Analysis of 2 information flow advertising cases and industry data reference!

Today, the editor will share with you a fire engineer advertising case and a consultation page advertising case analysis, as well as some industry data references.

Case 1: Fire Engineer

Advertisements like "Fire Engineer" have been running on information flow advertising platforms for a long time, so advertisers must be familiar with them. I saw a different advertising approach today.

(Figure 1)

The creative solution shown in Figure 1 is to induce registration through free trials. It’s a good idea, but the copywriting design is not smooth in implementation. The details are as follows:

1. Creative routines and user groups:

The previous routine, getting a firefighting certificate = high salary, is more suitable for the general public, using high salaries to induce conversion without them knowing much about firefighting certificates.

The free trial class adopted in the case is more suitable for users who have some understanding of fire protection engineers. If you have placed fire certificate ads in the early stage, you can set the targeting to users with historical clicks or users who have been interested in fire certificates in the past to improve user accuracy.

2. In terms of conversion logic, the landing page directly shares the trial video, intending to demonstrate the professionalism of the institution through the course, inducing users to continue to receive courses/materials to attract registration.

3. However, the overall design implementation is very rough, and the problems are as follows:

1) The outer creative language is long-winded and illogical

Suggested optimization: 2019 registered firefighter exam preparation course, click here for a free trial and to receive exam preparation materials

If the content you want to express requires more text and exceeds the word limit, you can display it in combination with pictures and text.

2) The first screen content is not consistent with the creative information

It is recommended to put the video content directly on the first screen, and place more free courses, past exam questions, and exam preparation materials below the video as a gimmick to induce registration.

Note: The text content of the form button should be consistent with the inducement information, and "Consult Now" should be changed to "Get it Now"

3) The content logic of the details page should be coherent

Suggested adjustments to the original module: Benefits of being a registered cancellation specialist + Benefits of a cancellation certificate + Professional endorsement from an institution + Application for the exam

4) Highlight the key points and design to assist users in reading

Page design is to help optimize the user's reading experience. If the design is too fancy and distracts the user's attention, the result will be counterproductive.

5) Video content is concise and high-quality

The key points need to be pointed out at the beginning of the video content to avoid users leaving because they feel that the video content is not high-quality. Moreover, the video shared in the illustrated case is 44 minutes long, which is a bit long and may not be the best in inducing user conversions.

(Figure 2)

The advertising tactics in Figure 2 are also eye-catching. "The application requirements are lowered for the first time." This type of news uses the latest news as an advertising gimmick in a timely manner. For users who are accustomed to conventional tactics, it should be effective in attracting clicks.

In short, the advertising categories for fire engineers are similar to the creative schemes that can be adopted for certification and education categories, and similar advertisements can learn from each other's good schemes and routines. Feel free to share more effective routines.

Case 2: Consultation Page Advertising

Common conversion forms of landing pages: form page, download page, consultation page .

Today we disassemble an advertisement on a consultation page. See Figure 1 for details:

(Figure 1)

▼ Content design and implementation of the consultation page

1. Subdivide the promotional content categories and list the relevant details of each category. Reach as many users as possible who are interested in different content points. For example, the first screen content of the advertisement in Figure 1 provides a comprehensive category navigation of information such as sources of students/conditions/registration/policies/exams related to the teacher qualification certificate.

2. Organize the common needs of users, write half a sentence and leave the other half, to induce users to inquire. For example, frequently asked questions on the details page induce users to ask questions through question-and-answer format. There are also modules that display information of different categories, inducing consultation with details/strategies/courses, etc.

▼ Important points to pay attention to when promoting your consultation page – Customer Service

1. Effective speech. The way to obtain conversions on the consultation page is to obtain user information through customer service responses to inquiries, so the customer service docking script needs to be organized and arranged before promotion.

2. Customer service response and feedback are timely and effective. Effectively combine manual and customer service tools to quickly respond to users and induce them to make deep conversions.

3. Customer service carrying capacity. Estimate the average number of incoming users, the maximum number of incoming calls, etc., carry out customer service connection testing, and arrange the work of customer service staff based on the effective customer service reception volume.

