Few people know the creative optimization techniques for information flow!

Education has always been a common topic, and the education industry is even more popular in the Internet industry, a topic that everyone continues to pay attention to. In the previous tweet, we shared "Hello! You have a placement case for the [education industry], please check it out! 》Case analysis on the education industry. The PPT case introduction provides a detailed analysis of the education industry’s launch background, demand, launch strategy, experience summary , etc. Reviewing the previous article “【Education Industry】The truth about the poor effect of information flow advertising in the education industry. Don’t you want to know? 》We have been wondering why our products are ineffective. Why is it that in the education industry, other companies have very high user consultation costs and a constant source of students?

Well, today, Xingxing is going to take everyone to talk about advertising creativity in the education industry, how to design ads that can bring students to our products, and what kind of creativity can resonate more with users.

In information flow advertising, creative optimization is of paramount importance; creativity is the first path to conversion and the entrance to traffic . Because creativity itself directly faces users, the creative copy and pictures themselves need to conform to the user portrait and labels of the company's products. And it needs to be replaced and adjusted within a certain period of time to prevent users from experiencing visual fatigue, attract users to → click on ads → enter the landing page → and ultimately convert.

As a type of display advertising, the creative freshness, relevance, diversity and periodicity of information flow advertising have a direct impact on CTR . For education customers, the following aspects can be used to increase the attention of information flow advertising:

1. Price-related creative ideas: Creative ideas for course discounts generally have a higher click-through rate and are very attractive to consumers.

2. Human-oriented creativity: Combine some common psychological characteristics of the target group (such as the desire for success, curiosity, thirst for knowledge, etc.) to attract clicks.

3. Value-based creativity: Provide solutions to meet the needs of netizens and help them solve their existing confusion.

4. Design creativity: Learn from the innovations of customers in other industries in information flow materials, and make the products more design-oriented through image cutting.

Of course, different audiences will have different focuses on educational products. For example, the consumer groups for language training are mainly college students and white-collar workers, and the majority are women. Most of their learning purposes are out of interest or to improve their abilities. For this group of people, they are not very interested in pictures of beautiful women and handsome men. What is really attractive to them is the strength of the course discount and the content of the course, that is, the embodiment of price and value.

In terms of academic qualifications, most of them are students preparing for postgraduate entrance exams, upgrading from associate degree to bachelor's degree, or learning a skill. They hope to be admitted to their ideal school and have high scores, so they attach great importance to whether they can and what score they can reach. Therefore, advertisements need to focus on these two aspects, namely the embodiment of humanity and values. Vocational education is similar to academic qualifications.

Most of the students who study abroad are students or working people with good conditions in first- and second-tier cities. They will be very interested in the location, institution and courses of studying abroad. The key is whether this advertisement can solve his problems during his preparation for studying abroad. Or it is very important to be able to attract him to click to learn more information about studying abroad.

The people who attend K12 classes are students, but these advertisements are actually for young parents. When it comes to their children’s education, parents will first focus on the value of the course itself and secondly whether there are any discounts on the course.

The above is the creative optimization method for information flow advertising in the education industry. Different audiences use different creative content, and the landing page also needs to be in line with the user tags. Otherwise, even if the user enters the website, the bounce rate will be high. Therefore, to optimize the creativity, it is necessary to analyze the user tags and have a strong correlation with the website landing page to maximize the CTR and reduce the CPM.

Okay, that’s all for today’s sharing, “Talking about Skills | Information Flow [Education Industry] Creative Optimization Skills, Few People Know! 》If this article is of any help to you, it is worth sharing it! Everyone is welcome to reprint, and thank you friends for your support and encouragement to Xingxing. You can share good information with friends around you. Sharing is a kind of happiness.

The author of this article @星星 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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