Advanced | A promotion optimizer who spends more than 2 million per month will teach you how to place information flow ads scientifically!

With the vigorous development of mobile communication networks, information flow advertising is becoming the new favorite of Internet advertising . The active push mechanism is gradually replacing the keyword precision marketing of search engines . People's reading is becoming more and more fragmented. How to attract the attention of the target audience for advertising has become a difficult problem for major companies!

Under the mechanism of active information flow push, how to obtain high ROI is obviously much more difficult than keyword precision marketing. Feiyue will now share how to deliver a complete information flow advertisement.

Let’s first look at a simple closed-loop flow chart:

Let's take a look at how to complete a complete delivery process step by step:

1. Obtain basic data through user surveys

How to make preliminary assumptions about the target audience before launching the product requires us to conduct user research on the product. In addition, how to write copy that is targeted to the audience also relies on the user research data. Next, I will analyze different types of user research and what methods can be used to conduct research.

Simple user feature collection method

① The first two categories are basic user information, which can be collected by counting converted user information and 1V1 interviews at the event site.

②Behavioral characteristics: By analyzing the flow chart and heat map analysis after users arrive at the website, and observing which sections users pay more attention to under different channel sources and different browsing environments, we can verify the user behavior characteristics.

③ Interest characteristics: mainly based on the cross-analysis of the previous three types of data to make assumptions about the character portrait.

2. Understand the audience of your product

By collecting user tags and understanding users, you can try to build user portraits . According to different types of users, choose different audience targeting. Before promoting , I will ask myself three questions:

Users: Which types of users will be interested in the product?

Scenario: In what scenarios are users active and what are their behavioral characteristics?

Requirements: What requirements can the product meet for this type of user, and how does it compare with existing solutions?

Based on the home improvement industry, I divide the audience into the following three categories:

Different marketing strategies will be adopted if we understand different target groups clearly. For example, quality users generally have stable careers and require luxurious housing to show their status. They are more demanding on the quality of materials. Moreover, they have elderly parents and children to take care of, so they will desire a humanized design for their living room to facilitate their eating and living. Users with just-in-time needs tend to be younger overall, generally love surfing the Internet, have higher demands for smart homes, but are also particularly sensitive to decoration prices. By classifying the audience and conducting refined delivery, you can maximize your ROI.

3. How to get more exposure within the scope of audience targeting?

When delivering content through information flow channels, we often encounter the dilemma of too detailed targeted screening, resulting in a lack of exposure to the account. However, as a key factor in ensuring the effectiveness of delivery, targeting generally cannot be modified at will. So how can we get more exposure within the targeted range? We first try to find out the key factors that affect exposure.

For example:

The click-through rate of Ad A is 1%, and the backend bid is 0.5. The click-through rate of Ad B is 3%, and the backend bid is 0.4. Judging from the bids, it seems that advertisers are willing to pay more for Plan A than Plan B. But in fact, Plan B can earn 12 yuan for every 1,000 impressions, while Plan A can only earn 5 yuan for every 1,000 impressions. Let’s think about it from another perspective. If you were a channel operator, how would you allocate traffic ?

Based on this idea, we judge that the three factors that affect the exposure of the plan are bid, click-through rate, and stability. The bid directly affects the conversion cost, so generally you should try to bid as low as possible.

Account stability is a natural result of the mature stage of investment, and there are many uncontrollable factors. Therefore, click-through rate is the key controllable optimization target for gaining exposure. If the planned click-through rate is much better than the market, channel operators will also take user experience into consideration and plan creative popularity to gain more exposure.

Next, I will share with you how to create creative ideas that attract your target audience.

1. Build copy from the user's perspective

When I first started promoting, I didn’t know what promotional slogans to write, so I just piled up all the product selling points. I thought that users would understand the product as well as I did and know what benefits the product could bring to me. On the premise that customers were very familiar with us, I often wrote some very self-satisfied copy.

But in fact, users know nothing about the product and are completely indifferent to the so-called product selling points. The only reason customers are willing to pay for your product is that they need to use your product to accomplish a task or solve a problem. Therefore, the promotional title needs to clearly inform users what results the product selling points can bring to them and what tasks they will ultimately accomplish. Customers only focus on the tasks they want to complete.

But even if I understand the principle of writing copy from the user's perspective, I still can't write copy that understands user needs, because there is often a long gap between product selling points and user needs. If I only talk about the product's selling points, users will feel that they have no motivation to buy. But if I just promise to give users what they want, users will instinctively not believe it. I was inspired by this problem until I saw Li Jiaoshou 's copywriting ladder theory on the official account one day. From then on, before writing promotional copy, I will follow the ladder theory to fully analyze the benefits that the product can bring, the tasks it can complete, and the user values, and share the framework with everyone.

