How to accurately estimate user intent when placing Baidu information flow ads in the home improvement industry?

The home improvement industry is a typical large industry with a small market. Brand -related search terms account for only 4.61%, the brand effect is not obvious, and most of the market is occupied by many local companies. In this case, it is not so easy for businesses to acquire users efficiently.

At this time, merchants need to accurately estimate users' intentions, respond quickly, and provide thoughtful services. Today we will start with the GD contract products to talk about the information flow optimization methods in the home improvement industry. GD contracts are divided into CPT (package time period) and CPM (cost per thousand impressions).

1. GD material style is very particular

As an information flow display project, the quality of GD materials directly determines the effectiveness of its delivery. In terms of materials, the copy title becomes the first hurdle of the materials. Judging from the characteristics of the GD product itself, copywriting cannot refer to CPC and blindly pursue conversion . Without clicks, conversion is out of the question.

On the other hand, copywriters should not blindly pursue catchy headlines . Too exaggerated headlines will waste a lot of CPM and the bounce rate of landing pages will become very high. So generally speaking, GD copywriting materials will be written and released in the ratio of approximately 1:3:1 for clickbait + conversion + brand exposure.

2. Optimization of GD effect in home improvement industry

Below, we will take the construction and decoration industry as an example to list some writing methods for information flow copywriting materials, so that every CPM of GD investment in the home decoration industry can be spent wisely.

1. Focus on users, products and orientation

This is somewhat similar to CPC copywriting. In addition to focusing on the customer or the product itself, it is necessary to analyze the product's audience and provide a more accurate user portrait .

For example, a certain home decoration supervisor mainly targets three groups: owners who want to save worry when decorating their second home, decoration novices who need professional people to accompany them throughout the process, and owners of high-end villas who don’t want to worry.

In addition, while paying attention to the products, we should also find out whether some new concepts in the products are accepted by the public and whether they need to be replaced. For example: home decoration supervision. This concept is not yet familiar to the public, and the entire industry is also in the stage of educating users. Therefore, we should try to avoid writing from the perspective of decoration inspection, house inspection, and decoration supervision in the copywriting.

Finally, in terms of orientation, the main thing to pay attention to is age orientation. People of different ages have different preferences for decoration styles and prices. If you are younger, then try to avoid the strict Chinese style of home decoration, etc.

2. Native copywriting targets users and hits pain points

GD copywriting should be as original as possible, and through scenario-based copywriting titles, it should directly give clear benefits and produce provocative and tempting titles.

For the home improvement industry, you can start from the aspects that users are more concerned about, such as price tricks, formaldehyde pollution, material shady dealings, etc., and you can write in a tone of exposing the shady dealings. like:

Don’t wait until problems arise after the house is renovated before you regret not hiring an acceptance company! ( CTR : 3.97%)

Only after I hired a supervisor did I find out that the renovation workers had cut corners so much without my knowledge! (CTR: 8.46%)

The top five decoration tricks exposed in 2017, you will regret it if you don’t read them! ! (CTR: 8.26%)

There are many tricks in decoration quotations. If you take these items into account, the price will be reduced by tens of thousands! (CTR: 2.98%)

3. Conversion-oriented titles cannot completely copy CPC

GD conversion materials in the decoration industry are usually written from the perspective of inquiry and style, highlighting price discounts, excellent style cases, etc., and usually use the price per square meter, ** style decoration price, how to install and other angles.

These conversion materials need to be customized according to the landing page. You can summarize the material styles with good historical conversions and look at more optimization cases of your peers, but you cannot copy them completely and still need to consider the targeting. like:

The water pipes and walls in the villa have all cracked in less than half a year. We must pay close attention to these water and electricity details! (CTR: 2.11%)

If I want to decorate my 120-square-meter home in a simple European style, how much budget should I prepare?

With an error of less than 1,000, let’s see how much it will cost to renovate your home?

These 100 square meter model houses are so beautiful, there must be a style you like!

4. The landing page header image takes over to make the conversion funnel "less leaky"

The title is mainly used to attract clicks, and conversions depend on the landing page. Especially for clickbait titles, it is particularly important to do a good job of connecting the landing page header image. The questions expressed in the title must be answered or guided in the header image.

Conclusion

Don’t just write catchy headlines for the sake of clicks. Instead, summarize the user pain points from the user portraits and write original copy through clever routines.

Price, style and quality are what home improvement users care about most. When writing copy, you can start with the details in these aspects to impress users.

The author of this article @ APP干货铺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