Traffic: Why I Spent RM10,000 But Didn’t Get 1 Conversion?!

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Traffic Solution 

Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

This wise saying put forward by marketing guru John Wanamaker can be called the “Goldbach Conjecture” in the advertising marketing industry.

Until today, when technology is highly developed, we are still facing the same dilemma: the information flow advertisements that we worked so hard to do sometimes have no conversion and traffic. Where is the problem?

Data such as CTR and ROI can only tell us what the results are, but not why.

And now, you're so close to the answer on getting more traffic, just reading this article.

The following formula tells us that there are actually three factors that affect the conversion performance of ads.

Conversion performance = Traffic x Conversion Efficiency x Price

Today, we mainly solve the problem of unsatisfactory traffic.

Traffic is not ideal, what is the key?

 

TrafficImage credit: BiQ Cloud

We are familiar with the following two characteristics of users in the information flow environment:

  1. Users are just killing time, with clear interests but unclear demands

Users generally have multiple tags that they are interested in and there is no conflict between the tags.

traffic

As an analogy, the news stream is like a handful of different flavors of chocolate, and no one knows in advance whether the next one will be of interest to him or her. So, the user is actually waiting, waiting for the one they're interested in to show up.

Assuming that the information flow advertisement we put out is also a piece of sugar, if the flow is not ideal, we need to reflect on these three issues from the level of orientation:

  1. Accuracy of orientation: Does he usually like to eat this kind of sugar?
  2. Intensity of orientation: Does he prefer this flavor of sugar to other flavors?
  3. Effectiveness of orientation: Does he believe my sugar is the flavor he likes?

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Specifically, what should be done to increase traffic?

 

1. Match interest tags to improve orientation accuracy.

 

TrafficImage Credit: Zhihu

We use “precision” to describe how relevant the ad is to the target.

In the context of information flow, users have no clear desires, so instead of improving targeting accuracy by matching their needs, we have ads that match interest tags. We often think about — which tag will give the best user experience?

TrafficImage Credit: Tripwire Magazine

For example, if a car advertiser wants to place an ad, there are three interest tags to choose from: cars, military, and finance.

The advertiser would definitely choose “cars”. Because users who are interested in cars are more willing to accept advertisements about cars, avoidance will be weaker and there will be lesser traffic. In turn, they have a better experience with car advertising than the rest of the population.

2. Do the user's favorite, improve the orientation intensity

Traffic

We use “intensity” to describe how much weight a particular tag gives to a user's overall interests, with intensity targeting to find users who say, “I like this one more than other interests.”

At present, the competition of advertising industry is increasingly white-hot. Advertisers targeting the same audience may come from all walks of life: car advertisers, sports advertisers, financial advertisers, insurance advertisers, game advertisers…

Traffic

If these ads were shown to the same user at the same time, which one would they click on?

It has to do with the priority of different interests in the user's mind to bring in traffic; For example, middle-aged men with small careers are inevitably interested in cars, sports, finance and insurance. But some of them are more focused on cars and click on car ads first. Some pay more attention to sports and will click sports ads first.

TrafficImage Credit: Zhihu

According to the research index, between cars and sports, the total number of people who care about both is roughly equal, but people aged 30 to 39 (born in the 1980s) pay more attention to cars, and people aged 40 to 49 (born in the 1970s) pay more attention to sports.

Combined with the results of research reports in other industries, we speculate that this is because the post-80s are in the peak period of buying cars after setting up a family. Most of those born in the 1970s bought a car a few years ago and pay attention to such information, but they pay more attention to physical activities that can improve their health and relax them.

Suppose you are an advertiser in the auto industry. Other things being equal (including budget), would you rather target your news feed ads to the post-80s or post-70s generation to bring in traffic?

TrafficImage Credit: Canva

The post-80s generation, of course. Because cars are a high-priority interest for millennials, the reverse is true for those born in the 1970s.

This reminds us that users will be interested in ads in different areas, so we need to increase the “intensity” of targeting to compete for attention with ads in other industries.

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3. The title arouses interest and improves the effectiveness of orientation

 

Traffic

Image Credit: Digital Synopsis

After satisfying precision and intensity, we use targeted “effectiveness” to describe the appeal of an ad itself to users. Sometimes traffic does not go up because of low directional effectiveness.

How to improve directional effectiveness? Let's take a look at the following two headings, which one do you prefer to click on it.

  1. “Two-year junior college master's degree, no joint examination, regular university”
  2. “How to deal with work bottleneck? Might as well study MBA policy analysis.”

Other things being equal, the CTR of article 1 is 2.18%. The second CTR is 3.09%.

Why target the same users and get different results?

TrafficImage Credit: Jefbullas

This is because, in the information flow environment, users are not driven by demand, but by interest; Therefore, under the same targeted conditions, it is not the ability to satisfy the demand but the attraction of the title to the user's interest that determines the click-through rate of the advertisement in the news stream.

The first ad explicitly introduces its service, trying to prove that it can meet users' needs, but not many users are willing to click on it which cause lesser traffic.

The second ad doesn't say anything about the service, but subtly asks a question that users might be interested in — “What about bottlenecks at work” — and suggests that it might be useful to look at MBA policy analysis. It got more clicks and there's an increase in traffic.

The second ad actually increases the effectiveness of targeting with a good headline, increasing the number of “hit” users. So, don't forget that while targeting with precision and intensity, we also need to produce interesting headlines that will get users to click on ads. Our main goal is to attract traffic.

 

4. Orientation is still a blue ocean

 

TrafficImage Credit: The Guardian

Just we learned that information flow advertisers in the “orientation intensity”, ” orientation accuracy”, ” orientation effectiveness” three points on the battlefield are tense confrontation.

But the good news is that, even with the competition, the targeting of news stream ads is still in the blue ocean compared to search ads.

This is because targeted interest tags have a wider market than targeted user needs, the gap between the two up to tens of thousands of orders of magnitude.

For the same thing, only a few people have a demand for it; and those who are interested in it are at least on the order of millions.

For the same thing, the person who needs it once satisfies, it will no longer to need it; Those who are interested in it will feel lost if they are not satisfied one day.

It can be said that information flow advertising based on interest tags has no upper limit on the amount of display, if it can be well oriented from the three dimensions of accuracy, intensity and effectiveness.

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Conclusion

 

TrafficImage Credit: Business Insider

How to increase traffic? Three aspects of orientation are key.

  1. Match interest labels to improve orientation accuracy
  2. Be the user's favorite and improve orientation intensity
  3. Headlines generate interest and improve the effectiveness of orientation

But this is only a theoretical guide to increasing traffic, but what if we run into difficulties in practice for driving practice?

 

About iPrima Media

 

iprima media

iPrima Media is a well-known Digital Marketing company based in Singapore and Johor Bahru. With over 10 years of experience in online Marketing, iPrima Media has created successful Digital Marketing for more than 1000 businesses and brands.

We provide:

  • Social Media Management
  • SEO / SEM Marketing
  • WEB & ECOMMERCE
  • KOL/KOC Marketing
  • Youtube Channel Building
  • Professional Product Photography
  • Corporate Branding, PR & Advertising

If you need to outsource your advertising planning or any attractive and creative marketing idea , feel free to check out our  service.

 

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