Let's look at a simple closed-loop flow chart:
Then, let's take a step-by-step look at how to realize the complete delivery process:
First, the target group demand analysis:
Here, we should make clear the characteristics of information flow advertising and how to transform it. For example, when you go shopping in a large supermarket, you rarely check out after buying the things you are scheduled to buy in the supermarket. You will always be attracted by other things on the shelf and have a desire to buy. I generally like to call things other than extra purchases perceptual consumption.
The transformation of advertising in information flow is actually to make consumers pay attention to your products when reading news videos and other information, so as to make perceptual consumption. Then you need to answer the following questions when doing target group analysis:
What kind of pain points does my product (service) solve for users? Why do users pay attention to my products (services)? In what scenario is my product (service) most suitable for application? According to the solution, is my product (service) the first choice for users? What is the user's portrait of the crowd? What kind of character voice is easily accepted by users?
Each of these six questions will be a big topic, which requires you to have a good operation plan or copy. Through these six questions, think and investigate from the user's point of view. Instead of promoting it around its own product attributes. (Unless, of course, you are an ordinary commodity, such as clothes and trousers), impress users with scenes and stimulate users to pay attention to your products (services) with the connection of vital interests.
Second, the design of advertising pictures:
Then, set up a creative map for the information flow advertisement. Information flow advertising is generally divided into two styles: three small pictures and big pictures. The specific image specifications depend on the requirements of the channel. Each channel is different, and the location of the exhibition is different. Generally speaking, the click rate of the three small pictures is higher than that of the big picture. In the selection of materials, it needs to be consistent with the topic, and the information and copy on the specific pictures can almost be finalized after the completion of the first work.
Third, the logical order of the landing page:
After defining creativity, we should consider the transformation of people who enter through creativity. Having said that, let's talk about the purpose of advertisers to put in information flow advertisements, which can be roughly divided into the following categories:
APP download (mostly games) registration activities (mainly H5 demonstration), online payment purchase (mainly for customers with a unit price below 400, generally providing cash on delivery), online consultation and offline purchase (mainly for services).
In addition to the download volume of the APP, the other three need to show enough logic on the landing page. After all, the longer the user visits, the lower the bounce rate, and the greater the possibility of achieving the advertiser's goal. Generally speaking, in terms of setting logic, taking online payment and purchase as an example, my sorting order is:
User pain point scene description. The trouble caused by (causing * * * sound), the consequences. (Worried mentality) The solution provided by the product. Brand endorsement (user demand). (Credit enhancement) Risk assessment and competitive product comparison (dispelling doubts) third-party assessment. (* * * * Sexual Psychology)
In the whole stage, it is necessary to add conversion buttons according to the design of the page to avoid the inconvenience of users' search, and also pay attention to the fact that too frequent conversion entries will cause users' disgust.
Fourth, information flow advertising background settings
At present, the mainstream information flow advertising platforms include Today Headline, Zhihui Twitter, Sina Fuyi and so on, and the background is similar. Here, the most important thing is to show your audience the screening conditions. Then the previous user portrait will come in handy.
The main dimensions are as follows:
Age selection, gender selection, hobby selection column selection, mobile phone system selection.
Especially IOS and Android, it is best to test separately. Don't choose to put in the same advertising type at the same time. Because in the actual measurement, it is found that although the traffic of IOS is not as high as that of Android, the ROI is much higher.
Verb (abbreviation for verb) promotes data tracking.
After the glistening silver flows out, it has not yet reached the stage of enjoying success. The time to really keep operators awake has just begun. Choose a statistical tool that I think is suitable. I've done search before. Generally, I still choose Baidu statistics to track the conversion, and record every paid link through the standard of event conversion. Then, by looking at the heat map, we can know whether the original conversion button can achieve the corresponding purpose. The specific data analysis will not be carried out here.
Six: A/B creative scheme test
There is no quick way, because only real users and real data feedback are the ways to constantly correct the direction of progress. The trend of the Internet changes rapidly, not to mention the advantages of hot events. And the pain points and scenes of products are not unique. The same setting, two sets of ideas, need time to test.
Finally, the user portrait is further improved through the promotion of information flow data, and then the actual effect of the test is continuously optimized. The above is my experience of advertising information flow.