How to create tourism advertising in information flow during the Qingming and May Day holidays?

When the targeting conditions are almost the same, the creativity of the material directly determines the click-through rate . The quality of materials from the same company varies, so how to design good advertising materials is particularly important. Next, the master will extract the key points of design from four cases.

Case 1: Jigsaw puzzle-style real-life picture combination

Case: Tuniu Travel

Purpose of delivery: App downloads

Advertisement position : Large picture advertisement in information flow

The top 10 pictures in Tuniu’s click-through rate ranking are all three-piece, using a combination of three real-life pictures, which are authentic and original, and give users a strong sense of immersion. Next, let’s take a look at some specific examples.

1. Combination of beautiful scenery: Please pay attention to use combinations of beautiful scenery of the same type as much as possible, such as natural scenery, islands, beaches, ancient castles, old streets, mountains, etc. Do not mix and match.

The CTR of this case is 368% higher than the industry average.

Copywriter : Use specific numbers to indicate a strong direction, and use the word "have to" to strengthen the tone;

Pictures: All of them are colorful natural scenery pictures, which are unified and appealing.

The CTR of this case is 282% higher than the industry average.

Copywriting: The title uses price comparison to strengthen the tone;

Pictures: All pictures use sea water elements, which are unified and harmonious.

The CTR of this case is 325% higher than the industry average.

2. Food combination. Food is one of the most important features of a trip, and you need to make sure that the food you present fits the theme (such as destination, exquisiteness).

The CTR of this case is 275% higher than the industry average.

Copywriting: Double negation intensifies emotions.

Picture: This is a combination of delicious food, ancient towns, and streets, which are places where delicious food is most commonly found.

The CTR of this case is 212% higher than the industry average.

Copywriting: Use easy-to-understand words like "foodie" to make users feel involved.

Image: Choose distinctive dishes that can be seen in daily life.

3. Hotel portfolio. Hotel culture is becoming more and more popular among users, and tourists are easily attracted to hotels with unique features. Therefore, the click efficiency of pictures of hotels with unique features is generally very high.

The CTR of this case is 229% higher than the industry average.

Copywriting: Use "explore the truth" to arouse users' curiosity. However, it should be noted that such copy has little relevance to the topic and will have a certain impact on the conversion rate .

Picture: All the rooms are pink, which has a very strong characteristic.

Case 2: Choose a distinctive and attractive picture of beautiful scenery as the main subject

Client: A small travel agency

Purpose of placement: Promotional activity - a scenic spot in Guizhou

Advertisement position: Large picture advertisement in information flow

Let’s first look at the following set of cases. When the targeting conditions are almost the same, the creativity of the material directly determines the click-through rate. The quality of materials from the same company varies, so how to design good advertising materials is particularly important. In the following two cases, the click-through rate of the picture above with beautiful scenery as the main body is much higher than the click-through rate of the picture below with text as the main body.

The CTR of the image above is 492% higher than that of the image below:

Copywriting: Specific to the directional area and specific scenery, real and immersive

Picture: Use real beautiful scenery as the main body to increase the sense of immersion, add necessary text descriptions, and clarify the advertising goals.

In contrast, in the negative case, the title copy is too general and lacks appeal, while the picture is mainly text, and the sense of immersion is very weak.

Design tips : Avoid making the picture too dark by adjusting the contrast, brightness, and saturation of the picture.

Case 3: Choose a main image that fits the theme

Comparing the following set of cases, we can find that under the same title, the picture above shows the "tourists' thrilling angle", which has a more challenging sense of immersion and a much better click effect than the picture below showing the scenery.

Let’s look at the following two cases. Both of them promote Zhangjiajie, but one uses a bird’s-eye view of the mountains, and the other uses a water view. Naturally, the mountain view that is more in line with the characteristics of Zhangjiajie has a better click-through effect: the CTR of the picture above is 195% higher than that of the picture below.

Case 4: Whether it is the title copy or the slogan in the picture, the more specific it is, the more attractive it is.

The specific indicators of the tourism industry usually include: departure place, arrival place, mode of transportation, name of scenic spot, characteristics of scenic spot, etc., which are usually better than general words such as "most beautiful", "lowest price", "dreamlike", etc.

In the following three cases, the slogan is used as the main body with background pictures (real scenes or decorations), and low-price selling points are proposed. But the CTR of the first case is much higher than the latter two cases.

The main reason is that the slogan specifically points out the departure (arrival) location and the corresponding price, which makes the price advantage more intuitive for users.

The background image is exactly the same, but the slogan-like copy seems less appealing.

The slogan covers too large an area in the real-life picture, overshadowing the main subject, and there is only slogan-like copywriting, which is too empty and lacks a sense of immersion for users.

Of course, we recommend using real-life pictures as the main body and slogans as the supplement. If you want to add a slogan, remember that the copy should be more specific.

The author of this article @堂主 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