Why do others get three times as many clicks as you when doing the same information flow advertising?
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Let’s look at an example first. A stock trading software is preparing to launch information flow advertising . Advertising optimizers Xiao Zhang and Xiao Wang respectively provided the following copy : Xiao Zhang's copywriting Xiao Wang's copywriting The same placement, the same content targeting, the same pictures, the only difference is the copywriting. However, actual delivery effect data showed that the click volume of Xiao Wang’s copy was three times that of Xiao Zhang, the number of registrations increased by 3.62 times, and the customer conversion cost decreased by 9.2%. Why does the number of clicks for the same ad differ by 3 times? 1. Display advertising vs interest-based advertising To answer the above question, we have to start with the changing era of the Internet. In the PC Internet era when the iPhone had not yet been released, search was the main entrance to the Internet. Users search for information, search engines provide feedback on search results, and display ads placed by advertisers. For example, when a user searches for the keyword "stock trading" on Baidu , the search engine will display advertisements for stock trading software while returning the search results. Search ads are classified as “display ads”. Display ads often start from the product itself and attract users by showing the selling points of the product. But in the era of mobile Internet , things have changed. The popularity of mobile phones has made independent apps an important source of information for users, and search engines are no longer the only entrance to the Internet. For example, if I want to know the news now, I can check Weibo, Moments , or open news software to get the news. Under this new trend , information flow advertising came into being. Information flow ads are embedded in various APPs and are no different from native information formats. What determines which ads you see is your interests. For example, if I am a stock trading fanatic, then there is a high probability that I will see an advertisement for stock trading software when I am browsing Weibo. Information flow ads belong to "interest ads". Interest-based advertising starts from the needs and interests of users and attracts users by meeting their needs. 2. Product thinking vs user thinking With the change from display advertising to interest-based advertising, the advertising thinking also needs to change accordingly, otherwise the previously effective advertising will likely become ineffective. Originally, users searched for "children's English training" on search engines, and their purpose may have been to let their children receive English enlightenment education from an early age. At this point, users are often impressed by more persuasive information. This is like a couple who are planning to let their child receive English training and they walk into the "English Training Street". Some booths would shout “We have 10 years of teaching experience”, and some booths would shout “Our institution is a leading brand” - in short, the more convincing a booth’s selling point is, the more likely the parents are to walk to that booth. Selling point display is a typical product thinking. Product thinking means starting from the product itself and impressing users by displaying the product's characteristics. In search advertising, the product thinking that focuses on displaying selling points has been proven to be effective. However, product thinking is ineffective when it comes to information flow advertising. The reason behind this is simple - when seeing the information flow ad, the user's state changes. 3. Searching status vs browsing status When users watch information flow ads, they are not in a searching state, but in a surfing state. Users who are browsing are no longer interested in persuasive information such as selling point presentation. So what is browsing status? In fact, each of us experiences browsing status every day: During lunch break, I check my Moments and Weibo. On the way to work, I browse Baidu and Toutiao on my mobile phone. Before going to bed, I read posts on Baidu Tieba and Zhihu. These "casual" reading states all belong to browsing states. Research shows that when users are browsing, the ad content needs to stimulate the following two feelings in users in order to make them want to click further: 1. Sense of familiarity. For example, if a user has previously searched for “study abroad” on Baidu, when browsing Baidu on a mobile phone, an advertisement for New Oriental Study Abroad appears. 2. Sense of completion. After seeing the advertisement, users should have a feeling that “it turns out that with this product/service, something can be easily achieved.” For example, "My colleague's child learned English this way. No wonder he became an excellent English student!" When users see information flow ads, they no longer browse with the intention of purchasing a certain product. Therefore, information flow ads need to tell users directly what needs my product meets. Take children's English training as an example: The product thinking is: I have foreign teachers here; I use American textbooks here. The user’s thinking is: the user wants their child to improve their English performance; the user wants their child to speak English more fluently. So, the search ad for English training can be written like this: xx English, foreign language training for children with all foreign teachers You can also write: From 2 to 12 years old, come to xx English to attend "American kindergarten" or "American elementary school" However, the information flow advertisements for English training should be written like this: It turns out that my colleague’s child learned English in this way, no wonder he became an English master! Or write this: It’s actually very simple to let your children speak fluent American English! Return to the beginning of the article. Xiao Zhang's copywriting still remains in the product thinking of the display advertising stage, while Xiao Wang's copywriting reflects the user thinking of the interest advertising stage. It is obvious which one is better. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article is @Houchangcun Advertising Bureau and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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