This article gives you a basic idea of the creative strategy for the landing page on Chinese search engines. Here are five tips for how to prepare a creative landing page.
First, the principle of creative writing
1. The idea needs to be concise and concise, concise and concise.
2. The whole concept needs to reflect the theme of the promotion unit (writing around the core keywords of the unit).
3. Emphasize the advantages, uniqueness and professionalism of the products or services provided.
4. Comply with relevant standards (legality, character length, special punctuation, etc.).
Second, creative writing skills
1. Highlight product/service characteristics, company advantages, etc.
Example: Education and training merchants, the title can highlight regional signs, product service features, prices, etc., description can highlight product service characteristics, company commitments.
2. Write around the theme of the unit to highlight the relationship between the search term and the actual business.
For example: education and training merchants, when writing creatively, pay special attention to highlighting the relationship between training business and promotion keywords, and find a point of convergence.
3. It is best to include price, promotion or promised content. The more information you have, the more specific it is, and try to avoid some inconspicuous descriptions.
4. Appropriately add some call-to-action words or appeal points.
Example: “Welcome to buy discounts, etc.”. But don’t use too many similar words to avoid taking up too many limited character positions.
5, for the same product or service, around the unit theme from different aspects of selling points to write.
For example, before writing a creative idea for a customer who made curtains, they wrote ideas from four aspects: product style function, price, brand, and product quality, covering different audiences.
6. Appropriately add punctuation marks such as “!?-” that conform to the grammar.
The use of normal punctuation marks can also help to improve the click-through rate, which can attract the attention of netizens, but be sure to use them reasonably and follow the auditing standards to ensure the experience of netizens.
7. Use refined phrases.
Avoid making a long company full name or a full-page short sentence occupy a character position unless the customer’s company or brand is very attractive. The creative character limitation determines that we can write more short sentences when writing creative ideas, which is concise and concise, and it also meets the search habits of ordinary netizens.
8, a variety of creative presentations, for the increase in click-through rate will help.
There are a lot of creative styles in the background, including sub-chains, graphics, flashing, etc., to make full use of it.
9, insert wildcards, as much as possible floating red (2-4 times)
The popular words help attract the attention of potential audiences, and make the perception of creative information more accurate to potential audiences. It is easier to judge whether the creatives meet their own search needs. A good red-hot effect helps increase your creative clickthrough rate and conversion rate, which in turn increases your return on investment. Baidu search promotion provides a simple floating red making tool – wild card.
Tips: It is recommended to adjust the creativity at any time according to the promotion effect of different creatives, the change of potential audience demand, the industry’s weak season, seasonal changes, major policy adjustments, etc., in order to attract more potential audiences and increase profits.
Third, creative optimization skills
1. A unit needs to include more than 2 related ideas that are closely related to the keywords. Observe the performance of each creative for at least 1 week, leaving good ideas and poor performance.
2, you can try to use the interrogative sentence to observe. Different industries have different advantages for interrogative sentences, and they need to be observed frequently to determine whether the industry is suitable for the addition of interrogative sentences.
3. The core keywords are included in the idea. Method: Find the core keywords of the unit and add the core keywords to the creative title or description.
4. The idea contains keywords with high return on investment. Method: View the keyword report to add the keyword with the highest number of clicks or impressions to the title or description of the creative.
5. The idea includes submitting keywords. Method: Use the wildcard “{default keyword}” correctly to have the system automatically add keywords to the creative.
6, the keywords appear in different places, have different effects. The appeal ranking is as follows: Title + Web Page Description > Title > Web Page Description > No Keywords.
7. Attracting different stages of the audience, skills to consider:
Fourth, the difference between B2B and B2C creative writing
B2B (product facing the customer of the company) category of creativity: highlight the region, product quality and credibility.
B2C (product facing individual customers) category ideas: highlighting prices, promotional information or commitments, and new call-to-action statements are more attractive.
Fifth, high-level skills – creative semantic analysis
The following is an excerpt from the web analysis notes of Blue Whale:
What information do we want to convey to our users when we are writing creative ideas? What is the difference between different SEM advertising ideas?
Recently, I have carried out semantic analysis on several real wealth management websites SEM ideas, and divided the ideas into the most basic units. Through the use of nouns, verbs and adjectives, the concept and quantity (number of nouns) expressed by different advertising ideas to users are compared. And summoning actions (verbs) taken by users, as well as descriptions of different concepts (adjectives).
First look at the specific meaning of nouns, verbs and adjectives:
Noun is a kind of word class, which belongs to a real word. A noun represents the name of a person, thing, place or abstract concept. Represents the number of concepts and information used to convey like a user in an ad creative.
A verb (Verb) is a vocabulary used to represent an action or state. Used in advertising creatives to converse the potential viewers into customers.
Adjective One of the main word classes found in many languages. Adjectives are mainly used to describe or modify nouns or pronouns, representing the nature, state, characteristics, or attributes of a person or thing, often used as an attributive, or as a predicate, complement, or adverbial. Used to describe and modify products, services, and features in advertising creatives.
Creativity and text are the first steps to attract users to click on an ad. This information must appear in the Landing page and be consistent with the creative idea. In order to ensure the consistency of information description and user experience. In turn, the bounce rate is reduced.