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信息流广告文案常见误区,你踩“雷”了吗

摘要: 做二类电商就离不开信息流广告,信息流广告依托海量的用户数据和信息流生态体系,可精确捕捉用户意图,有效降低用户干扰,将广告展现给目标客户,并且容易激发受众的主动性,促使其主动接受、分享。信息流的转化率受 ...

做二类电商就离不开信息流广告,信息流广告依托海量的用户数据和信息流生态体系,可精确捕捉用户意图,有效降低用户干扰,将广告展现给目标客户,并且容易激发受众的主动性,促使其主动接受、分享。

 

信息流的转化率受影响因素主要是素材(包括文案和广告设计图)和落地页;定向主要用于匹配更加精准的人群;落地页,更多的是影响最终的转化。

 

其中,广告创意中的文案创意,要如何通过短短20字左右,来吸引用户点击,引导进入落地页乃至形成最终的转化?想要赢得点击率,引导转化,以下常见的广告文案误区,千万别“踩”!

 

常见的广告文案

误区1:表达太费解

有时候我们想到好的创意,但在表达的时候,却使用了一些大家并不习惯的概念和比喻,让用户难以理解,导致用户滑掉我们的广告。对此,我们的文案应该简单点,语言通俗易懂最好,让用户能很轻松地明白。

案例1

令人费解的表达:XX龙井,龙井的正确打开方式

让人秒懂的表达正宗雨前龙井其实没那么贵,今天仅售128

案例2

令人费解的表达股票不能短线操作?这里的专家免费提示买卖点

让人秒懂的表达股票总是一抛即涨?这里的专家教你怎么办?

 

误区2:推销意图太强

很多人在写文案过程中,经常写出一些推销意图太强的文案,往往这类文案用户的反感是比较强烈的,尤其是出现在信息流广告中,这种时候,用户希望信息流广告更多的是像原生的内容一样嵌入。

案例1

推销意图强加盟XXXX,创业好选择!

给出点击理由小伙子开家母婴店,在北京三环买了房

 

误区3:描述不具体

在写文案的过程中,往往描述一件产品或者优惠,一般都不具体,从而导致用户看了许久,却仍然云里雾里,最终的结果只能导致意向用户白白流失掉,浪费广告预算。

案例1

笼统的表达低价护肤品哪里找?到这里看看

具体的表达那些100元不到的好用护肤品,通通收起来

误区4:卖点不清楚

要对不同的人(目标受众定向),说不同的话(信息流文案),比如针对炒股的人群,分析不同的受众,制定不同的策略。

 


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