Second-category e-commerce advertising | Book advertising optimization cases & creative guidelines!

What is a hot product? As the name suggests, it refers to commodities that are in short supply and have high sales volume.

For books , high-quality content is the first priority. A good book style selection plus a good marketing operation and promotion method can achieve dissemination and conversion on the largest scale and it may become a hit. However, creating a hit book is not something that can be achieved overnight or once and for all; the right time, place and people are all essential.

A hit product is closely related to quality, but there are still key points to follow. The characteristics of a hit book can be summarized into three points: good content that stands the test of time, meeting reading needs in a fragmented era, and conforming to user behavior habits.

Simply put, a good topic selection, solid content, a large number of fans of the author, and a wide audience are all indispensable conditions for creating a hit. However, in the fierce market competition, the absence of competitors in a specific field, conformity with the characteristics of the times, a loud title, clear keywords, and easy formation of key search terms are also prerequisites for creating a hit.

Choosing the right product is only half the battle, you also have to choose the right channel. Currently, the main platforms for book sales are still Toutiao and Tencent.

Based on the direct-sale e-commerce book advertising data captured by App Growing recently, the Guiguzi series of books (10 books at 59 yuan) topped the list of direct-sale e-commerce best-selling products on the Luban e-commerce platform. In the Tencent Advertising direct e-commerce best-selling products list, a series of growth inspirational books continues to be hot-selling and ranks firmly in the top 2 of the best-selling products list.

Next, I will share with you the optimization cases of second-category e-commerce book advertisements and the guide to making outer advertisements. Let’s learn together~

Part 1. Book Advertising Image Optimization Case

▶ Case 1

This case promotes books on "Chinese Traditional Culture". After the images were optimized, the click-through rate increased by 120% . The optimization analysis is as follows:

Before optimization:

① Books : A large number of books are displayed flatly, and the title information is not prioritized, which leads to visual distraction;

② Copywriting : The copywriting only displays the content related to the book, without any interest point stimulation;

③Graphic and text layout : The overall layout is too average and the key points are not highlighted.

After optimization:

① Books : A small number of books are displayed in three dimensions, with little information about the titles and a clear sense of priority;

② Copywriting : The copywriting highlights the benefits such as "Benefits for a lifetime" and "Classic recommendation";

③ Graphic and text layout : The overall layout is clearly structured, with emphasis on highlighting the interest points in the text.

▶ Case 2

This case promoted books on "social success". After the images were optimized, the click-through rate increased by 118% . The optimization analysis is as follows:

Before optimization:

① Books : Single books are displayed flatly, with the title information prominent;

② Copywriting : The content of the copywriting is messy, incomprehensible, and the interest points are not prominent;

③ Graphics and text layout : small objects on the left + colorful text on the right make the overall layout complex, with unclear levels and lack of emphasis.

After optimization:

① Books : Enlarge the title of the book, weaken the small objects that go with it, and highlight the title of the book;

② Copywriting : Simplify the content by directly omitting the copywriting and focusing on the title of the book “Murphy’s Law”;

③Graphic and text layout : None.

In order to use advertising to attract a large amount of traffic, what conditions must the advertising image meet? The conclusion based on the above cases is:

NO.1 Book display should have a primary and secondary

NO.2 Avoid complicated copywriting and highlight the benefits

NO.3 The overall layout should be clearly structured and the key points should be highlighted

How about it, now you have sorted out the ideas for image optimization! Let’s learn how to make outer advertising!

Part 2: Guide to Creating E-Commerce Book Advertisements

1. Picture design skills

1. Pure photo posing

The book's appearance is displayed intuitively, giving a strong sense of immersion.

Scene 1: Books and small objects

Key points: The background should be simple, the book cover should be relatively complete, highlight the title of the book, and be matched with 1-2 small objects.

Scenario ②: Combination of book pages and outer packaging

Key points: Expand the inner pages to attract users to take a look; the book packaging should be three-dimensional and highlight the title.

Scene 3: Multiple books stacked and displayed

Key points: Enlarge the book and center it in the picture, display the title and other contents at an oblique angle, and blur the background.

2. Combination of pictures and text

Book display, combined with interest points in copywriting, arouses users' desire to buy.

The interest points of the copywriting can be refined from aspects such as effect (benefit for a lifetime, fall in love with learning), cost-effectiveness (too worth it), price (10% off), and value-added services (cash on delivery).

Scene 1: Books displayed flatly + interest points

Scene ②: Books displayed vertically + interest points

3. Character and scene

By choosing pictures of people reading books, you can combine them with text about books and interest points to attract users' desire to learn more.

Key point: The character model should be consistent with the characteristics of the target group.

2. Extraction of selling points of external copywriting of various books

1. Inspirational books:

The copywriting highlights real pain points, future achievements, loss reminders, and growth philosophy.

Real pain points

Future achievements

Loss Recall

Growth philosophy

2. Children’s books:

The copy highlights "gifts for children", the benefits to children's growth (habits and qualities), and the gratitude of children when they grow up.

Gifts for Children

Children's growth benefits

Children grow up grateful

3. Chinese Classics Books:

The copy highlights content such as "benefits for a lifetime" and "classic recommendations".

In the subsequent maintenance of popular products, the following points can be made:

First, optimize the title and increase search weight.

As long as the Internet's search algorithm remains, titles and keywords are the core to maintaining the market competitiveness of hot products. One of the more common practices is to add appropriate title keywords in a timely manner in line with changes in social hot spots and product upgrades.

Second, update the main picture and short video material product details page, pay attention to appearance, and introduce short videos to enhance user experience.

This is an effective way to extend the life cycle of a hit product. By changing the content of the product, users can have a refreshing feeling, thereby revitalizing the product. When using this method, remember to pay attention to the appearance of the product.

In an age where “appearance is justice,” there is indeed a large number of users who will buy something immediately simply because the product page looks good.

Third, try every possible means to maintain old users and increase repurchase rate.

In the book category, no matter the quality or appearance, the fundamental competitiveness of the product lies in the users. If you want to extend the product life cycle, user maintenance is absolutely the top priority.

Many book merchants have carried out targeted publicity to old users who have purchased the product. They sent news of new book launches and promotional information to users through text messages, WeChat, social public accounts, mini-programs, etc., effectively increasing the repurchase rate and accumulating early sales.

Fourth, you should not only pay attention to your own products, but also pay attention to your competitors’ products.

The first thing many book merchants do every day is to observe the conversion rate of various data and resource matching of their products in online channels. They will also pay more attention to the relevant presentation methods of competing products, such as what materials you have made, new videos, and what new categories have been launched to draw optimization tips from them.

Creating a hit product is a systematic project. The driving force for a breakthrough in a single channel is various forms of traffic. Once a hit product comes out, it is necessary to expand other channels as soon as possible and launch them online simultaneously to grab volume. After getting the first wave of volume, the core competitiveness of the product and account will be stronger.

Author: Second-class e-commerce operation

Source: Second-class e-commerce operations