Abstract : How to make an excellent advertisement? Especially for an advertiser who is just starting to promote on an online platform, he lacks experience in advertising production and does not understand the psychological feelings of the advertising audience. It takes a long time of exploration to gradually find the rules. To avoid this problem, we conduct a large number of excellent ads...

How to create an excellent advertisement? Especially for an advertiser who is just starting to promote on an online platform, he lacks experience in advertising production and does not understand the psychological feelings of the advertising audience. It takes a long time of exploration to gradually find the rules. In order to avoid this problem, we analyzed a large number of excellent advertisements from three perspectives: industry, gameplay, and design, and summarized the advertisements in different industries.

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Next, Qinggua Media will introduce to you how to play with Guangdiantong’s materials! Characteristics, common packaging techniques of excellent advertisements, and design characteristics of excellent advertisements are shared with advertisers to lower the threshold, allow advertisers to get started quickly, improve results and achieve a win-win situation.

Industry characteristics

Find the right gameplay

How to design

1. Industry characteristics – identify the industry to which the product belongs and be prepared to grasp the characteristics of the industry

Ps: The following industry materials are all excellent materials of the Guangdiantong platform (advertisements with high click-through rates on the Guangdiantong platform). The click-through rates are for reference only and are not comparable to the click-through rates of other platforms.

Industry 1: Clothing and Home Furnishing

Emphasize the model's try-on effect or directly display high-quality product photos.

At the same time, attract users to click by using the benefits that customers can obtain such as brand , discounts, prices, free shipping, etc.

Industry 2: Electronics and digital

Display high-quality product pictures, close to real life scenes,

Emphasize the product's appearance, brand, characteristics, parameters, functions, etc.

Industry 3: Food

Highlight the food itself and use appetizing pictures to attract users to click.

Industry 4: Beauty, Hairdressing and Body Care

The pictures are real and close to life, and the text is guiding.

It is best to present it simply and directly in the form of an article title . Give users the illusion that it is not an advertisement.

Industry 5: Application Recommendations

Combined with real-time hot events and the latest Internet terms,

The pictures are real and close to life, so as to highlight the core features of the application.

Industry 6: Games

Highlight the features of the game and use exquisite game screenshots, original paintings, props, etc. to encourage users to click.

Industry 7: Tourism activities

Using landscape pictures close to nature makes people want to say goodbye to the busy work, stay away from the hustle and bustle of the city, and return to nature.

2. Find the right way to play – According to the characteristics of your own products, choose the appropriate packaging method to achieve twice the result with half the effort

Technique 1: Middle-class explanation

Explain the problem from a neutral perspective and package the advertisement in the form of articles, news, guides, etc. to avoid giving users a strong advertising feeling, making them feel that they can get useful advice from it, thereby encouraging users to click.

Technique 2: Curiosity

By asking a novel question or a test question that is relevant to the user himself. Arouse users' curiosity and increase clicks.

Technique 3: Provocation

Taking advantage of people's competitive psychology, the game stimulates users by exaggerating the difficulty, setting challenges, and other methods to encourage users to click.

Technique 4: Tips

Seizing on people's desire to take shortcuts, the advertising effects are presented in the form of tips, emphasizing that the process is simple while the effect is obvious.

Technique 5: News and hot events

The material copy can incorporate some current hot events, or use some popular Internet terms and expressions, and then use corresponding material pictures.

Technique 6: Benefits

Try to highlight some of your own advantages that your competitors do not have, such as preferential discounts, novel appearance, excellent industrial design, etc. Let users see that they can get some benefits by clicking on the ad that other ads do not have.

Technique 7: Set an example

Show users some good things or images of people, and give them a feeling that as long as they click on the ad, they can do the same as shown in the ad. Let users make up their minds to do it.

Technique 8: New wine in old bottles

According to the age of the target user group, select some corresponding nostalgic materials, use nostalgic visual design techniques to set off the atmosphere, and evoke some childhood memories of users. Find some resonance in your heart.

Technique 9: What you see is what you get

It is mostly used for commodities or games, using some real commodity pictures or screenshots of game scenes. It has high requirements on the quality of the materials, and prefers to display grand scenes and cool content to give users a sense of real immersion.

Technique 10: Dazzling array

The grid display layout and rich colors give people a dazzling feeling. It can display more details or products and provide users with more choices. It is not only applicable to e-commerce , but also to most industries such as travel, attractions, and food.

Case Study

Shanghai XXXX Information Technology Co., Ltd.

3 How to design

Before starting to design, please organize and determine the corresponding advertising copy and display content according to the corresponding industry characteristics and the desired advertising expression method. After completing the preparation work, you can start designing. The design method we introduce here is mainly divided into five steps, namely composition, color, background, material, and font.

1. Composition (the following are four recommended structural layout methods):

2. Color (the following are four recommended structural layout methods):

Determine a color as the main tone of the advertisement and use it to form the overall color tendency of the picture.

Colors play a symbolic role for a company or its products, so when designing advertisements, try to use uniform standard colors to give people a unified and consistent feeling.

It plays a significant role in strengthening and spreading corporate identity.

You can also use contrast to increase the difference in color hue, purity or brightness to make the main body of the advertisement stand out, thereby enhancing the visual effect and creating a sense of beauty.

Choose colors that better represent the emotion of your ad:

For example:

1. Food ads can use orange, red, and yellow, warm colors that can increase appetite, while frozen food ads should use blue-green tones.
2. Electrical appliance advertisements generally use cool colors, which make people feel calm, deep and rational thinking, and give people a feeling of high technological content. In particular, refrigeration products such as air conditioners and refrigerators should use blue as the main tone. If warm colors are used, people will question their cooling effect.
3. Advertisements for children's products should use light, bright and vivid colors to create a vibrant, cheerful and cheerful mood.

3. Background:

1. Consider the environment in which the ad is placed and choose a background color or image that contrasts with the environment to make the ad more eye-catching. Avoid backgrounds that are too pure or too saturated.

2. The background should not be too fancy or have too many colors to ensure that the theme is clear and recognizable.

3. Solid color background is suitable for advertisements with simple and clean images and relatively rich content, such as e-commerce advertisements.

4. The use of picture background can set off the atmosphere or emotion, emphasize the characteristics of the advertised product, and enhance the understanding of the product.

5. Game advertisements can use screenshots of game scenes, but they should be consistent with the game scenes being promoted. Adding the game LOGO can achieve better publicity effects.

4. Materials:

1. The material is close to the theme, clear and of high quality, the cutouts are clean and neat without rough edges, and the 1:1 scaling is maintained to avoid distortion of the material proportions.

2. Use materials in moderation. Too much material can easily cause dazzling results, and there will be no visual center of gravity, and the theme cannot be highlighted well.

5. Copywriting:

1. The copy should be clear, concise and objective, avoid being complicated and messy, be easy to understand and remember, pay attention to the visual order and direction of the text when browsing, and have a cleverly conceived advertisement

Words can be more memorable and last a long time.

2. Special processing of words and phrases that need to be highlighted can help people focus on the content you want to emphasize more quickly.

For Guangdiantong advertising, please contact Qinggua Media official

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