Promotional marketing: These 4 creative advertising techniques can increase click-through rate by more than 30%!

Anyone who does marketing promotion may encounter the problem of advertising: "The click-through rate is not high. I know that I should first optimize the creative skills. But the problem is that I don’t know how to optimize it at all..."

Today we will discuss "how to optimize advertising creativity" from four dimensions: channels, crowds, scenarios and styles ...

1. Channel Dimension

Different channels should have different forms of creative presentation and creative content expression.

for example:

News and information channels, such as Toutiao, NetEase News, Yidian Zixun, etc. Generally, users use such platforms to obtain the latest hot news information, so in terms of creative content, it is best to create a "quasi-news" article.

For example, the creative title text can highlight characteristics such as "curiosity", "hot spots", and "things happening around us" ;

In terms of image creativity, try to choose real-life images that are consistent with the context, rather than overly beautified or designed images.

Social channels, such as WeChat, Weibo, Momo, etc.

On the one hand, the advertising creativity of such social platforms should conform to people's habits of obtaining information and be coordinated with the main content; on the other hand, it should be easier to help individuals create an exclusive social identity in order to arouse their interest and emotional resonance, and stimulate forwarding and sharing.

Video/short video information flow channels, such as iQiyi, Youku, Douyin, Kuaishou, etc.

Generally, users browse such platforms for entertainment, so the creativity must first be made into an advertising format that is consistent with the main body of the platform (video or short video format); secondly, the creative content (pictures, music, etc.) must be interesting and fun to attract audience clicks.

Other vertical channels, such as Mayu, Dayima, Autohome, etc.

This type of advertising platform has prominent vertical attributes and fixed content (such as cars), and users use it to obtain useful information. Therefore, the creativity should try to be consistent with the main tone of the media, the demands of the crowd, etc., so as to make the advertising more tolerable and even make users accept it with pleasure.

In summary, before creating or optimizing information flow advertising ideas, marketers must first clearly know which channel your product advertisement will be placed on, and what the category, main tone, interface style, etc. of this channel are; and create more native content that perfectly integrates with the channel.

In this way, we can improve advertising favorability and click-through rate without destroying the user experience!

2. Crowd Dimension

The process of users continuously recognizing a brand goes from impression, understanding, recognition to purchasing products/services and then to brand loyalty.

In this process, users can be further divided into three categories: potential target audience of the brand (i.e. people who do not have a clear brand or product/service preference but may consume), intended target audience of the brand (people who have clear product/service needs but are still hesitating or comparing with competing products), and loyal audience of the brand (old customers who have already consumed the brand).

Advertising creativity should also vary depending on the different stages of the purchasing life cycle of the population.

If the target audience is a potential target audience that is yet to be recognized by the brand, it is recommended that the creative content should focus on exposure, and first of all, the content should state "who you are" and "what you sell";

If the target audience is in the stage of understanding the brand or comparing competitors, then based on the insight into the audience's "pain points" or "tangle points", it is recommended that the creative materials should be able to combine the advantages of the product/service to solve the audience's demands.

That is, tell them what your product/service can bring, what it can solve, and what your advantages are over your competitors, so as to directly hit their pain points and attract them to click;

If the audience is loyal to the brand, the creativity can highlight "activities", "discounts" , etc. to stimulate secondary consumption.

3. Scene Dimension

As mentioned above, people are at different purchasing stages and have different demands, so the corresponding advertising ideas should also be different.

In addition to this, the creative content presented should also be related to the crowd’s current time period, geographical location, weather conditions and other scenarios. That is, marketers should design materials that are highly integrated with the scenario.

For example, copywriting strategies such as “A must-have for business trips…”, “A must-have for smoggy days…”, “Working hard in Beijing…” are all based on information output by the characteristics of the user’s current scenario, making it easier to communicate with the user in a “warm” way and increase clicks.

4. Style Dimension

In addition to differences in style and tone, different channels also have different advertising display formats. Therefore, the creative design must also conform to the characteristics of this channel and this style.

for example:

For the text + small picture display style, it is generally recommended to minimize or not display text content in the picture; the picture should be clear and recognizable, and highlight the key points as much as possible within a limited size.

For the text + large picture display style, it is recommended to use high-definition real pictures as much as possible to make the advertisement look textured and credible; at the same time, appropriate text content can be added, such as call to action copy (countdown, early purchase), interest temptation copy (free gift, buy two get one free), etc.

For the text + multiple pictures display style, it is recommended to display pictures of different products (such as e-commerce promotion) or different scenes (such as game promotion) separately to increase selling points and attractions. At the same time, the layout of all pictures should be coordinated, the color matching should be reasonable, and the overall integrity should be strong.

Text + video presentation style. For this style, the text should not be too long and should highlight the key points; the video should be interesting and eye-catching, making users want to click and watch.

The world is so busy that no one will waste even one second on your advertisement. Therefore, it is crucial to produce creative ideas that best suit his/her taste and attract his/her attention within a limited time!

If you don’t know how to create and optimize your ad creatives, you might as well determine these four questions first:

Which channels do I plan to launch and what are their characteristics?

What kind of people do I want to target?

In what scenarios will my creativity appear?

What is the creative style I am delivering?

After you have answered the above questions, I believe the best creative solution will basically come out~

Related reading:

1. Advertising trends for entertainment apps in Q1 2019!

2. Insights on the major mobile advertising platforms in Q1 2019!

3. “Guide” to advertising waste: How to spend 100 yuan like 1 yuan?

4. Advertising plan planning and proposal skills and methodology!

5. How to effectively formulate an advertising plan and reduce advertising costs?

Author: Meishu Technology

Source: Meishu Technology