How to become a qualified information flow advertising optimizer?

In our daily work, we have all read a lot of useful information about information flow advertisements , but due to the lack of systematic methodology, it is difficult to directly optimize our actual work. Based on my nearly three years of experience in information flow advertising optimization , I would like to share with you how to become a qualified information flow advertising optimizer .

There is a lot of content, so it will be divided into two parts. The first part includes product analysis and copywriting creativity, and the second part is the methodology of various industries.

Explore Products

1. Competitive product analysis

When an optimizer launches a new product, in addition to understanding the product itself, he or she must also understand the situation of competing products on the platform, which is what we call competitive product analysis. Taking the Weibo platform as an example, it at least includes the following points:

• who are they

• Current number of fans

• Promoted content and posting frequency

• Common questions or concerns of users

Only by knowing yourself and your enemy can you win every battle. Taking a skin care brand A as an example, how to do a simple competitive analysis compared with competitor B.

a. Weibo operation : Brand B has a complete Weibo matrix.

b. Number of fans: 1.89 million fans, tens of thousands of likes and comments

c. Promotional content: mainly new product promotion and celebrity endorsements

d. Highly recognizable: Entered the Chinese market in 1966, is globally renowned, and has a solid foundation.

e. Weibo volume: It has a group of loyal users, and there are dozens of Weibo posts about L'Oréal every day.

The above is a simple analysis of competitor B in terms of account, fans, promotional content, popularity and Weibo operations. Compared with competing products, what are the advantages and disadvantages of your product? Next we move on to the SWOT analysis part.

2. SWOT analysis

SWOT analysis is one of the basic methods of advertising planning. Each letter corresponds to a different meaning:

S-Advantages: such as high-quality and low-priced products, local customer reputation, one-to-one service

W-Disadvantages: such as low brand awareness, lack of sales channels , outdated store decoration

O-Opportunities: such as new products, signing new stars, and entering new markets

T-Challenges: such as many alternative products, strong competitors, unclear policies

Continuing from the previous article, let’s take skin care brand A as an example to make a simple SWOT analysis example:

Advantages:

Many new generation of popular celebrity spokespersons

The star effect is strong and the product positioning is fashionable, which suits the taste of young people today.

Disadvantages:

As a rising star, its popularity and brand reliance need to be improved

The fans are highly active but of lower quality, resulting in lower sales

3. Target user analysis

In addition to understanding the advantages and disadvantages of the product, information flow advertising belongs to performance marketing , which will accurately target users in the background. The premise of targeting is to understand the target users, including gender, age, region, interests, new payment habits, etc.

Take a weight loss app as an example:

User role 1: Those who want to lose weight impulsively, accounting for 10%-20%

User role 2: Students who want to lose weight casually, accounting for 60%-70%

User role 3: New mothers who are serious about losing weight, accounting for 10%

User role 3: A fitness novice who loves taking selfies and cares more about other people’s opinions, accounting for 10%

In summary, the target users of this weight loss app are: young urban women, label: born between 1976 and 1998 (18-40 years old), living in first- and second-tier cities, college degree or above, and have weight management needs.

Material Optimization

After understanding the product, enter the creative part. How to optimize the creative ideas starts from the following aspects:

1. Picture part

The pictures are required to be intuitive, have a sense of scene, and be able to reflect specific functions. Taking a certain tool APP as an example, let’s analyze what problems there are with its picture materials?

Material 1: Theme is vague

Material 2: Too official

Material 3: Hard Advertising Model

Material 4: No highlights

Material 5: Unknown theme

Material 6: Too formal

High-quality creative: native advertising

In the information flow advertising , good material pictures meet these standards:

Graphics and text: The fun and beauty of the picture are tied for first place, keep the graphics and text consistent

HD: Pay attention to the image accuracy, HD original image

Reality: mainly based on customer samples, real scene (object) pictures, detail pictures, and flow charts

Video: Choose an attractive cover image

2. Copywriting

Each set of pictures is paired with 5 different blog posts to guide users to click, and avoid hard advertising. So how can you hit the users with the copy?

a. Use copywriting to select groups, point out important information, and reduce users' judgment costs.

For example, by region:

For example, by age:

For example, through the characteristics:

If the target group has certain characteristics, or is particularly interested in a certain product element, you can point out this element directly. By clicking on "Get it under 100 yuan", you can select the group that is concerned about saving money and hopes to buy good things at low prices.

b. Use numbers and time to express effects

In summary, it is important to achieve the following points in terms of copywriting creativity:

• Find the entry point and ensure focus

• Focus on expressing useful information for fans

• Every point raised should be consistent with the customer's demands

• Grasp sensitivity, seasonality, and hot topics

• Communicate advertising content from the perspective of users (fans)

3. Creativity

The copywriting and materials are based on a good idea. The creativity of information flow promotion usually cannot avoid the following five forms:

a. Storytelling: Use stories to establish a brand, which is real and moving.

b. Talk about the product: spread quickly through soft promotion and viral marketing .

c. Tree knowledge: easy to understand, popular science knowledge.

d. Organize activities: Offers and discounts should be direct, and triggering actions is the key.

e. Play games : cleverly design game content and increase followers through research.

That’s all about product analysis and copywriting materials. In the next article, I will share with you special promotion techniques for different industries, so stay tuned!