What are the pitfalls of placing advertisements on official accounts? How to improve the conversion rate of advertising copy?

In the past two days, a friend complained to Qingguajun: "We spent tens of thousands of yuan to find a public account to place an advertisement, but in the end we only gained 100 followers."

Well, it is indeed a tragedy. If it is well controlled, it would be easy to invest tens of thousands of yuan to gain thousands of fans.

So, here comes the question.

1. As a Party A (advertiser), how can you ensure that the advertising copy placed on Party B (public account) has a good conversion effect?

2. What are the factors that affect conversion rate ?

3. Placing advertisements on public accounts and promoting each other’s articles, how deep is the water?

4. What is the general conversion rate for public account advertising in the industry?

Today I will answer these questions.

In the new media field, it is very common for Party A to ask Party B to place advertisements. Usually Party A represents the advertiser or public relations company, and Party B represents the public account operator .

Currently, when Party A asks Party B to place an advertisement, it usually requires Party B to push articles or posters on the official account.

There are three main types of ads:

1. Promote the official account to attract fans

Promoting another official account (QR code) on Party B’s official account instead of products/APP will achieve the best conversion effect.

In the same ecosystem of public accounts, following a bunch of public accounts is a relatively easy decision. However, when jumping from the WeChat platform to an APP or other platforms, decision-making becomes more difficult.

At the same time, once fans are converted to their own accounts, they can continuously push content to their fans, and the commercial value is undoubtedly very high. However, it also means that secondary or multiple promotions are needed to promote the product to fans.

The whole process is: promote the official account - attract fans and convert them - promote products - make profits

When a public account promotes a public account, when the conversion rate is high, it is possible for 1,000 readers to convert into 500 fans.

2. Profit from product promotion

Promoting products on Party B’s official account, such as selling goods, is a one-time transaction with high investment risks.

For example, spend 10,000 yuan to promote a paid course in the form of an article on Party B’s official account. We all know that basically no one will read the article after 24 hours, so the course must be sold for 10,000 yuan within 24 hours.

If the price of this course is 100 yuan , excluding personnel costs and communication costs, 100 people must purchase it to break even.

For a public account with a quotation of 10,000 yuan, the reading volume of a public account in a vertical industry is generally 20,000. It is extremely difficult to convert 100 paying users out of 20,000 people.

Of course, it’s not just about selling courses, it also includes selling goods, tickets, snacks, memberships, etc. The risk of directly promoting products is very high. If the purpose is to make a profit, I don’t recommend doing this. However, if the purpose is to seize the market and occupy the mind, it is another matter.

3. Promote APP to acquire customers

According to the little princess, the current cost of acquiring a customer for an APP in a vertical industry is 50 yuan (which is also shocking).

If you spend 10,000 yuan to promote the APP on Party B’s official account, you only need 200 users to register to reach the market average cost; if 400 users register , the registration cost per user is only 25 yuan.

Based on 20,000 views, there is great hope for 200 or 400 user registrations.

Ranking by conversion effect: Promote public account > Promote APP to gain customers > Promote product to make profit

1. Quality of the Official Account

This is undoubtedly the first factor. For example, you can judge the number of fans from the number of readings of the official account, judge the activity from the number of messages on the official account, and judge the user portrait and user needs from the content of the articles in the official account.

If the number of fans of a public account is real, the number of readers is high, the user portrait is accurate, and the activity level is high, and the public account has successful advertising cases in the past, it is a suitable advertising channel .

2. Ad Type

There are three main types of advertising copy: hard advertising, soft advertising and posters.

Hard advertising is straightforward, it promotes things, meets user needs, and can lead to conversions.

The commercial information revealed by soft ads is relatively secretive. Most of the time, soft ads (such as patch ads and native ads ) are placed because the copy can be spread more widely.

Directly promoting a poster is a very violent method. If there is no fission link in the design, the poster will basically only be seen by fans and will not be spread. Since the content of the poster is concise and clear, fans can easily read it, so if it can meet user needs, the conversion rate is often very fast.

3. Advertising copy

Advertising copy that can quickly meet fans’ needs and help them solve problems will have an incredibly high conversion rate.

For example, we have previously published some articles on editing and typesetting tools . These tools can help you solve problems you encounter right away, so how can the conversion rate be low?

Through a lot of experience, I have concluded that the conversion rate of tools, materials, and strategy-type copywriting will be very high.

The number of fans can be bought, the number of readings can be increased, the likes can be increased, the comments can be increased, the likes on comments can be increased, and the background data can be falsified.

In addition to these common fraud methods, there are even methods of inflating the number of messages, the number of clicks on the original text, and the number of registrations. As long as the data is visible, it can be refreshed, and the price is very low.

I think there are two main pitfalls:

1. Falsification of reading volume

The number of article readings shows a linear explosive growth in a short period of time, rather than a curved growth and decline over a long period of time.

2. Poor quality of fans

Fans do not grow naturally through content, but are acquired through technical marketing means. They hardly contribute to the number of readings of the article, let alone conversions. If these fans do not unfollow and are not active in the long run, they will become what everyone calls die-hard fans.

What is the general conversion rate for public account advertising in the industry at present?

We chose a hot industry - blockchain .

We interviewed a Bitcoin big shot in the blockchain field , who revealed to Xiao Gongju:

Usually there are project products in the field of blockchain or digital currency that are promoted on public accounts like ours. Our data is relatively good, with headline readings remaining above 18,000 and each article receiving approximately 100 comments.

Although blockchain is a hot industry, there are very few actual practitioners, so the total user base is not large. The blockchain self-media with the most fans in China has only about 200,000 fans .

The quotes for public accounts in the cryptocurrency circle are relatively expensive. Currently, the largest public account in the cryptocurrency circle has a readership of 20,000-30,000, and the quote for a headline is 160,000 yuan per headline, with a minimum of 10 posts. In other words, the cost of advertising on a blockchain-related public account is at least 1.6 million yuan .

What is extremely exaggerated is that it is said that a certain self-media in the cryptocurrency circle has a readership of several thousand and the headline price is as high as 1 million yuan.

For most blockchain self-media, an advertising copy with 5,000 views will not have a single conversion, and the best result is only 10-20 registrations; for an advertising copy with 10,000 views , converting 50 registrations is considered quite good.

When the cryptocurrency market was in a bull market, one reading cost 10 yuan. In the current bear market, the price has dropped to 1.5-2 yuan per reading, but it is still much higher than self-media in other fields.

Fraud is already a serious problem in the self-media industry, and it is even worse in the blockchain industry. A friend of mine who specializes in cryptocurrency self-media placement told me that 95% of the data in cryptocurrency self-media is fake.

Well, I was shocked when I found out the truth.

What do you think about conversion rate?

The author of this article is @操作公举小磊磊. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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