Whether it is cross-border e-commerce or overseas App promotion, the importance of materials for advertising is unquestionable. A set of excellent materials can exponentially increase the clicks and conversions of advertisements.

Many friends have asked the captain to share some tips on advertising materials before. There are many articles about materials on the market, so I will try to be as concise as possible and use human language. So without further ado, let’s get straight to the point.

Next, the editor will divide it into three parts: scenes, materials, and creativity to lead everyone to disassemble the secrets behind high-click materials and analyze the process of their generation.

Table of contents

1. Scene Construction

1.1 What are advertising creatives?

1.2 Material generation process

1.3 Why do other people’s materials have high click-through rates? What problems need to be solved in the process of making materials?

1.4 What information should be provided to the designer?

1.5 Scenario: Refine the scenario using the 5W3H tool

2. Make SOP for materials

2.1 Only 4 steps to make high-quality materials

2.2 Creative templates

2.3 Material Self-Inspection Checklist

2.4 Key points for self-checking materials

2.5 Combination of Materials

2.6 Online testing and feedback adjustment

3 How to quickly get inspiration and creativity?

1. Scene Construction

1.1 What are advertising creatives?

The creatives we refer to include copy, images and videos. The ideas for screening materials and the creative selection of materials are decided jointly by our subjective analysis and delivery experience.

If you don’t have enough experience, you can use material tools to predict the performance of similar materials. The material library can see the feedback results of material delivery.

Big Spy, Social Peta, Appgrowing and other material integration websites and Facebook homepages can directly see the performance of materials in advertisements on Facebook, Google and other platforms. For an introduction to material tools, please refer to the previous article in Go Global Notes: "Stop burning money | Use tools to strip away your competitors' advertising materials."

Apps and video platforms such as Youtube or TikTok can also show the number of views and likes. What we need to do is to summarize the experience of these material libraries into our own experience.

1.2 Material generation process

As the most important part affecting advertising delivery, let’s take a look at the process of material generation in the figure below. This part is easy to understand. Just look at the figure below:

Subjective analysis of purchase/usage scenarios: Combining the user portraits and selling points we analyzed, the purchase/usage scenarios we summarized are our personal subjective analysis, and we list these scenarios here.

1. Refer to the scenes of similar product delivery in the material library and find scenes that you have not considered subjectively. After these two steps of screening, we can get a more comprehensive material scene.
2. After obtaining the scene dimension, the next level is the expression method of each scene. Similarly, we refer to the material library. After finding all the expression methods, we can list a very clear material creative map.
3. Based on the feedback from the map and each material (such as conversion rate, number of likes and comments), score them and select a batch of materials to be tested. The amount of materials depends on the budget, but at least 10 different types of materials are required.
4. Material testing priority: In addition to the score, we must also consider the current market volume of this type of material. After all, audiences will become aesthetically fatigued. For materials with the same feedback effect, the priority of material types with a large volume of release must be after material types with a small volume of release.
5. The material scoring and priority scoring ideas cannot accurately predict which material will definitely come out, but we can guarantee with a high probability that the popular material can be produced among the materials we choose.

1.3 Why do other people’s materials have high click-through rates? What problems need to be solved in the process of making materials?

Simply put, choose the right scene, say the right words, and use the right pictures or videos.

Everyone understands this, but how do we do it specifically?

In the following figure, I will explain to you the underlying logic of the high click-through rate materials and see how they do it:

1.4 What information should be provided to the designer?

Generally, advertising personnel need to submit their material requirements to designers for processing. I have talked with many designers before, and I asked them a question: what information do optimizers need to provide in order to better output materials?

The final conclusion can be summarized into four points: scenarios, examples, copywriting, and selling points.

1.5 Scenario: Refine the scenario using the 5W3H tool

Assuming that we have a certain understanding of user portraits and products, how should we expand the scenarios?

Here the captain provides you with a very good tool: a tool called 5W3H. This tool is divided into two parts. Use this tool to generate a scenario to reflect the problem (contradiction/conflict).

