Four key links of information flow advertising optimization
Return to the core of essence-the purpose of advertisers' information flow optimization is to reduce costs!
In order to reduce the cost, it is necessary to do a good job in the "conversion rate" of each link (so as to improve the ECPM value and get more display exposure).
For the media platform: the conversion rate has increased, which means that more people click, advertisers spend more money on the platform, and the media earns more!
For advertisers: final conversion rate = conversion rate 1* conversion rate 2* conversion rate 3* conversion rate 4* ....
So what links are involved in the process of optimizing the "conversion rate" of information flow advertising?
Insight into user needs is the key to improve click-through rate.
If you want to improve the click-through rate of copywriting ideas, then you must know what your target audience is thinking. What do you want? What are you doing there? Wait a minute. Information.
So, when we don't know what users need and where to do it, there will be such a copy:
Version 1 material: the click rate is 0.76%
This is a software for home appliance maintenance master users. When the brain fills the scene, under what circumstances will these maintenance masters really brush the headlines and what is the state when they brush our advertisements?
The user probably brushed this advertisement while resting or eating. At the same time, information flow advertising is a way to stimulate users' potential needs. When users see this news, they actually don't want to check the fault code, nor do they want to double their income. They just want to have a meal or have a rest, so the impulse of users to click on advertisements will be weakened very low.
So how can we attract users to click?
First, we need to know the audience. By investigating the industry and competing products and communicating with users 1V 1, the characteristics of our audience are analyzed.
Users' age, gender, hobbies, geography, education level, concerns, preferences for their own products, how users can solve their own problems without our products, and so on.
The purpose of user research is to discover existing cognitive facts among users and avoid creating facts by themselves. When making decisions, consumers often think that they are rational, but it is impulse that ultimately urges them to make decisions.
Combined with the tonality of information flow advertising, users don't know that they want to solve this problem when they see your advertisement. In other words, the rational perception of users is very weak.
Therefore, when users click on advertisements, they are basically impulsive when they see advertisements.
So how do you make users click on advertisements instantly?
Actually, there is no conclusion here. The biggest conclusion is to screen out the selling points that you think can impress users the most and test them one by one. Advertising creativity and landing pages also need to be considered in many ways. You can use some advertising material analysis tools to refer to the cases promoted by peers or industries and learn from their methods.