What are the advertising skills of information flow?

Hello, I'm Benny, the founder of Wings Class.

one

Demand analysis of target groups

Instead of making subjective decisions and publicizing according to the characteristics of your own brand, you should analyze these problems in depth from the user's point of view, constantly think and fully study, create different scenes for different customers to impress them, or stimulate users to buy their own brands, so as to effectively realize the transformation.

two

Design advertising map

After determining the user's group portrait, we began to design the creativity of advertising materials.

There is always a big picture in information circulation. According to different channels, the specific picture specifications and display positions are also different. According to the general rule, the click volume of the three-figure style is high, and all advertisers generally choose the three-figure style with remarkable effect.

When selecting materials, we need to pay attention to the consistency with the topic to maximize the presentation effect. After a full analysis of users, the specific photo information and copywriting information have been basically determined, and the rest is to make the framework fuller and more elaborate, so that the effect is remarkable.

three

Logical order of login pages

After thinking clearly, you should consider how to design the landing page. Because the landing page affects the conversion of users, we also need to understand the advertising purpose of advertisers and targeted design conversion methods.

The purpose of general advertising is:

Click to download and promote customer apps, mainly games;

Guide users to participate in activities and leave personal information such as contact information;

Guide users to place orders online, the average customer unit price is below 400, and cash on delivery;

Guide users to conduct online consultation, realize user transformation and generate purchase behavior, which is mostly used for service products.

In order to attract users' interest, ensure users' browsing time and reduce the jump rate, we should pay attention to the logic of the content when designing the landing page.

How to ensure the logic of landing page content? Can do this.

Describe the initial trouble, causing customers to scream; Put forward possible troubles or consequences, causing customers' worry and anxiety; Then, a solution to meet the needs of users is proposed.

In order to clear the user's scruples, brand recognition should be carried out to enhance trust; Compare competitive goods, conduct risk assessment, and dispel doubts and doubts; Finally, through third-party evaluation, empathy is used to promote user transformation.

In the design of landing page, the conversion buttons should be designed appropriately according to the page, which is convenient for users to convert, but the number should not exceed two, so as not to cause negative emotions to users.

four

Set background information flow

In the mainstream platforms, the background is basically the same, the settings are comprehensive and the classification is complete. You only need to set up the target customers, select customers and present information according to the previous user portraits.

Generally speaking, age is mainly set from these aspects: gender, personal hobbies, habit formation, mobile phone system and so on.

IOS and Android need to be tested separately. You cannot select the same type at the same time. Compared with Android, IOS has lower traffic but higher ROI.

five

Track promotion data

After the advertisement was put on, everything didn't go smoothly, and the real test officially came.

After the advertisement is released, we should monitor and track the released data and find suitable statistical tools.

Record every conversion, check whether the set conversion button has achieved the purpose, and analyze whether the settings at each stage have an impact on the user's conversion, and in what ways?

By analyzing data and information, we can adjust advertisements and enhance their effects.

one

six

Test creative solutions

In the information flow, there is no completely correct way. Only by constantly publishing, collecting real user data and constantly adjusting according to data feedback can we continuously improve the advertising scheme.

In the information age, information changes very quickly, and the troubles and scenes of commodities are not unique. Only after the test of time can we find the best creative scheme.

In the delivery of information flow, according to the collected user data, the user portrait is constantly improved, and the delivery effect is continuously optimized during the delivery process, and finally the best specific delivery effect is obtained.

Information flow delivery process

1: channel selection

If you want to do a good job of information flow, you must first choose a good channel. The so-called channel is that you want to put it on Tik Tok, Headline, Baidu, Tencent or Aauto faster? First, choose the way or channel of information flow you want to put in.

Step 2 open an account

After selecting the channel, find an agent of the channel or a direct customer to open an account. After opening an account, you can operate it on the account.

3. Group analysis

After opening an account, there is a platform and control content, and then the group is analyzed.

4. Directional mode

After explaining the group image, our direction basically came out. However, it is necessary to analyze and determine the way we choose, the direction and setting of these channels, the direction that needs to be set in the initial stage, and the direction that needs to be used after the account is operated in the later stage.

5. Bidding method

What is cpc, cpm and intelligent bidding? ocpm.ocpc？ What kind of delivery mode is this channel suitable for under this budget? This is the choice of bidding.

6. Creativity

After setting the bidding method, you can enter the creative stage. What is the surface expression of creativity, is it a picture or a video? Is it landscape video or portrait video? What method should we use for the title of our copy? Is it soft or hard?

Page 7

Visitors click on this idea to enter our page. What is the type of page? How should the page be set? Which conversion method should we use? Need a direction.

8: Account structure

After the page is over, we will use the account structure to establish an account structure: orientation, bid, creativity and their collocation in the page. What aspects should we focus on testing, and what kind of bidding method and direction should your account cooperate with? What kind of creativity and what kind of page works best? A/B check to find the best effect.

9. Data optimization

After our account is published, consumed, presented, clicked and transformed, we need to analyze the data. Data analysis can help us improve accounts, reduce costs and allocate budgets reasonably. Data analysis is actually improving the account structure.

Which bidding method is better? Which orientation method is better? Which way has a significant impact on our creativity? Where do I need to improve the page? ……