Bidding promotion: How to write creative ideas to increase clicks?

When doing bidding promotion , in addition to choosing words accurately, another thing you need to focus on and optimize is creativity .

A good idea can resonate with people in 3 seconds and leave a deep impression if seen 3 times within a month; however, an ordinary idea needs to be seen at least 5 times before the content can be remembered, and it may not even resonate with people.

We write creative ideas so that users can see them at a glance and click on them to enter the landing page, so that it is possible to convert users. Therefore, it is very important to write a high-quality creative idea. An excellent creative copy is about understanding consumers and hitting their memory needs.

There are three aspects to understand consumers’ psychology:

1. Why do users click on ads?

Users search for keywords because they have needs in this area, and from the keywords, we can determine the strength of the users' needs.

For example, when the junior sister first heard about the water light needle, she was curious about it, and the search term she used was [what is the water light needle];

When the junior sister has a preliminary understanding of water light needles and has a certain intention for this beauty product, the junior sister will consider searching for [Does water light needle have side effects], and be cautious when using beauty products, not to mention using them on the face, so it is necessary to understand whether there are any side effects and whether it will have any impact on the face, after all, the junior sister relies on her face to make a living;

When my junior sister found out that this product had no side effects and could make her beautiful, she became even more excited. At this time, she would want to know the price of the hydrating injection. My poverty made me compare prices. If I found something that excited me during the price comparison, I would still have concerns: is this beauty salon formal, does it have qualifications, and what is its reputation? At this time, you will search [How is XX beauty salon?], and after you have learned about it and there is no problem, you will place an order. When you think about becoming beautiful and plump, you will feel happy instantly. This is the mental journey of purchasing a hyaluronic acid injection.

At different stages of the psychological journey, users search for different words and the strength of their needs is also different. We should pay special attention to this when selecting words. Why do users use this word to search for ads, what do they want to know, and why do they have these concerns? This is the first step, to understand why users want to click on ads.

2. Why do users click on your ads?

At this time, you have to consider, with so many competitors and so many advertising ideas, why would users click on your ad? Is your advertising creativity more attractive, or your pictures better looking, or is your advertising style more special than others? In terms of creative forms, there are three areas where you can focus on search advertising:

① Copywriting: The text should have points that attract users, such as red, numbers, percentages, special symbols, etc.

Therefore, when writing creative copy, you can ensure that your creativity is successful through the reasonable use of wildcards and synonyms of keywords; as for numbers and percentages, pay attention to complying with the provisions of the new Advertising Law. If you are not sure whether it is in violation of the regulations, you can go to Baidu to search for a banned word detection website and copy the content in for testing.

Here is a URL for you: http://www.ju1.cn/ Remember to check it. There are many people who use banned words to blackmail, so risks should be avoided in advance. In addition, different platforms may use different special symbols. You can Baidu special symbols. If you think a symbol is good, you can try to upload it.

② Advertising pictures: pay attention to clarity, relevance, compliance, and aesthetics.

Clarity, the picture cannot be blurry, remember to preview. Blurry images will make it difficult for users to see the information we want to convey, and will give people a sense of copycatness, so clarity must be guaranteed.

Relevance: The content of the picture should be related to keywords and creative content. For example, in SEM training, the picture should preferably be SEM-related content. Do not put information flow, data analysis, etc. Irrelevant content will not attract users, which will waste display opportunities and miss highly relevant users.

Compliance, the size must be compliant, the content must be compliant. The size must be submitted according to the platform requirements to ensure clarity and not be truncated. The content must be compliant and also comply with the new Advertising Law, and be formal and legal.

For aesthetics, the color scheme should not be too complicated, the text should be concise, and it is recommended to use large fonts, so that when it is displayed, it can be seen at a glance, and it can also highlight the content that we want to highlight creatively.

③ Creative form : As shown in the following screenshot, advertisements are now displayed in a combination of styles. The first creative idea, with a combination of two flash creative styles, almost occupies half of the first screen. Therefore, creative style is of great significance to promotion.

Creative style : No matter it is a creative component or a flash creative, it is best to submit them all. The front-end display is personalized. We do not know the click preferences of each user, so submit all. The system will display them preferentially based on the user's preferences. Moreover, various creative styles can be combined and displayed, which provides more display styles.

Style materials : It is recommended that the copy and pictures of each component, flash style should be submitted as we mentioned above to avoid meaningless copy and pictures. For example, the pictures in the screenshot below have no idea what product they are and there is no focus. This is actually a failed style material.

3. Why do users click on your ad now?

Which point of your advertising creativity touched the user, prompting him to take immediate action and click on your ad? It is recommended to use the FAB rule to analyze your creativity.

F Product features : Tell users what you do, for example, Aiqi does promotion and marketing training

A Product advantages : Tell users what advantages your product has over other competing products. For example, Aiqi has been in business for many years and is considered a veteran product in marketing training. Moreover, the courses are produced by business leaders, which are pure practical knowledge.

B Product Benefit Points : For users, they are more concerned about what benefits this product can bring to them. For example, Aiqi has been doing this for so long, so what? Aiqi has accumulated a lot of experience. The courses are purely practical, easy to use and related to reality rather than theory. They know where our focus is. Moreover, the course price is relatively cheap compared to its peers, which can help you save time and energy and avoid detours.

In addition, consider what goals this interest point can help users achieve? After completing Aiqi’s course, you can immediately start optimizing your account and reducing costs. Why do users care about this goal? My boss stopped scolding me and even praised me. He will give me a promotion and a raise at the end of the year. It won’t be long before I can marry a beautiful, rich woman and hook up with some cute little guy.

Let me summarize it with another example: I make down jackets. My down jackets are lightweight duck feather down jackets. The jackets are light and beautiful. When you put on my down jackets, you will be warm without being bloated. You who love beauty don’t have to look like a bear in winter. It not only ensures warmth but also shows your grace.

Now it is much clearer for everyone. When writing creative ideas, you should incorporate the FAB rule into the copy based on the user's intention and focus of each search term, so that users can click on your ad immediately.

The above are some small thoughts on writing creativity. You can try them out.

Author: Junior Sister

Source: Junior Sister