Feed ads not working well? Here are a few hidden optimization tips!
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Before starting this article, let’s take a look at: Do such information flow ads often appear in your city? 1. Clickbait 2. Not attractive 3. Pure advertising 4. Showing off skills What do these mean? Let’s look at a few examples. 1. Clickbait : Three taboos in learning dance, if you hit any one of them , you’re done! When users click in, they take a look and ask, "Where are the taboos? Why is it an advertisement?" 2. Not attractive: With fifteen years of focus, Bilai only provides a glass of healthy water. After reading it, the user continued to scroll down and said, "Just focus on it, it's none of my business." 3. Pure advertising: Shuotian rolling shutter doors, direct sales from the manufacturer. Users will immediately understand, "Boring advertisement, not interesting!" 4. Show off your skills: step into the door of top art and let every artistic cell of your body tremble. The user is a little confused, "What? What does this sentence mean?" The above are the four most common problems with information flow ads. I wonder what the situation is in your city? 1. Are self-congratulatory copywriting no longer effective? You have to know that the information flow environment is dangerous. Advertisements are not only competing with each other, but also competing for clicks with other native titles. If we put these self-congratulatory copywritings into real information flows, can they really attract a large number of users to click? For example, let’s put the text here. We also know in our hearts that users will definitely click on the first or third message. But why do optimizers still write these inappropriate ideas? This is because there is a lack of user perspective when writing information flow ads. What is the user perspective? In fact, it means thinking from the user's perspective - see what needs the user has and why the user needs this product or service, rather than simply looking at what kind of information flow creativity the customer wants or what selling point the customer wants. We usually think that we are serving our clients and should strive to write advertisements that meet their requirements. But more professional optimizers should be able to keenly realize that for clients, target users are God. Only when the target users are satisfied with our advertisements will the clients be satisfied with our services. Therefore, although we seem to be "pleasing" customers, we are actually "pleasing" the customers' target users; although we seem to be starting from the customer's perspective, we are actually starting from the target users' perspective. 2. How to write copy based on the user’s perspective? The creative thinking of traditional copywriters is as follows: Step 1: Product selling point analysis Step 2: Write copy based on product selling points. That’s why they write copy like “Fifteen years of focus, Bilai is just for a glass of healthy water” and “Shuotian rolling shutter doors, factory direct sales of rolling shutter doors”. And based on user thinking, here is the new step-by-step guide. Step 1: Product selling point analysis Step 2: User needs analysis Step 3: Match product selling points with user needs and write copy In the new step guide, the focus is on user needs analysis and matching user needs. Back to the specific task, let's see what we should do. Shun Shun Study Abroad is a Beijing-based study abroad agency with a sufficient budget. It plans to place information flow ads on Baidu Mobile. How should I write an information flow advertisement for it? Step 1: Let's analyze the selling points of the product first. According to the information provided by Shunshun, it has the following selling points worth mentioning: strong institution strength, strong faculty, responsible for the results of study abroad applications, real-time viewing of application progress through WeChat , an average reduction of 20% in study abroad fees, customized study abroad plans, refunds if not satisfied with the results, and a New York Stock Exchange-listed institution... Step 2: User demand analysis lists so many selling points, it is impossible to reflect all of them in the advertisement. At this time we have to think about what users care about? Here are a few ways to help us understand our users. 1. Check the crowd portraits and demand maps in Baidu Index http://index.baidu.com 2. Check the relevant questions and answers in Zhihu https://www.zhihu.com/ 3. Call the user landing page and pretend to be the user 4. Visit customers and communicate with the sales staff of the customer company. Using the above methods, we concluded that Shun Shun Study Abroad’s target users are probably this group of people who are mainly concerned about these factors when it comes to studying abroad. Step 3: Match user needs and product selling points, and write copy. We already know what users care about, so it’s time to combine selling points with needs. Through observation, we found that users are concerned about whether they can get an offer from a prestigious university. Shunshun Study Abroad happens to be very responsible for the results of study abroad applications. This feature is likely to impress users and reassure them. So we can write the copy around this point. First, we point out the issues that users are most concerned about and awaken their needs: How to improve the success rate of applications to prestigious American universities? After attracting the users’ attention, we used “Harvard seniors” to demonstrate Shun Shun Study Abroad’s selling point of being responsible for results: How to improve the success rate of applications to prestigious American universities? Come here to hear what Harvard seniors have to say! By flexibly applying the above three steps, we can easily write copy from the user's perspective. 3. There are 6 hidden optimization methods. In addition to this, we also have these 6 hidden title optimization methods! 1. Promote one selling point. Here are two comparisons of copywriting before and after optimization. Before optimization: So convenient? If you want to learn piano, you don’t need to buy it! Brand new piano, rent for only 3.2 yuan a day! If you miss it, you have to wait another semester! After optimization: Too cheap! It only costs 3 bucks to rent a brand new piano for one day, which is super cost-effective to learn piano at home! Before optimization, the copy promoted two selling points: "convenient" (why do you still need to buy it?) and "cheap" (only 3.2 yuan), and each selling point was good. But the problem is that users spend no more than 3 seconds browsing each title. How can they understand so much information? A better approach is to promote different selling points to different groups of people, and only promote one at a time. Judging from the copy about learning piano, if we want to target users with average economic level but who are interested in piano, we can use optimized copy and focus on the selling point of "cheap". But if we want to target users who have a busy pace of life but are also interested in piano, it is appropriate to write another copy to promote the selling point of "convenience". 