Form costs reduced by 30%, home decoration advertising case!

With the further deepening of regulation and control of the real estate industry, the growth rate of the home furnishing and decoration industry has slowed down significantly. Driven by downward economic pressure, home furnishing companies have begun to expand their channels, product categories and strengthen their brands, and the concept of "big home furnishing" that promotes one-stop decoration solutions has quietly become popular.

After early multi-platform testing and effect evaluation, xx Decoration gradually increased its budget for advertising and achieved results beyond expectations - 30 million precise exposures and a 30% month-on-month decrease in form reservation costs .

Choosing the right traffic is the first step to successful delivery

As one of Tencent Advertising's important traffic platforms, Tencent News is positioned as a serious media outlet, dedicated to providing timely and reliable information content to hundreds of millions of users. It is the first entry point into the domestic news and information field.

In terms of user groups, Tencent News covers a wide range of economically developed regions and highly educated people in China; in terms of business scenarios, Tencent News provides dual scenarios of the main site APP and WeChat/Mobile QQ plug-in to reach the target group to the greatest extent;

In terms of advertising form, we adhere to the native advertising form, deeply integrate into the information reading scene, and the user immersion is very high.

It is not difficult to see from the traffic characteristics that Tencent News is very consistent with the advertising needs of xx Decoration. Choosing the right traffic is half the battle for Aohua Decoration’s advertising . So, how does xx Decoration carry out the advertising operation next?

1. Crowd expansion, smart bidding, and making good use of product capabilities to identify potential groups

At the beginning of the campaign, xx Decoration proactively provided its historical converted user feature data, encrypted it and uploaded it to Tencent Advertising's DMP platform. It expanded these converted user features through the lookalike capability and generated a targeted package containing more potential decoration people, which not only improved the accuracy of the initial targeting, but also saved a lot of testing time.

At the same time, with the oCPA intelligent bidding capability, more potential user exposure can be obtained within the target cost set by xx Decoration, which significantly shortens the testing cycle and accumulates accurate seed users for subsequent continuous optimization.

2. Regularly update and continuously optimize, and screen high-potential groups through materials

As a representative of mid-to-high-end decoration companies, xx Decoration's material style is mainly based on simple, elegant, neutral-toned home scenes, focusing on important scenes such as the living room, dining room, and bedroom. The copy is accompanied by a rhetorical question such as "How much does it cost to decorate a beautiful house?" , which arouses the user's curiosity and attracts user clicks through the "free quotation" interest point, achieving a click-through rate higher than the industry average.

In addition, continuous optimization of materials and new advertising have effectively reduced the fluctuations in delivery caused by the attenuation of old ads, and the amount of form reservations obtained has tended to stabilize.

Tencent News' two different advertising layouts, a large full-width picture and three small pictures, meet the different demands of xx decoration to display prominent scenes and multiple scenes. The coordinated use of the two layouts fully covers the high-quality traffic of Tencent News main site. In addition, it is recommended that home furnishing brands with the same promotional appeal place a small full-width picture in the Tencent News plug-in to cover the WeChat/Mobile QQ scenarios and obtain more effective exposure.

▼ Tencent News-Full-width Large Image Advertisement

▼ Tencent News-Three small pictures advertisement

3. Satisfy curiosity or hit pain points directly, use landing pages to efficiently promote reservation conversion

The landing page is the final step in facilitating the conversion of high-potential users into appointments. xx Decoration cleverly finds a balance between the quantity and quality of form appointments by using two types of landing pages: one that satisfies curiosity and the other that directly hits pain points .

For ordinary consumers, home decoration is a low-frequency but very important thing. Before making the final decision, consumers often accumulate knowledge for a long time and conduct multiple peer comparisons.

The quotation type landing page cuts in early in the consumer decision cycle, takes advantage of consumers' curiosity about decoration quotations, maximizes the acquisition of potential users with decoration needs, and then promotes the final conversion through subsequent timely customer service follow-up.

xx Decoration designs landing pages in conjunction with marketing activities such as limited-time special offers and Mid-Autumn Festival holidays, positively responding to consumers' pain points and difficulties in various aspects of decoration, eliminating consumers' doubts, and thus obtaining higher quality form appointment conversions than quotation-type landing pages.

The use of the " path landing page " is one of the important factors for the success of xx decoration's campaign. As a convenient website building tool provided free of charge to advertisers by Tencent Social Advertising, Qijing Landing Page has the advantages of using oCPA smart bidding without the need for API data feedback, and a dedicated CDN to accelerate page arrival rates.

And with the continuous optimization of tool capabilities, the Qiji landing page also supports multiple forms and intelligent SMS verification capabilities, further improving the quantity and quality of appointment forms obtained by Aohua Decoration.

" Multi-form capability " supports advertisers to use multiple form components in the same landing page. In actual use, it is recommended that advertisers place a simplified form on the first screen of the landing page and a complete form at the end of the landing page to suit the user's browsing habits and strive for more conversions.

"Smart SMS Verification" is a new function launched by the Qiji landing page in combination with Tencent's big data. After the user submits the form, the system will make an intelligent judgment on the form number. When the form number is in an abnormal state such as malicious or randomly filled in, an SMS verification will be sent to the number. The user must pass the verification before filling in the form normally, which further improves the effectiveness of the landing page form appointment.

Through this campaign, the brand voice of xx decoration has been expanded and the cost of form appointment has been significantly reduced.

Source: Tencent Social Advertising