How to improve the effect of information flow and double the conversion?

We all know that whether it is bidding or information flow , conversion is mainly affected by three factors: traffic , carrying capacity and conversion .

Only by doing these three things well can conversion be invincible.

Well, today I will start with the factor of traffic to share with you how to improve the effect of information flow.

As we all know, information flow users have two main characteristics:

1. Interests are clear, but demands are not clear.

2. Have multiple interest tags, and the tags do not conflict with each other.

What's the meaning?

Suppose that the information stream consists of candies of different flavors, and no one can know in advance whether the next one will be of interest to them.

Therefore, users are looking for the candy that interests them the most.

The same is true for information flow ads . (The user is not sure which candy I want to eat)

So when the traffic is not ideal, we can think about it from the following two points:

1. Targeting accuracy: Is this the candy the user likes to eat?

2. Targeted effectiveness: Does the user believe that my candy is the flavor he likes?

In short: improve the accuracy of traffic acquisition. (Make sure this ad is the candy the user wants to eat)

Usually, in an information flow environment, users often do not have very clear demands, so we do not need to use demand tags to improve the accuracy of targeting, but interest tags.

However, an interest tag may be owned by multiple users, and each user has different needs for interest tags.

How can we ensure that this candy is what he wants most? That is, make the advertisements highly matched and consistent with the users’ needs.

Suppose a car film advertiser is preparing to launch an information flow. Undoubtedly, the main target group will be those with the interest tag "car".

But the effect is not good. Why?

Because users like cars, but that doesn’t mean they own a car, nor do they mean they are willing to spend a high price to put film on their car.

Therefore, a label of interest alone is not enough, the user's consumption level is also needed.

Then, during the delivery process, we can further target according to the attributes of the product's target audience based on interest targeting, and segment the traffic to make it more accurate .

Suppose a vacuum cleaner advertiser is preparing to launch an information flow. So, based on the logic that " vacuum cleaners clean blankets more cleanly ", he targeted users who had recently purchased blankets and placed ads.

But the effect is not good. Why?

Because users may buy blankets just because they look good or are cheap, they will not spend a lot of money of around 2k to buy a vacuum cleaner.

Therefore, based on interest targeting, we can use big data to accurately classify user behavior , further divide the population, and improve accuracy.

Taking the "vacuum cleaner" campaign as an example, at this point, we can use big data to learn about users who have recently purchased smart home appliances (buying smart home appliances means being able and willing to buy this type of product), and even understand the price range and styles they purchased, so as to achieve traffic accuracy by targeting users' recent behaviors.

After satisfying the accuracy of the flow, we need to consider the effectiveness of the flow.

Sometimes the conversion effect is poor precisely because the effectiveness of targeting is low.

• Embedded engineer training, even those with no basic knowledge can enroll, free food and accommodation will be provided during enrollment!
• Attention those with low wages! Learn this IT skill in 4 months and earn a monthly salary of over 10,000 yuan easily!

Among the two copywritings mentioned above, which one do you think has a higher click-through rate and better conversion effect?

Maybe you would guess the second one, but it is true. but why?

In fact, in an information flow environment, users are not driven by demand but by interest .

The first one clearly introduces its services and attempts to meet the needs of users.

The second one, by targeting users (limited to a specific group of people) and using curiosity to attract users to click, eliminates a large amount of junk traffic.

When a user is browsing information flow, all his actions are unconscious and without demand. He will only click on those creative ideas that are relevant to himself and in line with human nature .

Moreover, in the complex information environment of information flow, users' attention is unfocused and their behavior is relatively random. At this time, users only pay attention to information that is relevant and interesting to them. By hitting users, not only can part of the traffic be filtered, but also the user's attention can be greatly obtained in this random behavior.

So, when we write creative ideas, we must meet these two points, namely: effective creativity = hitting the user + hitting the human nature

 Case Appreciation:

Attention parents of primary and secondary school students: New Oriental’s summer live classes only cost 20 yuan per subject. (By limiting users to parents of primary and secondary schools, click traffic can be more targeted)

Free up half an hour every day and say goodbye to the fixed salary (only for those who are not satisfied with the status quo)

Good news for bald people. Say goodbye to the embarrassment of sparse delivery with this (only for bald people)

A small company in Handan increased its profits sixfold? Actually used it! (Limited to the nature of the company)

In information flow promotion , users passively receive advertisements and do not actively have any needs.

So when it comes to acquiring traffic, we need to combine targeting with creativity. Use precise targeting to make traffic precise; then use limited conditions to encourage truly interested users to click.

Author: Little Bunny , authorized to be published by Qinggua Media .

Source: Houchang College