Excellent case study sharing: How was the cost of information flow advertising reduced by 75%?

Excellent case study sharing: How was the cost of information flow advertising reduced by 75%?
With the implementation of the housing purchase restriction order, the home purchase rate has dropped, which has also affected the decline in demand for home decoration. Under such circumstances, Internet advertising has become a very important method for decoration companies to acquire customers and increase volume, and decoration companies have begun to compete for Internet traffic . Especially during the peak decoration season from March to May and September to November.
How can we reduce form costs and improve efficiency by delivering information flow ?

1. Problem Analysis

First, we conducted a detailed analysis of the customer's pain points and found the five major pain points of customers: 1. Price Most customers are renovating for the first time and do not know the renovation budget.

Most users are on a tight budget and want to save money

2. Decoration effect

Increase space utilization

Whether it meets the personalized decoration style

3. Environmental protection

Pay attention to environmental protection, but do not understand the environmental protection issues in all aspects of decoration

4. Reduced trust

The offer is not real

Low level of designers

No third-party supervision

The project cut corners and the house was not delivered on time

Before deciding on the decoration, I will definitely look at 3-5 decoration plans

Then we took the Baidu information flow background as an example to analyze and diagnose the account's construction structure, creativity, and landing pages . We found that the accounts had lower targeting and creative quality.
The copywriting only starts from the perspective of selling points, but ignores the user perspective.
The content of the original landing page did not follow the creative theme. Users clicked on the page with questions or curiosity but could not find the answers.

2. Optimization strategy

In response to the above three problems, we propose a three-step optimization strategy to solve them. First, for the account structure, we chose to build it based on the logic of the intersection of interests and intent words.
Second, adopt creative ideas that focus on saving money.
Finally, modify the landing page so that the landing marketing page is designed closely around the creative theme and selling points.

3. Optimization effect

With our optimization, this ad achieved a 75% reduction in form cost and a 60% increase in effectiveness.

4. Case summary

This time we are sharing a bidding advertising case in the real estate and construction industry. The similarity lies in that a detailed analysis of consumers' pain points is conducted in the advertiser's delivery problem analysis. Starting from the first-party perspective of consumers, we explore what kind of advertising promotion is more attractive to click in and even leave clues. The difference is that bidding advertising focuses more on lead cost, while contract advertising focuses on brand exposure .

Author: Oliviachu , authorized to be published by Qinggua Media .

Source: Baidu Information Flow Advertising Service Platform

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