How to optimize the ad creative if the click through rate of in feed ads is too low

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 ads have low impressions, so you can try it"Four-dimensional data analysis

Account analysis analyzes the general direction of account traffic through the daily data report in the background, so as to find out the parameters of change, and the parameters that need to be focused on here are: impressions, click-through rate, thousands of exhibition consumption, conversion rate, and conversion cost. Another point to note is that if the amount of data in this account is very small, and the daily conversion data is less than 20, then it is best to select more than one week of data for word segmentation to objectively find out the key change indicators.

This stage of traffic analysis is mainly based on the unit as the dimension of analysis, giving priority to the analysis of the unit with the largest consumption and data volume, and judging whether the visitors attracted by our advertising are in line with the demographic characteristics of the industry from the characteristics of age, gender, geography and other characteristics. To give a practical example: if through the analysis results of crowd portraits, it is concluded that our consumer group is mainly male, 20-30 years old, and most of them are in coastal cities, while our actual customers are more female, 30-40 years old, and most of them are in Beijing, Shanghai, Guangzhou and Shenzhen, then at this time, the direction of adjustment of orientation is relatively clear.

Intent analysis here is mainly to analyze the top 30 or so intent words of account consumption, and analyze whether the visitor intent of these intent words is high or medium intent people. Prevent delivery"Mistracking", resulting in more wasted budgets. "Intent words"It is one of the important means of information flow to obtain interested customers.

Interest analysis should pay special attention here, interest consumption can see which interest is consuming in each unit, and the analysis results of different dimensions are also very different, so the interest analysis results should be pushed back to the adjustment and deployment of the unit.

(1) Orientation: In the early stage of delivery, the orientation should be "wide and not narrow".

Especially for new accounts, if the understanding of the target conversion group is not clear enough, setting too many and too detailed targeting conditions can easily lead to excessive **, which will lead to a surge in costs. The common causes of orientation too narrow are as follows:

Multiple orientations overlap, resulting in too narrow orientationsIt is recommended that new accounts, especially novice placements, first determine a general audience orientation through audience analysis, and then gradually narrow the targeting and refine the operation according to the data. After the account is stable, consider developing other groups of people to avoid too many targeted plans in the early stage to disperse the budget.

(2) Bidding: Unreasonable bidding leads to low impressions

Unreasonable bidding, resulting in low competitiveness, making it impossible to win in the competition.

(3) Budget: The budget is low, and the estimated number of impressions is low

The number of impressions served by In-feed ads is heavily influenced by the budget of the ad plan,** and traffic is pre-allocated based on the value of the budget.

Here's how low your budget leads to low impressions:

Multi-plan and spread budgets.

For small budget accounts, it is recommended to concentrate on advertising in the early stage, if you create too many creatives and plans to spread the budget, it will lead to a relatively low number of impressions in the advertising plan;

2.The overall budget is low, and the budget is not arranged in a centralized manner.

Promotion period: The promotion period does not cover high-quality impressions

The inappropriate delivery time period is mainly manifested in:

Promotional hours mistakenly avoid peak hours.

The selection of the delivery period selected each day is too short, and the best high-quality time period is missed, resulting in low impressions. For example, the budget of the day is consumed too early, resulting in not covering the best time slots in the afternoon and evening.

2.Uncompetitive bidding during premium hours leads to low impressions;

Considering the preloading function, and in order to ensure that the traffic during the peak commuting period is better preempted, it is recommended to increase the bidding time period 1-2 hours in advance, that is, at 5 a.m. and 4 p.m., to preempt traffic.

(5) Balance: The balance is insufficient, and there is a risk of pre-stopping

If the account is insufficient, there is a risk of pre-stopping, and the platform will control the amount of corresponding ads, resulting in poor delivery results. It is recommended to recharge in time to avoid the account balance being too low and affecting the advertising process.

If you have a problem with the title and content, it is recommended to modify it.

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.

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.

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.

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!

Nowadays, most of the advertisers who are doing advertising will advertise on the information flow, similar to the mainstream ** such as Toutiao, Tencent platform, Zhihu, Sina Weibo, etc., which has formed a trend of advertising promotion.

The key four aspects of in-feed ad optimization.

Back to the essence of the core - for advertisers, the purpose of information flow optimization is to reduce costs!

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 in-feed advertising, and what are the "conversion rate" optimizations?

Insights into user needs are key to increasing click-through rates.

To boost the click-through rate of your copywriting ideas, then you have to understand what your target audience is thinking. What do you want? What are you doing? and so on.

Therefore, when we don't understand what users need and what to do, there will be such copywriting:

Version 1 Creative: The click-through rate is.

This is a software for home appliance repair master users. Brain-made up the scene, under what circumstances will these maintenance masters really go to brush the headlines, and what is the state when they brush our advertisement?

It's likely that the user swiped the ad during a break or meal. At the same time, information flow advertising is used as a way to stimulate the potential demand of users, and when users see this news, they don't actually want to check the fault code, nor do they want to double their income, but just want to have a meal or rest, so the user's impulse to click on the ad will be weakened very low.

So how exactly can you get users to click?

First of all, you need to understand the audience. Through research on industry and competing products, 1v1 communication with users, etc., cross-analysis of the characteristics of our audience group.

The user's age, gender, hobbies, region, education level, things he cares about, his preference for his own products, and how users can solve their own problems before we have Tongshou's products, etc.

The purpose of user research is to discover the existing cognitive facts among users, to avoid creating facts that they are self-conscious, consumers often think they are rational when making decisions, but in the end it is the impulse of the moment that prompts them to make decisions.

Combined with the tonality of in-feed ads, users don't know that they have to solve this problem when they see your ad. That is, the user's rational perception is weak.

Therefore, when users click on an advertisement, they basically tend to see the impulse of the advertisement.

So how do you get users to click on ads on the fly?

In fact, there is no conclusion here, the biggest conclusion is to combine your user research, screen out the selling points that you think can impress users the most to test them one by one, in the advertising creativity and landing page also need to be considered by many parties, you can use some creative analysis tools, refer to the previous spike peers or the industry's advertising promotion good cases, learn and learn from their methods.

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.