For example:

For example, if a company’s product has a selling point of “free design”, what results can this selling point bring? One of them is “you can see how your home will look like after decoration without spending any money”, and then further imagine what goal the customer wants to achieve by “seeing how your home will look like after decoration”?

One of them might be “making the home more beautiful through design”, so why would making the home more beautiful be an important goal for customers? Because the user's value is "I work hard and must live a better life"

Let’s take a promotional copy as an example: This is an advertising slogan that was launched nationwide in the WeChat Moments . The click-through rate was only 1.3%, slightly higher than the market average, but the registration conversion rate was as high as 50%, almost more than double that of other channels. Why do we write this way? Let's analyze the reasons below.

① “Improve the living environment” This is the task that the user wants to achieve (in line with user needs)

② “It doesn’t have to cost a lot of money” Users want to complete the task of “improving the living environment”, but it was difficult to do so in the past due to price constraints (pain point)

③“Get free 0 yuan design” is the way to cure this disease (I have medicine~ medicine, medicine, medicine~)

④ “Spend the least money to build a home with a sense of design” meets the goal of “users want to make their homes more beautiful” (the ultimate goal to be achieved)

2. Choose selling points that users can quickly perceive value

After understanding how to write copy that attracts the target audience, let's talk about how to choose selling points to advertise in information flow. The display environment of information flow advertising is different from that of traditional PC hardware. The screen is very small and there is a lot of other information affecting the user's attention. If users cannot see the value brought by the advertisement at a glance, they will easily lose. In this case, how to choose selling points for advertising becomes particularly important.

When I select advertising selling points, I have two analysis dimensions. One is the time invested, which is the time cost for users to achieve results using this selling point. The other is expected value, which is the value that the product selling point can ultimately bring to users. As can be seen from the four quadrants below, the third and fourth quadrants are quadrants where value can be obtained by investing in a short period of time, and are more suitable for information flow delivery .

The first quadrant is the one that requires long-term investment and obtains high value, and is more suitable for passive marketing such as Baidu search . Because users come to our website with keywords, their needs are more obvious, and they naturally hope to invest time in exchange for greater returns.

3. Creative pictures that even a fool can understand within 3 seconds

KISS principle - even a fool can understand it in 3 seconds

The display environment of information flow ads is relatively complex. Under the bombardment of so much information, users’ attention is very scattered. Therefore, our ads should allow users to understand the information conveyed by the ads at the first time, select the most valuable and unique selling point, and must be presented in the simplest design method so that users can understand the core value of the product within 3 seconds.

For image material design, I have summarized the following four standards:

① KISS principle : Allow users to understand what services the product provides within 3 seconds.

② Light color priority : A light background can make the product stand out more against a light background through contrast effect.

③ Simple fonts : The text should not exceed one-third of the image, and some blank space should be left so that the copy can stand out more easily and quickly convey the advertising content.

④Outstanding design : Choose high-quality and clear images, control within three colors, avoid central communication, and easily create a rigid feeling.

4. Choose to embed value points based on different user reading scenarios

Information flow channels can be set for time periods for each plan, but I understand that most people deliver the same set of materials throughout the day.

But this is actually a huge waste. Designing targeted materials based on users' different time periods and usage scenarios is very helpful in improving click-through rates. Landing pages can also be designed with different content based on user visit periods. If the materials are designed in the following styles, users will first be able to feel the advertiser's sincerity and their favorability will be increased! I noticed that every time EF Education pushed an ad to me, it complied with this rule.

On the way to and from get off work: 6:00-9:00, 17:00-19:00

Working hours: 9:00-18:00

During break time: 19:00-00:00

5. Summarize the results and experience, and continue to optimize

The main work in the summary stage is to mark and store verified high-quality audience points and excellent materials through A/B testing. On the one hand, excellent logistics templates can save the cost of communication with design partners. On the other hand, people with higher conversion intentions can be applied to the next delivery process for verification, saving the trial and error cost of the next delivery.

Share a summarized promotion process SOP

After attracting potential users through carefully designed materials, the real challenge has just begun.

Due to the fragmented reading habits of information flow users, users will not stay on a page for a long time. According to GA data, the average visit time is between 15 and 20 seconds. It is particularly important whether the landing page can achieve effective communication with users within 20 seconds. But before introducing the landing page in detail, we need to first clarify a concept: why does a company need a landing page to convert users? What is the nature and mission of the landing page?

1. What is the mission of the landing page?

When users are attracted to our landing page through materials, what role do they play?

