It's an eyesore! After clicking on the information flow ad, I actually saw this...

I have talked about many information flow advertising copywriting routines before, so let me summarize it:

"Copywriting is the most accurate targeting"

The meaning of this sentence requires everyone to think and understand it on their own. Today we will talk about the routines of the landing pages of information flow ads.

1. Avoid official websites

The phenomenon of using the official website for the landing page is mainly concentrated in some local small and micro enterprises that have just started to do information flow advertising.

For example, the following two cases:

In fact, this phenomenon is still caused by using SEM thinking to make information flow, and the biggest difference between information flow and SEM is:

“ In information flow advertising,

Users have low awareness and trust in the company and its products.

And it belongs to passive acceptance of advertisements,

There is no such thing as subjective search intent in SEM. ”

Therefore, when doing information flow advertising, especially some small and micro enterprises without brand endorsement, you must not just use an official website casually, otherwise you really can't afford the money.

2. Avoid third-party H5

H5 is a relatively popular landing page presentation format nowadays. Third-party tools such as YiQixiu , KuaiZhan, Fengling, etc. do have many advantages in layout style and dynamic effects, and are very suitable for forwarding and dissemination in circle of friends .

However, as a landing page for information flow ads, there is a loophole, which is that it is impossible to count the effective data/behavior source .

Currently, most of the mainstream information flow advertising platforms, except for Toutiao 's mobile website building , can only look at surface data, such as display, clicks, CTR , etc., and cannot track behaviors such as online registration and button clicks.

So what should we do in this situation?

Spend money, there is nothing that money can't solve.

Step 1: Spend money to hire a technician

Step 2: Buy a domain name

Step 3: Spend money on a design

(In fact, some bosses are better than technology, and some technology is better than design. I know one. If you have any needs, please contact me.)

Just remember to eventually track the effective data/behavior of each creative idea.

3. Avoid having nothing to do with the entry title material

To put it simply, it means ensuring the relevance of the creative and landing page content . Again, in information flow advertising, users passively accept advertisements and creativity . Users click because they are attracted by your creativity. Therefore, your landing page must satisfy their interest and curiosity in the entry title material.

Here is a counterexample:

Entrance: Vice President of the company, seeking marriage with integrity (left picture)

Landing page: Mr. Zhang, university teacher (right picture)

How would you feel as a user if it weren’t for the endorsement of the Zhenai.com brand?

4. Avoid complicated content without a clear order of priority

In one of my previous articles, I mentioned the comparison before and after the landing page optimization (Example | The first screen of the landing page is designed like this? I ask you whether you will die or not!), which mainly focuses on the first screen of the landing page to illustrate how to optimize it. Let’s review the following aspects:

1. Grasp the user's pain points, simple and crude;

2. List the core selling points and provide valuable information;

3. Use form filling gimmicks to stimulate users’ subsequent behavior.

The above landing page routines have been tested so far and are relatively mature and very suitable for small and medium-sized enterprises that pursue results. Here is a wedding photography example:

From top to bottom:

Part 1: Promotion theme and the price that everyone is most concerned about;

Part 2: Extraction of core selling points;

The third part: forms, where the form filling process is simplified as much as possible. Every additional layer will lead to an additional loss.

At present, this routine has been proven to be effective for small and medium-sized enterprises that pursue results. You can try to apply it.

So in addition to the above routines, what other ideas can we have for landing pages?

To a large extent, we are actually more or less influenced by SEM and ignore the essence of information flow advertising.

The essence of information flow advertising is native.

What is native?

It can be styles, titles and materials;

So, why can’t we make landing pages native? why not?

If we were to say that the best interpretation of the original is probably given by those sensitive industries.

Local primary and secondary schools can also follow this approach. Let’s take a look at an education case:

In fact, it is very similar to the routines of those sensitive industries. The prerequisite is that the soft article skills are solid and the user's needs are understood. For the routines of soft articles, you can look back at the historical articles: Revealing the secrets | How much do you know about the information flow advertising routines of highly profitable products?

What we need to do is to work hard to enrich the content, see how the pain points and marketing points are distributed, and provide valuable content to users (the layout of marketing points will be analyzed in detail in subsequent articles, and I hope that today’s idea can inspire you).

The effect of information flow is becoming increasingly difficult to control, and this so-called effect is not achieved in vain. Users have experienced too much and have become quite discerning, just like foreigners nowadays rarely buy 200-yuan Rolexes and 8,000-yuan imitation bags at the entrance of Xiushui Street.