家装行业如何做好信息流推广?家装行业营销推广策略和技巧

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>家装行业是典型的大行业小市场,有关品牌类搜索词的占比仅为4.61%,品牌效应不明显,且多数市场被众多本地企业占据,在这种情况下商家想高效获取用户,可没那么简单。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-align: left; text-indent: 2em;”>家装行业如何做好信息流推广?家装行业营销推广策略和技巧yle=”box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-co财神Seolor: rgb(255 255 255); text-indent: 2em; text-align: left;”>这时候,商家需要准确预估用户的意图,快速响应,提供贴心的服务。今天我们就从GD合约产品入手来聊一聊家装行业的信息流优化方法。GD合约分为CPT(包时段)以及CPM(千次展现计费)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>GD 物料风格大有讲究

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>GD作为信息流展示类项目,物料的好坏直接决定了投放效果的好坏。而在物料方面,文案标题成为物料的第一关。从GD产品本身特性上看,文案既不能参照CPC,一味追求转化,没有点击,转化无从谈起。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>相对的,文案也不能一味追求标题党,太过夸张的标题党会浪费大量的CPM,落地页跳出率会变得非常高。所以通常来说,GD文案物料会以 标题党+转化+品牌曝光 大约 1:3:1 的数量撰写投放。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>网络:家装行业如何做好信息流推广?家装行业营销推广策略和技巧

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>家装行业GD效果优化

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>下面就以建筑装修行业投放为例,列举一些信息流文案物料上的一些撰写方法,让家装行业GD投放每个CPM都花在刀刃上。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>1、 关注用户、关注产品、关注定向

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>这一点和CPC文案撰写有些类似,除了关注客户或产品本身的外,要分析产品的受众,给出比较精准的用户画像。比如,某家装监理,他们的目标群体主要为三类:二套房装修想省心的业主、需要专业人士全程陪同的装修小白和不想费心的高端别墅业主。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>另外,在关注产品的同时,也要发现产品中的一些新鲜的概念是否被大众接受,是否需要做替换,比如:家装监理,这个概念还没有被大众熟悉,整个行业也处于教育用户的阶段,所以文案上要尽量避免,从装修检查、验房、装修监督方向撰写。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>最后,在定向上,主要注意的是年龄定向,不同年龄对装修的风格和价格偏好不同,如果年龄偏年轻,那么家装风格就尽量避免严瑾的中式,等等。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>2、 原生文案瞄准用户,直击痛点

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>GD文案应该尽可能原生,通过场景化的文案标题,直接给出清晰的利益兑现,产出具有煽动性、诱惑力的标题。对于家装行业来说,可以从用户比较关心的,价格猫腻、甲醛污染、材料黑幕等这些方面入手,可以通过爆料黑幕的口吻出发来写。如:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>别等房子装好出问题了,才后悔没请验收公司!(CTR:3.97%)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-align: left; text-indent: 2em;”>家装行业如何做好信息流推广?家装行业营销推广策略和技巧yle=”box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>请了监理才知道,原来装修工人背着我偷工减料了那么多!(CTR:8.46%)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-align: left; text-indent: 2em;”>家装行业如何做好信息流推广?家装行业营销推广策略和技巧yle=”box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>2017曝光率前五的装修猫腻,不看要后悔的!!(CTR:8.26%)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-align: left; text-indent: 2em;”>家装行业如何做好信息流推广?家装行业营销推广策略和技巧yle=”box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>装修报价猫腻多,算清这几项,价格缩水好几万!(CTR:2.98%)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-align: left; text-indent: 2em;”>家装行业如何做好信息流推广?家装行业营销推广策略和技巧yle=”box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>3、转化型标题不能完全照搬CPC

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>装修行业GD转化型物料,通常会从询价、风格角度出发,突出价格优惠、风格优秀案例等方面撰写,通常会用多少平多少价格,**风格装修价格、怎么装等角度出发。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; pad财神Seoding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>这些转化型物料需要根据落地页来定制,可以总结历史转化好的物料风格,多看同行优化案例,但不能完全照搬,还是要考量定向。如:

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>别墅半年不到,水管墙面通通开裂,这些水电细节一定要盯紧!(CTR:2.11%)

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>网络:家装行业如何做好信息流推广?家装行业营销推广策略和技巧

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-财神Seoeast-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>家装行业如何做好信息流推广?家装行业营销推广策略和技巧yle=”text-indent: 2em; box-sizing: border-box; border: 0px; vertical-align: middle; margin: 11px 0px; max-width: 100%;”/>

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>想把120平米的家装成简欧风,大概要准备多少预算?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>误差1000以内,看看你家装修要花多少钱?

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>这些100平米样板房太美了,一定有你喜欢的风格!

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>4、 落地页头图承接让转化漏斗“漏的少”

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>标题主要吸引点击,转化就要靠落地页做好承接,尤其对于标题党,做好落地页头图承接尤其重要,标题中表述的问题一定要在头图中给出答案或者引导。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>总 结

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>千万别只为追求点击而撰写标题党文案,还是要从用户画像中总结用户痛点,通过巧妙的套路,撰写原生文案;

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>价格、风格、质量 是家装用户最关心的点,文案上撰写可以从这些方面的细节入手,打动用户。

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>以上就是今天的家装行业GD素材优化分享,赶快试试吧~~

yle=”box-sizing: border-box; margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; line-height: 30px; vertical-align: baseline; color: rgb(51 51 51); white-space: normal; background-color: rgb(255 255 255); text-indent: 2em; text-align: left;”>网络:家装行业如何做好信息流推广?家装行业营销推广策略和技巧

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