Why do some landing pages make you want to buy after seeing them?

What’s changing in digital advertising ?

What is the difference between SEM and information flow ?

If you want to achieve results, what is the core of online paid advertising?

As an Internet marketing practitioner, what are your future career directions and development opportunities?

In response to the above questions, today we are honored to invite Teacher Weiwei, an advertising expert with 17 years of experience, to share with us!

In addition, this Thursday at 8:30 p.m., Teacher Weiwei will give everyone a live lecture at Aichi Academy - "Why some landing pages make you want to buy after you see them" , the original price of the course is 1,288 yuan. Click on the original text now to sign up for free for a limited time!

1

Q: Hello, Teacher Weiwei. As a senior advertising professional with 17 years of experience in the industry, can you share with us what changes have taken place in the advertising field and what has not changed?

I graduated in 2000 and started working in the advertising industry. At that time, online advertising had just emerged and was not well understood by most people. In the minds of most people, advertising meant TV advertising, paper media advertising, or even painting billboards and printing trifold brochures on the roadside.

In fact, no matter how it changes, advertising only involves several dimensions: advertisers, consumers, and platforms.

The job of an advertiser is to use various creative ideas to implant the viewpoints, lifestyles, etc. that the client wants to convey into the minds of users through different platforms.

So you see, maybe the changes seem huge to non-professionals, but in my opinion, what has changed are nothing more than the delivery platform, and the new era and environment.

The clients started by making their logos bigger, then expanded to various colors and black; users went from spreading the word by word of mouth to forwarding them through their friends’ circles . But the core of advertising is to stimulate users' potential needs and use human instinctive habits to trigger dissemination and conversion - this has not changed.

In 2001, we were doing viral marketing . At that time, we said we were making a Viruses page, which was spread through email. We tried every means to make the content of the email interesting, such as tests, small games , coupons... and then inspire people who received the email to forward it.

In 2003, we attracted users through SNS, designed activity content and the entire mobile phone text messaging process. Users participated in activities, replied Y or N, and gradually registered as our members and entered our traffic pool.

Because several of the clients I was serving at the time had large advertising campaigns, my ads were discussed at friends’ gatherings, which can be considered a form of “ blowing up in the circle of friends .”

So you see, isn’t the work of current marketers the same except for the different delivery platforms?

We racked our brains to think about how to make users spread or further convert our information instead of ignoring or deleting it. This is a question that advertisers always think about:

No matter how the environment changes, how the platform develops, and how rapidly technology advances, advertising has evolved from print media to video to the current online environment and the prevalence of self-media , but its core has never changed.

If you are always chasing trends and doing whatever others do, then you will always be following behind others.

When you truly understand the core of advertising, no matter what new platform emerges, you will be able to grasp the key points immediately and know how to handle the details of the placement on this platform. Only then can you truly keep up with the times and be considered a qualified advertiser.

2

Q: What are the similarities and differences between "traditional" SEM advertising and the current mobile Internet information flow advertising ?

In my opinion, search engine marketing advertising is not very traditional, it is also a product of the Internet .

The traditional advertising in my mind is print media and television media advertising, which are actually very similar to information flow advertising.

On these platforms, our users are not actively seeking but passively accepting.

Users may be watching TV series, shopping, flipping through magazines, on their way to work, or browsing an information app... They are not looking for a specific product or solution.

At this time, the first priority of these advertisements is to attract attention with good creativity through understanding of users, so that users can pay attention to different advertisements from the target points they originally planned to see.

Then we need to stimulate the potential needs of target users and make them have the patience and desire to learn more carefully. Only then can we complete the next step of conversion.

In comparison, SEM advertising uses search rankings to attract attention. What is needed is buying rankings rather than creating creativity; users actively search rather than passively accept.

This is a bit like the Yellow Pages ads of the old days. Based on these two points alone, if SEM advertising is well placed, users will be very accurate and have clear purchasing intentions.

The similarity is that no matter on which platform or in what form of advertising we place, we must gain the trust of users.

Even if you can easily attract the user's attention and know accurately that the users who follow you have needs, and your click-through rate is very high, but if the architectural logic, visual effects, and even image selection of your landing page are not done well, you will not be able to gain the user's trust, and your final conversion rate will still not increase.

This is very obvious. In the early days, when everyone had unconditional trust in Baidu, SEM advertising was extremely popular. As long as you were willing to spend money on it, you would definitely make a profit.

After the Putian incident, a trust crisis arose in the search engine platform itself. SEM advertising was no longer something that did not require much thought and money. It returned to the core point of all advertising: "making users trust." This is the inevitable trend of historical development. All impetuousness is temporary and will eventually return to its original state.

3

Question: Teacher Weiwei, what is the current situation of the domestic digital advertising market?

Due to the development of self-media, everyone has a channel to speak out, so the current advertising environment is more chaotic than before.

Nowadays, a large number of self-media and new delivery platforms are emerging. Most marketers are people who have some understanding of this industry and like this industry. Of course, this is the basis for choosing a career.

But also because of this, I often see many campaigns making some very basic mistakes in their entrance ideas and landing page designs. Sometimes I find it unbelievable that I don’t even need to look at the background data. They are almost wasting money and may not even hear a response.

This is a judgment based on industry experience, and it can be said that it is always accurate. There is nothing mysterious about it to us, it’s just basic knowledge.

Customers will also be superstitious about traffic and no longer believe in creativity because they are chasing trends. It seems that data is the most intuitive, but data is also very convenient for playing tricks.

You must understand the core of marketing, that is, learn how to judge and utilize the user's mind, so that you will not be eliminated by this rapidly developing industry.

4

Q: What are the core elements for achieving good results when placing paid advertisements? (Here you can guide "landing page or picture")

One core: the user perspective with the client’s goals in mind.

Three key points: find the right audience, attract the audience's attention, and arouse the audience's needs.

In other words, we must always have three perspectives:

The first one is from Party A. What is Party A’s goal for this investment?

The second is the audience. What does the audience want to see?

The third one is our own, how should we operate it? Only in this way can we meet Party A’s goals, let the audience see what Party A wants them to see, and further form conversions.

In reality, it is our daily work, screening keywords , formulating delivery plans, designing entry ideas, and designing landing pages.

It looks simple, but in fact, each step should be carried out with a core idea of ​​three key points in mind, so as to get the best possible results in the end.

5

Question: Teacher Weiwei, can you give us some advice on the study direction or career development of current advertising and marketing practitioners?

In fact, I mentioned it in the previous two questions. This is true for many things. The surface is changing, but the core and underlying logic remain unchanged.

In fact, if you want to keep up with the development of the times and not be left behind, you really need to study some underlying logic, something that can stand the test of time. You are always chasing eagerly, but never catching up.

This is like swimming. The worse a person is at swimming, the more anxiously he struggles in the water, and the faster he sinks. If you can swim, you just need to relax and use the buoyancy of water to always float on the waves.

We are not yet drowned by this era, so I suggest that you take some time to learn something that will ensure you will not be left behind in any era.