Information flow ads are a must-see! 3 material optimization analysis methods can be applied

The impact of advertising materials on advertising performance is undoubted. For performance-based advertising, by optimizing advertising materials, the CTR value is increased while gaining a competitive advantage in advertising bidding.

As for brand advertisements, the attractiveness of the advertising materials and creativity itself to users determines users' evaluation of the advertisement's memory and reputation.

How to improve the effectiveness of advertising materials is a topic that advertisers are all thinking about. Many advertisers have begun trying to improve advertising effectiveness by changing advertising creatives , monitoring data changes , and thus developing optimization methodologies .

This article organizes the analysis methods for advertising creative optimization and shares them with you briefly.

Let’s start with a method that everyone is familiar with — A/B testing .

1. A/B testing

A/B testing provides different creative options, tracks and analyzes the results under different creative options, thereby determining the pros and cons of different creative options and ensuring the effectiveness within a controllable range.

Currently, most advertising platforms provide or can implement similar functions.

For example, A/B testing for titles

In the above A/B test, the pictures are exactly the same, but Title A emphasizes the difficulty of the game , while Title B emphasizes the ease of getting started . From the final CTR value, we can see that the effect of emphasizing the difficulty of the game is better.

For example, A/B testing for image elements

In the above A/B test, the titles are exactly the same, but Image A is more native and does not have any interest point description; while Image B has interest point labels. From the final CTR value, it can be found that the more native image has a better effect.

Although the results of A/B testing are real and intuitive , it also has its own limitations:

a. The number of users covered and the similarity of users need to be considered : if the number of users is too small or the differences between users are too great, the conclusion is questionable.

b. Be cautious when reusing conclusions : Because the testing process controls many factors, such as advertising format, advertising location, or targeted audience, the conclusions may be subject to the influence of these factors and have a smaller scope of application.

Now that a lot of ads have been launched, can we use historical advertising data to find patterns? Here I will briefly introduce another analysis method - word frequency semantic analysis .

2. Word frequency semantic analysis

Word frequency semantic analysis does not require you to start from the most basic models and algorithms. The Chinese word frequency analysis tools on the market are already relatively mature, and we can conduct analysis on this basis.

Here I will briefly introduce to you our previous analysis ideas on title optimization:

The first step is to find the characteristics of high-frequency words and the relationship between words , so as to determine the breakthrough and direction of the title.

For example, the semantic network analysis results of the daily chemical industry are as follows:

It is clear from the above picture that the title writing of the daily chemical industry can start from the following four angles: provide solutions to problems ( method , trick, experience), point out the troubles caused by the problem (trouble, trouble), point out the benefits after the problem is solved (thick, clean), and point out the cause of the problem (cause, why).

The second step is to determine the high-frequency words that determine the quality of the title and the psychological appeals behind them;

Finally, form some feasible hypotheses based on the above analysis, test them in A/B tests, and then form conclusions.

Of course, the above analysis ideas are not applicable to all industries, and specific analysis is required based on specific circumstances!

The conclusions drawn by Chuangyoutang after semantic analysis of word frequencies in different industries have been incorporated into the copywriting guides in previous issues. If you are interested, you can check them out for yourself.

The above two methods have one thing in common, that is, the target object is single and clear , that is, click-through rate. But for brand advertisements, click-through rate is not the only indicator. Users’ attention and reputation of the advertisement are also very important. How should material optimization analysis be conducted in this case?

In addition, customers often look at the conversion rate metric, but what is the user's browsing behavior like? What did users view? Which module has a greater impact on user conversion?

Next, I will introduce a method that you may not be familiar with: eye movement/behavioral hotspot analysis .

3. Eye movement/behavior hotspot analysis

Eye movement/behavioral hotspot analysis refers to recording how users look at and operate an interface, thereby determining the impact of different elements of the interface on the user's subsequent behavior .

Behavior hotspot analysis can be completed by arranging certain areas of the interface.

Eye movement hot spot analysis is exactly the area that the master is currently exploring and researching.

Let me give you a little hint first:

The splash screen image in the upper left corner doesn't work well? Take a look at the user eye movement heat map on the right. Can you find the answer?

Combined with the user's eye-saccade trajectory, it can be found that the user's perspective focus of this picture is scattered and lacks a center , and the eye-saccade movement lines are disordered and random . This is because there are too many elements in the splash screen image material and the primary and secondary elements are not clear.

Research on eye movement hotspots related to splash screens is still ongoing. If you want to obtain more relevant conclusions, please continue to follow our public account.

The above is the material optimization analysis method compiled and introduced in this article. Our mission is to bring you more scientific and valuable conclusions through rigorous analysis.

Source: Chuangyoutang Marketing Creativity (ID: idea-qq)