How much do you know about the information flow advertising routines of highly profitable products?

After reading this article, I hope you can improve in the following aspects:

1. User attribute analysis

2. Use of copywriting and landing page routines

3. Methods to circumvent the audit system

Many people may not know that in the information flow advertising market, there are mainly the following types of advertising sponsors:

1. E-commerce

2. Games

3. Health food/cosmetics

4. Local/Entity

Among them, health foods and cosmetics have many high-profit products. Let’s first talk about the population attributes of health foods and cosmetics.

Friends in the industry are all aware that common health foods in information flow advertisements include products for replenishing qi and blood, removing spots and acne, removing dampness, losing weight, increasing height, gout, etc. For example:

For this type of product, let's summarize the common characteristics of the people they correspond to, which will be more or less helpful for advertising optimization :

1. Lack of judgment

Why do you say that? For example:

Our old man, who is in his 50s, was dissatisfied with the fact that he had too many white hairs, which were turning white too quickly and it was too troublesome to dye his hair. One day, he suddenly saw a product called "Turns Black in a Wash" on TV (let's call it that, no one can remember the product name). The so-called experts talked about how magical the product was, how significant the effects were, and how continuous use could rejuvenate you and say goodbye to white hair, etc. There was also a limited-time special offer, so the old man called in and the deal was done.

Let's analyze it:

(1) Birth, aging, illness and death are common to all human beings. How is it possible to regain youth?

(2) Could it be that the “blackening after just a few washes” effect is so effective that it contains some unhealthy chemicals?

However, the old man believed it, bought it and used it without thinking twice. Because he doesn't understand these routines, lacks judgment, and is eager to be cured.

We might as well replace television with a mobile Internet platform. By the same token, my product can effectively help you lose weight, 20 pounds in a week, with no side effects and no rebound. People with a little judgment will rationally analyze the credibility of these selling points, while those who lack judgment will firmly believe them and then make the deal.

2. No other options, give it a try

Many methods have been used but the stubborn disease cannot be solved fundamentally.

For example, a user who has suffered from gout for many years and tried all methods but could not effectively cure it, suffered from it day and night year after year, and when he was at his wits' end, he saw a life-saving straw:

"Let's give it a try!"

"Anyway, I've taken more medicine than food over the years!"

"If it works, then we'll make a profit!"

3. To save trouble

Let’s take weight loss as an example:

Exercise is too tiring;

Acupuncture is too slow;

Dieting is too cruel.

But when I think of beautiful clothes and handsome men...

“I want to lose weight!”

What? You lose weight just by eating. That’s good! No need to avoid food, I like it!

“Lose 20 pounds in one month!!!”

"I will be able to confess my love to my idol in 2 months!"

So happy, infinite YY~

The above is a brief analysis of the attributes of people who consume health food. To sum it up in one sentence: they have no judgment, no other options, and they want to save trouble and take shortcuts. The key point is that they are full of expectations for the product and the future!

For such people, we can use the method of elimination, for example:

People who are too old will not spend all day on the Internet, especially social information platforms; most highly educated people have basic knowledge and judgment and will not believe things rashly; people in big cities have diverse channels for receiving external information, and everyone is smart, etc. (simple examples, you can brainstorm ). Ps: What would be the result if we could conduct segmentation tests on these groups of people in different dimensions? You can try it yourself!

For the above groups of people, what are the creative ideas and landing pages of information flow advertising?

1. Common routines about titles

① Directly address pain points: Find target users and precise groups, such as "Fat people, look here" and "People with facial spots, pay attention";

② Methodology: Usually it targets symptoms, introduces methods, and attracts clicks, such as "10-year-old gout is unbearable? Here is the solution";

③ Case study: Create cases around users, such as "My best friend's complexion has been getting better and better recently, and all the pimples on her face have disappeared"

④ Demand quantification: Accurately quantify user needs to attract clicks and be more convincing, such as "Teach you a trick to lose 50 pounds in 3 months";

⑤ Leave a suspense: Common words include "surprise", "actually", "shocked", etc. "Shocking! My bestie has been looking better and better lately, and this is the reason!"

⑥ Raise questions: Based on the user's pain points, raise the question "What should I do?" to induce users to click, such as "What should I do if I get spots on my face after giving birth?"

⑦ Psychological suggestion: Create a scary atmosphere to prompt users to identify with the situation, such as "Don't wait until XX happens before thinking about conditioning";

2. Common routines about landing pages

① The form of soft articles (explain the problem - solve the problem)

② First-person self-narration

③ Professional teacher endorsement

④ Guide WeChat conversion

⑤ Before and after comparison

⑥ Successful Cases

⑦ User reviews

For example:

However, I can’t help but complain about this landing page routine:

The user experience is poor and the layout lacks aesthetics;

The credibility is not high and the description is too exaggerated;

You copy me and I copy you, and we all die together.

During the bonus period of information flow advertising, this model did make a lot of profit, but netizens are still the same netizens. They believe it once or twice, but after seeing it more often, they naturally become more discerning. If it is still so crude, I cannot comment on whether it is effective or not.

In addition, let’s talk about products for middle-aged and elderly people. For example, about our old man’s black hair, how much time do middle-aged and elderly people spend on mobile Internet every day? How much time will be spent on sites like Toutiao, Tencent News , or even Yidian Zixun ?

Let’s look at some data: (user age attribute, Tencent News is at the top of the information category)

Data shows that those aged 40 and above only account for about 6%.

Therefore, the attributes of the media population are the most fundamental difference between mobile Internet and print media television.

So, can we say that no matter what product you have, information flow ads are for young people! (For example, elderly products may correspond to children, etc.).

As for the young crowd, the bounce rate of such a rough and fuzzy LP can be imagined!

But some people may say that a rough LP is also a way to screen people , and smart people will not convert when they see such a landing page. But the question is, knowing that these smart people will not convert, why should the title attract them to click? Since the title has successfully attracted users, why not put more effort into the LP to make users feel that the content is valuable and willing to read further? Without further ado, let me share with you a case worth learning from:

【First screen】

The font, layout, color, etc. are still very exquisite. Isn't it much better than the bright red one with dense pixels above?

At the same time, questions are raised to stimulate users' interest in reading. The entire article explains in detail "why people get fat", "what to pay attention to", "what methods are there", etc. In fact, the routines are still the same, but they are put more thought into.

In addition, at the end of the article, a test table is added to stimulate interaction:

The test questions are all easy to understand. You only need to judge yes or no. After submitting the test, you will be redirected to the WeChat conversion page:

There are still some posts with comments like:

Now that the traffic dividend period has passed, the effect of information flow advertising is bound to become increasingly difficult to achieve, so whether it is creativity or LP, you must be sincere.

In addition, both Party A and Party B must have such psychological expectations: the cost of customers/fans will only get higher and higher, just like housing prices. When is the best time to buy? Right now, right now!

3. Common routines for auditing

This is completely based on experience and trial and error. There are policies at the top and internal affairs at the bottom...