How to write creative bidding ads!

Today, the competition in online bidding promotion has entered a white-hot stage. Everyone is facing more and more difficulties in promotion, the cost of acquiring customers for enterprises is high, and the competition among peers is fierce. During bidding promotion, customers often ask me why my website has “high impressions but few clicks, low click-through rate” and “high bounce rate of promotion landing page”. Are you overlooking a very important level: “creativity”? But in fact, high-quality creativity plays a very important role in bidding promotion.

Today I will briefly explain to you how to optimize “creativity”. I believe everyone has heard of creativity to some extent, but how does creativity optimize operations specifically? Everyone is full of doubts, so here the editor will take you to have a deep understanding of what "creativity" is? What is the role of creativity? How to write a creative idea? How to optimize to attract customers? Below I will explain them one by one.

1. The concept of “creativity”

Creativity refers to the marketing content presented to netizens, including the creative title, creative description and display website

Title: Provides simple product information, is easy to understand, and can attract potential customers at the first time; generally consists of short sentences.

Description: Display product information in more detail. Creative content with rich information, fluent content and appropriate style characteristics can better arouse the attention and favor of netizens.

Display website: The website displayed in the creative may not be the specific page visited. Generally speaking, using a well-developed website domain name as a display website can not only increase netizens' trust, but also increase their memory.

Browsing URL: refers to the page that netizens actually reach after clicking on the promotion information

(As shown in the figure below).

2. The role of “creativity”

High-quality creatives play a significant role in the search promotion presentation stage. If the creatives are not contagious, consumers will not easily click on your website, nor will they easily browse your landing page, and there will be no mid- and late-stage information and conversion. Therefore, the necessity of high-quality creatives is summarized in the following aspects: high-quality creatives can provide a large number of potential users for search promotion; high-quality creatives can filter out invalid customers and increase mid- and late-stage conversion rates; good creatives can effectively improve the quality of website keywords. The factors affecting the quality of creative effects generally include the following aspects:

Fluency of creativity: refers to whether the narrative discourse of creativity is fluent. If creativity is not fluent, it is of low quality.

Frequency of creative red floating: The more red floating, the easier it is to impress netizens after it appears, the greater the chance of being opened, so the higher the quality.

The appeal of creativity: For example, the use of exaggerated sentences, general questions, and appealing vocabulary can easily impress netizens and make them understand and open, so the quality is improved.

The creative is reflected in the previous presentation: the operating system will also refer to the actual effect of the creative when it was presented before, such as the probability of being opened after presentation. The higher the opening probability, the more beneficial it is to improve the quality of website keywords.

3. How to write a creative essay

Search promotion creatives seem to be very simple to write, but in fact it is not so easy to judge whether the creativity is good. Sometimes you think it is very good, but the actual clicks and conversions are not ideal. So after clarifying the importance of high-quality creativity, how do we write high-quality creativity?

Creative creation is not easy. In addition to a long period of experience summary, there should also be continuous summary of consumer browsing patterns and continuous testing data. Today, the editor has summarized the "3+1 principle" of high-quality creativity for everyone - that is, 3 standards and 1 element, to help everyone write good ideas and quickly increase clicks and conversions.

1. “Three Standards” for High-Quality Creativity

Facts speak louder than words. The most effective and reasonable way to judge the quality of creative writing is still testing. However, in many cases, when we have just taken over a new account and are not familiar with the company and products, we do not have sufficient information and industry experience to refer to. How should we start? In order to get a good click-through rate as early as possible in the early stage of promotion, the creative should try to meet these three basic standards, and then measure and test the results, namely completeness, relevance, and diversity.

Standard 1: Creative integrity of bidding promotion

Creative ideas with simple and clear sentences are very attractive to netizens to click on. The content before and after the creative idea must match. You can't say one thing and then talk about the second thing before you finish.

