Sharing of high-quality cases: How to create creative information flow advertising? This is very detailed~

We talk about optimizing creativity every day, but some friends start to wonder: "Isn't creativity just like that? How can it be made into something better?", "I have been optimizing for so long, but I haven't seen much improvement.", "I am not a copywriter , my ability is limited"...

Well, seeing that everyone is always frustrated, today we might as well talk about how to create CPM advertising creativity. (This methodology is derived from the analysis of account delivery data and has been proven to be useful.)

The creative tone of the legendary web game advertisement

At present, the creative ideas of legendary web games mainly have the following similarities. The first is the gimmick of spokespersons, for example: Zha Zha Hui, Louis Koo, Jordan Chan, Song Xiaobao, etc. Their magical chopping movements and weird glowing eyes leave a deep impression on users.

In addition, the creativity of the legendary web game basically revolves around free, equipment, and recycling to make money. For example, you can start with a knife and a dog , hang up and get a magical equipment, and make over ten thousand yuan a month by recycling and making money.

Come, let's do a test

In the CPM advertising test, a total of 8 groups of creatives competed fairly, and the placement, targeting settings, and bids of each group of creatives were the same.

1. Test location: Navigation homepage default opening screen

The test location for PMP delivery uses star resources: the navigation homepage is the default opening screen. Because of its personalized customization and ultra-large layout, it can attract attention and maximize exposure.

2. Crowd targeting: URL access redirection crowd

In the delivery settings, we still use the competitor URLs with the best results in the past to access the redirected audience and accurately target the players and users of the legendary web game.

3. Delivery time: 8:00-23:00

The morning peak is heavier when users open their browsers .

4. Delivery data:

As we all know, in PMP delivery, whoever gets the click-through rate wins the world, and the click-through rate does indeed account for a large proportion in measuring the quality of the material. However, a high click-through rate does not mean that the amount of advertising received by customers is satisfactory. Therefore , in PMP, good creativity should be determined by both the amount of exposure and the click-through rate.

Creative Methodology of Legendary Web Games

Just like the male peacock constantly spreads his wings and performs various graceful dance moves to attract female peacocks, every element needs to be perfectly matched to achieve the best effect.

The following is a labeling of 8 groups of creativity from different dimensions, and a multi-dimensional analysis of the elements that affect the quality of the materials. Since the number of materials using elements of different dimensions is not uniform, we will temporarily use the click-through rate to measure the quality of the materials in each dimension.

1. Logo style, number of buttons, and character elements

1) There is no difference in data performance between the two logo styles, and the impact on the material effect is not significant;

2) Multiple click buttons can increase user attention, making the material easier to click, which drives up the click-through rate;

3) As long as you strive for innovation in character elements, even the ugliest mythical creatures can achieve good results;

2. Copywriting comparison

In this era of rapid change, simple event information is no longer able to effectively attract users. New jokes from internet celebrities and new alternative words appear almost every day. Using these news hotspots can greatly attract users' attention and achieve the desired communication effect.

3. Background color

In psychology, the psychological phenomenon of having one sense combined with another sense is called synesthesia. People's sense of color can easily cause synesthesia, so colors can easily have an impact on people's psychology in one way or another. Such as cold or warm, far or near, light or heavy, etc.

Colors such as red, orange, and yellow are called warm colors because they resemble the sun and fire and can evoke a warm feeling in people. Cold colors such as blue, green, purple, etc. are like ice in the blue sky, making people feel cold. For those who play legendary games , they are all sentimental people. How can they not like warmer colors?

The above is today’s sharing of the creative element methodology of the legendary web game. Finally, I would like to remind everyone that although the advertising positions are diverse and complex, the methodology of creative design is common and the routines can be applied to various advertising positions.