When planning creative information flow advertising, you must pay attention to these four details!

When placing homogeneous advertisements in information flow, problems such as declining display and decreased effect are often encountered. In fact, at this time, if you think more divergently and plan different creative solutions, it may stimulate the data to recover.

Today I would like to share with you some slightly unique advertising plans in conventional industry advertisements.

【Case 1】Home improvement industry

Advertising creativity and landing page:

Combining home improvement form acquisition and promotion with TV station home improvement programs, compared with common quotation-based and free design-based solutions, has the added support of program activities, especially CCTV programs, which helps enhance user trust.

However, there is still room for optimization in title materials and landing pages.

Title: The original title was not linked to the appointment registration.

Suggested optimization: CCTV's "Space Model" is coming to Zhengzhou! Sign up to grab the opportunity to design a model room for free.

Materials: It is recommended to select program screenshots, or display program logos and other information to help enhance trust.

Landing page: There are many materials to choose from, and the layout appears small and messy, which is not conducive to effective reading by users. It is recommended to simplify the page color matching and layout for easy reading.

【Case 2】 Academic Education

Advertising creativity and landing page:

The advertising creative design is very novel. The train ticket has been redesigned to include information and benefits of studying abroad, which is also a way to stimulate and increase click-through rate. As materials across the industry become more similar, coming up with new and innovative solutions is a good way to break through.

【Case 3】 Application Download

Advertising creativity and landing page:

All information including professional workplace APP promotion, material copywriting content, etc., are focused on "high-paying job hunting", which is what people in the workplace are most concerned about.

When you click to open the landing page, the "offer" is still displayed for a few seconds. The work is difficult and the barrage is displayed in a scrolling form on the first screen to capture the user's psychology. The detailed content module is highly consistent with the outer creativity, not only the positions but also the future, and the professional endorsement of the APP is naturally displayed.

As mentioned above, when peer advertising is similar, whoever has a unique creative plan that captures the user's psychology is likely to achieve better results.

NEXT

Details determine success or failure. Next, through a comparative analysis of two K12 education cases , we will review the creative planning methodology and several details that must be paid attention to during implementation.

Case 1 Advertising creativity and landing page:

Case 2 Advertising creativity and landing page:

Creative planning methodology, four steps:

1. Clarify the promotion content

Case 1: K12 Chinese tutoring, including Chinese studies, reading, and composition, to induce registration; (This information is not clearly stated in the creative and landing pages, which is the primary issue that needs to be optimized in this case)

Case 2: K12 online tutoring, inducing registration.

2. Analyze user portraits

Both cases are parents of students of different ages (to increase the accuracy of click users, just specify the student's grade in the creative)

3. Hit the user's pain points

Case 1: Specialized tutoring to improve the Chinese language/poor writing skills

Case 2: Daily tutoring. In addition to starting at the beginning of the new semester, you can also start with the difficulties parents face in tutoring. For example, the popular Douyin app tutoring children to do homework is very tormenting for parents.

4. Smooth logic and easy to understand

In this regard, we will compare and analyze the details of the case.

① Advertising title comparison:

Case 1: The meaning is unclear and the content does not get to the point. The courses provided cover three aspects: Chinese studies, reading and composition, but the title only mentions reading and composition, and there is even a feeling of having to choose one between the two. This is not conducive to guiding conversion.

Case 2: The content is clear and easy to understand. The launch time coincides with the new semester, the student range is locked by grade, and free classes are provided as an inducement.

② Advertising material comparison:

Case 1: white background, scattered content, and unclear focus.

The brand name is "Oriental Composition", and the product name is "Composition Training Camp". When written together, it sounds verbose. It is recommended that the material expression content be optimized to "Primary School Composition Training Camp worth 240 yuan, free trial for a limited time"

When selecting materials, it would be better if they are integrated with the core text content background.

Case 2, the content echoes, with questions and answers.

The material points out the problems that children may face in the new semester and introduces promotional content through questions and answers, which is appropriate.

③ Landing page name

Case 1 "Zhengzhou registration 3.8-1"

Suggested optimization, such as: X-course – the only free registration window

Case 2: "Online learning is more effective" Suggest adding brand words

It needs to be emphasized that this name is information that users can see. When optimizing, you may think that it is easy to distinguish different landing pages. However, when users browse the page carefully, this name is the perception of the website information. It is recommended that it be related to the brand, more formal, or related to the core marketing information of the single page to assist conversion.

④ Conversion stimulation

Case 2 is good.

Case 1: The conversion window’s gimmick is not obvious and is separated from the form module.

Suggested optimization: Put the gimmick - free class in the form header, and directly write - 0 yuan to grab the trial class on the submit button. Bottom navigation bar – VIP hotline/VIP consultation/free courses

⑤ Page content and layout

Case 2 is good.

For Case 1, it is suggested to start from the perspective of tutoring for specialized subjects, and it is suggested to do a case of team professional endorsement + grade improvement. At the same time, there are too many words and they are too small. It is recommended to simplify them and highlight the main points. The key to the effectiveness of the campaign lies in whether the details are in place. Every aspect displayed to users needs to be carefully checked.

The above is today’s sharing.

source: Aichisem