For example, if your promotion group is a price word, then you can add some slogans such as price advantage, profit sharing and promotion after the wildcard. (As shown below)

For example, if your promotion group is a rhetorical question, you can add "?" after the wildcard to strengthen the tone. And in describing the questions that answer rhetorical questions. (As shown below)

For example, if your promotion group is the manufacturer word, then you can add slogans that reinforce the manufacturer's advantages after the wildcard, such as direct sales from the manufacturer, self-production and sales, source manufacturer, etc. (As shown below)

Standard 2: Relevance of bidding promotion creative

First of all, the creative title and description must be relevant. Otherwise it will affect the click rate of the account. Creativity is the most intuitive element presented to customers, and the highlights and selling points of the product must be displayed. Generally speaking, a creative title is the most effective information, and the creative description is used to interpret and promote the creative title, making netizens more interested in clicking to view it.

Secondly, the creative idea must also be relevant to the content of the landing page. For example, if the creative idea is about insulated steel pipes, but the landing page is full of anti-corrosion steel pipes, this will cause resistance from netizens because this is not the product they need. In addition, the profit concessions and promotions promised in the creative idea must be displayed on the landing page. If the landing page cannot be displayed, do not easily display it in the creative, as this will cause problems such as high bounce rate. (As shown below)

The product sold by the customer is insulated steel pipes, and the actual landing page is the homepage. What catches the customer's eye is anti-corrosion steel pipes. After optimization and adjustment of the landing page, it was modified to the insulated steel pipe interface, which greatly improved the conversion rate.

Before optimization:

After optimization:

Standard 3: Diversity of creative bidding promotions

To put it simply, the diversity of creativity refers to the high-end styles of creativity. Sogou search marketing, as the most comprehensive search engine marketing system, can add many high-end styles to user creativity, such as pictures (including albums and single pictures), one-click dialing and other creative styles. These styles can attract the attention of netizens and thus increase the click-through rate. After writing the creative text, you can add suitable pictures according to the creative file, thereby increasing the richness of the creativity and improving the quality of the creativity. (As shown below)

Before optimization:

After optimization:

Summary: Changing the original text into graphic style can attract more customers' attention and thus increase the click rate of the creativity.

2. One element of quality creativity

In Sogou marketing promotion, when users search for keywords and display corresponding creative ideas, the text in the creative title and creative description is displayed in red. The red words represent the creativity. When the text in the creative contains words that are the same as or have similar meanings to the search terms of netizens, red will appear when it is displayed. (As shown below)

The benefits of Piaohong: Increase netizens' attention and be more attractive

For netizens, having bright red parts in the creative idea means that the marketing promotion results can meet their own requirements. Bright red parts are conducive to impressing netizens' awareness and standing out among peers. It can greatly increase the probability of customers seeing the advertisement and clicking to visit the website.

Notes: 1. Try to include keywords with high click-through rates in creative titles and descriptions to increase the probability of success.

2. The more creative red floats, the better. 1-3 red floats will significantly increase netizens' attention. However, if there are too many creative red-labels, it will weaken the effect of red-labeling, reduce its visual impact on netizens, and reduce the influence of creativity.

4. “Creative Optimization” Case Analysis

This client is in the pipeline industry. Before creative optimization, the monthly impressions were 7,525 and clicks were 420, but the click-through rate was only 5.58%. The customer reported that the click-through rate was too low and the account consumption was too low, and he was not satisfied with the account's click-through rate. Through communication with the customer to optimize the creative ideas, the customer expressed his willingness to accept the adjustment ideas.

By rewriting the account creative, modifying the URL landing page, and increasing the number of red words, the account click-through rate increased significantly from "5.58%" to "10.87%" As shown in the figure below.

Before creative optimization: Few popular words

After creative optimization: the creative was rewritten, the number of red views increased significantly, and the rich content attracted more attention from netizens.

Data before creative optimization:

Data after creative optimization:

To sum up, by writing good "creative ideas", we can gain more advertising click opportunities; we can improve the keyword quality of our account; greatly increase the click-through rate of advertisements; thus bringing immediate results to the account!