The copy targeting is the same, why is the CTR still lower than others?

The copywriting is obviously very well written, so why is my creative click-through rate still not good?

Come, before you start, do the test questions first.

Of the two creative ideas above, which one do you think has a higher click-through rate?

I think everyone will definitely choose the first one because it is native. As an advertisement for acquiring potential users, “ nativeness ” is a very important element in information flow .

So why is nativeization more attractive? Is it just that the original pictures are more convincing?

Come, today I will give you some scientific knowledge. I took notes seriously~

Generally speaking, we can divide users into two types: high-demand brand- aware users and low-demand potential users.

This type of user often has a strong sense of purpose. That is: they are clear about their needs and product brands .

For example, the picture below. It is easy for users who want to buy a mobile phone to click in.

This type of users have extremely strong demand for products. If you directly use pictures and texts to highlight the product effects, users will not only not be disgusted, but will be easily attracted.

Because the push of this advertisement just met his needs.

Doesn’t it sound good? But don’t forget: users in the information flow environment are satisfying needs themselves. If the product cannot exceed the current needs, it will be ignored .

This is what we call the second type of user: low-motivated potential consumers.

It means that users currently have a low level of intention towards the product. In other words, there is no urgent or strong demand for the product.

If we act as simply and crudely as above, it will cause users to be disgusted. When dealing with such users, what we need to do is to use real photos and disguise them as real information to attract them to click.

For example, in the picture below, the copy is used to first attract the user's attention, and then screenshots of the payment and real photos are used to gain the user's trust, disguising it as a piece of information with strong authenticity.

But, there are so many native pictures, do you think it’s okay to just put them together randomly? Young man, you are still too naive.

Generally speaking, we will add three pictures to our advertisements, but how should these three pictures be matched to maximize the effect?

The editor summarizes it into three strategies.

To put it simply, it is to find the biggest pain point in the copy and use it as the center to create a scene picture.

For example.

The advertisement copy of an English training course is: Don’t teach your children English, everything you teach is wrong!

It was accompanied by a picture of a child with a crying expression.

The focus of the above copy is to use "mistakes" to cause parents to reflect, and the child's aggrieved expression can be said to be a psychological attack.

The main feature of the "colorful and vivid" strategy is to use a specific scenario to impress users, remind them of similar scenarios, and make them realize a problem in life that needs to be solved .

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

To put it simply, it is to find the biggest pain point in the copy and use it as the center to add a proof picture.

For example.

A loan information flow copywriting : Latest news: Up to 50,000 loans, credited to your account in as little as 30 minutes, come and see how much you can borrow!

This picture uses a screenshot of a successful transfer of 50,000 yuan to prove that this product can really provide loans within 30 minutes, which makes users with relevant needs feel convinced.

The main feature of the "reasonable and well-founded" strategy is to present a fact that proves 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 picture with data makes users more convinced.

Read the entire copy, grasp the style and pair it with an image of a similar style.

For example, in the case at the beginning of the article: "A decorator's personal experience: I joined the integrated wall and became my own boss, earning 50,000 in the first month"

This copy gives people the feeling of a news report. You might as well use a news picture as an illustration. By using a picture that is similar to the overall copy style, you can greatly increase the persuasiveness of the picture and the user's credibility.

The main feature of the "formal" strategy is: read the entire copy and match it with 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.

In fact, for most products, the most important feature that information flow copy must meet is " authenticity ". And what we have to do is fake authenticity .

When it comes to disguise, scenario-based design is essential, as it can greatly stimulate users’ demand for the product. Factual screenshots take advantage of people’s desire for truth to present facts and data. A picture with a similar style will be more in line with the characteristics of the current platform and the needs that users originally wanted to meet.

In any case, a high-click information flow copy must be authentic and give users a convincing feeling in order to be successful.

The author of this article is @Houchang College and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games