It's not too much to say that advertising is the most important part of e-commerce.

The smell of wine is also afraid of the depth of the alley,You don't drink hard, in this era of lack of attention, how can you let others know you?

So it's fair to say that the ad is an ad , revenue is $$$$$.

Do.Long-term brandSEO is definitely not negligible. But I want toShort.see the market feedback for the product,Especially for start-up e-commerce, spending money to buy traffic and screen audiences is the quickest way.

Advertising is not only to attract customers, but also the spiritual symbol of your store and products, used to attract the same temperament of the "same people."

So the gesture can't be too low (e.g. giving a 70% discount directly) or too cold (to resonate emotionally with the audience).

Present the right ads to the right audience at the right time,It's a technology, it's an art。

So don't read a few tutorials, think copy and paste, the whole capital bold "TAG SOMEONE WHO NEEDS THIS!" "You can sit on the ground and count the money!"

In this article, Cecilia combs through the process of creating an ad and choosing an audience every time, and what tools are recommended for each step.

Finally, there are two advertising cases that you made yourself, andEnd egg! So be sure to see the end! 😬

Before you design an ad, ask yourself the following 3 questions:

The emergence of each product or service should address a pain point. Whether it's basic food and clothing, or a higher level of emotional needs, people should benefit from it.

The more painful the pain, the greater the shock to the audience and the easier it is to be attracted to your ads.

The real pain is like sending it to the audience.directly into the torture of the soul”。

A good ad doesn't mean pinching the audience's neck and shouting hysterically: "Our products are not great!" ", but even if the wind is light and light, it is also pleasing.

Even if your material and writing is not outstanding, as long as hit the consumer's pain point, it is also a good advertisement.

There are two types of pain points.

One is the pain point of the public's awareness and conscious search for a solution. Like all kinds of "How to" in search engines... ": How to quickly master a language, how to lose weight and so on...

The other is an improvement or modification of people because they are used to it and don't realize there's anything wrong with it, and that pain point is called "Revolution.”。

The most typical iPod, like Jobs's, is not only a simple improvement of the way people listen to music, but also a one-off subversion of the modern physical music industry.

Such innovations often require a deep understanding of the industry in the light of the possibility of a "flash in the pan". And may require a certain amount of money and time for pre-research and development.

In fact, the pain point does not have to find a very large patented invention, ordinary food and clothing can also develop an infinite number of new ideas.

However, attention needs to be paid to the difference between "innovation" and "addressing pain points".

Golujie, for example, produces hundreds of toothpaste, colored strips, granulated, different flavors (previously vanilla and cinnamon). It's innovative enough, but to be honest I don't see any contribution that these "new products" can make to human progress.

Innovation is risky and mortals should be cautious.

Customer review under Amazon products, keywords term for Google search, discussion in Facebook groups, hot posts on Reddit,Where the higher the voice of the masses, the greater the willingness to express, where can find the needs of the masses。

Even if there are no pain points, you can create pain points.

For example, diamonds, such as some "health" products.

The most typical is the Double Eleven Shopping Festival, which has more influence than statutory holidays. Merchants are simply "robbery" naked under the banner of comforting single dogs.

Another typical example is the fingertip gyro that caught fire into outer space a few years ago.

Fingertip gyro is the first marketing banner to help people with anxiety disorders, autism, and attention deficit disorder ADHD concentrate. But then there were scholars who specialized in ADHD, and the fingertip gyro was a much more distracting one.

Less Is More, the principle of less is more used in advertising can not be more appropriate.

How to catch the eye of the audience in seconds, and immediately understand what your product is for, what is good for them, need a lot of testing and continuous improvement.

The advertising industry is constantly changing, and previously effective ideas may be aesthetically fatigued in a few weeks, so new advertising ideas need to be constantly explored.

My own most common tools for mining advertising ideas are: Adespresso's website. You can view relevant ad ideas by searching for keywords.

You can also view their ad information from competitors' FB pages:

Through the continuous study of well-known brands and competitive advertising, we summarize the commonality of excellent creative materials and paper.

Like Headline and CTA: It's important, it's important, it's important!If you're promoting discount promotions, be sure to write down the most important information on the headline, such as the discount code.

For example, use some words appropriately (clickbaity techniques)。

Do you know what the keywords with the highest conversion rates are?

“This is。。。”

That's right! According to Buffer, "This is" is the most frequently seen in viral adsDouble wordsPhrases.

So you know, the art of words is not to talk about what a gimmick, butThe moisturizing material is silentto get your attention.

