Guide to optimizing advertising landing pages in the dental industry!

As we all know, in actual operation, some subtle changes at different levels, or the color of a button, including the action of chasing fans in the automatic reply of the official account, evolved into a sentence, a picture, a pain point and other details will bring different results to the final conversion. In the advertising, an improvement of 0.2-0.5% in each link will eventually lead to completely different results. Today we will analyze and interpret some investment details in the dental industry .

1. Targeting range

1.1 Targeted classification and content

1.2 Oral industry orientation method

Method 1: Basic targeting (preferred, recommended) In the early stage of delivery, a large amount of account data needs to be accumulated and explored for model learning. It is recommended to deliver with basic targeting.

Regional settings The minimum unit recommended for regional settings is: city level. If it is further subdivided into districts/LBS, there is a great possibility of volume expansion problems . When the business covers multiple cities, it is recommended to mix advertising in multiple cities; if it is a single-city business or it is not possible to mix advertising in multiple cities due to operating model restrictions, you can make certain regional radiation depending on the situation (large cities radiate surrounding small cities, such as Xi'an-Xianyang, Guangzhou-Dongguan) When the regional requirements for users are more stringent, it is recommended to use the "permanent and recent" targeting method to reduce the click-through conversion of users outside the targeted region (the product is being grayscale tested, if you need to open it, please contact Tencent's industry operations) Age recommendations (based on industry insights, can also be set based on your own user portrait analysis of patients) Dental implants: 20-65 years old. The main force is people over 35 years old, but there is also demand among young people, and young people have a higher customer spending tolerance. Correction/orthodontics: 15 and above. The age span of publicity and education, from the enlightenment of teenagers to parents, is large, and the core pain points/focus points are different. You can try multiple dimensions in the selection of materials.

No gender restrictions are recommended . Whether it is dental implants or correction/orthodontics, there is no obvious distinction in the target audience

Method 2: Basic targeting + custom audience (key, recommended) This method is recommended when the industry labels are relatively complete or the client has sufficient (omni-channel) historical conversion data accumulation.

Customize your crowd. That is, the account will invest within the range of the selected population. The delivery logic is: take the intersection of basic targeting and custom population. Compared with basic targeting, there will be certain limitations in magnitude, but relatively speaking, choosing a more precise population package can benefit the conversion effect. In terms of delivery, it is recommended to increase the bid by about 10%-20% compared with the basic targeting to obtain stronger volume acquisition capabilities. Common sources of population packages Platform-side population packages: Based on the platform's understanding of the oral industry and the actual experience of delivery data, the platform has insights into industry-related population packages, delivery shielding packages, etc. (if necessary, please contact Tencent for industry operation push) First-party population package (important): The core source data is the customer's effective conversion data on the Tencent side/all channels, which is used for account delivery model learning and precise population mining and expansion, to help accelerate model construction, in order to stabilize and optimize delivery effects. From the perspective of computational analysis, the larger the sample size available for learning, the more confident the model is. Several common application methods of one party's data (it is recommended to use API docking to achieve real-time feedback and real-time optimization, and offline package feedback can also be selected)

Note: In terms of the data dimension returned, it is recommended to return the corresponding valid population data for the optimization goal. When the data volume of all channels is too small, you can push it one step forward (for example, if you want to increase the number of visits to the hospital, you need to return the actual hospital visit data. Pushing it one step forward is the valid lead, and pushing it one step forward is the form lead). Of course, in the early stage of launch, it is also recommended to adopt a shallow to deep approach to ensure the breadth of the intended audience.

Method 3: Basic targeting + behavioral interest intention group (recommended) refers to the user group with specific behaviors, long-term interests, or conversion intentions in specific scenarios

Industry/user understanding: To use this targeting method, you need to have a basic understanding of the users. In particular, behavior and interest targeting are selected based on insights into user portraits. To ensure the level of exposure, it is recommended to make overlapping selections . In the keyword screening mode, use keyword association batch increase and basic targeting to take the intersection method 4: basic targeting + custom population/behavioral interest intention population + automatic expansion (key point, recommendation) The logic of automatic expansion is to break through the existing targeting range and target high-intention conversion population (not originally within the normal targeting range) that matches the characteristics of the expanded seed population package.

The account should have at least 20,000 converted people as the core expansion seed package. If there are restrictions on the region, you can check the box that does not exceed the regional targeting. However, it is recommended that gender and age should not be checked to expose the competition link.

Exposure competition refers to the process in which an advertisement participates in and wins the exposure competition from the competition pool. Whether an ad can successfully win the competition mainly depends on the competitiveness of the ad (eCPM). The ranking formula of eCPM varies under different bidding modes.

In the oCPX model, the core factors affecting eCPM are: bid, pCTR, pCVR

2.1 Bid

2.1.1 Bidding method

Under MP/XS/XQ traffic, oCPM bidding is recommended; under high-volume exchange traffic, oCPC bidding is recommended

Special note: The oCPX bidding model requires that the optimization target data be transmitted back to the delivery end in real time. The dental industry requires the use of path landing pages (MP traffic can use native landing pages), and data is automatically connected

2.1.2 Optimization goals

Common optimization goals include form appointment, online consultation, adding corporate WeChat, placing orders, registration and other indicators

The dental industry mainly uses form-based appointment links (accounting for more than 90%). It is recommended that customers who are able to do so can also try the online consultation model.

