How to do information flow advertising? Highlight the key points

Information flow advertising, as a new breakthrough point for traffic , what is the importance of copywriting + materials in information flow advertising ? In other words, when dealing with information flow advertising, should marketers focus on copywriting and materials? Let’s take a financial case as an example today.

Let's first look at a comparison of creative materials: P2P financial advertisers, when they want to promote their financial products and want to use salary financial management for white-collar workers as the main point of promotion, try the following two plans:

Plan 1: Mention the group of people you need to market to and introduce the advantages of your products (trial bonus, interest rate coupons, etc.).

Option 2: Scenario-based, providing users with a scenario hint that "a monthly income of over 10,000 yuan is still not as good as what others earn through financial management", accompanied by a photo of the heroine mentioned in the copy and the interface of the financial management APP .

After a period of release, let’s look at the data of these two sets of materials.

It can be found that the average click-through rate of Plan 1 is about 1.2%, and the average click-through rate of Plan 2 is about 2.8%, which is more than twice as high. According to the backend data of the landing page H5, the registration cost of Plan 1 is about 80-100, while the registration cost of Plan 2 is only about 30, which is much more expensive than Plan 1. This set of data very intuitively illustrates that, in information-related advertisements, an advertisement with a high click-through rate often determines that it can be accepted by more users. As a result, these users who click in will be more helpful to subsequent operations such as registration conversions on the landing page. Therefore, unlike traditional advertising, the combination of copywriting and materials, and the combination of creativity and user relevance of information flow advertising will be the key to determining the effectiveness of information flow advertising.

So for financial marketers, how can they write a good creative idea and make successful ideas more replicable? First of all, from the examples and data above, we need to realize that a good information flow idea must be scenario-based and must revolve around the users you need to market to. To sum up, it can be divided into the following points:

1

Lifestyle

Abrupt advertising displays will only reduce users' desire to click, while copywriting materials close to life scenes can gain the favor of many users and attract clicks from users who are more familiar with the scenes.

For example: use words such as colleagues, boyfriend/girlfriend, etc. to narrow the distance between the advertisement and the user, and use comparison methods (words such as XX is worse than XX, XX is ashamed of himself, etc.) to attract the user's interest.

2

Resonate

Use words and scenarios that are easy to resonate with users (such as saving money, buying a house, license plate restrictions, etc.), and use questions to guide users to think and guide users to click to find answers.

3

Category News

Imitate news headlines when writing advertising copy. Often the first impression of an advertisement is that it is out of tune with the environment. However, when you package the advertisement in a news-like style, users who are reading news information will be very happy (or unconsciously) to click on the advertisement, and then convert users through the cooperation of the landing page.

4

Welfare incentives

Attract users to click through eye-catching copy and pictures (generally through materials and pictures such as red envelopes, cash, and harvests). However, although this type of material brings large traffic and has the advantage of low registration costs, there are also situations where the investment cost cannot be significantly reduced. Advertisers decide based on actual needs.

Of course, these are just the tip of the iceberg of many excellent ideas. A good idea also needs factors such as orientation to cooperate. For advertisers, as traffic in channels such as search and application distribution has reached a bottleneck and competition is becoming increasingly fierce, information flow advertising can be said to be a good supplement to the traffic gap. How to utilize the coordination between advertising creativity and landing pages, which copy is suitable for financial users, and which copy is more instructive for conversions all require marketers to follow up on front-end and back-end data and continuously try and adjust.

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