The information flow copy targeting is the same, why is the CTR different by 183%?

Today, we want to discuss a problem that seriously affects optimization results but is often overlooked by feed optimizers:

The copywriting is very good, why is my feed still not performing well? Unexpectedly, I was fooled by the accompanying picture!

If you don’t believe it, please look at the following multiple-choice question.

Now, there are two messages in the information flow here, with the same text but different pictures. Which one would you prefer to click on?

Article 1:

Article 2:

What is your answer?

Our actual delivery results show that more users chose the first one. Its CTR is 1.37%, but the second one’s CTR is only 0.69%.

Why does CTR drop if I don’t choose the right picture?

Same copy, different pictures, why is the second ad not as effective as the first one?

This has to start with the advertising audience in the information flow environment.

In fact, the target audiences of the advertisements we come into contact with are mostly divided into two different types.

The first audience: highly motivated brand- aware users

This type of target audience has a strong demand for the product, or has a strong favorable impression of the advertiser's brand.

At this time, advertisers use unique pictures and texts to highlight the product effects. Users will not feel disgusted, but will feel attracted by this good product.

For example, during Chinese Valentine’s Day, users who want to buy a Zippo as a gift are easily attracted by ads like this:

For this type of users, our advertising images can emphasize the advertising sense more boldly and post product renderings to directly highlight the selling points and attract user attention.

It sounds good, but (pay attention), are all users in the information flow environment like this?

Obviously, in most cases, users in the information flow environment are just browsing information. The products recommended by advertisers may not be what users urgently need, and the advertisers’ brands may not be what users prefer.

The strategy just mentioned is not universally applicable in information flow. This is a minefield that information flow optimizers can easily step into, but the consequences are serious.

The second audience: low-motivated potential consumers

So what are the users like in the information flow environment?

In fact, more information flow users are potential consumers with lower demand motivation.

According to our targeting, they are a group of people who may be interested in the advertiser's products, but do not necessarily have an urgent and strong demand for the products.

When they see the news feed ads , they are probably watching

Current affairs, read jokes, watch sports events or other interesting information.

We want to attract their clicks, so it is best to use attractive real-life pictures to make users feel that this is real information and click in to take a look out of curiosity.

For example, the first advertisement just now obviously used such a strategy, and the effect was obviously much better than the second one.

We call these pictures that look very real and have no advertising feel native pictures.

For example, the following is a native image:

This is obviously not the case:

In the case at the beginning of the article, the second ad did not use native images either, and accordingly, its CTR was much lower than the first one.

Good picture search, help me find the original pictures?

Now that you know you need to use native images, isn’t it easy to create images for your ads?

Actually not.

Nowadays, optimizers often use various search engines to search for pictures, or have designers Photoshop pictures. However, the images on search engines are of varying quality, with all kinds of images mixed together, making it difficult to find suitable native images; and the renderings produced by designers have too strong an advertising feel and are not suitable as native images.

Even though we know that information flow ads should be accompanied by native images, finding suitable images is not an easy task.

Fortunately, Baidu has prepared a tool that can automatically recommend native images based on the content of the copy - Haopei Picture Search. Baidu's commercial promotion customers can use it for free on the BiXin Creative Engine website or information flow promotion background.

(Before using this tool, it is recommended to read the full text to understand the matching principles of some native images and further improve the advertising effect)

The product interface of the good picture search is as follows:

The image search results look like this:

We can see that the good pictures searched for are all typical native pictures.

Through the information flow promotion background, we can use good matching pictures to search:

Or you can directly search for Funeng Creative Engine on Baidu and go to http://funeng.baidu.com, or you can use this tool:

Currently, the following six industries have already experienced the good picture matching function first, and the rest of the industries are in the process of being launched:

3 original pictures, what is the best combination?

Now, we can use the good picture matching tool to find suitable native pictures, but when we want to match 3 pictures for the advertisement, how do we match these 3 native pictures?

Which one is the first picture, which one is the second picture, and which one is the third picture?

Should we put only real photos or only screenshots?

Should I post the money transfer records or the young beauties?

With so many choices, how do you choose the best combination?

