Advertising plan for vocational skills peak season

There are many sub-sectors in the vocational skills education market, including catering skills, auto repair and beauty and hairdressing, IT training and other fields. Today we will make optimization suggestions on how to market catering skills training on search ads.

Peak season for catering skills training: Demand rises in spring and increases again from June to September

There are two obvious peaks in catering skills training throughout the year. One is the period from February to March when people return to work in the spring; the other is from June to September, when the college entrance examination and the high school entrance examination are over and people are on summer vacation. It can be seen that June to September is the peak period of our entire demand growth. We are now at this stage. Customers with related businesses should increase their investment, expand market share, and recruit more students. Since our demand is expanding at this time and we need to increase our investment, what should we do?

Search promotion suggestions, regional business planning, and more emphasis on tuition, popularity and reputation

• Delivery device: It is recommended that you build different plans for PC and mobile devices to deliver the content. However, if you can only deliver on a single device due to factors such as limited budget or crowd restrictions, it is recommended to deliver on the mobile terminal. Because from the current traffic share, the demand for catering skills training is mainly on the mobile terminal, which accounts for about 80% of the traffic.
• Delivery period: It starts to rise slowly from 4 o'clock. After 9 o'clock, the traffic will have a climbing stage. There will be a small peak between 20 o'clock and 22 o'clock in the evening. Overall, we will find that after 18 o'clock, its traffic is relatively concentrated, and the traffic will be higher in the evening.

• Delivery area: We know that catering training has a certain regionality, especially in the places where cuisines are developed. For example, in places like Guangdong and Jiangsu where different cuisines are located, the demand for catering training skills will be concentrated in these places. Therefore, when we deliver the product, our plan division recommends dividing different business lines according to regions for delivery.

Search promotion optimization suggestions to improve advertising relevance

In terms of search promotion, it is recommended to improve the relevance of the entire advertisement and enhance the quality of the advertisements we place. Then we give you three optimization directions when searching:

① Buy the right words and find the right person.

In search promotion, we divide words into four categories, including brand words, business words, general words and quantifier words. From the perspective of the traffic share of the entire word category, quantifier words and general words account for about 70% of the traffic, while business words and brand words account for 30% of the traffic. But if we look at the user conversion situation, brand words and business words are the main words that must be purchased.

Brand words are mainly for brands that have already occupied the market and users already have a certain level of brand awareness and can purchase related words. For example, a word like New Oriental Training School that already has a certain level of popularity is recommended for everyone to purchase.

Business words, business words are the most consumed in the entire process of vocational training advertising promotion, and they are the core words we want to buy. It is recommended that you divide business words according to region, which should include segmented business fields, word-of-mouth words, training institution words, price words, training time words, question words, etc.

• Business segments:

Let me give you an example here. Taking cooking training or chef training as an example, the subdivided business of catering training may include pastry training, snack training, Chinese food training, and may even include nutrition distribution and other related different businesses. Then we will break down all the businesses into the smallest details, and build different plans for different businesses to carry out their delivery. This makes it easier to manage, and you can be more targeted when writing creative ideas and making landing pages, making it easier to retain netizens and convert them here.

• Word of mouth

Including words like "Which catering training is good?" or "Which snack training is good in Hebei?"

• Institutional word, that is, the relevant training institution
• Price Word

Price words are also of concern to many people, such as "the cost of snack training", "how much is the price of Western pastry training class", etc.

• Time Words

Students may be more concerned about how long the training will last, whether it will take one month or one and a half months to complete.

Common words are words that are related to the business we are targeting but are not so precise. Includes ranking words and prospect words. For example, "the top ten schools for snack training in Shijiazhuang" or "is there any future in learning to be a chef", "how much money can you make by learning to be a chef", etc. These related words are all common words.

To expand the quantity words, we may not be able to enumerate them exhaustively now. In this case, we can use the expansion tools in the background, and the system will help us expand the words of related business to help us cover more other potential target customers.

②Write good ideas and speak dialogues. Let users understand what we are talking about.

After saying the words, we have found this person through targeting. Next, we need to use creativity to tell the user that I have found you and I have what you need.

The basic idea includes title + description one + description two + pictures. We need to pay attention to the following 4 points when writing creative ideas.

• Emphasize selling points

The selling point must be written at the beginning, because we know that when people browse information normally, they will not read it slowly, word by word. We may just glance over it. At this time, the selling point must be placed in front to let netizens immediately find that this advantage is what I need, and I will read carefully what you are writing.

