Tips | How to save the click-through rate of pure image ads?

Pure image ads generally refer to focus images and large-size banner ads. These ads generally have the following common characteristics:

(1) The size is relatively large, showing more information, and can quickly attract people's attention;
(2) Pure image display without title or description; or the title is not eye-catching and has few words;
(3) Display in the top carousel or in the middle of the resource;
(4) The ad space changes from left to right, approaching the top of the screen, and spans the entire screen.

①Top carousel image

This type of ad space is rich in resources and has huge traffic , making it a battleground for strategists; but at the same time, its click-through rate and activation cost are often not as good as regular information flow ads , making advertisers love and hate it!

Based on the above situation, we conducted a test on optimizing the click-through rate of pure image ad placements. We hope that through this test, we can find the key to increase the click-through rate of pure image ad placements and help advertisers better utilize pure image location traffic.
Test ideas:

(1) Main test media: weather (2) Main test customers: e-commerce (3) Research four types of advertising images with different composition structures: activity images, single product images, pure puzzle images, and pseudo information flow images (4) Based on the test conclusions on weather applications, verify it on women's media

Activity diagram

【Image content】
Mainly composed of text, event content (full discount, discount), and small product pictures

【Element composition】
Multiple products + event information elements

Single product picture

【Image content】
Product items, prices, and discounts

【Element composition】
Product introduction + product picture + price

Multi-Puzzle

【Image content】
Multiple items or different postures of the same item

【Element composition】
Multiple products + prices or multiple products, etc.

Pseudo information flow diagram

This type of advertising image is an extension of multi-puzzle and single product images, making the advertising image more native, reducing the distinction between advertising and information flow, and reducing users' resistance to advertising, thereby taking into account both click-through rate and conversion rate .

【Image content】
Multiple items or different postures of the same item

【Element composition】
Single product with multiple styles or multiple products + imitation information flow copy + action button

This round of testing lasted 30 days and released 72 sets of materials. The final conclusion was: the pseudo-information flow puzzle had the highest click-through rate, 1% higher than the average level. Compared with other structural pictures, it displayed richer content, was more attractive to users, and had a more stable conversion effect; the conversion and activation effects of single-product pictures and multi-puzzles were similar; activity pictures were no longer the main focus of users, and their click-through rate was lower than the average level. The overall trend is: activity map < single product map ≈ multiple puzzles < pseudo information flow puzzles.

After testing that pseudo-information flow images were the most effective, we extended them to create pseudo-information flow styles of the previous two types of images, namely single-product pseudo-information flow and multi-product pseudo-information flow. We then conducted delivery tests to monitor their click-through rates and conversion effects to further verify our conclusions.

Single product fake information flow

【Test customers】: U Shopkeeper & Suning

【Test results】

The click-through rate increased by 16.8%, the activation rate increased by 156.1%, and the activation cost decreased to 40% of the original.

Multiple pseudo information flow

【Test customer】: Suning & U shopkeeper & 800 off

【Test results】

The activation rate increased by 95.7%, and the conversion effect became more stable.

After a period of testing and comparison, we found that among e-commerce advertisements, multi-information flow advertisements have the highest click-through rate and greatly improved conversion efficiency. Based on the results of this study, we also tried to apply multi-spelling pseudo-information advertising to the advertising of other e-commerce clients, and received very good feedback!