How to write an information flow advertising creative with a CTR of 8%?

To be honest, as a veteran in the marketing industry, I often receive various questions.

for example:

"Why am I so low in conversion ?"

“What should I do if my account spending is unstable?”

“How do I write a creative that gets clicks ?”

…

A marketing process basically consists of five steps: display-click-arrival-consultation-conversion. However, what a coincidence, the questions everyone asked happened to include these five processes.

So, today I want to talk to you about creativity...

After all, we can still show it 999 widely. The creative idea was poorly written. Not only did it not get clicks, but the subsequent series of processes also had no effect!

Therefore, taking real estate as an example, Rabbit has specially compiled a set of creative optimization cases for your reference.

As far as the current market is concerned, we can basically divide real estate into two groups of people:

1. Young people have a strong demand for renting houses

2. Stable investment – ​​high demand for investment properties

Different groups have different ways of writing creative ideas. Let’s see how we should write creative ideas based on these two groups of people.

1. Young people with urgent needs

01. User characteristics

1. This group is generally concentrated in first-tier cities, such as Beijing, Shanghai, Guangzhou and Shenzhen

2. The consumption level of this group tends to be petty bourgeoisie, but their income is average and their spending power is limited.

3. This group of people currently rents a house, and their goal is to start a family and buy a house

02. Creative Writing

• Creative Materials

It is recommended to focus on the house layout. By displaying the internal structure of the house, a warm home environment is created for users. On the one hand, it allows users to intuitively understand the product, and on the other hand, it greatly improves their favorability.

• Suggested Structure

• Case Showcase

Main visual: The colors are bright and eye-catching, with strong visual impact, attracting users' attention; the copy part is distinguished from the background by color blocks, highlighting the copy content and making the information expression more prominent.

Composition structure: Use central composition to place important information in the visual center area, which helps users grasp the advertising information in the shortest time.

Insight: "Renting Tips" targets users with needs and attracts their attention; "One deposit and one payment with 0 agency fee" clarifies product discount information and guides users to click.

Main vision: The overall picture is dominated by warm colors, giving users a warm feeling.

Composition structure: Use left-right composition and place important information on the left or right side of the material, which helps users quickly understand product information while grabbing their attention.

Insight: "Instant discount" and "rent cash back"...highlighting the information that the public cares about and clarifying the product selling points can greatly reduce junk traffic .

2. People with a stable interest in real estate investment

01. User characteristics

1. Most of these groups are concentrated in core or key cities

2. Compared with middle school students, this group has a higher degree of undergraduate and master's degree.

3. Most of these people have successful careers, know how to enjoy life, and care about their quality of life.

4. This group has a certain financial foundation and has a high demand for investment and financial management

02. Creative Writing

• Creative Materials

This group of people are more rational and pay more attention to their own profitability. Suggestions:

1. The ad material highlights information such as geographic location, surrounding traffic conditions, direction, etc.

2. Ad materials emphasize investment value, investment threshold, housing purchase policy and other information to attract users

• Suggested Structure

• Case Showcase

Use left-right composition, place important information on the left or right side of the material, and use the real estate environment as the main background. While attracting users, it also helps filter out junk traffic.

The overall focus is on apartment display, with return on investment as the main attraction, which is more suitable for users with high education and rational thinking.

In fact, the most important thing in marketing is targeted marketing. Only by prescribing the right medicine can conversion be achieved. Therefore, before launching, you should first analyze your own traffic structure in detail, collect materials based on traffic attributes, clarify the composition structure, and write cases.

The above is an analysis of real estate creative cases.

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

Source: Houchang College