Tips for K12 & Preschool Education Advertising!

As homogeneous competition in the industry becomes increasingly fierce, education advertisers who want to take the "C position" in the summer competition and grab consumers' attention face numerous challenges: How to effectively use targeting capabilities to efficiently reach high-potential user groups? How to produce high-quality creativity, highlight brand selling points and create differentiated competitive advantages?

"Secrets of Summer Advertising in the K12 and Preschool Education Industries" comprehensively analyzes the traffic products, targeting and creative capabilities of summer advertising. This issue of "Targeting & Creativity" will provide a guide to the application of targeting capabilities, and share creative cases and ideas in the education industry to help education advertisers improve their advertising effectiveness.

1. Targeted practical guidance

Tencent Advertising provides a wealth of targeting capabilities. K12 and preschool education advertisers can choose as needed. The three-step guide will help you quickly master practical targeting skills!

1. Basic directional capability module

Understand the characteristics of the population and optimize the basic targeted selection method

K12 and preschool education should fully understand the characteristics of the target population when targeting. In the mass-market stage, the targeting can be appropriately relaxed to increase coverage, and the effectiveness of the delivery can be continuously tracked as an important reference for back-end ROI optimization.

·Be familiar with the three major categories of targeted tags and optimize the word combination

Tencent's advertising delivery label system includes three major categories of label systems: behavior, interest, and intention . The intensity of behavioral label intention is relatively basic, including two categories of education-related "category words" and "keywords", with a wider coverage range. The intention intensity of interest tags is significantly higher than that of behavior tags, and the volume of some words is much larger than other long-tail words. For example, the "parent" tag can cover nearly 100 million people. When setting behavior and interest tags, we recommend that K12 and preschool education advertisers choose popular high-frequency words in the industry, such as "extracurricular tutoring", "mathematics", "training", etc. You can also use high-frequency words of TA interests.

Intent labels focus on depicting the audience's willingness to purchase and use certain products or services, and have a higher level of intention intensity. Test data shows that in K12 and preschool education industry advertisements, the contribution rate of intention tag consumption is greater and the conversion rate is higher.

·Master the logic of customizing crowds to meet personalized customer development needs

Advertisers in the K12 and preschool education industries need to combine their own customer development needs, master the insight logic and usage skills of customized audiences such as interactive interests, audience optimization, expansion of similar audiences, and education cubes, and make good use of value analysis tools to track the effects of customized audiences to efficiently improve the effectiveness of delivery.

2. Data Management Platform (DMP) Operation

Tencent Advertising Data Management Platform (DMP) supports multiple functions such as creating crowds, crowd insights, and tag squares. It is a powerful tool for the K12 and preschool education industries to conduct intelligent and efficient advertising. In the Tag Square of the Data Management Platform (DMP), K12 and preschool education advertisers can freely combine industry population tags to meet advertisers' personalized and diversified customer acquisition needs. At the same time, we provide "exclusive recommendation", "operational recommendation" and "industry recommendation" population packages to help educate advertisers to develop high-quality delivery strategies.

3. Directional Ability Combination

It is recommended that K12 and preschool education advertisers adopt corresponding strategies at different stages of their accounts and comprehensively apply targeting capabilities.

During the cold start period of an account, it is recommended to use the intersection of "crowd characteristics, user group behavior targeting, and crowd packages" and perform targeted segmentation to increase the efficiency of reaching the target population.

During the expansion period, advertisers can appropriately broaden their targeting and configure an aggressive automatic expansion strategy. Advertisers need to pay attention to monitoring data and adjust strategies in a timely manner.

When the account enters the mature stage, the behavioral interest targeting can be relaxed to invest in parents of appropriate age. Advertisers can test the "system optimization" capability to simplify the delivery process.

2. Creative cases and creative ideas in the education industry

Targeting ability determines the breadth of reach of the target population, while creative quality greatly affects the effectiveness of brand information delivery. Dismantling the "routines" of popular products and opening up output ideas will make creativity no longer "head-boggling"!

1. Consumer stratification triggers creative changes

In recent years, the creativity of the education industry has been constantly changing, showing a clear "from shallow to deep" feature, which is closely related to the stratification of consumer cognition and demand. As the level of cognition deepens from "latent cognition" to "heavy experience", the focus of consumers in the K12 and preschool education industries also transitions from "demand-oriented" to "results-oriented". When producing creative ideas, it is necessary to "prescribe the right medicine" and target the pain points of different user groups, highlighting the corresponding core interest points.

2. Differentiate the special selling points by track

In order to help educational companies quickly grasp the key points of creativity, the following focuses on sorting out the mainstream selling points of the K12 and preschool education industries, and provides creative suggestions based on the characteristics of the track for everyone to learn and practice.

