How to correctly place information flow ads?

Information flow advertising is now the new favorite of Internet advertising , but since it is an advertising investment, it is not put out to follow the trend, but to achieve good returns. The difficulty of pursuing high ROI for information flow advertising is much higher than that of search promotion. It is not that simple. Let us now share how to deliver a complete information flow advertisement.

Let's take a look at a simple closed-loop flow chart:

So let's take a look at how to complete a complete delivery process step by step:

1. Target group needs analysis:

Here we must clarify the characteristics of information flow advertising and how information flow advertising achieves conversion. Let me give you a simple example: when you go shopping in a large supermarket, you rarely just buy the things you ordered when you entered the supermarket and then go to check out. You will always be attracted by other things on the shelves and have a desire to buy. I generally like to call anything beyond extra purchases sentimental consumption.

In fact, the conversion of advertising in information flow is also to allow consumers to pay attention to your products when reading information such as news videos, so as to make emotional consumption. When doing target group analysis, you need to answer the following questions:

• What pain points does my product (service) solve for users?
• Why do users pay attention to my product (service)?
• In what scenarios is my product (service) most suitable?
• Which solution is my product (service) the user's first choice?
• What is the user population profile?
• What kind of character would be easy for users to accept?

Each of these six questions would be a big topic to explore, and you would need a good operations planner or copywriter . Through these six questions, think and research from the user's perspective. Instead of promoting around the attributes of your own products. (Of course, this does not apply if you are selling common daily necessities, such as clothes and pants), use scenarios to impress users and link them to their personal interests to stimulate users to pay attention to your products (services).

2. Design of advertising pictures:

The next step is to set up the creative image for the information flow advertisement. Information flow advertisements are generally divided into two styles: three small images and a large image. The specific image specifications depend on the requirements of the channel. Each channel is different and the display location is also different. Generally speaking, the click-through rate of three small pictures is higher than that of the large picture. When selecting materials, they must be consistent with the title. The specific information on the picture and the copy can be finalized after the first step is completed.

3. Logical order of landing page:

After clarifying the creativity, we need to consider the conversion of people who enter through the creativity. When it comes to this, let’s first talk about the purpose of advertisers placing information flow ads, which can be roughly divided into the following categories:

• APP downloads (mostly games )
• Sign up for the event (mainly H5 display)
• Online payment purchase (mainly for orders with a unit price below 400, and generally cash on delivery is available)
• Online consultation, offline purchase (mainly service-oriented)

Apart from the number of APP downloads, the other three need to reflect sufficient logic on the landing page. After all, the longer the user's visit time and the lower the bounce rate, the greater the possibility of achieving the advertiser's goal. Generally speaking, in terms of setting logic, taking online payment purchase as an example, my sorting order is:

• Description of the user's pain point scenario. (Arouse resonance)
• The trouble caused and the consequences it entails. (worrying mentality)
• Solutions provided by the product. (User requirements)
• Brand endorsement. (Trust Enhancement)
• Risk assessment and competitive product comparison (to eliminate doubts)
• Third-party evaluation. (Common Psychology)

During the entire stage, conversion buttons should be added appropriately according to the design of the page to avoid situations where it is inconvenient for users to find them. Also, be careful about not having too many conversion entrances which may cause user disgust.

4. Information flow advertising background delivery settings

The more mainstream information flow advertising platforms now include Toutiao , Zhihuitui , Sina Fuyi, etc. The backends are relatively similar. I would like to mention here that the most important thing is to filter the conditions to show them to your audience. Then the previous user portrait comes in handy.

The main dimensions are:

• Age group selection
• Gender selection
• Hobbies and interests
• Column selection
• Mobile phone system selection

It is best to test IOS and Android separately, and do not choose to deliver the same ad type at the same time. Because in actual testing, it was found that although the traffic of IOS is not as high as that of Android, the ROI is much higher.

5. Promotion data tracking

After the huge amount of money has flowed out, it is not yet time to sit back and enjoy the fruits of the labor. The time when operations staff really lose sleep has just begun. Choose the statistical tool that you think is appropriate. Since I am used to doing searches, I usually choose Baidu Statistics to track conversions, and keep records for each paid link based on the event conversion standard. Then, by looking at the heat map, you can understand whether each conversion button that was originally set can achieve the corresponding purpose. The specific data analysis will not be expanded here.

6. A/B creative solution testing

There is no one-size-fits-all method, because only real users and real data feedback can continuously correct the way forward. The trends of the Internet change very quickly, not to mention taking advantage of popular events. Moreover, the product's pain points and scenarios are not unique, and the same settings and two sets of ideas require time to test.

Finally, the user portrait is further improved through the promotion data of information flow, and the actual effect is continuously optimized and tested. The above is my experience in information flow advertising that I would like to share with you.