How does an information flow optimizer who earns 20,000 yuan a month manage an account?

Today's content is a bit dry and a bit long, but it works.

The story begins with the editor’s friend Xiao Y. It's like this, he had been in the job for a week, tested 100 sets of materials, and spent 200,000 yuan. The conversion cost is 132.6 yuan. The boss requires the conversion cost to be 30 yuan. Well, yes.

This is likely to be the outcome

As friends for many years, it is natural for me to help Xiao Y.

I took a look at Xiao Y’s account. The problem is as follows:

No 1. No rules, blind testing

The first thing Xiao Y did after getting the account was to find the material library, prepare more than 100 sets of materials, and input them into the account. During this period, no systematic product analysis , user analysis, selling point analysis, etc. were conducted. Nor are the optimizations performed in a reasonable order.

No 2. Demand is equal to demand, and the pain point can never be found

After looking at Xiao Y's account, Tuantuan found that the copywriting materials in Xiao Y's account were basically synonymous sentences, and the selling points were not clear.

Editor: Mr. Y, what are your users’ demands for micro loans?

Little Y: Borrow money.

Editor: Borrowing money is a demand, and the additional requirements that extend from borrowing money are demands, so think about what the demands are?

Little Y: Uh... huh? (Confused)

At this point, the editor discovered another problem: Xiao Y did not realize that for the same product, the user's demand for borrowing money will change due to different scenarios, and the selling point will also change accordingly.

No 3. The pictures have no soul, they are there just because the creative form requires them

Then I saw the following picture:

What’s wrong with this picture?

The illustrations are only used to meet the requirements of creative form and no thought is added.

What are the reasons for the above problems when optimizing accounts?

Is it really because information flow depends on luck, and whether you can come up with an ace plan depends entirely on luck?

The reason why the above problems arise during the optimization process is that we lack a complete and clear optimization framework and have not found the underlying logic of account optimization.

No matter how experienced an optimizer is, if he cannot summarize and discover the underlying logic of the optimization process, then after three or five years, all he can do is still be a specialist who tests 1,000+ sets of materials.

If the mindset is so important, what is the correct mindset for optimizing your account?

After creating several ace accounts in succession, Tuantuan summarized the successful experience into methods and implemented them within the company, which worked effectively. After continuous iteration, the method is as follows:

• Select selling points: Divide scenes, set selling points, and select directions
• Writing creative ideas: attract attention and stimulate interest
• Matching pictures: evoke emotions and convey information
• Landing page: header image, shortest path

After the adjustment, the number of form submissions for my friend Xiao Y’s account increased by 500%, the cost decreased by 254%, and the account size increased from 3,000 per day to 50,000. Next, I will use my friend Xiao Y’s account as an example to explain to you how to implement the method.

01【Select selling points】

Xiao Y is making a cash loan APP, and the copywriting is as follows:

Fast speed, high credit limit, low threshold, no need to ask anyone for help, come to XX to borrow money!

After reading this, do you have any questions?

The fast arrival of funds is a selling point, and the low threshold is also attractive, but how many minutes does it take exactly? How much amount? What exactly is the threshold? There are too many selling points, and the descriptions of the selling points are not clear.

Users have no way of knowing what benefits your product can bring to them at the first time. Therefore, we should target different audiences and choose different selling points to express. In order to find scenarios and selling points faster and more accurately, we need to use: 5W3H-Scenario Selling Point Analysis Tool , Tool Implementation Table

No 1. Divide by scene

When dividing the scenes, we need to use the first part of the tool - 5W

When it comes to needs, we first need to clarify a concept: the same demand has different user demands in different scenarios.

For example, I am short of money now and have the idea of ​​borrowing money. A friend of mine can lend me 20,000, but I need 100,000. A friend recommended that I apply for a bank loan, but the bank required me to fill out a lot of forms which was too troublesome and took too long. Therefore, the demands for borrowing money are: large amount and fast payment.

According to this idea, many scenarios can be collected, such as:

• In June in Beijing, I wanted to borrow 20,000 yuan to travel, but I had no money because my salary had not been paid yet. I wanted to borrow money from the bank, but the procedure was too complicated and it would take at least three days for the money to arrive in my account.
• In April, young people in Beijing wanted to buy an iPhone X, but they had no money because they hadn’t received their salary. They wanted to borrow money but found the bank procedures too complicated and the money was slow to arrive.
• A couple in Beijing who are about to get a loan to pay the down payment don't have enough money, and they can't bring themselves to ask friends for money.

No. 2. Set selling points

Let’s talk about what is a selling point.