2. Target one group of people. Here are two comparisons of copywriting before and after optimization. Before optimization: Primary, middle and high school students enjoy simultaneous teaching by famous teachers, try it for free today! After optimization: Primary school students can also enjoy synchronous teaching by Huanggang’s famous teachers at home. Try it for free today! Before optimization, the copy mentioned primary, middle and high school students. Although it covered everything, users might think, "You have a lot of business, but isn't it unprofessional?" A better way is to run different ads for different groups of people, with each copy targeting only one group of people. Judging from the copy of this famous teacher's teaching aid, if we want to target parents of primary school students, it is appropriate to use copy that is optimized for primary school students. But if we want to target it to parents of middle school or high school students, we need to rewrite the copy to target these two groups separately. 3. Reduce cognitive barriers. Here are two comparisons of copy before and after optimization. Before optimization: The American K-12 teaching system allows children to learn authentic American English and take their learning to the next level! After optimization: This course is taught in American elementary schools and allows children to learn authentic English! The copy before optimization mentioned K12. Although it is very high-sounding, for users who don’t understand American education, K12 is a very unfamiliar concept, and they can’t suddenly develop trust and good feelings towards it. A better approach is to write the advertisement in a simple and easy-to-understand manner so that users can quickly understand how good the product we are introducing is. In the example above, the optimized copy replaces “K12 teaching system” with “the course taught in American elementary schools,” allowing users to understand at a glance that this course is a basic course in the United States. 4. Enhance the "relevance to me" nature. Here are two comparisons of copywriting before and after optimization. Before optimization: Shunshun Study Abroad, the average number of offers for applicants nationwide is 4. After optimization: Attention students in Hefei! You can get an average of 4 offers by applying to study abroad here. The copy before optimization mentioned that "the average applicant nationwide receives 4 offers." Users will still worry after seeing this: "The situation in each city is different. How many offers do the average person in my city get?" A better way is to clearly describe the user's region, zodiac sign, age, etc. in the copy, so that users can know at a glance that this information is very useful to them. Judging from the copy for studying abroad, if you want to target users in Hefei, you can point out "Attention students in Hefei" when optimizing. Similarly, if you want to vote for users in Beijing, you should point out "Attention, students in Beijing." By the way, in the good copy search tool launched by Baidu, there is a function called "dynamic word package", which can automatically insert corresponding words into the copy we plan to publish based on the user's region, age, date and other information. For example, after inserting the age word package, the copywriting for those born in the 1980s will automatically be added with "post-80s", and the copywriting for those born in the 1990s will automatically be added with "post-90s". http://www.funeng.baidu.com (or search “Bixin Creative” on Baidu , use good copywriting search) According to the test, the CTR is indeed significantly improved after inserting the dynamic word package. 5. Create a cognitive gap. Here are two comparison copywritings before and after optimization. Before optimization: My colleague’s child memorized words every day and became an excellent student in English! After optimization: Only if children learn English in this way can they become top English students! Both of these copywriting attempts to impress users by saying that children can “become top English students”, but the ads before optimization directly pointed out the method in the title – “memorize words every day”. Users already know the answer, so why would they click on it to take a look? A better approach is to tell the user an attractive fact without saying exactly what it is. In the English learning example just now, the optimized copy left a suspense, "This is how children learn English", but how exactly do they learn? This question creates a cognitive gap in the user's mind, prompting him to click on the ad to search for the answer. There are a large number of high-quality copywritings that use this routine in the good copywriting search. You can easily put them on the market by making modifications based on your own products. http://www.funeng.baidu.com (or search “Bi Xin Chuang Yi” on Baidu, using good copywriting search) Of course, in addition to these, there are many other types of routines. 6. Close the psychological distance. Here are two comparison copywritings before and after optimization. Before optimization: Harvard study abroad consultant, this is how I help students get offers! After optimization: Harvard senior tells you, this is how I got the offer! The copy before optimization was written from the perspective of a consultant, which inevitably made users feel that it was self-promotional. A better approach is to create a character that is closer to the user and write the copy in his tone. In the example just now, the optimized copy starts from the perspective of a Harvard senior, giving users a sense of closeness and narrowing the psychological distance. 4. Optimization tips that you can’t miss Finally, let’s review today’s optimization tips. 1. Thinking: Start from the user's perspective 2. Method: flexibly apply 6 optimization methods 3. Tools: Use good copy search to find a large number of creative ideas http://www.funeng.baidu.com (or search "Bi Xin Creative" on Baidu, use good copy search), thinking + method + tool = information flow advertising optimization kit, please accept it. The author of this article is @静静&佳鑫. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services Advertising |
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