How to play with information flow advertising? Improving CTR is the key to gaining exposure
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As an important part of native advertising, information flow advertising has become a battleground for marketers . In the daily delivery process, we often encounter situations where the delivery effect is not ideal. In this case, most of the operations are to adjust the price or change the materials. Of course, this approach is feasible under certain circumstances. However, if you want to play with information flow advertising, these alone are far from enough. Why can my ad be exposed more? Why would someone click on my ad? How can we improve the conversion rate ? With these questions, let’s discuss how to do information flow advertising well. First of all, we need to clarify a concept. The current information flow advertising channels basically give exposure based on e CPM (advertising revenue for every thousand impressions), and ecpm = cpc × ctr × 1000. That is to say, if you need to maximize profits, under the same bidding conditions, the channel will give priority to advertisers with high ctr for exposure. Therefore, improving CTR is the key to gaining exposure. 1. Advertising needs to reflect its value In information flow advertising, the boundary between information and advertising is gradually blurred. They can both be regarded as content, and users also expect more interesting and high-quality content. Therefore, the closer the advertisement is to the original information format, the more likely it is for users to pay for it. This is even more important in information flow advertisements. Information flow advertising needs to start from the user's perspective, and user awareness is the marketing focus of our advertising. The "Free today" in the picture is the highlight of this creativity. Generally, the quality of paid downloaded APPs will be higher. This information flow advertisement attracts the target audience's attention with a very timely title , packages the advertisement into a valuable message and delivers it to gain more clicks; similarly, most people have feelings for the classic games they have played before, and "the stand-alone games I played in those years have a mobile phone version" will awaken the feelings of mobile game enthusiasts, and the effect of such advertising is self-evident. 2. How to plan a landing page with high conversion rate The content of the copy and the landing page need to complement or connect with each other, and the landing page also needs to meet the user's expectations. Behind every click lies the user’s expectations, and the copywriting and landing pages carry the task of conversion. Therefore, it is impossible for there to be simply one high-converting landing page. The copywriting and the landing page are a whole, a whole, and a whole. I must say it three times because it is important. Take game advertisements as an example. The advertisements are written in a very exaggerated way, with words like "download to receive cash red envelopes" and "epic game screens". However, the above content is not reflected at all on the landing page. No matter how fun the game is, users will feel cheated and develop resistance and disgust. The conversion rate is also predictable. Simply put, your copywriting should reflect what your landing page says. Even if you play it safe, it ultimately needs to meet user expectations and establish a lasting relationship, so it’s better to be less tricky and more sincere . 3. Will the click-through rate be high if the material is beautiful and exquisite? Some people often say that the materials must be made beautiful and exquisite. However, whether the material looks good or not is not the criterion for measuring the quality of a material. To give a simple example: when you are surfing the Internet, you will definitely see slogans such as "Top-quality equipment, exploded in one second", "Dragon-slaying sword, click to get it", as well as advertisements for the "Legend" game with monotonous scenes, rough graphics, and primitive style. There must be countless black questions in my mind: What the hell are these? Why do so many people still play these games? Little do people know that these "original" and rough materials can greatly impress old game players born in the 1980s. When users read information flows, they will only focus on information that they agree with and care about. This is actually the "pregnant woman effect" in psychology. Advertising ideas need to be tailored to the target audience of your product. You can gain a general understanding of the target audience attributes of your product from industry reports, user surveys, and your own user population portraits. 4. Trial and error testing cannot be ignored No information flow advertisement can be effective forever, and no information flow advertisement can achieve good conversion effect right after it is launched. Only through real users and real data feedback can we continuously optimize the delivery methods. Internet users’ preferences change quickly, and they may become aesthetically fatigued by a single advertisement, which will lead to a significant reduction in click-through rate and conversion rate. At the same time, AB testing is also necessary. Different combinations in the same advertising environment can help find out the rules of advertising delivery . A newly created set of creatives needs to be tested and released. For example, the effect of 500 clicks should be quickly compared with historical conversion data. The main purpose of the test at this time is to verify whether this set of materials is feasible and whether there are any errors in the conversion logic. Don't focus on details from the beginning. There are still many people who spend 3-4 days to create a perfect material and put a lot of effort into fonts or buttons, but when it goes online, the clicks and conversions are very poor, and ultimately they fail. The correct order should be to build the advertising logic framework first, and then optimize it after the test is feasible . Unlike other forms of advertising, information flow advertising requires more refined operations . Clear thinking logic and correct optimization ideas are sufficient conditions to ensure accuracy and efficiency. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @陈智强 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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