7 SEM promotion creative title routines, have you used them all?

Internet promotion, especially mobile Internet promotion, is now receiving more and more attention from companies. So how can we display more essential information within a limited creative space to achieve better promotion effects? There is really a lot of knowledge here.

Regarding this issue, many businesses always want to add the brightest selling points, the most popular discounts, etc. in the promotional information, and fill them all into the limited space of SEM advertising. Does this work?

In addition, for netizens, what are they thinking when reading SEM ads? What key factors drive his clicks and choices? What content can attract their attention?

When I was studying consumer behavior decisions, I found some very interesting points and shared them with you, hoping to help you have a deeper understanding of SEM advertising, and even provide assistance to businesses with promotion needs. This article explores how to write good SEM advertising titles from the perspective of "Internet users".

When users search for information, the title is the focus of their attention and clicks.

1. Keep the title length within 20-30 words, taking into account both the reading experience of netizens and the best promotion effect

When the title is too long, it is difficult for netizens to grasp the core idea at once, and the key points are not highlighted; when the title is too short, the amount of information that can be conveyed to netizens is limited, and the ability to prompt netizens to click is reduced. Therefore, the length of the title should be controlled between 20 and 30 words. At this time, it can take into account both the netizens' reading experience and the promotion effect, which is a win-win situation~

2. Titles should include “essential descriptions” to provide netizens with more information

In addition to writing the "company name", the title should also include a description of other key information. If you only write the "company name", netizens will receive little effective information, especially when the website is not well-known enough. Naturally, the click-through rate of the search promotion results will be low and the promotion effect will be poor. For example, a title like "**** is the first choice for learning English, with N years of brand history and proven successful teaching experience" will be more effective than just writing "**** is the first choice for learning English" as a title.

3. Reasonable sentence segmentation of long titles to quickly capture netizens’ attention

Studies have shown that long texts are not conducive to netizens’ reading and comprehension, and have poor readability. The characteristic of SEM advertising is that it takes advantage of netizens’ scanning for a few seconds to highlight advantageous information, quickly grab netizens’ attention, and achieve the effect of prompting clicks. Therefore, for titles with more than 19 words, it is better to break the sentences 3-4 times (such as using commas, spaces, dashes, and other symbols to break the sentences), so as to achieve high click-through rate and good effect. For example, "**Official website store 2nd anniversary special sale with free shipping and 20% off on all items" is a bit difficult to read.

4. Put the subject before the title and then the modifier and description, which will make the focus clearer.

For a creative title, write the subject first, separate it with symbols, and then write the modifying and descriptive content to highlight the key points. The subject part should be kept within 10 Chinese characters as much as possible, and should be clear and easy to distinguish. For example, a title like "** website - famous brand fashion discount website, 20% off for all items" has a clear focus. On the contrary, if the modified content is written first, the subject will not be prominent, such as "No flaws, whitening is revealed: ** whitening series".

5. E-commerce titles are more likely to attract attention when they contain information such as “discounts, quality”

Research has found that when searching for e-commerce industry information, netizens show unique characteristics and are very concerned about information such as product quality, reputation, price, and reviews. Therefore, SEM creative titles should meet the characteristics of netizens when searching for such information. The titles should contain words such as "discount", "price", and "quality" to help improve the promotion effect.

6. Avoid exaggeration, show a sense of security, and reassure netizens

Don’t make the title too exaggerated, empty, exaggerated, or not specific, as this will result in a lower click-through rate and the conversion effect will also be affected. The study found that: in creatives with low click-through rates, the use rate of "exaggerated words" is high; in creatives with high click-through rates, the use rate of "exaggerated words" is low ("exaggerated words" include "best efficacy", "best proven by experiments", "fast efficacy", etc.)

7. Use colloquial expressions to make the title easy to understand

The title should be easy to understand and read. Studies have found that when creative titles contain "incomprehensible", "too poetic", or "incoherent/uncommon" information, the click-through rate is low and the effect is poor. For example: "The dragon vein enters the house, the nine tripods are honored and determined to be noble", "The top private butler, the family has similar views", etc., after reading them, you will feel confused. Because the original intention of search is to solve needs, which is not what the searcher wants.

Source: Aichi SEM