We have selected and compiled some information flow advertising material cases to share with you!

This sharing mainly focuses on selected cases from three industries: O2O , games , and e-commerce .

1. O2O Case - Lalamove

Select historical ideas and test new materials

“If you want to transport goods, look for Huolala”

Product Introduction:

Huolala is an APP focusing on the O2O field of freight. Its business direction is to provide instant full-truck freight within the same city. It aims to integrate social transportation resources and build a fast, affordable, safe and professional same-city freight transaction platform.

Promotion goal: App download-activation

Promotional appeal: Strive to achieve greater scale while maintaining stable or even lower activation costs

Plan Settings:

• Purpose of delivery: App download
• Bidding method: oCPC
• Conversion goal: Activation
• Target group: users who transport goods and move goods, drivers

【Method 1】

Running volume: Select the best historical consumption pictures and copywriting for creative assembly

Delivery Summary

With oCPC, the success rate of creative volume is high and the cost is stable within the bid

Title 1: It’s too expensive to hire a company to transport and move goods! Click here to travel around the city for 30 yuan

Title 2: Isn’t it very tiring to move goods like this? Huolala, a must-have for transporting goods

Title 3: Huolala takes you to fly, whether it is transporting goods or moving houses

Title 4: {Location} No need to ask for help for moving goods, starting from 30 yuan in the whole city, all my friends are using it!

• Tips: Select the pictures or titles with the best historical consumption, and test them with new titles or new pictures. This will also make it easier to come up with excellent creative combinations!

【Method 2】

Test novelty: match new image materials with different themes/expression styles and universal titles;

Picture: The style is concise and intellectual, and the key text information is prominent

Delivery Summary

Efficiently screen new excellent creative combinations, clarify the creative production direction, and improve the quality of iteration

Title 1: I've been in {location} for so long, and now I know it's so easy to find a truck

Title 2: {Location} The secret to saving money when moving is to use Lalamove

Title 3: I bought new furniture but couldn’t find a car to take it home. Fortunately, there is Huolala, which can be reached at any time.

Title 4: After buying flowers at the flower market, are you still worried about how to transport them home? Use Huolala, it’s very cheap

Title 5: {age} Use Huolala for moving, it is cheap and convenient

Copywriting: Use dynamic word packages to get closer to users and proactively provide convenient information

Custom creative: 1 plan 2 creatives (same as 1 title * 2 pictures)

Programmatic creative: 1 plan 16 creatives (4 titles * 4 pictures)

Daily consumption increased by 263% and conversion costs decreased by 40%

2. Game Case - Sword of the Archangel

Selected pictures, with multiple styles of copywriting

Product Introduction:

Sanqi Mobile Games is engaged in the development , operation and promotion of mobile games, and its main business is mobile games ; its product Archangel Sword is a 3D MMORPG mobile game product

Promotion goal: App download-activation

Promotional appeal: Acquire a large number of high-quality application activation users

Plan Settings:

• Purpose of delivery: landing page
• Bidding method: oCPC
• Conversion goal: Activation
• Target audience: Gamers

Test Method:

1. Usually upload 4 texts and 1 picture;

2. The success rate of testing copywriting creativity is higher;

3. When choosing pictures, usually use large pictures with similar styles; when choosing copywriting, use multiple selling points, usually use 4 copywritings

Creative copywriting:

• Miracle official authorization, one-click installation, 5-second download!
• Genuine Miracle authorization, 9M memory, experience the classic in 1 second!
• Classic Miracle 1.03H, 100 times the experience. Android first experience.
• You can rest assured about this game. If you uninstall it, I lose.

Creative pictures:

Summary of the launch: less than three sets of pictures, 3-4 sets of copywriting with different selling points, and then optimize according to the exploration results

Custom creative: 1 plan 3 creatives

Programmatic creativity: 1 plan 4 ideas

Daily consumption increased by 300% and conversion costs decreased by 38%

3. E-commerce Case - Suning.com

Title and picture alternation test

Suning.com is a new generation B2C online shopping platform under Suning Commerce Group Co., Ltd., which now covers traditional home appliances, 3C appliances, daily necessities and other categories.

Promotion goal: App download-activation

Promotional appeal: Strive to achieve greater scale while maintaining stable or even lower activation costs

Plan Settings:

• Purpose of delivery: App download
• Bidding method: oCPC
• Conversion goal: Activation
• Target group: Online shopping and entertainment crowd

【Method 1】

Running volume: bright color matching, consistent title direction, multi-style image materials, color differentiation

Delivery Summary

Combine dynamic creative titles and add material tags to improve the accuracy of system estimates

Title 1: My husband's phone is old, I can grab a Huawei 9.9 worth 1219!

Title 2: My husband's phone is old, and I saw that the price of Huawei phones at Suning has dropped!

Title 3: My husband's phone is old, the original price of Huawei is 1219, and now the price has finally dropped!

Title 4: A Huawei phone worth 1219 can now be grabbed for only 9.9!

Tips: Multi-directional themes in titles are not recommended, as they can easily cause ambiguity in combination with image materials. It is recommended to have 1-2 text titles with consistent themes and multi-dimensional divergence. Similar to general copywriting, it can be combined with any image materials.