The selling point is to meet user needs and solve user problems. In the first step, the problem that consumers cannot solve is our breakthrough point.

Next, we need to match the product's selling points to user demands and satisfy them. This is where the second part of the tool comes in - 3H.

The product selling points summarized in advance are as follows:

• Low interest rate: less than 5 yuan per day
• High limit: 100,000
• Fast arrival: same day/three minutes
• Low threshold: only ID card required
• Low risk: Backed by big companies

Continuing from the previous story, the editor needs a small cash loan product with a large credit limit and fast payment. The selling points of the corresponding products are: high credit limit, up to 100,000, and quick arrival in as fast as 3 minutes.

The final complete scene is:

In June in Beijing, I wanted to borrow 20,000 yuan to travel, but I had no money because my salary had not been paid yet. I wanted to borrow money from the bank, but the procedure was too complicated and it would take at least three days for the money to arrive in my account. Now, a loan software called A claims to have a high credit limit and fast payment. One can borrow 100,000 yuan in three minutes. I only need to download an APP to fulfill my wish of borrowing money to travel.

No 3, choose direction

After the scene is generated, the targeting and selling points are determined. We also need to turn the scenarios into concise and attractive original copy and push it to our target users .

02【Write creatively】

Qualified information flow advertising is not advertising. The traditional advertising idea is to sell products from a loud and clear perspective. In information flow advertising, information flow advertising is more like content. For example, it could be a friendly reminder to users, a belated notification, a fun message, or an interesting story. In short, when you are thinking about the copywriting for the information flow , what you are actually creating is not an advertisement, but content.

Once you have found a suitable selling point (such as a low threshold), how can you make this selling point sound more like content to attract users?

We have summarized a set of applicable templates and several useful tools.

The common routines for information flow copywriting are as follows:

If you want to use the routines proficiently, you need some practice. Before you become proficient in using them, the editor recommends several useful tools to everyone so that you can get started quickly:

• Toutiao advertising inspiration tool: you can view the excellent materials released by advertisers on Toutiao APP
• Baidu Pen Core Creative Tool: You can view the excellent creative materials placed by various advertisers on Baidu Native
• Feed s radar: You can view the excellent materials released by advertisers on all media

03【With pictures】

Humans are visual animals and 90% of information is collected through vision. The quality of the accompanying pictures directly affects the click-through rate and click quality. The functions of the illustrations are as follows:

• Easier to evoke emotions
• Transmit information more efficiently
• Supplement the copywriting information

After integrating user scenarios, needs, pain points, and copywriting routines, the resulting graphics and texts are as follows:

04【Landing Page】

After the user clicks on our ad, we finally come to the most critical link: conversion.

Whether the landing page is set up thoughtfully directly affects the final conversion.

What does it mean to be considerate? Here we need insight into human nature: greed, laziness, and the consistency and coherence of reading habits.

The above formula: The strongest user demand = maximize the user's perceived benefits - minimize the user's perceived costs

To put it simply, it allows consumers to obtain the greatest benefits with the simplest actions without being visually or logically obtrusive.

The following figure shows a common landing page routine:

For example:

After I saw the ad, I went to the page on the left:

Target: Female, white-collar

Creativity: I didn’t get paid at the beginning of the month, so this is a good time to do it. It's closely related to me. “Borrow money without asking for help” has caused dissatisfaction with the “asking for help” method of borrowing money.

Picture: "Exclusive revelation" arouses curiosity, 50,000 in 3 minutes, hitting the pain point of those who are in a hurry to use money. Happy expression, shopping scene. Suggesting the consumption needs of urban female white-collar workers and the happiness after satisfying their needs

Landing page: "100,000 credit limit", "borrow whenever you want" and "borrow money without asking anyone", just enter your mobile phone number and respond to "borrow easily".

The information conveyed is consistent, and the action instructions are clear and easy to execute. I only need to enter my mobile phone number to fulfill my wish of borrowing money to travel. It's great!

The consumer enters his mobile phone number, downloads the APP, and Xiao Y completes his task.

【Summarize】

Finally, to sum up, to optimize information flow, you need to:

There is a clear idea:

• Select selling points
• Write creative
• Optional picture
• Landing Page

Use a few tools:

• Scenario selling point definition tool-5W3H
• Common copywriting routine templates
• Headline ad inspiration tool:
• Baidu Pen Refill Creative Tool
• Feeds radar

It takes some effort to deeply understand the above content and use it proficiently.

Author: Tuantuan, authorized to publish by Qinggua Media.

Source: Feiyue Operation Diary (ID: feiyue2333)