Analysis of 3 high-conversion information flow advertising cases

Today I bring you several excellent information flow advertising cases, and also put forward some optimization suggestions based on their data and creativity for your reference.

Industry: Makeup and beauty training

Platform : Baidu Information Flow

Creativity:

Delivery data (late September):

Display: 27w+

Clicks: 6000+

CTR : 2.29%

ACP: 0.34

Comprehensive cost: 40-60

Crowd targeting:

1) People who are unemployed and want to start a business with a small investment;

2) People who have a clear intention to learn beauty makeup;

3) People who are concerned about the brand influence of major cosmetics schools.

Creative ideas and optimization suggestions:

1) Use the audience’s existing pain points and compare them with the product’s selling points to create a beautiful vision of changing the status quo and stimulate demand. For example: Is work tiring and the salary low? Why not learn nail art and makeup? After you finish learning, you can become a boss and earn 200,000 yuan a year

2) Highlight the benefits of the product itself and reduce the learning cost and threshold. For example: [Region] Girls who want to study beauty, please pay attention! Click here to get a makeup lesson for free, today only

3) Dig deep into the audience's pain points and product selling points, and combine them with the current social background. In addition to starting a business, are there other ways to make money by studying beauty, such as beauty bloggers, beauty influencers, etc. For example: What should you do if you want to be a beauty blogger but don’t know how to put on makeup? Come here for 7 days of quick training

Landing page :

Landing page logic and suggestions:

1) First screen principle: Take over the outer layer of creativity and list the selling points and pain points, such as free trial, starting your own business, making money easily, providing employment, small class teaching, learning until you learn, etc.

2) Form logic: Make an appointment now and get a set of makeup lessons for free, only for girls. Create a sense of tension and scarcity.

3) Page logic:

Why learn? (For example, working is tiring but not making any money, wanting to start a small business but not having the skills, wanting to make money to improve one’s life, wanting to find a long-lasting career, etc.).

How to learn? (Through XX platform, 7-day quick learning, payment after completion of learning, small class 1-on-1, guaranteed learning effect, etc.).

What have you gained from studying? (Provide employment, assist in entrepreneurship, become a beauty blogger, etc.)

Customer testimonials (real cases create an atmosphere, XXX student successfully counterattacked and became a boss through learning, earning 200,000 yuan a year. XXX student became a professional beauty blogger through learning, earning tens of millions a year, etc.)

Sign up now (free trial class, etc.)

Overall advice: dig deep into the selling points of beauty training and learning, combine them with the market background, don’t limit yourself to the old three, and capture the audience’s psychology through various trendy temptations.

Case source: Baidu Marketing Center (http://yingxiao.baidu.com)

Optimization suggestion: Escherichia

Category: hi talk (English speaking foreign teacher platform)

Platform: Weibo Fantong

data:

1) For video feeds like Tang Wei, the cost per click is 15, and the customer capital cost is stable at 60-70;

2) Tang Wei-like static card information flow, the click cost is 8, but the customer capital cost is relatively high at 250-300;

3) Information flow ads other than Tang Wei’s have almost no conversions .

crowd:

1) Data package: Use the data package of foreign-owned enterprise white-collar workers provided by Weibo data market to reach foreign-owned enterprise white-collar workers;

2) Competitive products: Use account followers to reach people who are interested in MBA and competitive products;

3) First-tier cities: only targeting young people in first-tier cities.

Advertising theme (form gimmick): Tang Wei will give you a 399 yuan oral course

Creativity: Use Tang Wei’s video-like advertising material, and use the spokesperson’s self-description to attract clicks and make users more convinced.

Landing page:

Tang Wei herself is a very inspirational character, and combined with her personal experience of studying abroad, it will be more attractive to user conversions. At the same time, they are still using the gimmick of offering free 399 yuan one-on-one oral lessons to attract investors.

Case source: Social Marketing Case Library (http://hd.weibo.com/case/senior/senior?id=23113)

Category: Study Abroad

Platform: Weibo Fantong

Targeted groups:

1) Post-90s college students/people entering the workplace and some post-80s working people in first-tier/quasi-first-tier cities, that is, young people under 30 years old are the main users;

2) Interests include finance, travel, sports, American TV series, European and American pop music, New York, etc., and higher education;

3) Topics tend to include studying abroad, immigration, language training, overseas travel, traveling, fitness and bodybuilding, etc.

Creativity and Data:

1) Traditional creativity, combined with form collection, the cost of a single interaction is less than 10 yuan, and the cost of a lead is about 100 yuan;

2) Banner placement, capturing active people in the comment area, the cost of a single interaction is 4 yuan, and the cost of a lead is 75;

3) The large picture in the comment area costs 10 yuan per interaction and the lead cost is about 60 yuan.

Note: The cost of studying abroad in Japan is slightly lower than other countries.

Case source: Social Marketing Case Library (http://hd.weibo.com/case/senior/senior?id=23113)

The above is what I shared with you today, and all data is for reference only.

Information flow advertising: http://www.iqingua.com/fuwu/

Source: Aichi SEM