How does information flow advertising accurately target users?

With the vigorous development of mobile Internet , information flow has gradually become the new favorite of advertisers. This means that bidders may need to gradually adapt to or transform into the role of information flow optimizers.

However, for bidders, being good at bidding does not necessarily mean being good at information flow.

Why?

Because the thinking modes of bidding and information flow are different.

Bidding is an active search that emphasizes speed, accuracy, and ruthlessness, and focuses on the assessment of landing pages and conversion channels; while information flow is passive reception, mainly capturing general thinking, and focusing on the assessment of content, titles , copywriting , and materials.

Under the mechanism of active information flow push, obtaining high ROI is obviously much more difficult than marketing based on keyword competition.

Therefore, the thoughtful Rabbit specially shares with you : "A complete direction for the delivery of information flow advertising ."

Precise and targeted promotion

Whether it is bidding or information flow, to put it bluntly, it is spending money to buy traffic . This requires us to have a clear user portrait of the product, which can help us carry out targeted promotion on the one hand, and optimize the account in a more targeted manner on the other hand.

Generally speaking, a complete user portrait can be obtained from the following points:

Get basic data

User research is the most common and effective means of collecting user information.

It can help us gain a deep understanding of the needs and psychological characteristics of the target audience, create pages that best meet user needs, and to a certain extent attract conversions from potential users.

Commonly used research tools include: WJX , Mike, Diaochapai, etc.

Identify user behavior characteristics

Since users passively receive information in information flow, we need to determine the promotion direction based on users’ spontaneous behavior (i.e. behavioral characteristics).

Websites like blogs, news and information are mostly designed based on the F-pattern of user browsing habits.

Users will first browse horizontally, giving priority to the upper part of the content block. The eye movement at this time forms the top horizontal line of the letter F.

Next, the eyes will scan vertically downward along the left side of the screen, looking for content in the paragraph that can arouse interest. Usually, the visual range corresponding to these contents will be smaller than the scope of the first horizontal browsing, and this visual trajectory forms the horizontal line in the middle of the letter F.

Next, the user will move their eyes to the left side of the screen and continue browsing downwards.

As for information flow, we can use flow charts and heat maps to analyze the website, so as to capture and analyze the user's behavioral characteristics.

By observing users from different channels and browsing environments, creative ideas and landing pages can be more targeted.

Classify users according to their characteristics

Through user research and behavioral characteristic analysis, we can basically build a complete user portrait.

However, there is more to user-targeted promotion than this.

Once we have a clear user portrait, we need to classify the users in detail and determine different audience targets so that we can formulate more targeted promotion strategies .

Taking Zhao Yang bidding training as an example, the user groups can be divided into the following three categories: novices, veterans, and leadership levels.

For novices, when choosing a training course, they may pay more attention to the course content ("Can I understand it?") and the price ("Is the money worth spending?"). In terms of creativity, they can highlight "one-on-one teaching" and "try first and pay later" to attract users to click.

Experienced people may be more concerned about developing marketing thinking during the training process; leaders may be more concerned about having a systematic understanding of bidding to facilitate the management of subordinates.

By classifying the audience and managing them in a refined manner, not only can ROI be greatly improved, but it is also the promotion direction in 2018.

So the question is, how should we classify users? Generally speaking, it can be done from the following three perspectives:

1. Users: What types of users are interested in the product?

2. Scenario: Active scenarios of target users

3. Demand: What do the target users need from the product?

How to write creative that gets clicks

After determining the target user orientation in the early stage, it is necessary to optimize the creativity to attract potential users.

Usually, the operation can be carried out step by step according to the following principles:

Think from the user’s perspective

That is, think about the problem from the user's perspective rather than your own.

Any product that can become popular must meet the needs of "users".

For example, the smart sweeping robot satisfies the user's "lazy" nature; skin care products satisfy the user's "love of beauty" nature; and the iPhone satisfies the user's "showing off" nature.

Therefore, when we write creative ideas, we should start from the user's perspective:

What are the user's pain points?

What are the user needs?

What is the user's usage scenario?