In the early stage of delivery, it is recommended to use a single conversion goal for delivery

2.1.3 Bid suggestions

Bidding strategy: Referring to the data in May, the oral industry mostly uses the two strategies of stable volume acquisition and priority volume acquisition. In cases where the targeting is narrow, it is difficult to increase volume, data is accumulated in the initial stage of launch, and the advertising effect of volume is positive, the "priority volume acquisition" mode can be selected. The data shows that the various indicators of "priority volume acquisition" are stable, and the cost is within the normal range compared to the stable volume acquisition. The priority low-cost mode is not recommended for use in the initial stage of launch, as there will be problems with volume limitations. When the ad volume is normal/excellent, but the cost is high and often overflows, it is not recommended to shut it down directly. You can try to "prioritize low cost" to reduce the cost of delivery.

Bidding by placement: When the account targeting restrictions are relatively narrow and you need to quickly gain volume and establish a delivery model in the early stage of delivery, you can choose to bid in multiple placements. At this time, based on the traffic and cost characteristics of different placements, you can choose to bid by placement . Bidding by city: The competitive environment in each city is different, so the bids should be different during delivery. According to the current status of the dental industry and the overall market , in the initial stage of delivery, the recommended bids for Beijing and Shanghai are between 280-350, and the recommended bids for key cities such as Guangzhou, Xi'an, Chongqing, Chengdu, Hangzhou, etc. are between 250-300. Other cities can bid between 200-250. After the account has accumulated a certain amount of data and the model is initially established and stable, the bid can be reduced by 5% to optimize the cost (it is not recommended to adjust the old advertisement directly, you can create a new advertisement/test in a new account to avoid affecting the running volume of the advertisement). If it is difficult to increase the volume, after checking that other operations are normal, you can copy the new advertisement, and appropriately increase the bid by about 10% on the original basis and retest (do not be too conservative in the initial stage of delivery, and the bid should be appropriately increased to accumulate data as soon as possible to establish a delivery model) 2. Landing page conversion link

2.1.1 Directional accuracy

A major factor affecting conversion volume/rate is the accuracy of advertising targeting. Ads should be pushed accurately to people with relevant needs, interests, and intentions. By attracting clicks through front-end creatives, these people will enter the landing page and complete subsequent conversion actions.

The method of setting the orientation has been explained in detail in "Triggering Phase - Orientation Range" and will not be repeated here.

2.1.2 Landing Page Style

2.2.1 Landing Page Type

The dental industry uses the default landing page. When placing MP ads, you can also use the native landing page.

2.2.2 Landing page settings

Length: The landing page should have 2-3 screens of content, displaying key/selling point information to guide users to leave information/consult. Lengthy pages can easily interfere with user judgment and cause user reading fatigue. First screen: The header image is a continuation of the surface material, and the content and style should be kept consistent as much as possible; the first screen needs to highlight the most important/core information to attract users to stay. Conversion button: Each screen must have a clear and directional conversion button. Micro-motion effects can be used to enhance prompts, or event countdowns, registration information, etc. can be used to promote user decision-making. The dental industry has a strong medical attribute, and it is recommended to increase the introduction of authority, brand, and safety. 2.2.3 Number of landing pages

According to the orientation and creative style, it is recommended to plan at least 2-3 different types of landing pages for simultaneous testing 2.3 Conversion Link

There are two common conversion links in the dental industry: form appointment (90%+) and online consultation. It is recommended that customers with conditions can conduct delivery tests on both links simultaneously

2.3.1 Form link (form reservation)

The intelligent outbound call function needs to be used in conjunction with the [Lead Management Platform] function to help advertisers pre-screen leads and reduce the workload of sales staff (the function needs to be added white). Timely feedback of lead tags and lead status can help adjust and optimize account models in real time and help build model accuracy. For qualified outage/empty number leads, the platform can compensate according to the rules. Reference document: [Tencent Document] Lead Pass Product Introduction (For Customer Version) https://docs.qq.com/slide/DWHZ5YkhTRGJFd1Nj

Reference document: [Tencent Document] Invalid Line Claim Payment Policy Product Manual https://docs.qq.com/doc/DWFpOb3h0bUljS0RD

It is recommended to use the intelligent verification method 2.3.2 Consultation link (online consultation)

Improve product capabilities for consulting conversion

Reference document: [Tencent Document] N ways to improve consulting conversion https://docs.qq.com/doc/DT0FUQVdzZ1RrUlBi

Product capabilities to reduce malicious harassment In historical launches, there were some user consultation behaviors that were judged to be malicious harassment, such as sending irrelevant text and pictures, and the same user making multiple invalid consultations. In response to these types of invalid consultations, the relevant product capabilities of the online consultation link were upgraded to effectively help customers reduce malicious consultations and improve conversion efficiency.

Author: Silk Road Praise

Source: Silk Road Academy