How to promote information flow, and what is the effect?

Demand analysis of target group: Here, we should make clear the characteristics of information flow advertisements and how to transform them. To give a simple example: generally, when you go shopping in a large supermarket, you rarely check out after you have just bought what 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 the following questions need to be answered 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.

Design of advertising pictures: Next, set up creative pictures of information flow advertisements. Information flow advertising is generally divided into 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.

Logical order of landing pages: after the definition of creativity, we should consider the transformation of people who enter through creativity. Speaking of this, let's talk about the purpose of advertisers to put information flow advertisements, which can be roughly divided into the following categories: APP download (mostly games) registration activities (mainly H5 display), online payment purchase (mainly for customers with a unit price below 400, generally providing cash on delivery), and offline purchase (mainly services). Except for APP download, the other three need to reflect enough logic on the landing page. After all, the longer the user's access time. Generally speaking, in terms of setting logic, taking online payment 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 appropriately 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.

The setting of information flow advertising background is similar to that of mainstream information flow advertising platforms, such as Today Headline, Zhihui Push, Sina Fuyi, etc. 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, hobbies selection, column selection, and mobile phone system selection, especially IOS and Android. It is best to test them 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.

After popularizing data to track the outflow of glistening silver, it has not yet reached the stage of enjoying the 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.

There is no simple way to test the A/B creative scheme, because only real users and real data feedback are the ways to constantly correct the direction. Internet trends are changing rapidly, not to mention the borrowing 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.