For example

The picture below is an information flow advertisement that was broadcast nationwide, and its click-through rate was as high as 5%.

Why is the click-through rate so high? Let's analyze it briefly:

"High-configuration iPhone" meets the current usage scenarios of users

"If you haven't played it, you've bought it for nothing", which hits the pain point of users when buying an iPhone

“Kawaii pictures” show the user’s need for taking photos

When writing creative ideas, many marketers only stay at the level of "product attributes" or "product features". In essence, this is a self-centered and self-satisfying performance.

Therefore, when writing a creative idea, the first step is to start from the "user perspective" and clarify:

1. What are the user’s pain points?

2. What is the user's usage scenario?

3. What needs do users want to meet?

Users can quickly perceive the value of selling points

Now that we understand how to write high-click creatives, let’s talk about how to choose selling points in creatives.

As the saying goes: If you choose the selling point well, you won’t lose users.

In terms of the characteristics of information flow advertising, users’ reception time is mostly fragmented. If the creativity cannot allow users to get the selling point of the product at a glance, then the advertising is meaningless.

Therefore, when we choose selling points, we can analyze from two dimensions:

1. Invest time. That is, the time cost for users to obtain the product information

2. Expected value. That is, the value that the product selling point can ultimately bring to users.

Since the information flow is aimed at potential users during the delivery process, it is necessary to minimize the cost for users to acquire products and maximize the value of the products to users.

For example, the picture below uses " getting married and having a baby " to simply and roughly highlight the main features of the product. The content is simple and easy to understand, and it also captures the psychology of some target users.

Follow the Kiss principle

Below is the material design. We always say that text is not as good as pictures, and in today's information flow advertising display format, they are all text + pictures.

Before understanding material design, let’s first understand what Kiss is? That is the abbreviation of keep it simple stupid, keep it simple and stupid so that even a fool can understand it.

Since the display environment of user information flow is relatively complex and user attention is very scattered, the material design must allow users to understand the information conveyed by the advertisement at a glance.

Usually, we can follow the following points:

1. Use contrast: Use the background color to contrast with the product, so that the product or selling point is more prominent

2. Simple fonts: The text should not exceed one-third of the image, and appropriate white space should be left so that the text can stand out more easily and quickly convey the advertising content.

3. Design prominence: Choose high-quality and clear images, control within three colors, avoid central communication, and easily create a rigid feeling

In terms of material design, it is not necessarily required to be new or unique. What is more important is to arouse the interest of users and preferably leave a deep memory in the minds of consumers.

For example, the picture below takes advantage of user habits and designs the image into the shape of "opening a red envelope", which greatly stimulates user interest and entices users to click.

Select selling points based on user scenarios

Generally speaking, users focus on different things at different times and in different environments.

Therefore, when placing advertisements, it is also necessary to design materials in a targeted manner based on the user's usage scenarios, and optimize the landing page in a targeted manner according to different time periods or groups of people.

For example, in the picture below, the creative idea of ​​" giving gifts on Valentine's Day " is used, which is in line with the current environment on the one hand, and in line with the user's psychology on the other.

Effect summary experience, continuous optimization

When writing creative ideas, you first need to think from the "user's perspective", choose selling points whose value users can quickly perceive, then use simpler pictures to enhance the persuasiveness of the selling points, and combine them with the product usage environment, time period, etc. to write and publish.

The above is the entire process of writing creative ideas. But after the creative idea is completed, there is one more important thing, which is to conduct A/B testing .

Through testing, creative ideas with better conversion rates can be classified and summarized, and applied to the next promotion, saving trial and error costs.

The figure below is a summarized promotion process SOP, and everyone can take what they need.

A complete information flow delivery process can basically be divided into: precise targeting of target users—creative material design—optimization of landing pages—delivery data tracking—optimization of delivery direction.

The whole process seems simple and the principle is similar to bidding, but the thinking is completely opposite to bidding. The information flow is a process of acquiring potential users, while bidding is a process of acquiring potential users.

For bidders or information flow optimizers, what is important is not the ability but the promotion thinking.

The author of this article is @小兔子. It is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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