6 information flow industry cases and delivery data, form costs exposed!

Today, Qingguajun will share with you the analysis of auto show and legal consulting cases, as well as some industry data references.

Case 1: Auto Show

Industry: Auto Show

Platform: Baidu Information Flow

【1】Orientation:

Crowd: Male, mainly aged 25-44

Intent words: car brand words + question description (e.g., how about Corolla?)

【2】Creativity:

Brand/product dynamic creative calls for wildcards of brands and question descriptions to correspond to the questions searched by netizens.

As shown in the picture: Volkswagen Chengdu Auto Show, selling at such low prices that it’s so cheap that it’s crying!

Note: There are still some problems with this copy . It is recommended that the copy highlight the behavior of receiving free tickets so that it corresponds to the logic of the landing page form.

【3】Landing page:

1) Take on creativity and reduce bounces;

2) The theme should be clear, the structure should be simple, and the form logic should be smooth; you can refer to the auto show case we shared last week

【4】Data:

Click-through rate : 1.74%

Customer cost: 100 coins

Case 2: Legal Consultation

Category: Legal Consulting (Environmental Specialty)

Platform: Baidu Information Flow

Data: Average form cost 20

crowd:

1) Pay more attention to environmental laws and regulations.

2) People who are currently facing legal disputes, industry words such as legal services, competitive words such as XX law firm, etc., and interests such as legal consulting, etc.

3) If the law firm itself is relatively well-known, you can use brand words appropriately, such as XX Law Firm, XX Lawyer, etc.

4) In addition to the above-mentioned groups of people related to law, we also need to understand the detailed audience groups of environmental professional legal consultation, such as some factories, construction industry, etc. These people are our most direct audiences, and we can strengthen our creativity.

Creativity:

The entire campaign focuses on environment-related legal services, and the outer layer is mainly used to attract users. There is still room for improvement in the creativity here, which can be combined with the product itself and the form guidance of the landing page, while designing some scenarios. For example:

What should we do if our factory’s wastewater is punished by the Environmental Protection Bureau? Can I file a lawsuit if I’m not satisfied?

Free consultation from professional lawyers. If a factory’s wastewater is investigated and it faces a huge fine, how can it minimize the fine?

Professional lawyer's online answer: It's so hard to be a boss in the construction industry. I get inspected by the Environmental Protection Bureau every other day. Fortunately, I met XX lawyer (XX law firm) who helped me deal with these troubles.

Landing page:

1) Combine the home screen and the form to create a 24-hour free consultation channel. Guide users to ask questions and submit calls. Those of us who work in consulting can refer to this point.

2) The second screen explains the service areas of the law firm, with each industry listed in the corresponding category;

3) The three screens show some successful cases (customer testimonials) to increase persuasiveness;

4) Finally, introduce a professional team of lawyers to increase trust.

Industry data reference

1. Category: Educational advancement

Delivery platform: Baidu information flow

Average click-through rate: 1.11%

ACP: 0.78

Average form cost: 72

Industry form average: 100-150

2. Rental apps

Distribution platform: Weibo Fantong

Advertising creativity: Start from the landlord's perspective and create story-telling copy to enhance advertising credibility

Delivery data: The interaction rate is around 0.4%, the activation cost has dropped from 40+ to 30, the conversion volume has increased from a dozen to hundreds, and the consumption volume has increased.

3. Snack franchise

Delivery platform: Baidu information flow

ROI: 1.93%

Lead cost: 51.85

eCPM: 14.08

Click-through rate: 2.2%

Click cost: 0.64

4. Category: Furniture renovation/repair

Platform: Baidu Information Flow

data:

Three-image style, CTR 2.54%, ACP 1.21, form cost 38

Window display style, CTR 2.33%, ACP 0.95, form cost 29

The landing page design is shown in the picture for reference.

Okay, that’s all for this issue.

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

Source: Aichi SEM