This is the problem we will solve next.

We break down the selection of 3 pictures into three strategies.

Strategy 1: Lively and colorful

Find the most touching part of the copy and add relevant scene photos

For example, the image accompanying the text “Don’t teach your children English! Everything you teach is wrong !!! (Parents must read)” is as follows:

This picture uses the child's aggrieved expression to awaken parents to reflect , "Am I teaching wrong? How should I teach correctly?"

And in the case at the beginning of the article, " The personal experience of a decorator : I joined the integrated wall and became my own boss , earning 50,000 in the first month", there is a picture like this:

This picture uses the scene of "being a boss" to awaken the dreams and desires of the decorators , making them curious about this question - "How can I become a boss?"

We call this strategy the "colorful and vivid" strategy. Its main feature is: using a specific scenario to impress users, allowing users to recall similar scenarios and realize that there is a problem in their lives that needs to be solved.

A picture with a strong sense of situation can make users empathize.

Strategy 2: Be rational and well-founded

Find the part of the copy that best highlights the advertiser’s selling point and add a proof picture

For example, "Latest news: Up to 20,000 loans, credited to your account in as little as 30 minutes , test how much you can borrow", this copy has a picture like this:

This picture uses a screenshot of the loan arriving 30 minutes ago, proving that this product can really provide loans within 30 minutes , making users with relevant needs feel convinced.

And in the case at the beginning of the article, "The personal experience of a decorator: I joined the integrated wall and became my own boss, earning 50,000 in the first month", there is a picture like this:

This picture uses an Alipay balance of 53,284.70 yuan to prove that you can really earn 50,000 yuan a month here , which makes decorators who want to make money feel at ease.

We call this strategy the "reasonable and well-founded" strategy. Its main feature is: present a fact to prove the product's selling point, win the user's trust, and make the user believe that this product can solve the problem he or she has just thought of.

A well-reasoned picture makes users more convinced.

Strategy 3: Look and act

Read the entire copy, grasp the style and match it with a picture of similar style

For example, in the case at the beginning of the article, " A decorator's personal experience : He joined the integrated wall industry and became his own boss, earning 50,000 yuan in the first month." This copy gives people a feeling of a news report, so you might as well use a news picture as an illustration. The effect is this:

" Good news : Special airfares are here again! Starting at as low as 10% off!" This copy gives people a feeling that there is good news and everyone is rushing to tell each other. You may want to use a humorous chat record as the accompanying picture. The effect is this:

We call this strategy the "form-like" strategy. Its main features are: read the entire copy and add a picture that matches the style of the copy to make the picture and copy more consistent.

A well-presented picture can have the effect of adding the finishing touch.

We looked at feed copywriting across the web and found that there are roughly three types of images that fit various styles:

1. News sense: news, push notifications, hot search list

These pictures are suitable for copywriting with a strong sense of news.

2. Interaction: Great comments, SMS chat, push SMS

These pictures are suitable for being paired with interactive texts such as recommendations from others, word of mouth, and good news.

3. Professionalism: Text tables, charts, and rankings

These pictures are suitable for professional copywriting such as listing which brands are good, analyzing why a certain product works well, etc.

Using the above three strategies, we can select three suitable pictures and combine them to achieve the best matching effect.

Choose the right image and increase CTR by 183%

After reading today's article, we found that there are several key points about illustration tools and strategies:

1. In the information flow environment, native images are better

2. Good image matching tools can help us find original images

(Search for Funeng Creative Engine on Baidu: http://funeng.baidu.com)

3. There are three basic strategies for matching native images

When the targeting and copywriting are the same, the CTR of the ad can be effectively improved by optimizing the accompanying images.

For example, the following examples.

Using our image matching tools and strategies, CTR increased by 183.5%:

Using our image matching tools and strategies, CTR increased by 42.1%:

Using our image matching tools and strategies, CTR increased by 50.3%:

Dear optimizer, why is the feed effect still poor even though the copywriting is so good?

Don’t forget that optimizing pictures is also an important way to improve the effect.

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

Source: Houchangcun Advertising Bureau ( hcc_guanggao )