Advertising skills: Why does a high click-through rate not lead to a high conversion rate?

In the advertising industry, there has always been an unsolved mystery, which is - the advertising money was spent but I don’t know where this little cutie went?

Traffic is becoming more and more expensive, and costs are getting higher and higher. If you keep increasing your budget, be careful or else it will all go to waste.

Whether you are an advertiser or a professional operator, the following content is worth reading and should not be missed~

Why does a high click-through rate not lead to a high conversion rate?

My first reaction was that the ad was clickbait, and it turned out to be true:

"My boyfriend actually did this secretly in the bathroom behind my back...";

"The 90s boy took only 3 minutes to win over his mother-in-law";

"Shocking! 98% of newbies don't know that this is the reason for their frequent insomnia!"

…

Titles like these are full of interest, and users can't help but click on them. Only then do they realize that they are just advertisements for games, loans, or home improvement companies...

What’s the point of such a high click-through rate?

When users enter the website and see that it is not what they expected, they will inevitably exit. They will have no time to figure out who the advertiser is and what the advertiser is doing. The purpose of advertising is to sell goods, and there are many ways to persuade users to buy goods, which are by no means limited to the above-mentioned creative flow of jokes and singing.

Three essential features of reliable information flow advertising

A complete information flow advertisement includes: a friendly advertisement entrance title + accompanying picture, a landing page combining selling and marketing, and an interactive design that is easy to operate . The quality of these three contents will directly affect the quality of the overall information flow advertising.

The quality of information flow advertising is positively correlated with the distribution quality of big data. If we want big data to help us find matching users in the vast user data, we must first have information flow advertising ideas that are highly compatible with users in order to achieve effective distribution.

So, what kind of creativity is reliable?

Practice has shown that creative advertising that meets the requirements of information flow advertising must at least have the following three characteristics:

Feature 1: Need to point to the key challenges of current marketing work

For example, a user may only occasionally pay attention to some information about staying in shape, and then we use advertising creativity to remind her: just reading is useless, you must act immediately, otherwise there will be serious social risks - once you successfully arouse the user's interest, 80% of the marketing work is completed.

Feature 2: Can answer what obstacles users encounter on the road to changing their product/service cognition and behavior

For example, a user already has the intention to lose weight, but has shelved the plan because she does not know how to do it more easily and healthily. Then, we can hint to her through creative advertising that the effect can be achieved by eating some food with lower energy than before. The user is likely to take action and learn about our products/services.

Feature 3: Focus on the user rather than the product/service

A reliable idea can make users feel that “ it’s about me ” and make them consciously identify with it and gain a deeper understanding of it. If you only talk about the product, it will be difficult for users to associate themselves with the product.

Four steps to create reliable creativity

We will start with a case and analyze how a high-quality idea is generated.

1. Find your target users

Suppose an advertiser wants to run an olive oil information flow ad at the end of June (the selling point of this olive oil is the same as other olive oils on the market), then the first step of the campaign is to figure out who the target users of this olive oil are.

Take the olive oil ad, for example. Many users don’t need to see it:

For example, I don’t quite believe that olive oil can be used directly to moisturize the skin, and I’m still a long way from “buying it”;

For example, they don’t make fried foods very often, and they won’t react even if they are advertised;

Or there used to be demand but no longer is, for example, you used to be a baking enthusiast and olive oil is very suitable for baking, but now you don’t have time to bake and are no longer the target group…

Only those users who need, will need, or are ambiguous about whether they need or do not need this olive core are the target users who need advertising the most at the moment.

2. Understand the decision-making stage of your target users

After finding the target users, the next step is to find ways to "interfere" with their purchasing decisions .

According to the classic purchase decision model, the user's entire purchase decision process includes five stages: confirming needs - information search - evaluating and comparing alternatives - purchase decision - post-purchase behavior.

We need to pay attention to the entire purchasing process of users and realize that the marketing tasks corresponding to each decision-making stage are different. Depending on which stage the target users are in, we must match the corresponding creative design according to the decision-making characteristics of that stage.

Users on Sohu, Toutiao, and Tencent platforms are often still in the stage of confirming needs and searching for information. Users at this stage hate the forced interference of advertisements.

In order to prevent users from feeling interfered with, the industry has set up information flow ads as disguised, more humane, closer to user preferences, and similar to information forms from the very beginning. Its mission is to inspire user interest, make users aware of the need, and thus enter the user's alternative menu.

For example, we can tell users who are paying attention to information about fitness, weight loss, beauty, fashion, health, etc. that they don’t need to spend special time and energy on fitness, nor do they need to eat boring fruit salad every day. They can use a healthier oil to reduce calorie intake and maintain FIT, etc. We can guide users to enter the advertising landing page to obtain new knowledge and introduce olive oil to users in a friendly manner.

3. Understand the default choices of your target users

When it is determined that the target user is at a certain decision-making stage, the next step is to confirm what the user’s default choice is at this stage?

We need to tell them why their default choices are irrational, provide them with a frame of reference for comparison , and give them a reasonable reason to change.

For example, if someone originally planned to spend time on fitness, we can tell them that fitness requires persistence to be effective, but you are very busy and may not have the time to persist;

For example, for people who eat fruit salad every day, we can tell them that this way of eating is monotonous in taste and unbalanced in nutrition, and they cannot stick to it for a long time.

For those who like fried food but force themselves to endure it because they are afraid of the high calories, we can tell them that as a foodie, endurance itself is more torturous than losing their figure; and so on.

In comparison, using olive oil is something that is very easy to stick to: cooking is something that can be done every day, even if it is a very simple cold dish, which saves time and effort while achieving the health effects that users want.

It is said that there is no harm without comparison, and there is no trade without harm. A reliable advertising idea is to be good at using products/services to defeat the "default choice" of target users and make better sales.

4. Understand what your target users are missing from what you want them to do

98% of advertisers will give up all their efforts after reaching this step. They think they are caring about the users, feel that their products/services are omnipotent, and believe that users will pay for your products/services.

As a matter of fact, everyone knows that even if the user already knows what he needs and how unreasonable his previous choice was, he can still have 10,000 reasons not to buy from you.

The correct approach is: conduct research, expand your thinking, and sort out your own products/services, your competitors' products/services, and products/services that are in different industries but have similar user groups . What are the characteristics that attract users? Why users choose them instead of you - asking the right questions is the most important step in solving sales problems.

Another example is "motivation"

Motivation can be divided into explicit motivation and implicit motivation . The key point to consider is implicit motivation. For example, consuming olive oil is a healthy, fashionable, and low-carbon lifestyle. "What kind of oil do you usually use? I use olive oil at home!"

The creativity should show full style and the product characteristics of olive oil itself, satisfy users' pursuit of healthier and fitter, so as to successfully enter the user's decision-making list.

There are other factors (such as convenience, etc.) that I will not go into detail about. In short, observe from the user's perspective and think about why they don't do what you want them to do.

Author: Loudspeaker Library

Source: Loudspeaker Library