How to optimize Weibo advertising creativity?

Marketing status: The advertiser is a local O2O dental hospital with a large demand for customer information. However, the Weibo super fans are placed through manual bidding, the number of forms is unstable, the CPA is 250, and the cost is relatively high.

Marketing goal: 15+ forms per day, CPA ≤ 180

Solution: Use the super fan oCPX-O2O (CPL landing page) function for delivery

The first phase of the cumulative data target is: 10 days, 15 per day, and the form cost is 200 yuan

1. Delivery plan:

① Material selection: Create materials based on the product advantages of orthodontics, and select nine-square grids, blog cards, and video cards for delivery to increase click-through rates.

(Creative display)

② Targeted selection: Accurately target users with interests in oral cavity, orthodontics, dental correction, etc. and local competitive product users; target both men and women; target users who log in occasionally or infrequently.

③Test results: The number of forms is 20+, and the effective customer cost is 300+; the form bounce rate is high, the customer acquisition volume is low, and the material does not hit the user pain points.

2. Optimization plan:

①Added materials: Added nine pictures of orthodontic treatment and video card

②Optimize the form: simplify the form content, set up automatic filling, add a one-click dial function, add a quotation form, and induce filling.

(Comparison before and after form optimization)

3. Optimization effect:

① From the form cost of the test materials, the best option is to customize the teeth correction plan with pictures for 0 yuan

Left picture: Traffic diversion rate 0.22%, traffic diversion cost 4.8 yuan, gross customer cost 200+, effective customer cost 200

Middle picture: Interaction rate 0.17%, single interaction cost 8.72 yuan, gross customer cost 236, effective customer cost 260

Right: Interaction rate 1.24%, single interaction cost 0.42 yuan, gross customer cost 173, effective customer cost 380② From the form style of the test material, the landing page with clear layout and clear content has the best effect.

Left: The composition is not harmonious enough and the submit button is not prominent.

Middle picture: Highly suggestive but lacking credibility

Right: Harmonious color matching and clear layout

③Effect summary:

Select the materials with low single diversion cost and high interaction rate, and start the official delivery as the final delivery materials

(Card image with high click rate)

(Landing page with high completion rate)

④ oCPX first phase optimization effect: average daily effective customer information number 20+, effective customer information cost 210

4. Summary of the launch

①Material selection:

Illustrations: interesting and eye-catching; large pictures and nine-picture emojis are more effective;

Copywriting: highlight the user's pain points (population portrait, correction projects, etc.); after writing, ask your friends whether it attracts clicks from the user's perspective;

②Form optimization:

Attract clicks: Make the submit button into a corresponding image (such as receiving a coupon, downloading a quotation sheet, etc.)

Increase trust endorsement: add a dynamic picture of the submitted user phone information; obtain the quotation and make it into a calculator, etc.

5. Important points to note when placing oCPX on Weibo

① Orientation

The first stage: precise targeting, you can use crowd packages, data markets and other targeting methods, accumulate form submission data, and enter the second stage

Phase II: Continuing from Phase I, expanding the population based on the original orientation

② Bid

Stage 2: Fill in the expected conversion cost

③Budget

Phase 2: The budget should not be less than 5 times the conversion cost

④Creativity

Phase 2: The budget should not be less than 5 times the conversion cost

The above cases are for reference only.

Author: meng

Source: Weibo Case Library