▼ Outer advertising creative matching

Generally, the content of the consultation page is relatively rich, and the outer creative can be planned in many dimensions. Under the condition of sufficient budget, multiple creative tests can be conducted in multiple dimensions, and then the best creative can be selected and released based on the conversion effect.

▼ Conversion window design

Generally, there are a large number of various consultation entrances on the consultation page. It is recommended to track the results and analyze the conversion rates of different entrances.

At the same time, for the auxiliary registration window, the conversion rate of the registration window may not be as good as that of the consultation, but the corresponding user intention level is also different.

Figure 2 is a promotional page that Suntech has been running for a long time. The details are very worth referring to.

(Figure 2)

The bottom of the page in Figure 1 shows registration for discounted courses, and the bottom of the page in Figure 2 shows registration for video courses/materials.

▼ Consultation page Applicable industries/delivery conditions

You can try the consultation page for certification, academic education, medical beauty (such as acne removal), etc. Note: To create a consultation page, you must have a complete customer service system, and customer service must be online during the advertising period.

The above is a breakdown of the consultation page.

Delivery data - reference

Finally, let’s share 5 advertising cases on Zuiyou app from Weishidun Marketing. (The Zuiyou app is a new platform where young people gather, has high user stickiness, and has obvious traffic advantages. It is suitable for social, gaming, live streaming, and part-time promotion).

1) Social apps: one-week CP

Copywriting: Love is too strict nowadays 8, come here to find your CP of the week~

Illustration: Screenshot of chat history.

Distribution strategy: Mainly based on materials with themes of love and social networking, the content of the materials mainly includes "online dating chat", "three outlooks matching", etc., and are mainly pushed to people born in the 1990s and 2000s who are in need of finding a partner.

Delivery data: activation cost 3-5 yuan

2) Social apps: Love Circle

Copywriter: How are you going to spend this Valentine's Day?

Illustration: The love circle kindly reminds you: There are thousands of roads to travel, but there is only one Valentine’s Day. If you don’t prepare now, you will be forced to get married and shed tears.

Advertising strategy: Using the popular lines from the movie "The Wandering Earth" as a template, cleverly combining it with the Valentine's Day node to create advertising slogans, firmly grasp the hot spots of the movie "The Wandering Earth" to attract users' attention, and persuade users to download in a warm and reminder tone.

Delivery data: activation cost 6-9 yuan

3) Game apps: Chu Liuxiang

Copywriter: Another masterpiece from NetEase! The martial arts version of PUBG is finally here. You start naked and everything depends on your face.

Illustration: Chicken eating scene

Delivery strategy: Targeted delivery based on gender, with males mainly delivered to PUBG and martial arts content, and females mainly delivered to face-pinching related content; using the latest selling point of the martial arts PUBG game to promote NetEase production, increase credibility, and improve conversion rate.

Delivery data: iOS activation cost is 30-60 yuan

4) Voice live streaming app: PICK Voice

Copywriter: What are the attributes of your voice? Professional voice appraiser is waiting for you online~

Illustrations: handsome men and beautiful women, anchors, internet celebrities

Distribution strategy: Mainly based on voice social themes, the content of the materials mainly includes "voice identification", "game online", etc., and are mainly pushed to people born in the 1990s and 2000s who like game online live streaming.

Delivery data: activation cost 4-7 yuan

5) Part-time job app: Part-time Cat

Copywriter: Not enough pocket money? There are so many part-time jobs here, you don't have to ask your parents for money anymore~

Illustration: Life scenes, simple tasks, high rewards

Distribution strategy: Mainly based on materials on the theme of high-paying part-time jobs, the content of the materials mainly include "high-paying part-time jobs", "interesting part-time jobs", etc., and are mainly pushed to people born in the 1990s and 2000s who are short of funds.

Delivery data: activation cost 4-6 yuan

Well, the above is our case analysis and industry data for this issue, for your reference.

Source: Aichi SEM