2019 Home Improvement Industry Information Flow Advertising Optimization Case!

This article shares with you a case study on information flow advertising optimization in the home improvement industry . It cleverly uses oCPM to help localize the home improvement industry to expand its customer base, and the final conversion rate increased from 1.05% to 3.91% . The optimization ideas are for reference.

Tags: old house renovation, submission form

500% daily conversion increase 300 yuan form cost cap

Overall data (Aihuanxin old house renovation)

Background

Marketing Background

We were looking for target users in the greater Chengdu area. However, since the campaign lasted nearly half a year, it was difficult to acquire customers. In addition, there was fierce competition among decoration companies, no innovation in materials, limited overall budget, and large fluctuations in form costs, which made it difficult to acquire volume.

Marketing objectives

The customer cost requirement is within 300, and the launch area is Chengdu (focusing on the second ring road). Try to increase volume and control costs as much as possible while keeping the effectiveness of customer information unchanged.

Marketing strategy

1. Creative Optimization

• Adjust pictures to videos, present content in a diversified way, and enrich creative information points;

• In-depth optimization of copywriting, including optimization of digital dimensions, digital range, and language structure;

• Compare and adjust the effects before and after renovation, and adjust the creative color tone direction according to current popular elements;

2. Landing page optimization

• Lower the threshold for collecting customer information and reduce the number of required sensitive information items;

• Try multiple conversion paths, build multiple conversion groups, and increase the intensity of activities to highlight key locations;

• Start from the user end, present content close to the user, and strengthen the connection with the user;

Marketing Effect

In the end, there are about 10 valid leads and more than 6 potential customers every day, with an efficiency of about 60% . The conversion rate increased from 1.05% to 3.91% , and the conversion cost was 251 yuan.

Summarize

Creative Iteration Upgrade

1. Update creative presentation forms and contrast video content according to user habits and needs

2. Creatively present the spatial contrast effect, stimulate the user's scene pain points, highlight the price digitization, and stimulate the user's sensitivity

Landing page user path

1. Different creative ideas change the user's wandering path. The heat map focuses on the content that users care about.

2. Diversify the conversion paths of landing pages, such as forms/phone calls/cards and coupons, giving users more choices

Limitations

1. Local customers, due to regional restrictions, most products such as DMP/keywords are less used

2. When the daily budget is valid, there is a lack of detailed testing of creative ideas and a lack of product launch cycle

Planning strategy

1. Use manual and automatic bidding, combined with programmatic creative, to quickly get through the cold start period

2. Communicate effectively with customers, understand the most direct pain points of the target group, and determine the creative ideas, page direction and content

3. Follow up on the effectiveness of advertisers’ late leads and target customers’ feedback, and provide the most timely content that solves pain points

The above is the home improvement industry investment case we shared with you this time.

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Author: Fengqing Gongzi

Source: Aichisem