Useful Information | What does a high-conversion information flow ad look like?

For information flow advertising , the content and creativity of the advertisements are the areas where advertisers and agencies have the most room for development and potential for improvement. So, in the media environment of different platforms, what kind of advertising can effectively complete conversions and achieve the best results? What lessons from the past are worth noting?

Among the various academic training and vocational education advertisements, how can we attract users through excellent advertising creativity? Wonderful content is coming soon...

Tip 1: Picture selection should follow the "four principles"

Appropriate pictures are one of the key factors for successful advertising. When selecting material pictures, we need to follow four principles: simple composition, clear text , overall coordination, and clear priorities.

There are three selection directions for commonly used pictures:

1) Characters

Student model: The student image is youthful, lively and enthusiastic, which can arouse users' yearning for their student days.

Teacher model : usually appears together with student models, presented in classroom scenes, evoking the user's desire to become a student.

• Suggested structure:

2) Scenario

Typical school facilities: university campuses, well-known institutions of higher learning, teaching buildings, playgrounds, etc. are often used to reflect the feeling of bathing in the ocean of knowledge.

Playground/sports meeting: scenes that reflect youthful vitality and increase users’ confidence in success.

Classroom: Hardworking students inspire users' enterprising spirit.

• Suggested structure:

3) Learning Elements

Learning tools such as blackboards and books can immerse users in a learning atmosphere.

• Suggested structure:

Tip 2: "Heartfelt copywriting" directly hits user pain points

As a "paper salesman", the biggest role of copywriting is to guide and influence users. To achieve the best results, do not write the copy in a bland way. It must be to the point and hit the user's pain points. Copywriting can be divided into the following three directions: stimulating demand, catering to demand, and stimulating decision-making.

1. Stimulate demand - stimulate different emotions of users

• Inspirational

Inspire ambition and stimulate users to recharge themselves.

• Emotional

Campus life is the most beautiful memory of everyone’s youth, highlighting the young years in white clothes.

• Pain avoidance

Low educational level brings difficulties in work, such as low salary, difficulty in promotion, and a big gap with others.

2. Meet the needs - reduce time and economic costs

Since the target users of academic training and vocational education are mostly full-time office workers who do not have complete time to study, the copywriting should highlight that learning can be done without affecting work.

3. Stimulate decision-making - simple and direct, promote purchase

This type of copywriting is often used in promotional activities to highlight price discounts and facilitate purchases.

Tip 3: Different ad positions , different creative options

If you want to achieve good advertising results, the first thing to consider is: where will the ad be displayed? The size of the ad space directly determines how the ad creative will be presented. Below we will use cases to explain to you the creative principles of several key advertising positions.

1. Large-sized advertising space

• Advertising position: QQ space feeds

• Advertisement size: 1000*560

Color structure matching: The blue background highlights the professional characteristics of the education platform. The left and right layouts are balanced and layered. The text is in the same dark color as the background, which is distinguished by color, with a sharp contrast and prominent copy information.

Copy length: The copy should not exceed 3 lines.

Font selection: No more than 3 fonts should be used.

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• Advertising position: QQ resources/ WeChat bottom banner

• Advertisement size: 582*166

Color structure matching: the left and right layouts are visually balanced, clear and easy to distinguish; the tones are warm, and the text and background colors are harmoniously matched, which improves user favorability.

Copy length: The copy should not exceed 3 lines.

Font selection: No more than 2 fonts should be used.

2. Small-sized advertising space

• Advertising space: Daily Express

• Advertisement size: 354*222

Color structure matching: upper and lower structures with clear layers; the pure color blocks in the text part are distinguished from the background, which can better focus the attention and make the information conveyed more clearly.

Copy length: The copy should not exceed 3 lines.

Font selection: No more than 2 fonts should be used.

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• Advertising location: QQ space

• Advertisement size: 160*210

Color structure matching: The red background at the bottom of the copy highlights the theme, and the bright colors attract users' attention, introduce the platform business, raise questions to create suspense, and attract interested users to learn.

Copy length: The copy should not exceed 3 lines.

Font selection: No more than 2 fonts should be used.

3. Tofu block advertising space

• Advertising position: QQ resources/WeChat bottom banner

• Advertisement size: 147*147

Color structure matching: The classroom scene and student images make the image more immersive, and the text uses the same color as the background, which is harmoniously matched.

Copy length: The copy should not exceed 2 lines.

Font selection: No more than 2 fonts should be used.

The above is what I share with you today, the choice of different creative ideas between pictures, copywriting and different advertising positions. I hope that you can analyze and judge based on your own industry after reading it. It is most important to summarize a set of promotion methods that suits you. If you have any questions about your industry, please leave a message to communicate~~

• The copyright of all the above cases belongs to the advertisers and is for learning and communication purposes only.

This article was written by @腾讯社会广告and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games