How do five industries such as weight loss and breast enhancement place Mayu information flow ads?

A Mayu optimization expert who has invested tens of millions in advertising will today give you an in-depth analysis of the Mayu media and share with you all valuable information that will be a feast for your eyes!

In 2018, many apps began to monetize and launched their own information flow advertising and DSP platforms. In the women's vertical media, we can see from the above figure that the number of users of Mayu far exceeds that of other similar products. Today we will introduce the effectiveness of Mayu advertising.

At the beginning, Mayu sold traffic to DSP platforms such as NetEase Youdao and Shunfei based on a fixed CPM. The launch of Nvrentong in June 2017 marked the official start of Mayu's own commercial products. Youdao, Shunfei and Nvrentong each account for 1/3 of the traffic.

Until December 2017, Mayu cut off the traffic of other DSPs and directly launched Women's Channel.

Market share and effect:

Currently, Women's Network consumes 2 million yuan every day, of which more than 50% is spent on slimming and body beauty. The cost of an incoming call is about 90 yuan, and a single account has 300 incoming calls per day. The ROI for that month was only 1:1.25. Here is a landing page reference

Breast beauty accounts for 240,000, and the cost of incoming lines is 120-140 yuan. A good optimizer can earn 80 yuan, with a daily turnover of 200 for a single account. The ROI on that day is very high, reaching 1:1.3. The following is a reference landing page

The proportion of women preparing for pregnancy due to uterine coldness dropped from 300,000 to 100,000 per day. The cost of incoming wiring increased from 50 yuan to 100 yuan. The daily turnover of a single account is 200, and the ROI for the month is 1:1.

The cost of freckle removal is less than 90 yuan, the ROI for one week is 1:0.6, and the daily line of a single account is 300. The reference landing page is given below

Here comes the point:

The cost of purchasing bird's nest is 60, ROI 1:2, the consumption increases from 50,000 to 200,000, and the daily purchase of a single account is 200.

The cost of DHA line entry is 80, ROI 1:2.5, the market consumption is 200,000, the competition is very small, and the daily line entry for a single account is 300.

The cost of publishing novels on a public account is 6-8. The ROI for that day was 1:0.3. Since the port used by JD.com to redirect to the WeChat QR code was blocked, the consumption of novels dropped from 250,000 to 30,000.

App download category, video advertising traffic bonus, highlight the key points! ! ! Play the video/click on the details page, the CPC settlement price is 1 yuan, and the cost is 30% lower than the picture ad

Creative optimization and delivery tips:

Mayu’s information flow ads are divided into large pictures and three pictures. The large picture is usually cut into a combination of three pictures on the left, middle and right.

We pay attention to the posts in the information flow of Mayu. Figures 1 to 3 respectively show the 1st, 2nd, and 3rd pictures in the post details. The production of native advertisements needs to be consistent with the style of the posts on the site, so the pictures selected in Figures 1 to 3 should just match the text of the post.

For example: Figure 1 corresponds to the first sentence in the copy "This medicine in the pharmacy", Figure 2 corresponds to the copy "Use it to apply on your face before going to bed", and Figure 3 corresponds to "Specially used to treat pigmentation".

A tip for writing copy: If you only speak half of your words, you have no moral integrity

Let’s analyze the advertising creativity from the following three industries:

Public account novels:

The pictures accompanying novel advertisements should be close to the novels. The ones that users are interested in are divided into three categories: presidents, ancient romance, and modern romance. It is best to use three pictures, which have higher click-through rate and conversion rate than a single picture. So how do you write copy?

Just like high school students’ reading comprehension, first read the free chapters of the novel and summarize the content of the novel in 20 characters (Meiyu copywriting only allows 20 characters). It is best if the copywriting includes the relationship between two characters, she and he. For example: On the first day my sister returned to China, my brother-in-law did this to me... Never finish your words. This is the mantra of copywriting: "Speak only half of the story." Only then will people click to see what my brother-in-law actually did.

