How to write advertising copy for Toutiao and other websites? How to build an advertising landing page?

From traditional portals and e-commerce in the PC era to today's mobile WeChat, Weibo, Taobao, etc., the form of advertising communication has been evolving with the evolution of "information carriers". Subsequently, social media pages such as QQ Space, Weibo, and Baidu launched information flow advertisements one after another. Now, various apps, such as Xiaomi, UC, and Toutiao, all have information flow ads, which match different advertising content according to user behavior tags. This is also the biggest feature of information flow ads. They look the same as news content, and are more in line with user experience in terms of vision and content. They are more lifelike and easier for users to accept than conventional advertising forms.

Therefore, it is superior to traditional advertising in terms of accuracy and advertising form. However, the accuracy technology levels of different media vary, so the delivery effects are also different. In addition, the editor would like to tell you that in terms of advertising materials, advertisers’ own design capabilities for performance advertising are also limited, resulting in the inability to achieve the best results of information flow advertising.

1. Copywriting of information flow advertising

In fact, it is the title of the article. Everyone should have heard of "title party". If the purpose is simply to gain more traffic, title party must be a good way. It can capture the user's psychology and attract attention. Of course, the sentence structure should be concise.

For example: when a beverage store is recruiting franchisees, the general statement is: "The best milk tea shop is now recruiting franchisees"; but the clickbait headline will say: "The secret of how a post-90s milk tea shop owner made millions." You can make more use of digital technology and follow social hot spots.

Of course, if the title is too exaggerated, there will be problems with backend conversions. Therefore, the editor suggests that the copywriting creativity and promotion goals must be consistent. For example, if the title of the previous version is changed to "The secret of the post-90s guy earning a million a month", it is basically not associated with an investment advertisement, and many people will go for the secret, which will lead to a large number of invalid clicks.

2. Choice of advertising format

Usually divided into 4 forms:

1. Text + Large Picture 2. Text + Picture Gallery

3. Text + small picture 4. Text + video

3. Landing Page

Combine the copy with the design of eye-catching pictures. The closer to news pictures the better. Except for video ads and direct APP downloads, all other forms will jump to the landing page. Therefore, I think the design of the landing page is very important for the conversion effect.

Here are a few key points:

1. The landing page should be highly consistent with the front-end advertising copy and pictures

2. The first screen needs to display important product information (including discount information)

3. The first screen should have a clear guide for users to leave information

4. The picture should be beautiful, the theme should be clear, and the page length should be ≤ 3 screens