How to achieve high conversion rate in WeChat public account advertising
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In the market segments of various advertising channels , Internet advertising has already occupied more than half, and the negative growth of traditional media for many consecutive years has dragged down many newspapers, magazines and other media organizations. In the past two years, the market share of WeChat public accounts in Internet advertising has increased at an alarming rate, so that the entire delivery environment is in chaos. Some people say that the effect is remarkable, while others spend hundreds of thousands of dollars but don’t see any splash. How to make the delivery accurate and efficient is the ultimate question. Because I have been exposed to new media for a long time, I am the first to get the moon. Let me share my personal opinion. 01. Dissemination breadth The breadth of WeChat public accounts is related to the following factors: 1) User base 2) Content stickiness 3) Open rate and sharing rate There is no need to say much about the user base, which is the most important indicator and the industry pricing is basically based on this indicator. In terms of content, the main considerations are verticality, the strength of connection with users, the quality of the content itself, whether it can guide users to establish standardized reading habits, etc. For example, professional new media operation teams will push messages at a fixed time every day, with a fluctuation of no more than 10 minutes, thus ensuring a relatively stable opening rate for users. Whether it will be shared or not depends on whether the attributes of the content itself can stimulate the user's desire to convey emotions. For example, spoof videos are easily shared by users, while industry information is more likely to be collected. Sharing can be divided into Moments and group chats (point-to-point sharing can be ignored). Usually, the spread of sharing to group chats is not as good as that to Moments. At this point we can conclude that the breadth of public account dissemination = user base * opening rate * (1 + sharing rate * diffusion coefficient). Of course, this diffusion coefficient also includes the second, third, to N-degree sharing after sharing with others. The hot spots can be screened thanks to this. Currently, the opening rate of public accounts has dropped to around 5%. The opening rates of accounts with a large user base and original self-media will be higher (affected by sharing diffusion and long tail). So if possible, before you place an ad, ask the other party to provide background screenshots of the number of times it was opened and shared. This will allow you to clearly predict the reach of the ad and further judge its value. However, in most cases the other party is unwilling to give it to you. Some people may say that it would be better to just look at the number of readings. Are you pretending not to know that there are group control methods in this world? What if the other party doesn’t give it? It is not difficult. You can go to the relevant third-party agency to check the whitelist, or use minute-by-minute monitoring of data trends. Compared with advertising fees, these expenses are insignificant. (You can also use human monitoring if you really want) 02. Different transformations of the same communication Even if your copy has very pleasing reading data, it does not necessarily mean that it will be effective and convertible. Let's assume that: Plan A: 1 super-large advertisement was launched and received 1 million impressions Plan B: 10 large-size ads were launched, and a total of 1 million impressions were obtained. Plan C: 100 small and medium-sized accounts, with a total of 1 million impressions Let's talk about the price first. If calculated based on the price per 10,000 fans, the super-large price per 10,000 fans is relatively higher. However, because the diffusion coefficient of the super-large size is also large, the exposure rate is higher compared with the fan base, so the final price may be lower than plans B and C. However, due to large individual differences, it mainly depends on the official account's own positioning and user value. For example, the unit price of women's fashion will be higher than that of humor and comedy. As for the effects, all three plans have 1 million reads, but the effects may be very different. The ideal situation is naturally that a certain large attribute completely matches the commercial value of the advertiser. Not only is the media happy to accept the order, but readers are also willing to pay for it. At once, a huge fish pond is targeted, and the conversion value can easily cover the cost of the delivery. However, returning to reality, we can only look for so-called approximate matches. The problem with super large accounts is that perhaps 200,000 of the 1 million exposures come from outside rather than from within the official account, and this discount cannot be counted as potential users. But you will find that many brands like to invest in big accounts, and big brands have never appeared on unknown small accounts. This is mainly related to the purpose of the investment. On the one hand, there needs to be parity in brand value. After all, it is reasonable for big brands to correspond to big Vs. Using small accounts to do advertising would seem to lower one's own value and be inferior to others. On the other hand, some brands do not expect to gain conversions at the time of exposure, but focus on product promotion. Conversion is only a long-term premium after promotion . For example, in the case of real estate, automobiles , and luxury goods, the purpose of these placements is more to establish user awareness of the brand. In other words, if you care more about conversions in the form of "reading the original text" and "long press to identify the QR code", in addition to providing good promotional content and user experience of the conversion landing page , the most important thing is to attract more potential users. However, this potential user is not strongly correlated with the attributes of the official account. Many people cannot distinguish this, or do not know how to identify and verify it, and can only choose to use the attributes of the official account as the judgment standard. For example, if a jeweler wants to make an advertisement on the eve of Valentine's Day to promote the discount activities on the holiday, he may choose to place the advertisement in digest and emotional media, but in fact the proportion of female users in such accounts is much greater than that of male users. The soft article carefully written by the operation girl does cause a great response, and everyone discusses the various bloody and beautiful things about Valentine's Day in the comment area, but the conversion rate is not necessarily high. However, the jeweler did not expect that self-media such as automobiles, finance, and military affairs could also be the targets