Create explosive advertising materials at 0 cost!

The author has been engaged in advertising operations for more than four years and has come into contact with many clients. Later, he started to work part-time as an advertising agent for advertisers. During this period, I had to take care of all the placement work by myself. The most difficult part was not the placement itself, but the production of the materials, especially the video materials.

Regarding material production, I have thought of many ways to seek help from external forces, such as handing the materials over to a third-party production company, but I really cannot afford the cost, so I have no choice but to rely on myself to get the materials.

Fortunately, Tencent Advertising has been very powerful in the past two years, and has continuously updated many functions, especially providing great support to optimizers in the design and production of materials, such as the Creative Center of Tencent Advertising’s backend. As long as you can use basic editing software and refer to the high-quality materials in the Creative Center, you can quickly batch produce some good creative materials.

Then I will share with you how I use Tencent Advertising Creative Center to create explosive materials at zero cost!

1. Leverage Tencent Advertising Creative Center to create creative content without any worries

Finding materials is a critical step. When we are looking for materials, we are not blind, but should be targeted and give priority to referring to those materials that are running and running well. So how do you find these materials?

It's very simple. Log in to Tencent Advertising Management Platform, open the [Tools] bar, and select Creative Center:

After entering the creative center, for example, if one of my clients is in the home decoration business, I can filter the home decoration industry through segmentation tags . The subcategories are very detailed and can be further filtered by placement. For example, if I mainly focus on the delivery of materials in WeChat Moments, Tencent News, and Tencent Video, I can focus on the delivery of materials in these locations.

After screening and sorting, you can basically determine which style of video is better. Then find more similar videos, sort out their similarities and advantages and disadvantages, so as to prepare for subsequent material creation. Take decoration as an example. From the creative rankings, we can see that at present, the quotation type is still easier to sell, followed by the conflict between the old house before and after renovation and other types.

In addition to the reference of material content, the delivery data is also processed in a refined manner. For example, which placement has more traffic, the approximate conversion volume and conversion cost, etc. More importantly, the conversion index of each frame of the video also has data reference, as shown in the green curve below:

Pay attention to the position where the green curve fluctuates, which frame of the video it corresponds to, what elements constitute it before and after, and analyze the reasons for the fluctuations in conversion. These are all very valuable references for our delivery.

Good materials must be used. If we can't be the best, then we can learn from the methods of the best. However, it is not enough to copy and paste them completely. Some secondary processing is also needed. I will talk about it in detail below.

2. Moving is not advisable, there are some tricks for secondary editing

There is a great risk in directly transporting the collected materials. On the one hand, part of the material may not be applicable to my product. On the other hand, there will be greater risks in material review. In addition, there will be competition if the materials are exactly the same, and it may happen that others have volume while you do not.

Therefore, experienced optimizers will perform secondary processing based on their own understanding to let the advertising system know "Oh, this is a different creative idea."

1. Whether the material can be used in large quantities or in large quantities, the placement planning is very important

If you want your creativity to stand out, you must make a good plan before launching it. How to operate specifically, let's take the home improvement industry as an example to illustrate:

By analyzing and organizing the collected running materials, we can summarize the key points of home improvement Tencent advertising for our use in making advertising plans:

Different key points target different needs of users, and when used together, different delivery strategies can be achieved:

·0 yuan design + capacity expansion + limited quota

·Old house renovation + decoration effect + online quotation

·Online quotation + capacity expansion + urgent search for owners of XX community (collection of model rooms)

By combining the key elements, the marketing theme emerges. Here is a simple example:

"50,000 yuan for a 500,000 yuan effect, 0 yuan design for renovation of old and dilapidated houses, limited to XX places"

Now that we have a delivery plan, we need to process the materials again according to the plan.

2. Three elements of material quality: editing, dubbing and subtitles

Remix: As we said above, in the Tencent Advertising Creative Ranking, every frame of the high-volume material is supported by conversion data, so we can edit out the video elements with higher conversion rates for future use.

Take the renovation of an old house as an example. The core of the video is conflict foreground, that is, the strong contrast between old and new. Therefore, in terms of video elements, the first half needs to highlight the old, broken, small, dirty, messy, and poor, and the second half needs to show the new, beautiful, big, comfortable, etc., to amplify the user's visual impact. At the same time, it combines "0 yuan design", "online quotation", "collection of model rooms" and other methods to convert users.

Dubbing and subtitles: The role of dubbing and subtitles is to strengthen the user's memory points. The copy script is simple and crude, highlighting the core, and amplifying key information so that users can obtain the most critical information in the shortest time.

Dubbing can be done with machine voice, your own voice or that of a friend. If that isn't possible, you can look for a third-party dubbing company. The price is very cheap, only a dozen or twenty yuan, and you can choose from a variety of voices.

3. Automatic creative derivation, no matter how many materials you have

At this point, some optimizers may say, "I have to deal with hundreds of materials every day, and I am really too busy to process them!"

Then here I will tell you a simpler and more convenient method - automatic creative derivation.

During the creative creation process of Tencent Advertising, you can turn on the "automatically derive creatives" function with one click.

Once enabled, the backend will use the creative materials (pictures and videos) that have been reviewed and approved in the advertisement, strategically match the best video templates, music, and motion effects, automatically generate new video creatives, and insert them into the original advertisement for mixed casting, helping to obtain video advertising traffic.

You can also customize the derivative template when launching. If no template is specified, the system will select the preferred template for derivation.