【Method 2】

Single category, different combinations of pictures

Delivery Summary

Newly test different categories, combine flash sale copywriting, and combine different materials for layout

Title 1: I just grabbed a Supor rice cooker at Suning on 9.9, it’s such a good deal!

Title 2: Have you heard? There is a 9.9 shopping event on Suning.com!

Title 3: I just bought a rice cooker, it’s really useful for cooking rice!

Title 4: I just grabbed a rice cooker, and the rice I cook is so delicious!

Copywriting: Big sale and rush buying information to encourage users to buy.

data:

The data dimension is 12.1-12.12

Exposure: 3 million + CTR : 1.84%

Exposure: ￥1.2 million + CTR: 1.74%

Exposure: 355w+ CTR: 2.29%

Summarize:

1. Keep the color tone of the programmatic image material consistent with the image on the landing page

2. Add tags to the image material to describe the material elements and content. 1-3 tags are recommended.

3. You can test it in different plans (multiple copywriting (the copywriting theme can be the same, described from different angles), single picture and multiple copywriting or multiple pictures and single copywriting

4. Game Case - Knives Out

Selected pictures, with multiple styles of copywriting

Product Introduction:

NetEase Games ' product "Wild Action" is a first-person visual shooting game based on the theme of gun battles.

Promotion target: Installation completed

Promotion appeal: Get a large number of high-quality installation users

Plan Settings:

• Purpose of delivery: App download
• Bidding method: oCPC
• Conversion goal: Install completed
• Target audience: Gamers

Test Method:

• Upload 6 pictures + 5 titles, combine and explore
• All pictures are large, with strong display and visual impact.
• OCPC+ conversion target installation completed

Creative copywriting:

• I have waited for so long for NetEase’s sniper game “Wild Action”, and it’s finally here!
• NetEase's "Wild Action" is finally here! Get started in 3 minutes and become addicted in 5 minutes!
• Floor-standing eight-fold silenced 98K, done! NetEase's "Knives Out" closed beta
• Let's skydive together! NetEase’s “Wild Action” mobile game is finally available to play!
• NetEase’s first 100-player shooting game “Wild Action” is finally in beta!

Creative pictures:

Summary of the launch: oCPC+ installation is completed, the creative success rate is high, and it is easy to run a good material combination

Custom creative: 1 plan 4 creatives (same as 1 title * 4 pictures)

Programmatic creative: 1 plan with 30 creatives (same as 5 titles * 6 pictures)

Daily consumption increased by 158% and conversion costs decreased by 20%

5. Game Case - Flame Returns

Historical classic materials, paired with exploration

Product Introduction:

9377-A well-known domestic web game entertainment platform, its game "Return of Flame" is not only a classic legendary game, but also a memory of the passionate youth era;

Promotion goal: Activation

Promotional appeal: Acquire a large number of high-quality activated users

Plan Settings:

• Purpose of delivery: App download
• Bidding method: oCPC
• Conversion goal: Download-Activation
• Target audience: Gamers

Test Method:

• Upload 4 titles + 6 pictures, use creative materials with good historical performance, and explore combinations
• All pictures are large, with strong display and visual impact.
• OCPC+ conversion target download activation + game interest

Creative copywriting:

• Stop playing the paid legend game! All equipment is acquired through fighting, and there is no place to recharge
• This legendary game, even the rich can't beat the free players even if they charge 30,000 yuan a day, you will never regret playing it
• This game cost 300 million yuan, and the circle of friends has been going crazy! Friends are playing!
• Say no to rich people who can do whatever they want! All equipment is obtained through fighting! Not a cent spent

Creative pictures:

Summary of the launch: All creative materials have historically had good sales. After combined exploration, not only the sales were larger, but the cost was also reduced to a certain extent.

Custom creative: 1 plan 2 creatives (same 2 titles * 1 picture)

Programmatic creative: 1 plan with 24 creatives (same as 4 titles * 6 pictures)

Daily consumption increased by 360% and conversion costs decreased by 10%

6. Game Case - Dream Road

Product Introduction

The mobile game Dream Road is a romantic turn-based game of cultivating immortals with ancient characters. Players enter a new mythological world and witness the existence of various demons and monsters.

Promotion goal: Activation

Promotional appeal: Acquire a large number of high-quality activated users

Plan Settings:

• Purpose of delivery: App download
• Bidding method: oCPC
• Conversion goal: Download-Activation
• Target audience: Gamers

Test Method:

• Upload 2 pictures + 2 titles, use the original game scene pictures and new copy to explore
• All pictures are large, with strong display and visual impact.
• OCPC+ conversion target download activation + ios

Creative copywriting:

• Fantasy perverted version, catch all red BBs everywhere, unlimited fairy jades, no level to choose from!
• 2018 latest version of turn-based game gives JP vampire at the beginning, three days of no-level god equipment

Creative pictures:

Summary of the launch: All creative materials are game scene materials, which enhances the diversity of materials. After combined exploration, it is easier to produce creative materials with good effects.

Custom creative: 1 plan 4 creatives (same 4 titles * 4 pictures)

Programmatic creative: 1 plan with 24 creatives (same as 2 titles * 2 pictures)

Daily consumption increased by 650% and conversion costs decreased by 13%

Well, that’s all for today’s sharing. I hope it will be helpful to you. More high-quality industry cases will be compiled and shared with everyone in the future.

Source: Aichi SEM