Home Improvement Industry Online Advertising Guide

The people in the home improvement industry are becoming younger and younger, with those born in the 1980s and 1990s accounting for the highest proportion, and their educational level is higher than that of all Internet users. It can be considered that the home improvement industry is a group of young and highly educated people. Moreover, the traditional home improvement industry is opaque and users have many concerns when making choices.

• Material quality is not transparent: the materials used in the construction process are too expensive for brands, and the quality of non-brand materials cannot be guaranteed
• Construction quality is not transparent: there is no uniform quality standard, inferior materials are used as good ones, and construction workers are also lazy.
• Home improvement projects are not transparent: for example, doing less will not be noticed, sometimes unnecessary projects are added to increase revenue
• The charging standards are not transparent: customers are required to pay a deposit in advance, and the safety of funds is not guaranteed

This is the pain point of our traditional home improvement industry companies. In the current era, people are shifting their focus to online investment. The Internet makes home improvement simple, transparent, cost-effective and worry-free."

User characteristics of the home improvement industry - the decision-making cycle is long, usually 1 month. Because the amount of consumption involved is high, consumers will consider factors such as quality, design, quotation and reputation, so the user decision cycle of home improvement is longer than that of other industries.

I just mentioned that I think the home improvement industry is complex. In addition to the difficulty in obtaining information, it is also because decoration is a big project. Even a simple decoration costs about 100,000 yuan. Therefore, when making a choice, you have to go through a series of comparisons, paying attention to multiple aspects such as quality, design, quotation, reputation, after-sales, etc., so the decision-making cycle is also relatively long. So is information flow suitable for the home improvement industry?

We see that people in the home improvement industry are a group of young and highly educated people; information flow advertising can precisely cover the home improvement user population by targeting the population, age, regional coverage, and interest concentration.

1. Three key points of information flow advertising in the home improvement industry

• Account establishment for information flow advertising
• Creative testing and optimization
• Landing page testing and optimization

Let’s first look at the construction of information flow and the principles of account construction, which cover everything.

2.1 Understand the business

It is necessary to understand the client's business scope, investment budget, and expected resource conversion, such as: 9 valid orders for 20,000 yuan, 9 valid orders for 2,500 yuan per valid order, with an efficiency of about 10%, 90 orders for 200-300/form, so the daily budget must be at least 300 yuan to ensure the stability of the conversion.

2.2 Understanding the crowd

We need to combine our core population, target population, and potential population

Core group: those who have brand awareness

Target group: Those who have needs

Potential population: those who may have demand in the future

Building principles: Principles: comprehensive and accurate, easy to manage, avoid internal competition

Promotion plan:

It needs to be comprehensive and accurate, able to summarize all promotional content, and structured to facilitate the delivery of information to each target audience;

Convenient management, clear classification, in line with business model and promotion needs;

Easy to set budget, time period, etc.

Promotion group: detailed division and comprehensive coverage to avoid internal competition within accounts.

Prerequisite: the understanding of the business and the analysis and insight into the crowd mentioned earlier

Understand industry search habits and build accounts based on crowd interest characteristics and media preferences

As shown in the figure: This is a complete information flow account structure diagram

People’s interests: In addition to real estate and home furnishings, they also pay attention to leisure and entertainment, travel, film and television, etc.

Sample coverage is the breadth of advertising: about 10% of people who are interested in travel also have home improvement needs (5% of all netizens have home improvement needs)

Differentiation refers to the accuracy of advertising placement: a positive difference in coverage between people interested in luxury goods and all netizens indicates that people interested in luxury goods are more concerned about home decoration.

2.3 Creative Optimization

The key to information flow advertising is creative optimization, using good copy and materials to increase visits. What I want to share with you here are the three steps of creative optimization: relevance, diversity, and originality of ideas.

Relevance: What is relevance? When we do advertising, we need to find the right people and have conversations. Finding the right person is something we need to solve when setting up an account, so dialogue is what creativity needs to achieve. Clicks can only be generated when creativity matches the crowd, so relevance is very important, yet it is a point that is easily overlooked.

Diversity: We usually require that there are at least 3 creative ideas under one promotion group. This is to ensure the diversity of creativity, so that we can constantly try different styles and keep the good ones, so that the overall creative quality is constantly improved.

The click-through rates of the same creative points but different material styles vary greatly. At this time, we can highlight discounts, highlight money savings, highlight low prices, and highlight choices. The same main point with different styles is also the main material, and different creative ideas will have different click-through rates.

Nativeness: Information flow advertising is often referred to as native advertising because native advertising is more easily accepted by netizens than hard advertising, which reduces the sense of rejection and thus increases the chance of conversion. Therefore, the nativeness of each advertisement must be examined. Native ads have better click-through rates than traditional ads.

2.4 Landing page optimization (advertising guarantee for online promotion)

Our two main optimization principles for landing pages: relevance and simplicity

Relevance: relevance of landing page and unit targeting method and population

Simplicity: Faster speed, call to action, simple form. That is to say, it is more convenient, simple and clear at a glance. Let’s take a look at the detailed case as shown in the figure:

Account building period → Test whether the website access and crowd targeting methods are accurate, and accumulate data for testing

New addition and testing period → New creative and testing phase, creative material testing, during which the data will fluctuate greatly

Account optimization stage → The cost of adjusting and optimizing creative and landing pages is stable, and the conversion volume increases. Through continuous landing page testing and optimization, the conversion cost is reduced by 60%.