How can I increase the click through rate CTR of my In feed ads?

Recently, information flow advertising has become popular, and platforms such as Toutiao, and Zhihuitui have paid more and more attention to information flow, and many companies have begun to add positions such as information flow optimizers. I have to say that compared with other hard broad, information flow advertising is indeed as the slogan says, more native and has a better user experience. However, for information flow, which has a relatively large user coverage and a means of advertising to find people, optimizing the click-through rate has become a common headache for many promoters.

1.Choose a selling point.

Extract the core selling point (such as low price, convenience, good performance, etc.) according to customer information, and then direct to the audience who may be most interested in this selling point, such as those who have not speculated in stocks, may not be interested in the "free strategy", but may be interested in "**, the new way of managing money for the working class".

2.Write ideas.

In-feed copywriting.

What's the key difference? That's the in-feed ad "isn't" an ad. In fact, in-feed ads are more like "content", like a kind reminder to users; Like a belated notice; Like a fun new message or like an interesting story.

In short, when you're thinking about in-feed copy, what you're really creating isn't advertising, it's content.

How do you make in-feed ads contextual? Once you've found the right selling point (e.g., more affordable), make that selling point more like content to attract users. Below, I would like to recommend two commonly used templates for you.

1) Elicit a question template.

Most of the copywriters have everything said in the title, and users have no motivation to click in and continue reading. And you should elicit the user's question, so that the user continues to wonder after reading your title: which one?

What about me? How much exactly? In this way, they can't wait to click on it.

Elicit a question template.

2) Prompt to change the template.

Flashing lights are more likely to attract your attention than ever-bright lights – this is because people are very sensitive to changes in the environment. If your copy includes information about changes in the outside world that is relevant to your target audience, they're more likely to pay attention to you.

Prompt change templates.

ECPM = Estimated CTR (CTR Rate) * Estimated CVR ** Conversion Rate) * Target Conversion Bid, the system is evidence-based when judging this account or plan, if our estimated CTR and estimated CVR are very low, even if we increase the bid, there will be no volume, and vice versa, the other two will be the same, assuming that the target conversion bid is a fixed value, then we have to find a way to improve the first two.

1.Factors influencing CTR:

The relevance of the idea to the target audience, the right idea should be given to the right person;

2.Factors influencing conversion rates:

Target audience: When delineating the crowd, it is necessary to include people who have the purchasing ability and really need them into the target audience;

Before setting up an account, you should think: how to build this account? How many are planned?

Should the landing page be tested separately? How much to bid? Primary OCPC or OCPM?

Or both. The commonly used building ideas are basically OCPC and OCPM, but the bidding of the two is indeed different, in the early stage of the account online, that is, the cold start period, the account is usually OCPC is slightly higher than the OCPM bid, how much depends on your own preferences, I personally think that OCPM is easier to get the amount of the system than OCPC, because the algorithm behind OCPM is still based on CPM, and it is far easier to show than clicking.

During the cold start period, the most taboo is to adjust the account frequently, because this will disrupt the learning model of the system, resulting in learning failure and the account or plan being scrapped. If this plan does not form a conversion after 1w impressions, delete it directly, don't hesitate. If there is no conversion after more than 100 clicks, delete it directly, and you can continue to track if there is a conversion, and pay attention to the conversion cost.

Understand the factors influencing click-through rate and conversion rate of in-feed ads, and break them down individually.

How to improve the conversion rate of landing pages, you can check out this article [How to improve the conversion rate of landing pages?] |Everybody is a product manager.

In-feed advertising, currently like Toutiao, Phoenix.com, these are all operated.

1.Generally, there will be a ** company or branch office in the area to handle these businesses.

2.In-feed advertising is suitable for brand display, which is operated by large companies. It is not advisable for small companies to do in-feed advertising directly.

3.One of the benefits of online promotion is that it is difficult to obtain customer information at a low cost. If Hu Xian's thoughts are accurate, it has to be an advertisement in the search engine. Then there is the promotion of advertorials. And then there's the flow of information.

First, first check which plan, which unit, and what type of people the high and low clicks of the bridge family account come from.

The relevance of crowd orientation and creative title can be judged from Suizhou whether it is a problem of creativity or orientation.

3. Targeted optimization.

1. If it is a creative problem, study the target users, write a title that can attract them to click, and make a more attractive **, etc.

2. If it is a problem of orientation, narrow the scope of orientation, move closer to the precise crowd, and set up targeted delivery of materials separately for the pan-population.

Fourth, differentiated delivery:

With the mature development of major information flow platforms, there have been more and more advertisements, and many advertisements in the same industry are similar, if the target customers have seen other advertisements after watching you, they will almost have a feeling that they have already seen it, and they will not click on it for the second time, at this time, the difference with peers can help you!

Optimizing the click-through rate of in-feed ads is an important factor in increasing the value of your ads. The front-end of in-feed advertising is composed of headlines and creatives, so the module for optimizing click-through rate is also in these two aspects, and the specific way to optimize creative headlines and creatives is nothing more than the following methods.

Creative title optimization.

The headline is the first entry point for users to understand the advertisement, and generally speaking, the probability of users clicking on the headline is about 90%, so how to write and bury the headline that can quickly catch the user's attention has become the key to click-through rate optimization. Information flow advertising is different from SEM wide bend base advertisement, information flow belongs to the user to receive advertising passively, so the creative title can not be hard and wide, but should be soft placement advertising, in fact, it is an advertisement that looks like information and information. The specific way to write ideas can be seen in the creative writing strategy proposed by Li Zhaomao, which will not be elaborated here.

Creative optimization.

Many optimizers like to set the **material to be colorful,In fact, for the aesthetics of modern people,It is not necessary,Better**The material should be simple and easy to understand,The content is concrete,**The text is easy to understand,And the product can be related。 The design idea of specific materials can be expressed in the form of crowds, scenes, environments, numbers, etc., and it is best to catch the user's attention.

I'll talk about this, you may not have figured out the logic of in-feed advertising, the ad delivery process is divided into ad request - ad matching - ad estimation sorting - ecpm sorting - frequency filtering - ad impression.

This process gradually reduces the number of people covered from front to back, and the possibility of zero traffic is clear at a glance.

First of all, you have to target whether the target is very narrow, which I don't think is very likely.

Secondly, the advertising budget and balance are sufficient.

Thirdly, whether the ECPM ranking estimate is high enough, which is directly related to CTR and CVR in the past, if it is not high, it is directly the traffic is 0, and the reason for not showing it is the highest probability here.

Finally, if the ECPM passes, it also depends on whether there is a brand advertisement, and you need to give way to the congratulations!

It is recommended that you first ensure that the account balance and budget are sufficient, and the budget is 10-30 times the bid!

1.Confirm your product's audience.

No matter what kind of advertising form is placed, we need to have a clear user portrait of our product before advertising.

2.Targeted selection of target users.

Before launching, it is necessary to select the targeting conditions, determine the gender, region, and interests of the target users through user research and behavioral characteristics analysis, and refine the classification of users to determine different audience orientation, so as to formulate promotion strategies in a more targeted manner.

3.Adjust your bid settings.

The bidding problem is one of the key factors in the amount of advertising, so if you don't know how much price is more appropriate at the beginning, you can find the appropriate value through data comparison.

4.Optimization of materials and landing pages.

In addition to Qingqiao Yin's bidding, another major factor related to the ** rate is the advertising content, that is, your material, after all, good content has the desire to click and read. You can change the creatives every 2-3 days, and then observe which set of creatives works well through the data. You'll slowly discover patterns and audience preferences.

Refining the selling points and understanding the psychology of the audience will help the material to improve.