In fact, the mission of the landing page is very similar to the relationship between people when they first get to know each other. Two people who don’t know each other can become friends because they establish trust through communication. The mission of the landing page is the same, which is to build a bridge of trust between product selling points and user needs.

Generally, landing pages are divided into two types: brand activity pages and lead collection pages. The tasks that need to be completed by the two types of landing pages are very different. Let me introduce them to you below.

①Task of the brand activity page : Let users who know nothing about you know what you do, what services you can provide, and what problems you can solve. Provide rich index navigation on the page to let users know as much as possible about the product.

In this way, when the operations staff contact the customers for the second time, they will not be completely ignorant of the products and will be more likely to facilitate purchases.

Key data: user access path, interaction rate.

② Lead collection page : This is more common in low-frequency and high-priced products, such as decoration services that cost hundreds of thousands of yuan. Users are unlikely to buy your products right away. At this time, our task becomes:

Promise users who know nothing about you that your product can solve a certain need for them, and leave as many user sales leads as possible. Collect user information so that we can follow up with sales and operations later to increase the probability of purchase.

Key data: Lead collection conversion rate

2. Why do users need to register & sign up?

Regardless of whether the user is registering or signing up, the motivation behind this behavior is the hope of receiving corresponding value in return. So when we design a landing page, when we ask users to register or submit their phone numbers during the conversion phase, we need to clearly inform users of the value they expect to receive in return.

Don't rush to insert conversion points before explaining the selling points clearly.

3. How to design a lead collection page

The first step in creating a lead collection page is to find the positioning point of your landing page, describe the goals that users want to achieve with the product selling points, use product attributes as support points to increase user trust in the product, and finally give users a reason why they should care about this goal to increase their motivation to buy.

Here I also share the conversion logic of the lead collection page:

First screen: Who am I and what value can I provide (solving the first impression)

Second screen: What value can the product bring (provide motivation for purchase)

Screen 3: How can I trust that I can bring these benefits (solving trust issues)

Screen 4: Benefits of registering now (solving the final challenge)

Attached is a template for lead collection page made according to the above ideas.

After going online, the conversion rate on the delivery page reached 0.98%

Four points to note:

Relevance: Does the landing page provide the information and services promised in the ad?

Focus: Choose only one product that can solve the task for the user and explain it in depth

Avoid talking to yourself: Choose products based on the actual benefits they can bring to users, rather than simply emphasizing product attributes.

White space: Avoid too much information on the same screen, so that users can swipe instead of browse

After the huge amount of money has been spent, the promoters have just begun to lose sleep. In the recent months, which is the peak season for decoration, they always sleep uneasily in the middle of the night, fearing that the money will not be effective after being spent. I get up in the middle of the night to check my account, and only go back to sleep if there is nothing unusual.

Here are some commonly used data analysis methods:

1. Observe the trend of conversion rate

After deploying the GA target code to the registration button, you can easily observe the conversion rate trend every day. If the conversion rate is abnormal, you can start reviewing to find the cause.

As can be seen from the curve above, the conversion rate began to show a clear downward trend at the end of February. I would then use the analysis template below to think about whether the page conversion rate has decreased or the quality of the organized traffic has begun to decline.

2. Perform A/B testing on the page through the GA experiment function

In actual work, it is common for the conversion rate of a single channel to be low, but it is actually an unscientific approach to change the page and observe the effect as long as the conversion rate is low.

A more common solution is to conduct A/B testing on the newly planned page and the old version of the page by splitting the traffic by 50%. After a week of continuous delivery, you can use the data tomorrow to find out which version of the landing page has a higher conversion rate for that channel. By using the GA experimental function, this goal can be achieved well.

3. Thermal map monitoring

However, when a large amount of traffic is introduced, it is also necessary to perform micro-iterations on the page conversion rate. Even if the conversion rate is increased by 0.5%, it may directly save hundreds of thousands of promotion costs.

I chose to use ptengine for heat map monitoring. For example, on this page, users dropped from 61% to 17% after browsing the second screen. Why did customers leave so quickly? Is it because the conversion section was introduced too early, causing user disgust?

The two sections where users spend the longest time are the header image and the design case section. Can we consider moving the content that users care about upwards? With this hypothesis in mind, you can make micro-iterations on the page to verify the hypothesis.

From assuming user portraits to verifying and correcting user portraits with the final results, there is a continuous cycle of positive feedback. As the delivery time increases, the grasp of the target audience will become higher and higher. You will also change from a simple executor to a person who controls the company's core resources. Because with these verification results, you can save hundreds of thousands of promotion costs for the company in minutes. The boss will not be willing to let you leave~

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @Gu Weisheng was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map