1) Sorting out the five major selling points

Problem-solving skills: systematic, unique, and efficient

When producing problem-solving skills, it is necessary to stick to the actual course content as much as possible. Providing exclusive content can better highlight product differentiation. When summarizing knowledge points and test points, using methods such as multiple solutions to one question and drawing inferences from one example can also enhance appeal.

Course system: systematic, rich and specialized

In the curriculum system, classification by subject, grade, and knowledge point are all traditional and effective methods of classification. In addition, creative selling points can highlight the course process experience design, such as a complete academic assessment system, scientific course schedule, etc. Using a presentation method that sees the big picture from the small, such as a map of difficult/easy-to-make mistakes, a map of 25/50 core formulas, etc., can better highlight professionalism.

Master Teachers’ Secrets: Professionalism, Exclusivity, and Professionalism

Products that recruit famous teachers need to emphasize teaching quality and enhance consumers' purchasing confidence through endorsements from famous teachers. Using real famous teachers' oral broadcasting can significantly enhance persuasiveness, and using "one plus one minus" can quickly shape the image of a famous teacher: "plus" refers to providing big tricks that are not taught in class; "minus" refers to highlighting the outline knowledge points and summarizing common abilities.

Effect display: horizontal and vertical&results&scenes

The combination of effect display, problem-solving skills, and famous teacher's tricks can emphasize the course effect. The use of "process-oriented" content such as academic notes and learning scenarios can enhance the sense of immersion. It is worth noting that the effect display category needs to avoid audit risks and should not have obvious "comparisons", "effect commitments" and "beneficiary recommendations".

Demand scenario: Anxiety & herd mentality & peer pressure

Demand scenario selling points need to be combined with the characteristics of the market segments to restore the real demand scenarios. The more detailed the pain point analysis is, the more likely it is to win consumers' trust while generating resonance. At the same time, attention should be paid to the need to provide solutions and guidance for consumers' next actions.

2) Combine the characteristics of the track and sort out creative selling points

K12 primary school stage: Emphasis on curriculum differentiation

Consumers have a high level of acceptance in the K12 primary school stage, and the mainstream selling points are problem-solving skills, effect demonstration, and teaching aids packages. You can pay attention to potential selling points such as curriculum system, subject knowledge, and famous teachers' skills. Teaching scenes and after-school supervision are currently blind spots.

K12 junior and senior high school stage: highlighting results orientation

Consumers at the K12 junior and senior high school stage face strong pressure to prepare for exams and go to higher education. The mainstream selling point is the skills of famous teachers. You can focus on potential selling points such as problem-solving skills and effect display. Teaching scenes, after-class supervision, course setting systems, and teaching aids packages are currently blind spots.

Children & Talent: Focus on Teaching Content

Consumers in the children and talent tracks pay more attention to teaching content. The mainstream selling points are course content and system, and teaching aids gift packages. Potential selling points are teachers and teaching scenarios. Teaching methods, effect display, demand pain points, etc. are currently blind spots.

3. Material extension: master ideas and efficiently produce creativity

Different tracks have different preferences when it comes to the choice of creative forms, among which the creative categories of K12 primary schools are more comprehensive. The distribution of materials in different channels also shows differences. WeChat Moments is dominated by graphic and text materials, and video materials are mainly concise forms such as handwritten problem-solving. On the Tencent advertising side, video materials have better capacity to run in volume.

When producing video materials, the different characteristics of horizontal and vertical videos should be taken into consideration. Vertical videos have a stronger audiovisual impact and can provide an immersive scene. When producing them, the focus should be on characters rather than scenes, and humor and fun should be highlighted. Multi-person situational dramas and oral broadcasts are recommended. Horizontal videos are suitable for traditional information flow scenarios. They should adopt a fast-paced and concise narrative, and present clearer information through close-ups and subtitles. Voice-over and splicing/split-screen formats are recommended.

Mastering the optimization and extension methods of materials can greatly improve the efficiency of creative output and increase both quantity and quality. K12 and preschool education advertisers can quickly enrich the content of image materials through form extension, content extension, scene expansion, and detail expansion.

Video material can be reproduced on a large scale using classic storyboards. By splitting different selling points, extending them into rich details, and combining them with frameworks, advertisers can mass-produce high-quality, high-conversion video creatives.

Summer vacation is a critical period for K12 and preschool education advertisers to build brand influence. If education companies want to create differentiated competitive advantages, they need to be fully prepared. Be proficient in applying targeted abilities and master creative methodology to make your summer investment more effective!

Author: Tencent Advertising

Source: Tencent Advertising