Reasons for low exposure rate of smart short messages

As we all know, whether bidding promotion or information flow advertising, conversion is mainly affected by three factors: traffic, carrying capacity and conversion. Only by doing these three points well can the transformation effect be improved. Then the bidding training in Zhao Yang will be described in detail from two aspects, hoping to help you solve the problem from a professional perspective. By the way, if you are not satisfied with the present situation, we can also help you achieve your goal. The bidding training in Zhaoyang will begin soon. If you register now, there will be a double surprise waiting for you. Let's get to the point and help you solve the problem first!

Improve the accuracy of orientation

In short: improve the accuracy of traffic acquisition. (Make sure this advertisement is a candy that users want to eat)

Usually in the information flow environment, users often have no clear demands, so we don't need to improve the orientation accuracy through demand tags, but interest tags.

But an interest tag may be owned by multiple users, and each user's demand for interest tags is different.

How can we be sure that this candy is his favorite? That is, advertisements are highly matched with users' needs.

0 1 interest+basic orientation

Suppose an advertiser of a car movie wants to put in an information stream, there is no doubt that he will have the interest label "car" as his main audience.

But the effect is not good. Why?

Because users like cars, it doesn't mean they have cars, and it doesn't mean they are willing to pay a high price for them.

Therefore, it is not enough to rely on an interest tag, but also depends on the user's consumption level.

Then, in the process of delivery, on the basis of interest orientation, the traffic can be further oriented according to the attributes of the product audience, which is more accurate.

02 Interest and behavior orientation

Suppose a vacuum cleaner advertiser is going to put in an information stream. So, according to the logic of "vacuum cleaner cleaning blanket cleaner", he locked in the users who bought blankets recently.

But the effect is not good. Why?

Because users may buy blankets just because they are beautiful or cheap, they won't spend a lot of money on another vacuum cleaner.

Therefore, on the basis of interest orientation, big data can be used to accurately classify user behaviors, further divide people and improve accuracy.

Take putting it in a vacuum cleaner as an example. At this time, we can know the users who have recently purchased smart home appliances through big data (buying smart home appliances means being able and willing to buy such products), and even know the price and style they bought, so as to achieve the accuracy of traffic through the orientation of users' recent behavior.

Improve the effectiveness of orientation

After satisfying the accuracy of traffic, we need to think about the effectiveness of traffic.

Sometimes the transformation effect is poor, precisely because the effectiveness of guidance is low.

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Which of the above two copywriters do you think has a high click-through rate and a good conversion effect?

Maybe you will guess the second one, but it's actually the same. But why?

In fact, in the information flow environment, users are not driven by demand, but by interest.

First of all, clearly introduce your own services and strive to meet the needs of users.

Second, by hitting users (limiting specific groups) and using curiosity to attract users to click, a part of the garbage flow is greatly abandoned.

In the information flow browsing environment, all the behaviors of users are unconscious. No demand's only points are those: thoughts that are related to himself and conform to human nature.

Moreover, in the complex information environment of information flow, users' attention is unfocused and their behavior is random. At this time, users only pay attention to the information that is relevant to them and they are interested in. By clicking on users, they can not only filter some traffic, but also let users get their attention in a random behavior.

Then, writing creativity should meet these two points, that is, effective creativity = hitting users+hitting humanity.