The cost of a novel depends on the quality of the material, and the recovery of a novel depends on whether the content of the novel meets the user's preferences. If the cost is good but the return is not, you should quickly switch to other novels and don't waste time and money. This industry is highly dependent on the content of novels. Only after testing more than 6 novels can we select a novel that can generate a lot of volume.

Bird's Nest:

Because weight loss and breast enhancement products are not sold to pregnant women, the number of pregnant women has not been absorbed. The bird's nest industry is a recently emerging industry in Mayu, with a large amount of powder added and a relatively high ROI. This bonus period requires a good optimizer. Advertising may make you earn millions, or it may make you lose millions. I have a client who can run 10W a day and is still increasing the amount. But another friend's client invested for two weeks and lost more than 2 million yuan.

The first optimization direction of bird's nest is the landing page. The quality of the copy on the landing page is directly related to the cost and recovery. Now the more popular model is that the landing page is disguised as a post. 99% of the bird's nest landing pages on Mayu are of this model. In this case, the quality of the copy is directly related to the later ROI. The targeted direction is mainly pregnant women and those preparing for pregnancy, and the product direction is nourishing products for pregnant women. As for the creative direction, the first thing is still three pictures. Remember an unchanging rule that is, no matter what industry you are in, you only submit group pictures on Mayu.

The material format of bird's nest consists of three photos: a photo of a pregnant woman + a photo of a bird's nest + a photo of a baby. This combination has been tested and is the best option. The copy should be written around "eating bird's nest during pregnancy". Avoid writing about how good your product is. Just write about what benefits eating bird's nest can bring to consumers. Especially what are the benefits for the fetus. Example 1: My mother-in-law praised my baby for being smarter and healthier than both of us because we ate bird’s nest regularly during pregnancy. Example 2: The baby is born healthy and fair, all thanks to the mother’s good diet during pregnancy. People only give birth to a child once in their lifetime, so you definitely hope that your child will be smarter, whiter and tenderer than a child born without bird’s nest!

Breast augmentation:

Mayu suspended its breast enhancement advertisement in June 2017. After running it for 8 months, it resumed running again in February this year. At the lowest point, the profit for each incoming call was 30 yuan. It was like making money during the bonus period! However, the breast augmentation industry underwent a major adjustment in its registration qualifications in July, and all the materials that had been running well before that were checked. Many customers are heartbroken that their accounts that consume 60,000 or 70,000 yuan a day can only start testing materials again. The good thing is that everyone is on the same starting line. Whoever can run out first will have an advantage, and it is easy to gain more than 300 fans a day.

Currently, the materials for breast augmentation on Meiyu are mainly cartoons. Because Meiyu has more restrictions on real-life materials and the censorship is relatively strict, Meiyu currently uses mostly cartoon materials. However, I personally think that real-life materials will be a direction, because the investment was better before, and now no one can invest in real-life materials. Sooner or later, it will give birth to an advertising idea that consumes huge amounts of real-life pictures. I used to be awesome, but now I’m an idiot, waiting for the boss in the breast augmentation industry to give me a budget so I can start over.

Landing page creation

1. Randomly display WeChat ID and long press to copy and jump

First, find a link to a landing page of a peer company, introduce the jQuery class and random file, then add the name="notweixin" attribute to the tag to display the WeChat ID, and finally add the JS code as follows:

Second, because advertising review is displayed on the computer, and user advertising is displayed on the mobile phone. The landing page on the mobile phone and computer is automatically switched, and the user's device is automatically identified to switch to different landing pages. The code is implemented as follows:

3. What if you spend advertising money but don’t get any incoming calls? You need to add the following monitoring code through Baidu statistics tool:

Log in to your Baidu statistics account to see the number of visitors to this link, and match it with the number of visitors brought by Mayu's CPC, as shown below:

4. In order to avoid censorship in some regions, the pages seen in each region are different. The code is as follows:

Overall, Mayu is still a good media. The media's qualification review is becoming more and more strict, and more industries and customers have the opportunity to share traffic. That’s all I will introduce to you today.