Information flow placement skills to increase advertising CTR by 3 times!

Today I will share with you an optimization case in the investment and franchising industry , and provide suggestions for information flow optimization from the dimensions of budget setting, account establishment, targeting setting, creativity and landing pages, data analysis and product application.

Case background:

The company started its franchise business in 2017 and currently has more than 400 franchise stores. Search promotion was launched in August 2018. Since the cost of acquiring customers through information flow is low, information flow promotion began in December.

Main business: catering franchise (pickled fish)

Account budget: 800 yuan/day

Marketing goal: conversion cost to 105 yuan

Target group: 20-45 years old, office workers, part-time entrepreneurs, laid-off workers, those returning to their hometowns to start businesses, etc., with an economic level of 20,000 to 150,000 yuan in franchise funds.

Product features: 20,000-150,000 yuan of start-up capital, easy to use, small space for opening a store; early technical support and guidance.

1. Account establishment

Optimize account structure, follow the principles of easy search, avoid duplication, fixed format , etc.

1) Promotion plan

Name it based on the information flow promotion media, product, and population segmentation, and use the symbol "-" to distinguish the three dimensions, for example: Sogou-fast food-brand population; if there are separable sub-dimensions in the same dimension, use the symbol "*", for example: Sogou-fast food*pickled fish-brand population;

2) Promotion unit

Name it by segmented targeting (interest + intent word) and picture format, for example: fast food - three pictures. It can also be built by project population, region, etc.

3) Advertising creativity

Named after the subdivided buying point, for example: Pickled fish franchise fee

If there are personalized needs, they can be reflected in the business lines at the planning level. For example, if the business is focused on promoting Beijing, Shanghai and Guangzhou, the business line is: Sogou-Beijing, Shanghai and Guangzhou*Sauerkraut Fish-Core Group;

4) Time period optimization

According to the time period report monitoring, traffic is mainly concentrated in 0-2 o'clock, 8-10 o'clock, and 18-23 o'clock, so we choose this time period to place ads;

2. Directional analysis

① Delivery mode: CPC;

② Intention words: Intention words with relevance on the items;

③ Interest: set according to the project itself (with relevance);

④ Bid: Bid according to the set targeting dimensions and system guidance;

3. Creative content and copywriting

The materials are generally accompanied by store pictures, product pictures, popular pictures, and contract pictures to fully reflect the company's content. The creativity tries to highlight the advantages and characteristics of the project and is simple and easy to understand.

4. Landing page optimization

The landing page highlights its advantages and is authoritative, authentic and persuasive; it is clean, neat and easy to understand; the conversion entrance is prominent, making it convenient to leave messages or inquire.

5. Data Analysis

6. Product Application

Regional wildcards are more likely to catch the viewer's attention; mobile marketing pages are suitable for franchise advertisers, eliminating the tedious process of high-cost landing page production and high-cost conversion tracking.

7. Optimization summary

① Budget setting : The account budget setting should not be less than 2-3 times the product conversion cost

②Account building : Classify and build accounts based on features, selling points, audiences, etc. to facilitate account management

③Targeted settings: Analyze products to accurately reach users

④Creativity and landing page : The overall design is clean, tidy and easy to understand, highlighting the product advantages

⑤Data analysis : find the problem, push forward the level, and push backward the data

After optimization, the CTR is 3.16% (0.8% before optimization).

Author: Baidu Marketing Center

Source: Baidu Marketing Center