2. Make SOP for materials

2.1 Only 4 steps to make high-quality materials

Many people say, I understand the principle, but when it comes to making specific materials, I don’t know where to start.

In fact, whether it is text, pictures or videos, the principle is the same. Pictures and videos just express the text in a more vivid way.

Then, I will give you a formula - the 4-step method of material generation:

2.11 Eye-catching

Especially the title, it should be eye-catching. The biggest function of a title is to get people to click in. The more people who click in, the more likely it is that you will sell more. According to statistics, the reading volume of good titles is often more than 1.3 times that of ordinary titles. Assuming the conversion rate remains unchanged, this means that more than 30% of profits can be obtained!

2.12 Stimulate Desire

Your task is to fully arouse the user's desire to buy, making him itchy and unable to stop.

When a user reads or clicks on a piece of material, the first question he or she examines is: Do I want this product or service?

If he doesn't want it, he will leave immediately, no matter how good the product is or how favorable the price is.

2.13 Building Trust

Convince customers that the product is really good.

Many people think that "the advertisements sound good, but after buying the product, they turn out to be not that great!" There's a handsome guy on the cover, but when you open the app, all he sees are losers?

Everyone has experienced shopping disappointment, and your readers are no exception. When he is itching to the point of being tempted by you, he will still be wary: You say it so well, but can you really do it?

If you can't eliminate this doubt, he will still close the page and leave. It is useless to say that you are good. You must use irrefutable facts to make him feel that "there must be no problem with the quality" or "it looks trustworthy"!

2.14 Guiding Actions

Your task is to make users take action immediately without hesitation! Many people think that adding a CTA (call to action) button is enough, but in fact it is far from enough!

Many times, your copy, pictures or videos have clearly impressed him, and he believes in the product and has good quality, so why is he still hesitating to place an order or download the app?

Because he feels there is no need to take action right now, for example, his credit card is overdrawn this month, he wants to go shopping on November 11 next month, and he has very little bank balance, so he would waste data downloading apps now and connect to wifi when he gets home, etc. In short, he always has a reason! This was his hard-earned money, so he would be extremely cautious when spending it. Sometimes he struggles with himself, wanting to buy and use it, but feeling it’s not necessary, so he procrastinates – forget it, let’s wait two days!

So in fact, after two days it means I will never buy it again. It's not that he's being pretentious, it's just human nature.

So, you have to make him realize that he should act now: this order is a great value or this app is very useful.

2.2 Creative templates

Here is a creative template for your reference.

The copy is given here to make it easier for everyone to understand, but the best form of expression is copy + video/picture, because the effect of video materials is very good now, so you need to communicate with the designer based on the content and express it in the form of pictures or videos.

For example, if you want to promote a Facebook training course:

2.3 Material Self-Inspection Checklist

The first four steps in the chart below are just enough to pass the test. Only by adding the last four steps can your material go from 60 points to 90 points. (Thanks to the editor of Chuhai Notes for helping me organize this table)

2.4 Key points for self-checking materials

What counts as a qualified information flow advertisement?

At least it looks less like an advertisement and more like a circle of friends, a story, or a conversation between you and your friends.

Because you want to stimulate user demand, you write content instead of hard advertising, such as the advertisement on the left below.

Because Facebook will display ads based on the ad quality score. The more your ad is liked by users, the higher the quality score will be and the more chances it will be displayed. On the contrary, if users are more disgusted and will not click on ads at all, and there are more such ads, then the quality score of the ads will be lower, and the chances of them being displayed will naturally be smaller.

2.5 Combination of Materials

Now we generally have two combination modes for advertising. Whether it is copywriting + pictures, or copywriting + cover image + video, your materials should have the four steps mentioned above, but the focus of different combinations, copywriting, pictures and videos is different. Here are some suggestions for you:

2.6 Online testing and feedback adjustment

If you have a lot of materials and want to achieve different combinations (such as the arrangement of text ABC and video ABC), you can use Facebook's dynamic material tool (other platforms also have programmatic creative features such as Google and TikTok), select multiple advertising components (such as pictures, videos, titles, descriptions and calls to action), and automatically generate different creative plans based on the audience, and find the best advertising creative combination.

