“The promotion effect increased by 30% in a short period of time”? How do people play with information flow?

I wonder what the bosses think about information flow and bidding. The former is active, while the latter is passive. There is a huge difference in the way it is presented to netizens. Now let’s follow Dongguan Feng Chao to see the correct way to open the information flow delivery strategy:

“The promotion effect increased by 30% in a short period of time”? How do people play with information flow?

1. Potential groups: creative screening to stimulate demand
Bidding promotion is passive, requiring users to search and understand in order to discover it; information flow actively pushes advertisements to customers and tells them that this thing can help you. Therefore, our bidding hosting editor Feng Chao recommends the following points:

1. Turn passivity into initiative

For example:

An office worker was browsing the news on his mobile phone out of boredom after lunch when suddenly a message popped up. “Although your body is sitting on a two-square-meter booth, does your soul yearn for poetry and distant places?”

When you opened it, you realized it was a travel advertisement, but you were already attracted by the beautiful pictures and scenery, and it even aroused your fantasy of traveling and made you want to learn about the attractions.

2. Let the information find people with a purpose

For example: a chef training institution. If someone searches: Is it good for men to learn to be a chef? If we put up an information flow ad like "Learn to be a chef/8 major employment trends in 2017" or "A guy born in the 1990s can easily earn over 10,000 yuan a month if he masters this skill", can it help us screen out people who are looking for a job or are interested in the chef industry? There should be at least two conversion methods on the page to distinguish the primary from the secondary. The main conversion method is to leave contact information or guide consultation. Auxiliary conversion methods include leaving search terms such as brands or following accounts.

2. Target audience: multiple targeted delivery and clear goals

Everyone has their own set of exclusive tag groups. Our information flow hosting is divided according to the directional method. These tags are roughly divided into the following categories:

Basic targeting: gender, age, region, education, income, equipment used, etc.

Interest targeting: what you have searched, what you have used, and what you have paid attention to.

Behavioral targeting: where you have been, what apps you have downloaded, and what you have bought.

Based on these targeting methods, we can create different pages to display different materials for different groups of people. Before designing a page, we recommend that you first clarify two issues.

1. Clarify the target population

This page is designed to convert a certain group of people and determine their concerns and needs.

2. Determine the conversion channel

What methods are more likely to convert your target audience, and how can you guide them to leave clues?

After determining these two issues, our information flow hosting will generally build psychological expectations to reduce visitors' defensiveness and add some other methods to assist conversion. Our information flow hosting usually adds a bridge page as a transition, guiding customers to open the product page in the form of storytelling or sales letters. Experiments have shown that this can increase click-through rate by 60%.

3. Target group: keyword targeting, precise reach

When users buy an item, they generally go through these psychological stages.

——Purchase decision——Post-sale evaluation

If the purpose of information flow is to stimulate him to generate demand, the emergence of bidding is to make him collect information. Then our information flow hosting suggests using the keyword targeting function of the information flow to help us lock in the third stage - users of the comparison plan.

This user may be our target audience or a competitor. At this time, our information flow hosting suggestion allows those who have searched for products to see our ads multiple times, deepen their impression, and prompt them to make purchasing decisions. Each promotion channel has its own advantages and limitations. If the two can complement each other and help each other, they will be able to achieve twice the result with half the effort.