4 common misunderstandings about information flow creativity, skip the conversion and double it immediately!

We all know what the role of creativity is - to attract users and generate clicks.

So, what this means is: the more click-through rates a creative gets, the more we like it.

But now the rabbit wants to tell you that this is a wrong idea.

Not all creative ideas have the highest click-through rate.

When everyone is telling you " this is good, that is good ", let's talk about " what is bad ".

• How many people are curious: "What is the appropriate click-through rate for my industry?"
• How many people think: "The higher the click-through rate, the better"?

There is no fixed standard for click-through rate, and the higher the click-through rate, the better. Usually, it is determined based on account strategy and keyword part of speech.

What’s the point of having a high click-through rate for low-intent search terms like “Zhangjiajie Guide” mentioned above? What’s the point of attracting a bunch of low-intent traffic?

Our budget is limited, and the traffic we can obtain is also limited. When we blindly increase low-intent traffic, it means that "high-intent traffic is decreasing."

Remember: the higher the click-through rate, the better. It depends on the word segmentation.

For words with good conversion , the higher the better, even 100%; for words with poor conversion and low traffic intention, the click-through rate should be controlled.

Creativity is just a means to control traffic, not just to attract traffic . For low-intent words, we need to know how to use creativity to filter some of the traffic.

• For industrial fans, choose xxx brand
• xx x Focus on excavators for 20 years
• Industrial fans, xxx brand leader/industry benchmark/industry leader

How many people are using ideas similar to the above?

The above-mentioned ones are all self-congratulatory copywriting, thinking that my product is very good and users will click on it after seeing it.

To be honest, even Apple, one of the top smartphone brands, has never written copy like this.

Because we all know that 90% of users will only click on creative ideas that “can bring benefits”.

For example, in the picture below, which creative idea would you click on?

If arranged in order of clicks, most people click in the following order: 3-1-2.

Because the third creative idea highlights the benefits, visitors can directly know "what I can get" by clicking; while the first creative idea "30,000 people's first choice" will attract us; for the second creative idea, strictly speaking, we can get nothing except "preferred XX brand".

Therefore, when writing, we must reject empty and pretentious ideas, even when it comes to creative brand words.

When it comes to creativity, we need to give users enough desire to click; and for users, they won’t click without benefits; so, instead of general concepts, it is better to give users something more specific!

What are we pursuing when we write creatively?

Maybe 90% of people would think it is click-through rate. But in fact, the ultimate purpose of writing creative ideas is transformation.

For example.

Search for "modern and simple home decoration renderings". The search intention is very clear. The person wants to find some pictures of simple house decoration. First of all, we can see that the creativity is also consistent with the search terms.

But when I clicked on it, it was a price page. To be honest, this is really the landing page that matches by searching for "home decoration renderings".

What users need is a rendering. If you show users the pricing page, can the conversion rate be high? Can even high-intent traffic be converted?

We emphasize again and again that creativity must be related to conversion, but there are still many people who do their own thing.

Remember, the so-called relevance is related to the user's search intent.

In addition, it is also a big taboo if the landing page cannot be opened. Everyone must remember to check their website every day.

How many people’s ideas are directly copied from their competitors?

It is said that all content in the world is copied, but we also use certain strategies when borrowing.

It is absolutely not advisable to directly copy competitors' ideas based on search terms, as this will only result in your ideas being unremarkable and having too high a repetition rate!

There are some techniques to plagiarize competitors. It can be divided into two methods: plagiarism based on search terms and cross-industry plagiarism , or a combination of them.

I won’t go into detail here. If you are interested, you can leave a message at the bottom. I can sort out a process and you can copy it. No, it is to learn from it.

In fact, one of the most common misunderstandings that many bidders fall into when writing creatives is that they write for the purpose of attracting traffic.

But don’t forget that the ultimate goal of attracting traffic is conversion, and attraction is just a method. In bidding promotion , each process has a special and inviolable mission, but each mission is just to serve "conversion".

When we truly understand the essence of bidding, many difficult problems will be solved.