The delivery system then optimizes for those creative elements that perform best on each impression. Dynamic creative ads will try to present the most effective creative combination to the audience.

However, dynamic materials cannot completely replace split-comparison testing (AB testing). The captain believes that if you want to do it perfectly, you still have to use complete AB testing to adjust and optimize the materials.

Finally, after the material has been online for a period of time, the direction of the material should be broadened. Because materials have a life cycle, especially game products, perhaps this group of users have been exposed to the same type of materials from the same industry once or twice.

In this way, the effect of your materials will not be very good, or if a material is only used for a long time, channels such as Facebook may reduce the weight of the material accordingly every once in a while, so you must keep updating your material reserve library and expand more material directions horizontally.

3 How to get inspiration and creativity quickly?

In the previous two parts, the captain has introduced the template routines and formulas for generating materials. However, for novices, it is too difficult to create original popular advertisements or even videos. Therefore, I would like to provide novices with some skills. These are not black technologies, but at least they can improve efficiency and allow you to obtain qualified materials as quickly and steadily as possible.

We mentioned at the beginning that you can directly see the performance of materials in Facebook ads on material integration websites such as bigspy, Social Peta, Appgrowing, bigspy, or channels such as Facebook homepages. You can also see the number of views and likes on APP and video platforms. What we need to do is to summarize the experience of these material libraries into our own experience.

In terms of screening materials in creative tools/material libraries, here are a few quick ways to collect materials:

• Material tools such as Bigspy and Social peta: integrate websites where various advertisers have placed materials on various channels, including most domestic and foreign channels.
• Homepages of similar products on Facebook, Twitter, Instagram and other channels: For example, Facebook library can find advertisements placed by competitors and the number of likes and comments on the advertisements, which means we can see the advertising materials and feedback results of competitors’ products. This feature is great, and it can be divided by country, which is the simplest and most straightforward option for novices!

• Official App/Website of competitors: The content of the product App/website is the most down-to-earth material. For example, the currently popular TikTok, the characteristics of its users are consistent with those of its potential users, so the short videos in TikTok naturally fit the audience portrait.
• Video platforms: For example, Youtube and other domestic and foreign video platforms can provide abundant video materials of similar products, but one thing to note is that materials of non-advertiser brands or products can only be used as references, otherwise it will cause infringement.

Usually when we have too many ideas for creative materials, we can learn from the creative direction of the top players, such as:

Education Watch: New Oriental

E-commerce focus: Alibaba, Amazon

Mobile phone: Apple, Samsung

The advertisements of these giants have been verified by countless advertising fees, and their pictures, texts and videos are all created by professional teams. Generally, there are no major problems with them. At least they can help you avoid detours and go astray. It should be noted that:

• Check whether the pictures and texts of the hot materials are different from our products. If so, make timely adjustments and corrections;
• Don’t copy everything. All major media platforms have original protection mechanisms. You need to make adjustments, otherwise you may be complained and taken offline.
• Innovate based on user needs and pain points.

After obtaining the scene dimension, the next level is the expression method of each scene. Similarly, we refer to the material library. After finding all the expression methods, we can list a very clear material creative map. For example, if we want to launch a live broadcast app, we need to come up with three material directions and then refine the specific content of the source material according to each material direction. (Thanks to the editor of Outbound Notes for helping me to compile the mind map)

Sort the map and each material based on its feedback (such as conversion rate, number of likes, and comments), and select a batch of materials to be tested. The amount of materials depends on the budget, but at least 10 different types of materials are required.

Okay, I have shared the basic process and techniques of making materials. If you have any questions, you can always leave a message in the comment area.

Author: Captain

Source public account: Chuhaibiji