How did the information flow cost drop by 67% and the form volume increase by 1000%?

The reason why information flow is so popular is due to its explosive growth in the number of users and changes in people's habits. Nowadays, people spend more time to see what is happening in the world and what information they are interested in.

What I want to share today is an information flow case in the home improvement industry. Since the advertiser in the case launched an overall package decoration series and had a certain degree of popularity and influence in the industry, and wanted to further expand publicity, it chose to conduct online marketing . In the first half of 2017, the information flow began to be launched online.

The increase in volume means a setback: the budget increased by 6,000 yuan and the cost increased by 300 yuan

The advertiser chose Beijing for the initial investment, spending 30,000 yuan for the first half month, and the KPI was controlled within the calculated cost. After a period of time, the budget was increased to 8,000 yuan/day.

However, what followed was a significant increase in costs , rising to 800 yuan per order. The client said that the cost of this form was totally unacceptable, and with the arrival of the home improvement off-season, the advertiser decided to reduce the budget. During this period, the person in charge of Party B communicated with the customer many times. It was not until August this year, when the home improvement peak season was approaching, that the advertiser made another attempt to place the advertisement.

Optimization 1: Create a marketing landing page and determine the marketing theme

Clarify the theme and grasp the user's most concerned point "how much does decoration cost" to motivate the owner to fill out the form around how to help the owner save money and reduce decoration consumption

Optimization 2: Target precise groups and build a reasonable account structure

On the basis of general targeting, we tested app targeting, venue targeting, business district targeting and other targeting methods . From the initial one city and two plans, it has expanded to more than a dozen cities, 66 plans, 149 units, and 852 creative ideas. This will gradually improve the account structure to achieve the optimal level.

Some of them are shown below:

3. Copywriting optimization. Mainly focusing on the owner’s concern “quotation”, which is highly relevant to the landing page

From rough to move-in, how much does it cost to renovate a 110㎡ three-bedroom apartment in Beijing

2) Tell the secret

110㎡ two-bedroom renovation, revealing all the costs from rough housing to fine decoration (only in Guangzhou)

I didn’t expect this! 100 square meters can also be decorated to look like a luxury house! Come and ask for a renovation quote!

After a week of delivery, based on background data, the conversion price difference materials were deleted and new materials were put online for delivery.

The second round of information flow delivery began in mid-August. The number of advertisers' information flow forms increased by more than 1000% compared to the previous peak, and CPA dropped by 67%. Here the editor needs to remind you that during the delivery process, you need to constantly test the targeting, creativity and landing pages. If the conversion rate is good, you can try to expand the delivery range.

The author of this article is @Baidu Marketing Observation 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