originality
Let's do the science of creativity first: creativity is divided into
Title: Up to 50 characters (25 Chinese characters)
Description 1: 80 Maximum characters.
Description 2: 80 characters at most
Access URL: Limit the number of characters to 10 17 bytes.
Display URL: Limit the number of characters to 36 bytes.
First, the principle of creative writing
1. Creativity needs to be concise, concise and fluent.
2. Creativity needs to reflect the theme of the promotion unit (writing around the core keywords of the unit).
3. Emphasize the advantages, uniqueness and professionalism of the products or services provided.
4. Writing conforms to relevant standards (legality, character length, special punctuation, etc.). ).
Second, creative writing skills
1, highlighting the characteristics of products or services, company advantages, etc.
2. Write around the theme of the unit, highlighting the relationship between search terms and actual business.
3. It is best to include the content of price, promotion or commitment. The more information you contain, the more specific it is. Try to avoid some meaningless descriptive sentences.
4. Add some attractive words or appeal points appropriately (such as "welcome to snap up, discount, etc." ). But don't use too many similar words, so as not to occupy too many limited character positions.
5. For the same product or service, write from different selling points around the unit theme.
6. Add the grammar "! 、? Punctuation, for example,-". Ma believes that the use of some punctuation marks is also helpful to improve the click-through rate and attract the attention of netizens, but it must be used reasonably and meet the auditing standards to ensure the experience of netizens.
7. Use concise short sentences. Avoid long phrases with complete company names or complete website names occupying character positions unless the customer's company or brand is very attractive. The limitation of creativity determines that we can write more short sentences and be concise when writing creativity, which is also in line with the search habits of ordinary netizens.
8, a variety of creative display forms (such as arrows or rectangles), help to improve the click-through rate. You can use the creative three-line form to change and combine, such as arrow (short length), rectangle (equal length) or trapezoid (positive ladder and inverted ladder).
9. Insert wildcards and display as much red as possible.
Third, the use of creative wildcards.
Take a four-word keyword as an example, the title is 15, so the number of floating reds should not exceed two, two is the best, the number of words described is 35, and floating reds three times is enough.
It is best not to have more than five red flowers in the whole idea. It is considered that the keyword density should be considered first, and 8- 10% is the best. Because it is a paid promotion method, the search engine is not particularly strict in judging the density, but it will still affect the quality.
Usually we need to do a lot of creative writing when maintaining the promotion account, so we don't need to calculate the density very carefully. Generally, the title floats red twice and the description floats red three times. Because the more times you go red, the harder it is to write ideas. There are so many times of floating red that it is difficult to achieve basic fluency, let alone write high-quality ideas.
Fourth, creative writing style.
1. Direct.
This style is a very common move. This is a straightforward statement of the sales proposition. There are no word games or puns, and the topics that need to be elaborated, such as product price, service quality and company reputation, are briefly described.
For example: Title: Choosing XXX makes you XXXX. Description: xxxxxx provides professional XXXXXX services, and provides all-round XXXXXX services related to flower ordering for hundreds of thousands of members nationwide.
2. "How to" question type
The word "how" plays a magical role in the use of appellation. In addition to creative copywriting, many advertising copywriting claims that if you start with the word how, you won't write a bad title. They may be right. Judging from my previous promotion data, the click rate of keywords used for creativity is relatively high.
For example: How do stars lose weight after childbirth? ? How do college students start their own businesses?
In order to produce attractive effect, asking questions is also a common way in creation. Questions are often asked in the topic, and the actual operation is carried out in the form of description and answer.
For example: Title: Where can I find XXXX products? Description: looking for XXX products, please go to XXX and XXXXXX to provide the best quality XXXXXX products.
3. User-oriented
With the help of third-party institutions and organizations to prove. This can effectively improve the credibility of creativity.
For example: CCTV brand, XXXXX is trustworthy. The only designated material of an organization, etc.
4. Tripartite testimony
Subconsciously guide visitors to promote clicks. They are usually imperative sentences.
For example, choose xxx dating site and come here to find true love. Say goodbye to singles, etc.
5. Great commitment
This is a trick often used by China Merchants and can also be used in promotional activities.
For example, the brand XXXX is 10% off. 100% return.
6. attractive deal
This trick is mostly used for online sales, many B2C. Taobao stores will use it.
Example: selling crazy, XXXX products sell nearly a thousand pieces a week, 100% praise! !
7. Number alignment
This trick is the skill of inducing your potential users to click by stating reasons. Numbers are often used, and numbers are also a very important part of creative writing. For example, five reasons for choosing Liu Huahe. 15 days loss 10 kg secret, etc.
Step 8 focus on the key points
If your product has certain core competitiveness, it can stand out. For example, price, product quality and broad prospects are all effective means to attract users to click.
PS: More creative writing styles can be obtained by adding chestnut WeChat (cheng222weixin) ~
Finally:
An excellent idea requires the following conditions:
Structure is very important: in the same unit, you must write more than two ideas;
Creative mode: After the new company edits creative ideas, it must choose the rotation mode to test which type of creative effect is better;
Click rate: combine hot events and activities to make creativity more dynamic;
Combining data: enhancing the authority of creativity;
Tip: use summoning sentences to increase incitement;
Catering to the psychology of visitors: empathize, understand the psychology of potential customers, and use words that can grasp the psychology;
Explore potential customers: promote potential customers and start consulting immediately;
Human greed: discounts and low prices are always king.
Deer series bidding software covers Baidu, 360, sogou and Shenma four search platforms, adopts original bidding algorithm, intelligently and accurately bids, checks the ranking in batches with one key, and adjusts the bidding in real time according to the keyword position, thus reducing the false high bidding, stabilizing the ranking and saving the enterprise budget.
Special Introduction of Deer Bidding Software:/Bidding/HIVE BOX? Source = Academy & ID = 02