of the investment. Although the tone seemed inconsistent, it actually had unexpected conversions, just like the chemical reaction when a supermarket placed beer next to the diaper shelf, which led to an increase in sales of both. 03. Mining users When we are unable to use effective dams to intercept accumulated traffic , many people have proposed the indicator of "influence", that is, whether an advertisement can obtain the maximum value on a public account. The key lies not in traffic but in the influence of the account. Because in the absence of better and more refined data to support marketing strategies, we are willing to believe that the fan circles surrounding brands and IPs must have overlapping parts in terms of values and personal labels, which can effectively reduce the decision-making costs of investment. However, the risk is that you may deviate from your value judgment. A slight mistake can lead to a huge loss. Values can trigger the framing effect. Little E follows the public accounts M and P at the same time. M is the self-media that Little E appreciates and recognizes, and P is a humorous selection for Little E to pass the time. If the two accounts promote the same product, the degree of stimulation to Little E will be different. Through semantic analysis and data sedimentation, a public account can be subjected to targeted analysis in different dimensions, and samples collected include titles , introductions, tweets, comments, etc. Although some public accounts have positive content, they use suggestive titles such as pornography and gossip in order to gain traffic. After entering the accounts, people find that it is not the case. Many people continue to scroll down with the mentality of "reading it all". This type of copy has a high exposure rate, but from the perspective of advertising value, the conversion rate is relatively low. From the perspective of user value, for the same 100,000+ readings, an 80% open rate + a 20% diffusion rate will be better than a 50% open rate + a 50% diffusion rate. Then why do we need to find 10 small accounts instead of 1 large one? Doesn’t this disperse the user base? In fact, it is the same principle as investment . In order to avoid your biased judgment on values, the strategy tends to spread the risk among multiple public accounts. Therefore, in addition to big brands with long-term strategic significance who like to invest in large accounts, those who focus on immediate returns need to invest in more small accounts to accelerate capital circulation and reinvestment. But no matter whether it is large or small, the value of highly vertical self-media with its own IP will be higher. The greater the contribution of the first reach to the reading volume, the greater the user value (if the value judgment is correct). 04. Quotation form At present, the new media advertising field is still dominated by a fixed price, and the reference standard is mainly based on the number of fans. Indicators such as reading volume/like rate/rewards are only the basis for advertisers to evaluate themselves. Although I am optimistic about the continuation of this form, I have to consider that once the top public accounts solidify the first echelon, the media advertising value of the second and third echelons will tend to a more stable standard. When we measure the value of an advertisement more by price per thousand views, the value of media promotion will eventually shift to CPM (cost per thousand impressions). The value of the fan base will also be weighted in the calculation in the form of a certain parameter. Although the final presentation may still be a fixed price, the calculation logic behind it will not be as simple as just talking about the number of fans now. When the market is still growing wildly, it is wishful thinking to talk to people about rules and standards. Therefore, many people try to test the waters on new media, but leave when they find the effect is minimal. Instead, they bet on bidding because everyone believes that the money-burning model of bidding will be more transparent. You can feel more intuitively how every dollar flows away, just like Taobao Direct Express. Whether you can operate it or not, there will always be users coming in according to the CPC (pay-per-click) model, and the strategy can be adjusted at any time. The steering wheel is in your own hands. However, public account advertisers don’t know how they are losing money, and they may not even be willing to provide you with the MP background data. Extending the concept of bidding, if you want your advertising on new media to be impactful, you must first be aware of the delivery combination and risk management, so that you can maximize the benefits of your promotion budget through reasonable allocation. Many people will give up this promotion channel due to industry chaos such as data opacity, falsification, and high water content. However, it must be admitted that the CPM value of public accounts may be one of the highest forms of promotion. In addition to the different statistical methods, the more critical reason is that the collision between user perception and information flow on other platforms is relatively shallow. We know that when promoting on Weibo, the quote for a grassroots account with hundreds of thousands of exposures may be only a few thousand, but first-line stars charge between 500,000 and millions. The traffic of placing patches in information and news feeds is also astonishingly large, but the conversion rate is lower than that of public account ads, and the bounce rate after entry is also higher. Although the opening rate of official accounts has been declining, users’ reading interaction on official accounts is indeed deeper. In terms of content, different forms of promotion have different prices. There is a clear price difference between soft advertising and hard advertising. Even most self-media with a stable fan base do not accept hard advertising, and some do not accept headlines. From the advertiser's perspective, it is naturally better for the media to be willing to use the first person as a trust endorsement. Don't be obsessed with pushing all soft articles written by yourself. In short, when netizens' attention resources are divided up by the endless channels, online promotion will continue to move from surface to point to intensive cultivation of thousands of people and thousands of faces, and the resources that need to be integrated will become wider and wider, such as analyzing texts through machine learning, studying marketing-oriented title techniques, and intelligent delivery supported by big data , etc. Perhaps it won’t be long before new changes occur in the promotion channels. We are just seeking a temporarily stable high ground in the dynamic changes and preparing enough food and grass before the next major change. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @一井 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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