Information flow ads have no click-through rate? Talk about the routines of advertising creative production
In traditional advertising, there is a famous phenomenon called banner blindness, which means that users will automatically choose to ignore advertisements. Native ads in information streams are integrated with the original content, which causes less disturbance to users. They are in the user's visual focus and are not easily ignored. They can convey brand information more friendly and are in line with the habit of fragmented reading in the mobile era. Today I will talk to you about some tricks for creative production of information flow ads . Taking the tourism industry as an example, I found that among the top 10 click-through rates in the Tencent News information flow advertisements, 7 of them are advertisements from a certain tourism platform. Here are two cases where the click-through rate is more than 8 times higher than the industry average. Let’s take a look: Let's restore the user scenario and temporarily name them A and B. When watching entertainment news, they suddenly saw a travel advertisement: A: I have plans to travel this year, but I'm still wondering where to go . Should I go skiing in winter? Or the Jiangnan water town? Or go to the island and wear a bikini? Now, when you see “10 places you must visit in Yunnan”, is it easy to get interested? B: I don’t have any travel needs for the time being, but when I saw “6 domestic destinations accessible by high-speed rail”, I thought it was just a piece of news: Wow, these mountainous areas are connected by high-speed rail! If the landing page is very attractive, it is not impossible to be impressed (of course, the premise is that the landing page must echo the design and cannot make users disgusted. This involves the design of the landing page, which I will not elaborate on). In the case just now, A is the target population and B is the potential population. Target group: highly motivated, with clear travel needs, most likely to be converted , but with a small population base. Potential population: low motivation, although they don’t have a clear travel plan, they are not resistant in their hearts and are likely to be impressed, and the population base is large. No matter which type of user, they will be easily impressed by such original creativity. Original means that the copy imitates news information to reduce the disturbance to users, and the accompanying pictures should be real-life pictures (taken by mobile phone) without text. This is the case with large pictures, not to mention the three small pictures and small picture ads that are more native. Let’s look at other industries:Top 1 CTR of three-picture advertisement in information flow of apparel industryFitness industry information flow three-picture advertisement CTR TOP1Home furnishing industry information flow three small pictures CTR TOP1Someone asked: Master, is it true that native advertising is the only way out for information flow advertising? Not necessarily. The following case has a very strong advertising feel (that is, the poster-type advertisement mentioned by the host before, which is usually composed of pictures and has prominent promotional text), and the click rate is still good, 290% higher than the industry average: Some people say: The advertising theme is good, and taking a hot spring bath in winter is very attractive. You are right, what about the following two cases? The theme is the same, why is there such a big difference in click-through rate? Some people may say: "The first picture is well designed!" It seems to be correct, but the designs of the following two cases are not different, but why are the click-through rates so different? The CTR of the above picture is 383% higher than that of the picture below. Okay, I won’t keep asking questions. You should all have felt that in information flow advertising, there are a few points to pay attention to when creating creative ideas with a strong sense of advertising: 1. Use scene pictures as the main body, the more realistic the better, and then overlay appropriate text on the picture. This can greatly alleviate the disgust caused by hard advertising. Refer to the case of leek flowers. 2. Choose distinctive pictures. Pictures taken with a mobile phone are fine. Refer to the case of "Brave men continue to write amazing legends here". The scenery in the second picture can be found in large numbers on the Internet. It seems unreal and naturally unattractive. I have talked so much today, and I mainly want to say two points: 1. Both target users and potential users are very susceptible to native advertising routines. Please use your mobile phone to take pictures and refer to news headlines for copywriting; 2. Poster-type ads are also acceptable, but please use real and distinctive scene pictures as the main body. Today's users are all experienced, so don't post pictures that you can find by searching on the Internet.The author of this article is @Chuangyoutangzhu and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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