The essence of optimizing information flow advertising in 4 industries including home furnishing, decoration, and tourism!

3. We conducted multiple rounds of A/B testing on materials and target audiences, and continuously optimized them based on the results. In different cities or regions, multiple sets of materials can be used for simultaneous delivery, and the design and layout can be adjusted in a timely manner based on the effects of the material combination . At the same time, the frequency of new materials may be maintained to reduce the risk of fluctuations in advertising effects.

4. Attracting customers to the store is a headache for many home furnishing advertisers. Optimizers should focus on regional targeting of advertisements within the coverage area of ​​the store. At the same time, they should also design some novel interactions in the advertisements, such as inputting the housing area, giving customers quotes and packaging plans, and number drawing to give discount coupons or coupons for purchases over a certain amount . You can also work on the number of people visiting the store. For example, if you bring N friends to the store for the first time, you can enjoy N discounts.

2. Tourism Industry

1. The brand marketing of tourist attractions should seize the market share during summer vacation, winter vacation, National Day, Qingming Festival and other festivals. Based on the target audience and region, choose to preheat the brand in advance to lock in traffic; consider local promotion, focusing on people around the business district to improve advertising accuracy.

2. Peak season marketing should highlight brand highlights and advertising features. Find out the brand difference between yourself and similar merchants, and design a marketing plan around your brand positioning. When targeting young users, the copy needs to be lively, and short videos, immersive image layers, etc. are recommended advertising presentation formats . The color layout design should be consistent with the product characteristics. The underwater world can use clear blue as the main design tone. Tourist scenic spots can select special attractions as creative elements. Science and technology museums can focus on placing pictures of "treasures in the collection" in the main visual to attract attention.

3. The presentation of tourism advertisements should be dynamic rather than static, and colorful rather than dull. Mini programs, H5 dynamic landing pages, short videos, etc. can fully and three-dimensionally display the highlights of the scenic spot and stimulate users' curiosity. In addition, it is also particularly suitable for inserting gift marketing plug-ins. Tickets and membership coupons can be used as lottery gifts in small games such as smashing golden eggs and opening gift boxes to increase the fun of the advertisement.

3. Automobile Industry

1. During the auto show, all dealers will take advantage of the opportunity to promote sales, and competition is often very fierce. Selecting precise users can increase the effectiveness of advertising . The ad landing page is controlled to be displayed on a single screen, which is convenient for customers to read , shortens the conversion chain, and minimizes user churn.

2. The landing page can use text on the left and picture on the right, picture on the left and text on the right, or cross-layout of text and picture. Advertisers can appropriately use some marketing activity plug-ins, such as smashing golden eggs, opening gift boxes, and micro-assistance, to make the advertisements more "three-dimensional and vivid".

3. Effective clues need to be collected after the advertisement is exposed. It is recommended that advertisers present their service products to users in the form of rewards and increase users' willingness to participate through interesting draws. Achieve mutual benefit in the exchange of "service benefits" and "customer consultation leads" .

4. Appropriately use crowd, age, and interest tags to filter target users. The LBS positioning function can help 4S stores lock in nearby customers and increase the probability of them visiting the store.

4. Local Life

1. Local service merchants, most of whom have chain stores across the country or locally. After upgrading the store logo display and LBS regional targeting capabilities in September, Moments advertising has launched a new capability - multi-store delivery. This feature can help advertisers save costs and promote multiple stores at the same time . Multiple store information can be added to one WeChat Moments ad (the upper limit is currently 100 stores). The advertising system will intelligently pull and display the nearest store to the user, guiding the user to convert in-store.

2. Supermarkets and retail businesses are most likely to generate revenue during major promotional seasons such as the New Year, Double 11, and Double 12. Moments ads, QQ shopping, Tencent News, etc. are all ideal choices for advertising positions.

3. Local life businesses focus on being close to people's lives, so advertising design should emphasize the LBS store positioning to reduce the sense of distance from users; in addition, promotional activities that meet the actual needs of the people, such as discounts, shopping gifts, and membership rewards, should be highlighted in advertisements.

4. You can choose to use the @friend function in Moments to stimulate viewers’ willingness to comment and interact, bring more brand exposure through social fission , and effectively drive the progress bar of card and coupon delivery and discount activities, laying the groundwork for users to buy in the store.

The above is the essence of advertising and marketing in the four industries shared this time. Repost and share to benefit more advertising colleagues.