How to operate headline information flow advertising?

SEM and information flow advertising are commonly used online marketing methods, but the advertising effects are not the same. People often ask the same question about propaganda. Why do I always have a higher click rate than others? In the final analysis, it lies in the different ways of copywriting. Today, I will share some good copywriting skills with you.

1, clear the target attribute.

In most cases, the people promoted by information flow advertisements are "potential people". Then we need to know the attributes of potential users in order to prescribe the right medicine. There are many attributes of the crowd, so we only need to pay attention to these three points.

1) defines the purchasing power of the target population. Purchasing power is a very important attribute. People with different purchasing power have different consumption habits and concepts.

2) Clear the final decision. No matter how well your product is described, it's no use if you don't poke the person who really has the decision-making power.

3) Define the user area. Maybe you will be curious, "I clearly set up a region in the orientation, why should I add a region to my creativity?" ? Very simple, let the information flow advertising creativity be highly relevant to users.

2. Clarify the conflict between users and products.

That is: what is the user's demand for products. How to find conflicts? The more convenient method is as follows.

1) imagination. Imagine yourself as a user, and then try to describe what psychological activities or inconvenient behaviors the user will experience before generating the purchase demand.

2) collection method. Collect the demand of target users for products through some tools or customer service.

3. Creative self-examination

1) Can users be interested in your copy? Is your creativity closely related to users' hobbies? Can you get in touch?

2) Can users understand the content of your copy? Is your copy easy to understand? Can it be related to what users know?

3) Does the copy read smoothly? Is the logic of copywriting clear? Can users understand what you want to say?

For SEM and information flow advertising users, there is no demand at first. When you see this copy "related to me", click it, so a good copy is very important. If the advertiser's brand strength is strong, choose the copy that directly describes the product characteristics, that is, the central copy. If the advertiser's brand strength is weak, choose to use the copy of indirect promotion products recommended by others, that is, marginal copy.

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