视频广告如何投放?你必须知道的操作流程!

随着网民阅读习惯的日趋碎片化,能够在短时间内推送丰富内容,让访客在轻松之余还能“有所收获”的短视频已成为互联网时代下的产业风口。2018年短视频营销迎来飞速发展,与往年发展情况同比增长520.7%。这一庞大的数据背后,折射出短视频行业正在成为8.02亿全民互联时代的新兴宠儿,而“短视频+信息流”的营销形式也顺势成为网络营销新热点。

滚滚而来的数字浪潮下,短视频已成为我们日常生活中最主要的信息传播载体之一。对于每一位信息流广告的从业者来说,既是机遇,又是挑战!毕竟用户眼睛看哪里,我们的广告就要投哪里!

视频广告如何投放?操作流程!

还在自认为从事过信息流有过实操经验而沾沾自喜吗?看不到未来发展趋势做再多努力也没有!“你会拍视频吗?”“你真的懂短视频吗?”“为什么别人家的落地页创意那么的好,而你的却毫无转化?”…作为一名信息流从业者,如果这些你都没有接触过,最后只能惨遭淘汰,是时候改变自己了!

视频广告如何投放?操作流程!

带着这些问题,今天我们就来手把手教大家如何玩转视频信息流广告,让你赶上时代发展的步伐,成为一名成功的信息流投放者。

实用视频策划方法

随着视频广告红利的增长,视频信息流广告得到加速发展。但是如果短时间内让你学会如何拍摄视频不太现实,那么有没有简单的、门槛较低的视频策划方法呢?

目前市场上出现的视频类型无非有三种,图片转视频+文字快闪+情景短剧。三种类型各有千秋,所以今天蛋蛋专门写了个教程,大家可以结合自身情况进行合理选择。

1.图片转视频

这一类属于最简单也是小白最容易上手操作的方法,例如百度、今日头条等平台都会给大家一些模板,你只需要把自己的产品图片上传就搞定了。

它的优势在于成本低,因为我们只需有图即可。并且信息传达明确,主要应用于招商加盟、婚纱摄影等行业,例如做法式烘焙加盟行业,我们只需要上传美食的图片,配发相应的文案,然后去模板后台上传就OK了。但这类方法缺乏新意,很难打造爆款。

2.情景短剧

剧本写作的方法就是提需求。如果你所在的公司有外包视频团队,那么就可以生产情景短剧。上级写一些需求后让专业团队去拍摄,比如提供哪些卖点,到底选择人物还是情景剧,或是简单的实操视频短片,最推荐的是真人原声情景短剧,因为它更适合原声视频。

但情景短剧需要导演、编剧、演员的一条龙服务,所以拍摄成本高,一般有外包业务的大多是一些大企业,投资大。但这并不代表我们不可以做,视频是以后的大势所趋,更是信息流市场的刚需,所有行业都要做视频,不管你适合不适合,4G时代抖音短视频的爆红就是很好的论证。

传统行业之前的营销模式主要靠线下,更多是依赖老客户,随着O2O模式的到来,开始注重线上的付费推广,着手做竞价,然后是信息流,但如今短视频火了,市场更迭速度过快,如果你还在纠结要不要做视频?那么对不起,当你还在犹豫时,VLOG早已应运而生!

视频广告如何投放?操作流程!

VLOG是什么?

视频博客(videoweblog或videoblog,简称vlog),源于“blog”的变体,意思是“视频博客”,也称为“视频网络日志”,也是博客的一类,Vlog作者以影像代替文字或相片,写其个人网志,上载与网友分享。(资料来源于百度百科)

VLOG与短视频最大的区别在于它可以记录生活中的点滴,5G时代到来后,用视频记录生活,VLOG将会是视频行业中最大的卖点,但如何让这种模式商业化,还在探索中。视频博客不亚于短视频,虽然如今的抖音拥有平台优势,但仍然缺少社交,有流量但用户粘性不强,受众依然会依赖于传播性更强的微信,这制约着抖音的社交业务,反观VLOG,优势就在于打造社交圈,因此抖音的这种形式能走多远,还是未知。

无论是文字+图片、视频创意,还是以后的VLOG,都是创意形式。作为信息流投放者来说,分析当前情况和以后的发展,想要升职加薪就要把控住这个风口。总而言之,不分行业,都要尝试利用模板做视频。

那么什么是一条优秀的创意呢?能带来转化的就是好的!

