3 steps to improve the conversion of information flow, learn them!

Why is my ad not getting any exposure no matter how I optimize it?
Why are my ads not getting clicked?
Why is my advertising burning so much money and the cost so high?
Why is my ad not crawling after I asked me to optimize it?

why is that? Information flow advertising is too difficult. How can we achieve the effect of 10 yuan with 1 yuan? Today we are going to talk about how to improve the conversion of information flow and how to complete advertising testing - stable delivery?

There are five basic elements that make up an advertising campaign : ad space , creative, targeting, bidding, and landing page . You may think that advertising is so complicated, can you just sit back and relax as long as you do every element well?

Of course not!

These five elements are closely linked and complement each other, and will jointly affect the final traffic and delivery effect. Especially before making a bid, finding the best combination of "ad space + material + targeting + landing page" and letting them produce a good chemical reaction can make your advertising more effective. Not only by raising prices, but also by increasing exposure and bringing in orders!

How can we make them cooperate well and become the best combination?

Duration

7 days to 10 days

Target

Accumulate original account data, conversion data, etc., so as to select the better delivery combination, clarify the basic delivery direction, and ensure the effect of large-scale delivery.

operate

In this step, you need to divide the ads into different groups and try different combinations of factors to verify the data "single variable". Specifically, you need to:

Set up 1 "Benchmark Ad" and set its combination to:

Ad space 1+material 1+targeting 1+landing page 1

Set N “comparison ads”, and their combinations are:

Comparison Ad 1:

Ad space 2+material 1+targeting 1+landing page 1

——Only the "Ad Slot" element is different from the "Baseline Ad", so that when running, you can observe whether "Ad Slot 2" is better than "Ad Slot 1" (and so on below);

Comparison Ad 2:

Ad space 1+material 2+targeting 1+landing page 1

- Comparative materials;

Comparison Ad 3:

Ad space 1+Material 1+Targeting 2+Landing page 1

- contrast orientation;

Comparison Ad 4:

Ad space 1+Material 1+Targeting 1+Landing page 2

——Compare landing pages;

Compare ads 6, 7, 8…: combine and match more elements, and test more elements.

Special tips:

The test time must cover working days and weekends.

By comparing the data accumulated during the test, you can select 2-3 optimal directions for each factor, as well as excellent combination solutions, such as:

Combination 1
Ad space 3+Material 1+Targeting 2+Landing page 1

Combination 2
Ad space 4+materials 2+targeting 4+landing page 2

Combination 3
Ad space 6+materials 3+targeting 5+landing page 4

In this way, the "testing" step is completed and we have found the preferred direction for the combination of factors.

Duration

20 days~30 days

Target

Reduce costs and amplify effects.
Further verify the test results.

operate

This step is actually an extension of "testing" and requires:

According to the principle of " adding the best and removing the worst" , we will increase the volume of the products in the preferred direction during the test process to complete the survival of the fittest based on the accumulated data;

Inject new products and new directions into cyclic testing to find the optimal direction.

Duration

long

Target

Continue to achieve high conversion results.

operate

Based on the optimal direction of delivery,
Consider stabilizing delivery with the following recommendations:

Daily budget & total budget

On Demand

Delivery cycle

Select high conversion time periods.
Optimization of excellent delivery factors

Key advertising space

3

Online Materials

6 pieces/ad space

Advertising creativity

15~25 groups

Update material volume weekly

≥10 items

Total online material

≥20 items

Wide Direction

Optimal test preferred direction

Narrow Directional

Multiple redirect combinations (e.g. age + education + region + user status)

Information flow advertising is a meticulous work that focuses on details, multiple dimensions, and multiple summaries. It must not be chaotic. We need to have clear ideas before the advertisement goes online. Advertising master Claude Hopkins classifies advertising as a "science", and information flow advertising, from testing to stable delivery, requires attempts, summaries, and adjustments like scientific experiments to form rigorous strategic ideas and launch plans.