Exclusive analysis of the secrets to increasing the amount of creative advertising material from 0 to 1!

1. The core logic of delivery

As an agent, what should we do first after receiving Party A's application product?

The conventional logic is that everyone downloads it and then plays with it. After a thorough analysis and fierce operation, the launch cost only two dollars. Are there many of my fellow agents who have not been able to increase their sales even after the client’s product investment stopped? Why is this happening? Is it a material problem or a product problem?

Sometimes when you step out of your mind and look at the problem, it’s not your problem but the product’s problem:

1. Some Party A products cheat in backend feedback and modify the feedback coefficient, resulting in higher costs in the early stages of delivery.

2. First attribution and last attribution will also affect product feedback.

3. Return time.

Next, we will analyze the attribution logic of normal product feedback and normal delivery:

The launch of a product’s material online is often accompanied by competition for traffic from similar materials on its platform.

As the saying goes, whether a product can gain popularity depends on more than 70% of its material attribution. Optimizers have limited room for maneuver. The most important job of an optimizer is to understand the material - what type of product matches what video.

What actions do we expect users to take after playing the video? For example, whether users have watched half of the video or finished it, as long as they click on the landing page and download it, the brand can get a conversion.
The material enables users to take effective actions while watching the video. For example, you click to download halfway through the page, or go directly to the download page or landing page within the first 5 seconds.

Let’s take a look at the delivery indicators:

One material is placed in front of four people

After user A finished reading the video, he thought it had no value or relevance, so he left halfway through reading.

After reading the material, User B took the last second to think clearly and decided that the product had nothing to do with him, so he just left.

User C found the app interesting halfway through, clicked on it to take a closer look, and then downloaded it naturally.

After user D finishes viewing the material, he directly clicks the download button.

The complete behavior is broken down as follows:

A user bounces out midway = Bounce rate

B users finish watching the material = completion rate

C user clicks midway = click rate - further affects download rate

D User clicks after reading = click rate - further affects download rate

Behavior expected by the brand: lower bounce rate + higher completion rate + higher click-through rate

Why can users finish reading

First: Content can attract audiences

Second: Product benefits can stimulate users

Why click again?

1. The product creates a connection with itself.

2. Interest points stimulate users.

Influencing two directions from three angles from the content level

1. Analyze the product audience, enrich the content of the delivery materials, emphasize the product attributes or fun, and be good at using the rules of attracting attention. Such as color, actors' appearance, etc., to guide users to continue watching.

2. Repeat a key benefit point continuously in the video, such as giving away a red packet of 88 yuan when going online, and withdrawing the money within seconds. Let users fall into the pit you dug unconsciously and form conversion.

Under the premise that the content rules are unclear, we can first summarize the past methods and videos for increasing volume from the above two aspects, and accumulate delivery data through practice to verify the content rules. Ultimately, we hope to find a series of material content methods that can effectively influence [attention intensity] and [interest point intensity].

variable

1. The expression direction of different product interest points.

2. Information thresholds and content preferences of different users.

Work: "What is the purpose of financial management"

Strength of interest points:

People who spend money paycheck to paycheck have no planning and emphasize that they spend all their money paycheck to paycheck because they have spent all their money. After financial management, the income increased dramatically, which is a positive contrast.

Conflict between mother-in-law and daughter-in-law:

The video emphasizes the independence of women, from the initial distrust to the happy ending.

ACTR:27.51% BCTR:2.3% P3TR:38.5% CVR:31%

Sibling support:

The younger sister spends all her money while her brother saves over 10,000 yuan.

ACTR: 23% BCTR: 1.6% P3TR: 27.1% CVR: 23%

Couple support:

Emphasize mutual support between husband and wife and improving life through financial management.

ACTR:24.51% BCTR:2.3% P3TR:32.5% CVR:29%

Dating

Product benefits and target audience psychology:

Male, loser with income below 3000, who hooks up under the guise of love or is too introverted to speak to the real world, too beautiful to pursue, a wretched man in third- and fourth-tier cities who can only rely on watching AV to solve problems.

Attention Strength:

The plump figures, the approachable looks, the low-end scenes lower the user's expectations, and the sexually suggestive actions.

Strength of interest points:

1. Since the audience is male, from a female perspective, they can find a boyfriend or a one-night stand, which can make it easier for the male audience to believe that they can get a date.

2. Emphasize the attributes of the product: people nearby can either really fall in love or have long-term hookups.

3. Use low-brow voices, scenes, and characters to lower user expectations and make men think that they can also get a date.

Deliverymen and white-collar workers:

ACTR:36.63% BCTR:1.68% P3TR:8.67% CVR:28%

Washing hands in bathroom:

Summary of improvement points:

1. Ordinary female actors lower user expectations.

2. Scene analysis: bathroom, square.

3. Sexually suggestive actions: washing hands in front of the mirror in the bathroom, touching ankles with slippers, walking in a pitiful manner, etc.

4. Shooting direction: Do not move the camera, the simpler the better, and make the on-site sound obvious to increase the sense of origin.

Author: Li Debin

Source: Buying Small Airplane