Cases + Tips | Create high-conversion information flow ads in 5 easy steps!

In the past two years, information flow advertising has developed rapidly in China, and major platforms have launched information flow advertising formats. With smartphones now widely used, it is not difficult to find that reading information has become a daily necessity for users. So, as an information flow advertisement hidden in various information, whether its creativity is eye-catching is particularly important!

When it comes to information flow advertising, there is often a misunderstanding: good creativity = high CTR = audience interest .

In fact, a creative idea that we think is good does not necessarily have a high CTR or that the audience will be interested in it.

So, how do you come up with a creative idea that has a good idea, a high CTR, and is interesting to the audience?

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First, let’s look at a few examples of information flow:

Obviously, these four cases are all negative examples. So, where lies the problem?

Case 1: The text content is that a cooking school is recruiting “cooking students”, but it is accompanied by 3 pictures of beautiful women. Although it can attract attention and has a high click-through rate , the text is irrelevant to the topic, which will ultimately lead to a high bounce rate and poor results.

The second group of cases: The text content is a promotion of a certain game , but 3 identical TANK pictures were used. It is obvious that the product is not the same as the one advertised and the effect is poor.

The third group of cases: The text content is original and the pictures are in the same color scheme, but the text content in the pictures is too complicated and there are too many selling points, which creates a problem of clutter and the effect is also unsatisfactory.

Group 4 Case: At first glance, the pictures appear to be very artistic and high-end, but it is impossible to tell what they mean. Although the text is reflected, consumers will not pay much attention to it. Therefore, unclear intentions are also a taboo in information flow advertising copy .

Through the analysis of these four groups of cases, we can deeply feel that for a good creative idea that is popular with the audience and has a high CTR, "text" and "pictures" are crucial!

So which one is more important between the two? Through a large amount of data research, we found that in terms of attracting attention , text accounts for 22%, and pictures account for 78%! When it comes to recalling memories , text is 65% better than pictures at 35%. Therefore, both text and pictures play an important role in information flow ads.

Okay, so should we move directly to writing the copy and designing the pictures?

In fact, before we write copy and design pictures, we should first "clarify the purpose of the launch" !

Next, let’s analyze in detail the five steps of “clarifying the purpose of delivery”!

Step 1: Clarify the purpose of this campaign

When placing an advertisement , it is usually necessary to set a clear purpose. Generally, it can be divided into the following four purposes: brand , promotion, exposure, and conversion .

Brand: Cultivate brand height and reputation, and formulate brand slogan. eg: Diamonds are forever.

Promotion: hot marketing , price war, low price oriented. Eg: A certain cat: more than 50% off

Exposure: Rapid dissemination, increased CTR, generally based on activities or hot spots. Eg: NetEase Cloud subway advertisement, which has no standard copywriting but has become a hot topic.

Conversion: Mainly based on direct purchases or orders, generally explaining the functions to achieve the conversion purpose. Eg: If you are afraid of getting angry, drink Wanglaoji .

Step 2: Analyze promotion goals

Step 3: Understand market demand

We must be clear about whether our self-positioning meets market demand. It can be considered from two aspects:

1. Industry: Understand the characteristics of the industry; analyze competing products, identify strengths/weaknesses, and find entry points for promotion.

2. Business: Stand from the user's perspective and identify user needs; product page presentation, introduction and instructions are clear.

You need to be fully aware of the current state of the industry, competitive products, customer products, advantages and disadvantages, and know both yourself and your opponent, so that you can be confident!

Step 4: Analyze consumer groups

There are five main stages in the consumer purchasing process: arousing needs, collecting information, evaluating options, deciding to buy, and post-purchase behavior.

According to the purchasing process, consumers can be divided into three categories: potential population, industry target population, and brand loyal population.

Customers at different stages of the purchasing process have different concerns about products and thus have different requirements for product advertising creativity.

Step 5: Categorize consumers

In addition to classifying consumers into three categories according to the purchase process in step 4, they can also be classified according to their demographic attributes: age, gender, and region. Creativity needs to be based on the characteristics of consumers, understand their consumption psychology and needs, and use copywriting and design to stimulate consumers' desire to buy.

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Copywriting Tips

First of all, we must make one thing clear: information flow advertising and traditional advertising are fundamentally different. The moment you treat information flow ads as traditional ads and write them according to the ideas of traditional ads, you are wrong. If it is like ordinary advertising copy, with the premise of promoting the advantages of the product, users will definitely swipe past it.

Instead of turning information flow ads into advertisements, it is better to turn them into a piece of content - like a friendly reminder to users, like a belated notification, like a fun new message or like an interesting story. In short, when you are thinking about information flow copywriting , what you are actually creating is not advertising, but content.

How to make information flow advertising content-oriented?

Once you have found the right selling point, how can you make it sound more like content to attract users? Below, I recommend you 5 steps and 7 tips for information flow copywriting.

▌Step 1: Distinguish the characteristics and style of copywriting according to platform characteristics

Based on the characteristics of the platform, we divide it into: information platform and entertainment platform . So what is the difference between the two?

The content of news and information platforms tends to be information-oriented, and the copywriting can be closer to information description, making the content more original; the content of interactive platforms tends to be entertainment/ social- oriented, and the copywriting can be combined with Internet hot spots and use Internet buzzwords to be more social media- oriented, in line with the characteristics of Tieba , and attract the attention of Tieba users.

▌Step 2: Understand how to use promotional copy

When placing an advertisement, it is usually necessary to set a clear purpose. According to different purposes, different emphases are placed in copywriting.

Brand: The main brand should be promoted, and the copywriting should highlight the brand's position in the industry, reputation, services, etc.

Promotional copywriting: Promotional copywriting focuses on promoting prices, discounts, festivals, and event information;

Exposure: The copywriting that pursues exposure and CTR should quickly catch the attention of netizens and be very attractive;

Conversion: The copy is highly relevant to the landing page and customer product, which helps to increase conversion rate .

▌Step 3: Differentiate consumers’ priorities

The copywriting focuses on different aspects depending on the stage of the consumer’s purchasing process.

As we mentioned earlier, consumer groups can generally be divided into: potential groups, industry target groups, and brand loyal groups. For different groups of people, the information conveyed to consumers by business owners’ information flow ads is different. For example, potential people do not have strong needs at present, but certain labels and behaviors on them reveal that they have potential needs. At this time, the copywriting needs to be "more native" in order to stimulate demand. Let’s take the home improvement industry as an example:

Step 4: Understand the attributes of consumers

What are the attributes of consumers? To put it simply, it is a fixed label unique to consumers such as age, gender, region, and education level. So why do we need to distinguish different attributes and write different copy? Because such copywriting is more immersive (making consumers think that the copywriting is written for them at the first moment) and can touch consumers more.

Step 5: Apply writing skills

1. Use numbers wisely

In visual marketing , any title involving numbers can always evoke people's first visual effect. So when we look at things on the street, the first thing we see is numbers. The message it conveys is also more direct, clear and impactful.

Let's look at two comparisons:

Obviously, the second set of copy with numbers is more eye-catching!

Source: Baidu Guangzhou Branch