scarcity

5. Home building materials industry

Intuitive cash withdrawal price advantages and product features

6. Real estate industry

Highlight product advantages and features: preferential prices, high-quality apartment types, and high-quality rental environment

7. Local life industry

Prefer creative direction and image content that directly reflects service quality

The above is the content shared this time for reference by advertisers and optimizers!

Author: Ai Qi bacteria

Source: E. coli