• Attractive

In addition to text, pictures must also be attractive enough to focus the user's attention on your ad. Only when the user develops feelings for your ad message can he or she develop a certain interest in it.

• Sentences are smooth

You have already kept the user's attention on your advertisement through selling points and strong appeal. At this time, when users are reading the text or advertisement you wrote, they must make sure that the sentences are smooth and do not skip words or make the introduction and conclusion inconsistent.

• Strong correlation

The people you find and your ad must be strongly relevant. For example, if the user searches for "snack training", then your ad has a lot of selling points. It is very good or very cheap, and it is also very attractive. The pictures are very professional and high-end. Your tone is also smooth and easy to read. However, your ad tells me that you are training Western pastries, which has nothing to do with my needs of "snack training". If we click on it at this time, we will most likely leave directly.

Creative Components

The creative components provide components such as pictures, text links, texts, and videos. We can fill all the components as much as possible according to our actual needs. At the same time, the materials in all components must be consistent with the relevance of the advertisement. It is recommended that you give priority to using pictures or videos as creative styles, which can better reflect the professionalism and advantages of the training institution.

Creative Examples:

Advantages: It can reflect the corresponding food. For example, if you are making pastries or coffee, you can directly put pictures of pastries or coffee.

Advantages: The picture directly shows the image of the chef's uniform, which is easier to reflect professionalism

Advantages: Using dynamic video components, the video content will be fuller and more substantial. We can put a lot of content in it, including but not limited to training business points, production processes, what the training content includes, and even some scene pictures of the training organization, etc. Using video will make it easier to clearly introduce your training organization, business characteristics, and advantages and selling points.

More creative forms: direct brand advertising style effects

③Enrich the content of the landing page to promote conversion. When our landing page is undergoing conversions, the richness of the content must be diversified to meet user needs.

Landing page content template plan:

The landing page template can be divided into three parts. The first part is the homepage. This part must have the following content: including your brand, or if your brand is relatively good, there may be some celebrity spokespersons, then you can put the spokesperson on the header image. Next, you must emphasize the skills of the landing page, or what exactly your training content is, write the name clearly and write clearly the courses you are training. At the same time, you can then highlight the selling points and advantages. The selling points here should be consistent with the selling points that attracted users to click on your creative idea. Finally, add the first conversion component to the header image. It is recommended that you use the form plus consultation style, which will be better.

It is recommended to place a description of the group or related FAQs at the top of the middle page to retain users. Next is the specific information about your training, including but not limited to the training courses, class types, teaching mode, training time, and even the prices of different classes. Try to describe it as clearly as possible. Going down, you can fill in the results of your learning, or put some real-life pictures of the training, real combat scenarios, etc. Finally, you can describe how good the future prospects are after completing this training. After describing the specific information of the training, if the netizen did not leave his contact information on the header image, he may have some doubts after reading your relevant information, or have more specific information to know. At this time, you can put the corresponding consultation conversion button.

The last part of the page requires us to emphasize our own advantages again. At this time, the advantages must include the advantages of the organization, brand, brand strength, teaching staff, etc. The purpose here is to re-strengthen the user's information and make the user believe that your training institution can bring him development direction, and all his worries will be eliminated. At the same time, if there are some gifts during the training, you can write them at the end to entice netizens to sign up in this way.

Finally, I suggest that you put a bottom-absorbing component. The bottom-absorbing component recommends that you choose three forms: form, consultation, and telephone. If your training institution has corresponding private domain operations, you can also add the WeChat conversion form.

Because the training category mainly assesses dialogue and dialogue costs, two different component styles for collecting clues are recommended here. One is form collection. In addition to filling in the name + contact information normally, it is recommended to use the tuition calculation form to guide students to leave their calls. The tuition calculation can preset the study time, including three years, six months, short-term, customized, etc., and preset the study major. For example, Western pastries can be divided into cakes, pastries, baking, Western pastries, etc., and finally leave contact information. And tell users that it is not just about giving the call directly, but that they can apply for scholarships to reduce their study and training costs. This kind of form design makes it easier for users to feel that this meets their needs and makes it easier for them to form the habit of staying and converting.

Example form style:

Another example is consultation. It is recommended that you use intelligent consultation, which is to enter your preset common questions here and let netizens answer them directly, thereby reducing the user's waiting time.

Consult button example:

Now is the peak traffic period for catering skills training. We hope that advertisers can obtain more accurate traffic through precise account delivery, high-quality creativity and landing page design, reach consumers efficiently, help companies market more effectively, and embrace a broader future for catering training.