Why is the conversion rate of my information flow ads so low?

Dear information flow optimizers , as you frequently optimize your accounts, do you know what factors affect the click-through rate and conversion rate of an advertisement?

Let’s look at a case first.

The picture below was posted on two platforms, "Toutiao" and "Weibo". Which platform do you think will have a better effect?

There is no doubt that the Weibo platform will have a better effect. Then why?

Because the crowd is different. The audience on Weibo is more entertainment-oriented and is more in line with the above creative content.

In the Internet environment, traffic is everywhere, but all platforms have their own unique attributes. If you cannot find the traffic that suits you, then no matter how large the platform traffic is, it has nothing to do with you.

In information flow promotion , we may often encounter this problem:

My product has no selling point, how can I promote it?

Which platform should I place my advertisement on for best results?

Why is the click-through rate high but the conversion rate low?

How come the customer who filled out the form just stopped following up with me after a few words?

…

Ultimately, it’s just asking one question: Why is my traffic ineffective?

Generally speaking, whether a traffic is effective mainly includes three key words : media, audience and product . That is the MAP theory.

So what is the "MAP theory"? Come on, keep reading.

Traffic effectiveness medium

The medium is equivalent to the channel . The purpose of our advertising is to obtain effective traffic, and the scenarios and traffic corresponding to different media are also different, and the advertising purposes and advertising content production used to achieve them will also be different.

Let’s take a look at a case study:

This is the advertisement of Momo APP placed in the subway passage. Let’s imagine that we are walking on the subway, and then at some point we look up and our eyes catch the advertisement above.

Then we switch states. When you look down at your phone, you see the following ad in an app. It’s also from Momo:

Let’s compare the contents of the two advertisements. Do you think the content has changed a lot? It is no exaggeration to say that there is a huge difference.

Why is this happening? Because the media used are different.

In a certain sense, media can be interpreted as the scenario in which users see advertisements. In other words, the medium represents the scene. The status of users in different scenarios is different, and the status of receiving information is different. We need to write corresponding content based on the user’s current status.

Think about what kind of advertisements you usually see in subway passages?

What we see in the subway are mostly brand advertisements, mainly promoting brand image: this is actually related to the psychological image that subway advertisements give to the public. Advertising here means that the brand is strong, so the corresponding advertising costs are also relatively high. Therefore, subway advertising is more about establishing a brand image.

Therefore, the advertisements posted by Momo in subway passages serve the purpose of spreading the word and introducing itself as a social tool . The overall design style looks friendly and youthful, which is consistent with Momo's brand image.

Different media and different traffic scenarios have different matching advertising content and objectives. This is something we must pay attention to when placing advertisements.

Therefore, in information flow promotion, if you want to complete certain KPI assessments and achieve effective traffic capture, you need to customize copywriting based on the characteristics of each traffic channel.

For example, the same wedding dress advertisement: on Zhihu, it can be disguised as a question and answer, and it is better to have some topicality, otherwise it will be difficult to spread. But in the headlines, it is suitable to disguise as a notification, for example, the Republic of China style wedding dress is online today, limited to 99 pairs to try out.

Traffic effectiveness audience

After clarifying the traffic scenarios of each channel, you also need to be clear about who this advertisement is for.

Copywriting that targets the right audience can ensure that every penny is spent wisely.

One of the most common mistakes made by many optimizers is wasting time on audiences who will not buy or do not have the ability to buy.

Therefore, before placing the advertisement, we must first define the target audience of the advertisement.

1. Are users interested in your product?

First of all, the person you want to reach must be interested in your product/service.

For example, if you are selling a car for commuting, then you basically don’t need to consider people who are interested in off-roading, and you don’t need to place advertisements to users who have this kind of off-road temperament.

Suppose you are running an advertisement for life insurance, then you don’t need to consider users outside the age range, unless you have data or research to prove that these people outside the product age range can influence the decision-making of your target users . In this case, you need to target them.

2. Can users afford your product?

Maybe you will say that as long as you want to buy it, money is not a problem. Look at Apple phones, many people who can’t afford them are still finding ways to buy them.

But have you ever thought about: How much do users desire your product?

Getting users to buy a product is not just about generating demand, it is also about generating a strong desire to buy.

3. Are the users you target the ones who ultimately pay?

If you don't have decision-making power, you will easily be rejected by those around you who have decision-making power. For example, one of the target audiences of expensive game consoles is teenagers, and the decision makers are often parents. At this time, your copy needs to impress the wishes of the child deep in the hearts of adult young people with purchasing power.

In an information flow environment, every extra second a user thinks about a product increases the likelihood that they will not buy. Unless your copy provides him with enough and appropriate persuasive reasons to persuade him to persuade someone who has more decision-making power than him, it is best to honestly find the person with the most decision-making power and get it done in one step.

4. Do users recognize your product?

User recognition is the best factor for conversion.

For example, if you are a student of Zhao Yang's bidding training and you are very confident in the courses they offer, then next time you see that they have launched a course specifically for information flow optimizers, out of love for the person, would you also be willing to learn about it?

If you don't trust him, then no matter how good his courses are, you may not be interested in them. Even if advertisers spend a lot of advertising fees on you, it will hardly be effective.

So, is your copy speaking to the correct target audience?

Traffic Effectiveness Products

A product is anything that can be supplied to the market, used and consumed by people, and can meet people's needs. Simply put: the product is the reason why the audience buys.

So, what we need to do is to describe this product and attract traffic that needs it.

Some people may say: Product homogeneity is so serious nowadays that I don’t even know how to find the selling point.

In fact, sometimes the selling point does not need to be so unique. What we want to convince is the users, not to find the differentiation between our products and other precise competitors. We only need to understand: in the minds of users, what point can impress users?

Let’s take mineral water, which has a high degree of homogeneity, as an example.

From Evian , to Robust, to Evergrande Ice Spring, they are all homogeneous products. But Robust proposed that "pure water must go through 27 purification steps." Are these 27 purification steps exclusive to Robust? Not really.

Purified water has to go through multiple purification steps, some of which even have more steps than Robust. However, only Robust brought up this point and promoted it as its differentiated selling point, thus occupying the minds of users first. If another brand uses this as a selling point later, it will lose its first-mover advantage and users will think it is "learning from Le Bai Shi".

Therefore, when promoting a product, the most important thing is not how unique your product is, but insight.

When facing users with different needs, you can quickly find the point that can convince the users.

Let’s take the promotion of a certain running shoe as an example.

This pair of shoes is made of a very special material (this is the product feature), and is very light to wear when running (this is the functional value). Buyers can run easily after wearing them, get better results in marathons, and improve personal satisfaction (this is the emotional value).

According to common practice, the copywriter will definitely spend a lot of effort to introduce the material that makes the shoes special, because the special material of this shoe is an industry innovation and no one has done it before him, but do you think users want to see this?

uncertain. This is what professional shoe buyers pay attention to, but not what ordinary athletes pay attention to.

For most users, they just want a pair of shoes that are more comfortable to wear, allow them to run more smoothly and more importantly, achieve good results.

If you notice this point, you can write copy based on the user's emotions and make him sigh: Yes, I really need a pair of shoes to help me break the record.

If our target audience is professional athletes, then we need to focus on highlighting the features of the shoe.

Different groups of people have different concerns about products.

When placing advertisements, we often ask: Why is my effective lead rate so poor?

Do you know the reason now?

The conversion of a product depends on the quality of traffic, and the quality of traffic depends on the media, audience and product.

Source: Houchang College