It only takes 3 steps to reduce the cost of information flow advertising. Which step have you taken?

Therefore, the optimizer added intent words such as "red book loan process", "shop decoration loan", "bank policy loan", "Shenzhen loan of 1 million", "high-value mortgage loan", and "Shenzhen loan conditions" based on the characteristics of the target users, increasing the total to 786.

2. Add targeted intent words to improve display opportunities;

2. Don’t control yourself, spend the 100,000 yuan consumer loan

CTR: 0.34%

Obviously, the CTR of these two copywritings is far below the industry average.

To attract the attention of target users, we first need to clarify what kind of people the target users are, and then point out through the title copy: "Attention, this group of people, there is a message here that needs your attention!"

However, the description of the target users in these two copywritings is limited to one sentence: "have social security", which is obviously not accurate enough.

2. Does the original copy hit the user’s pain points?

The copy mentions “no mortgage required”, is this the point that users are most concerned about?

Suppose I am an ordinary borrower, and there is an advertisement telling me that I can borrow 500,000 yuan without any collateral, would I worry that this is a loan shark trap? How much interest do I need to pay after taking out the loan?

What users really care about is not necessarily the mortgage issue, but more likely the interest issue after taking out a high loan.

When it comes to money, especially borrowing, Chinese people are generally cautious and want to control risks.

However, statements in the copy such as “you can borrow money without collateral” and “you don’t have to control yourself” inevitably seem to advocate hedonism, which can easily make users distrustful: Is a platform that “incites” me to borrow money and consume high amounts of loans really reliable?

#{Region}# If you have paid social security for more than one year, you can apply for a maximum credit limit of 500,000. If you miss it today, it will be gone!

2. The bank is crying. The interest rate for borrowing money here is only 10 yuan, and the credit limit is as high as 100,000!

The optimized copy provided a clearer description of the target users, introduced the selling point of low interest rates, and adjusted the previous more inflammatory tone to make users feel more at ease.

2. Use some creative tools to find good copywriting for the problems of the original copywriting; (Refer to the historical article Baidu information flow advertising , there is actually this magic tool hidden!)

3. Optimize the original copy by referring to good copy;

Our main selling points in the title are "You can get a loan if you have social security" and "Low interest rate". Most of the users who click in hope to get an unsecured, low-interest loan, but they are not necessarily in urgent need of the money.

However, the landing page header only contains one sentence “If you need money urgently, contact us”, which has nothing to do with the selling point in the title and can easily make users feel awkward.

2. Can a selling point without objective basis impress users?

The core position of the landing page lists the selling points of high credit limit, fast loan approval, safety and reliability, and low interest rate, but the description of each selling point is not objective.

For example, how high is the high limit? Is it high enough to meet user needs?

Putting the two selling points of "high credit limit" and "credit limit up to 1 million" together, which one would users be more accepting of?

Obviously, users are more easily impressed by selling points that are well-reasoned and substantiated.

3. Will cumbersome forms cause users to leave ?

The form in the original landing page has 4 required items, one of which requires receiving and filling in a verification code. Will the cumbersome form make users unwilling to fill in the form?

Many times, users who were originally interested will choose to quit because they are afraid of trouble.

The optimized results are as follows

Finally, the new landing page reduces the amount of content collected in the form to three items, making it easier for users to fill out the form.

2. Presenting data when describing selling points is more attractive

3. Simplify forms to reduce user churn