The click-through rate increased by 45% in 2 days, and the conversion rate exceeded 90%. Information flow optimization creativity needs to do these 4 things right!

“Every time I write a creative idea, I feel so painful”

“Every time I finish writing a creative idea, I feel it is perfect, but once it is released, the click-through rate is so low that I want to end my life.”

“The click-through rate is not high. I know I should optimize the creative, but the problem is that I don’t know how to optimize it.”

Are all of the above problems painful?

For many optimizers, every time they write a creative idea, it feels like facing a great enemy. For example, bidding creatives can be written based on the needs of user search terms, but information flow creatives have no clue and direction at all.

The click-through rate is low, and I don’t know why, and I don’t know in which direction to optimize it.

So~Tuzi specially wrote this article " Creative Dimension " so that you will never be confused when writing and optimizing creativity from now on.

Usually a creative with a high click-through rate = channel + crowd + creative style + landing page features

In other words, only if you meet these dimensions can it be called an excellent idea.

For example.

"If you do this for three days after your period is over, you can lose weight even while lying down"!

Do you think this advertisement will get a high click-through rate if it is placed on platforms such as Toutiao and Huxiu?

Obviously not, because it does not conform to the channel dimension. If it is put on Mayu, the click rate may be higher than on Toutiao.

So, sometimes it’s not that your creativity is bad, but that something is wrong in a certain dimension.

Different channels, different forms.

Different channels have different characteristics. That means the creative form is also different.

For example, Toutiao is an information platform. When it comes to creative content, we may need to include features such as current affairs.

Another example is Tik Tok , which is a video platform. When it comes to creative content, we may need to include features such as fun and interesting.

Generally, channels can be divided into the following four categories:

• Information

It mainly focuses on information dissemination, such as platforms such as Toutiao, NetEase News , and Yidian Zixun .

When users browse such platforms, most of them want to know about news, current affairs and the like.

Therefore, the creative ideas for advertising placed on information platforms must be consistent with the characteristics of the information they want to obtain, such as "current affairs, hot topics, and curiosity."

For example, the picture below is a typical information advertisement.

• Social

It mainly focuses on communication and interaction, such as WeChat , Momo , QQ and other platforms.

Usually when users use such platforms, they mostly want to interact and gain a certain sense of presence.

Therefore, the advertising ideas placed on social media must conform to characteristics such as "sense of identity".

• Video

Platforms like iQiyi , Youku, Douyin, Kuaishou , etc.

When ordinary users browse such platforms, they mainly do so for entertainment.

Therefore, the advertising ideas for video ads must be "interesting, fun, and highly spreadable".

Different groups of people have different needs.

For example, the advertisement below is mainly targeted at potential groups. The idea did not specify what the product was, but simply used the idea of ​​earning 4,000 yuan a day to attract users, which just happened to fit the potential group of people who "have no needs".

Generally, people can be divided into the following three categories:

• Potential Population

This group of people often do not have clear purchasing needs. Therefore, in terms of advertising creativity, the main thing is to conform to characteristics such as "human nature" and be able to attract users to click .

• Target group

This group of people often have certain needs, but do not have clear purchasing goals and are in the stage of collecting information.

For example, if I am an unemployed person, I may want to open a shop and do my own business, but I don’t know what project I should do.

For this type of people, the advertising creativity should be as "result-oriented" as possible , telling them what they can get by choosing this product, so as to attract them to click.

As shown below.

• Target Audience

This group of people usually already have some understanding of the products and brands .

Therefore, in terms of advertising creativity, the main thing is to highlight features such as "product advantages, activities" to stimulate their shopping motivation.

For example, the picture below uses super low prices to attract users.

Different styles, different focuses.

For example, in single-image mode, the image is small and single, so we should try to highlight the key points in terms of creativity, simple and crude~

For example, the three-image mode can better highlight the product, so the creativity may be a little more casual~

Usually it is divided into the following four categories:

• Single image style

Usually these types of style pictures are relatively small, so the key points should be highlighted as much as possible in the creative content.

For example, the picture below is a negative example. I can't see the picture clearly, and I don't know what the text is talking about.

• Large picture style

The picture is relatively large. Based on the principle that users perceive pictures 6,000 times more than text, in terms of creativity, it is also sufficient to simply and roughly highlight the key points.

• Three-image style

The pictures appear in combined form, and the text is also relatively long. In terms of creativity, you can add some regional words, age words, etc. to make the traffic more accurate.

• Video Style

For this type of style, users will focus more on the video, so the creative content should highlight the key points.

As shown below. In the copywriting, directly use the slogan "15 lessons with foreign teachers for 50 yuan" to attract clicks.

After understanding the three dimensions of channels, crowds, and creative styles, let’s look at the last and most important one - landing page features.

Creativity is responsible for attracting traffic , and the landing page is responsible for carrying traffic, so the two must be consistent, otherwise no matter how much traffic you attract, it will be in vain.

For example, if your idea is about an activity, but the page is a product introduction page, the idea and the page are completely inconsistent, so no matter how good the idea is, it is useless.

The above are the four dimensions for diagnosing whether an idea is good or bad.

If you don’t know how to write a creative, you can start from these four dimensions:

• Which channel should I launch and what are the characteristics of the channel?
• What kind of people do I want to reach?
• What is my creative style?
• What type of landing page is my landing page?

Once you have determined the above questions, the general direction of your creativity will emerge.

The same is true for optimizing creativity~

Now that you understand creativity, do you want to know “how to build an account?” A purely practical one~

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

Source: Houchang College (ID: semlianmeng )