In the education industry, what are the “tips and tricks” for placing information flow advertisements?
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The battle for information flow is in full swing. I believe everyone has read a lot of theoretical knowledge on how to operate such a popular advertising form. Today, I will no longer give you "paper talk". By sharing two tips and three cases in the education industry, I will tell you how to play information flow advertising through "actual combat"! Exposure is the basis of advertising , and choosing the right ad position is an important prerequisite for obtaining sufficient exposure. Faced with Tencent’s social advertising, which has a wide variety of types and forms of advertising space, how to choose is a big question. However, as long as you can clearly define your needs and choose a good ad location, it is not a difficult task! For example: 1. If you need brand promotion Recommended advertising space: Friends Circle – Contract Advertising Applicable industries: K12 education, language education, academic education Average conversion cost reference: 60-120 yuan/effective customer consultation Recommended reasons: The quality of advertising users is high, the traffic is large, and the advertisements can be integrated into life scenes. They have strong social attributes and can connect brands and users through interaction, naturally enhance brand awareness and dissemination, and increase the interaction rate. Format: Exposure alone is not enough, attracting high-quality students is the bottom line! Tencent social advertising provides multiple dimensions, detailed population and geographic targeting functions, which can help you firmly lock in high-quality students: 1. Crowd targeting How old are your target students? What have you done recently? What are your hobbies? What phone do you use? ...Enter these conditions to help you locate their whereabouts! 2. Geographic targeting Business district scope? Around the school? Near a store? Whatever you want, it's covered! 3. LBS business district targeting : achieving more precise regional targeting Targeting can be performed in more than 4,400 business districts across the country, and the population within 25 kilometers of the business district can be set. 4. ADS geographic location expansion : multiple fixed locations to flexibly target the target population Target the crowd within 5 kilometers of the school and carry out targeted and precise delivery. 5. Local promotion : real-time distance display to increase store visits The real-time distance display of user-associated stores within 10 kilometers can quickly divert online traffic to offline stores and facilitate transactions more effectively.
As the saying goes, "Practice makes perfect." From ad placement selection to creativity, there are many excellent cases on Tencent's social advertising platform for us to refer to. Brand requirements: Accurately cover the "junior college to undergraduate" population, increase exposure and the number of effective consultations, and reduce lead costs. Solution: • Further refine the advertising targeting to differentiate between junior college and undergraduate students and apply for junior college population packages; • Only place ads in high-traffic positions such as group chat banners and group announcements on the QQ client for specialist groups; Final result: The weekly cost of effective leads decreased by 30% year-on-year, and the cost was stably controlled within 100 yuan. Brand requirements: Attract students to sign up for software training courses Solution: • Based on the characteristics of the software training industry, we screened keywords such as “software testing class”, “introduction to software testing”, and “software testing development”; • Using QQ space as the advertising medium is in line with the young target group born in the 1990s and 1995s. Final result: The number of applicants increased nearly fivefold, and the cost of advertising decreased by 80%. Brand requirements: Improve the school's reputation and increase the number of fans of the official account Solution: • Place advertisements on WeChat Moments public accounts to accurately reach target consumer groups; • The outer image highlights the artistic style. You can click to enter the landing page to experience the product features, which helps increase the click-through rate of ads. Final result: The public account’s follow-up rate exceeds 20%, and the cost of following is less than 5 yuan. The author of this article @操作圈信息流广告 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services Advertising |
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