Keep in mind, however, that the role of speech is to arouse curiosity about your product, not to deceive (--- here there is a serious spitting groove for instant noodle ads that say "the product is in kind").

Different audiences have different appeals, before you post an ad, you have to ask yourself, do you really know who your target audience is?

Advertising is the last thing it doesPersonalization。 We can't do a thousand people, but also as far as possible for different audiences to run the corresponding ads, in order to attract the most accurate traffic.

The same restaurant can target customers at different times: breakfast at 6-9 a.m. may be for older retirees who may value the quality and nutritional balance of their ingredients.

At noon, the lunch special caters mainly to students from nearby schools or busy white-collar workers in office buildings, who are cheaper, more selective and more attractive.

4-7 p.m. happy hour for young people who want to get together with friends and relax, a variety of wine, melon snacks to learn about.

The finer the audience classification, the more likely it is to develop "intimate" ads.

What the audience needs is emotional shock or resonance.People are forgetful animals, but they are impressed with how they feel.

So the focus of the ad is to make the audience feel something,

Or let them produce it."There is such an operation"Otherwise I can't wait to hold your hand and nod to the chicken rice."Or do you know me?”。

In good conscience, imagine yourself as a potential customer, see your ad will not have the impulse to click the buy button ah!

Targeting is an ambitious proposition that can be written separately another day, and today let's start by talking briefly about the Target Audience method of viewing competing ads.

The most common and well-known is Facebook's system information:

Click on the ad you want to see, click the small arrow in the upper right corner, select "Why am I seeing this?", and FB will tell you how to choose Target Audience.

There is also the use of third-party spy tools.

I've bought a paid version of Pexda myself, but the products above related to my niche are limited and have not been renewed since.

The disadvantage of third-party tools is that they can often be blocked, and even setting the same interest doesn't necessarily have the same effect, so be honest and test and optimize!

Mini (single) combat regiments like me are generally designed to be conversion.

Can turn the target audience into customers is the ultimate goal ah hey!

But if you're going to be a long-term brand, don't be polite and throw money at Brand Awareness.

Interested in related products, but not our customers, well, impress you!

According to our survey of you (age, work, marriage?) Do you have a baby? No? Do you have a dog?。。。 ) think you are our target customer, good, impress you!

It's our competitor's customer, you have to press!

Anyway, Awareness advertising is the lowest price, not distressed, to expand the brand's influence is the most critical, and then it is easier to retargeting.

If soretargeting, generally also to convert to the Lord.

Have you visited our website? Then why didn't you buy it?

I'll give you a 10% discount code.

Come back and see if you haven't bought it yet? Okay, 20% discount code!

Added to the shopping basket, but still didn't buy it?

Friendship mention (wei) show (threat), this commodity we only have less than 10 pieces Oh! Slow hands no oh pro!

Different advertising goals, anyway, require different strategies.

in myThe last oneThe article has said that when doing promotion, be sure to always keep in mind what the goal of this promotion is.

Every ad, from the initial strategy development, to the corresponding material and document design, to the final presentation to the target audience, as well as follow-up evaluation and optimization, every link is neededEcho.The purpose of this advertisement.

BONUSTime!

Finally, I would like to tell you specifically how I usually look for material and the process of making advertising (the guys at the bottom of the press box have made it out ah hey).

Creative SeachIt's the first website I've opened looking for images and video footage, and it's the equivalent of a portal where you can find free material for a lot of sites, like pixabay or Google.

I'm still fromTaobao.On bought a lot of website Banner material and PS brush, very good to use!

If neededVideo footagePexels video is super useful and has lots of hd free footage.

Music words I've usedFree.of theYouTube的Audio Libraryit's been used, tooPay.of theAudio Jungle。

Here's what I did with Pixels and Audio Jungle, using tools like Photoshop and iMovie:

If the picture is made, I basically only use itPhotoshop。

CanvaThere are a lot of dropshipper recommendations, as if without Canva simply do not advertise FB... Canva has a lot of beautiful templates, but I'm still used to using PS, maybe more old fashion bar (manual 🤷 ♀️), haha!

Don't think Photoshop is just drawing software! I also use it to do itGIF animation。

PS can also edit video, but don't be too reluctant, or give it to professional video editing software to do it, for exampleiMovie。

I've used it in my phone's video editing APPQuickThe effect is still very dazzling.

Sometimes if we are too busy, tired skr people can not do a great effect, you can spend money to help others.

Here's the ad I'm inFiverrHire someone to do it, about $7, the effect is not good!

Now there are too many tools available, can skillfully use a few, to meet their own needs has been very difficult. If you are proficient in one or two of them, it's even better!