无论怎么样去设计创意,最后都是要放到账户进行投放的,然后用数据说话。

创意文案怎么写

创意对接我们的人群,人群不同,创意也就不同。

创意分硬广和软广,对于潜在人群,你的文案目的是要覆盖影响,刺激需求。

例如:

“2019澳洲夏令营火爆开营,快来抢20个体验大学名额!”突出了“抢名额”的紧迫性!

“快来测试一下你的爱车能卖多少钱!”做奢侈品回收,通过测试价值刺激用户对回收的欲望。

当然上述的文案针对的目标人群都比较宽泛,如果再精准一点,例如”澳洲留学不用愁,XX(品牌)+澳洲夏令营正式开营!”“包材料、包售后、新房装修299元/㎡”,这些文案对接的目标人群就很清晰,你有需求,我能满足。

视频广告如何投放?操作流程!

我们把创意人群分为了新闻感和广告感两类。

视频广告如何投放?操作流程!

新闻感

所谓的新闻感是指让我们的信息流更加新闻化,这样的创意才能够存活持久,由于一些平台的智能机制,例如今日头条,分配给硬广创意的资源并不多,你的创意可能跑几天就没有量了,持久性很短。所以抓住这些渠道的不同特性,写上个七八条的创意,总会出现爆款!

新闻感图片方面要求上传未加工的真实图片,类似于看新闻时出现的原生实拍图片,这样的图片与新闻资讯更融合,让用户不会反感。

广告感

这个就很好理解,拍你的产品图或者产品效果图,目的更直接突出你的卖点。

针对两种目标人群,要结合实际情况采用不同方案。这跟定向方式是联系在一起的,定向宽泛你可以写硬广,窄了就写的宽泛些,如果你是做今日头条的,需要先放量再降成本,那么标题可以新闻感一些,太硬的话你放推量都没用。

创意设计要体现用户需求

做创意的最高境界是要站在访客的角度替其思考。当你觉得自己不是在卖产品,不是做广告,而是谁看了就想了解的信息时,你就赢得了一半的客户了。我们现在写创意时就是太喜欢思考“我的产品怎么去卖?产品有什么好处?为什么还没有点击?点击了怎么还不转化?”,太硬的推广可能会有刚需的用户点击,但他们还是会最终进行对比,但如果我们写创意可以让他们感觉到我们是在帮助他选择性价比更高的产品,那么就真的不用担心转化的问题了。

我推荐各位写创意时多用疑问句,因为这些问题都是收集访客的需求后得来的,是客户最关心的问题,掌握了访客的痛点,你只需要在页面创意上体现这些问题就可以了。我们的目的是吸引访客资源从而留下线索,那么页面上可以体现出优惠信息、打折信息以及原价多少现价多少的情况,让他们感觉到这个产品很值得购买,现在不卖就会很亏。

如果访客看过你的创意后还在纠结价格,那么只能说明你的文案不到位,可以参考一下竞争对手的创意。

最后说两句

希望通过这篇干货教程,能帮助信息流投放者对广告创意有一个相对清晰地认知,懂得如何制作视频信息流,借鉴竞争对手的创意素材,真正做到“对症下药、药到病除”,最终实现吸引大量的目标消费者!

要明白只有把握好用户真正的需求才能后续带来高点击、高转化!只有通过真实的用户与数据反馈,才能不断地优化投放方法。

相关阅读:

1.腾讯视频广告有哪些展现形式?效果如何?

2.抖音、快手等短视频广告应该如何投放?

作者:厚昌学院

来源:厚昌学院

不加入短视频,可能是因为你还不知道短视频广告投放到底有多火

应说近些年最红的互联网项目,小视频必居其一。

小视频与电子商务结合的全过程大概能够分成三个环节:小视频大咖引流方法电子商务;电子商务平台小视频化;以小视频为关键乃至是唯一展现方式的兴盛电子商务平台问世。

凭着丰富多彩开朗的內容、难能可贵的社交媒体特性与对碎片时间的占有,小视频犹如磁石一般聚集了极大的总流量。依据QuestMobile的数据统计,截止2018年9月,在我国短视频app客户经营规模达到5.18万人次。

商品展示型的小视频:小视频开展电子商务市场销售主题思想包含拆箱、感受和产品介绍。不但有拆箱大咖拆箱的全过程,也有拆箱之后的商品感受和表明全过程。

內容型的小视频:有剧情、有小故事的小视频都可以视作內容型小视频,实际视頻內容能够是店面小故事、品牌文化、创意平面广告等。

课堂教学型的小视频:电子商务公布课堂教学型小视频,课堂教学并不是主要目地,塑造兴趣爱好才算是最后目地。

于小视频来讲,丰富多彩的內容表达形式是其难能可贵的优点。

网络时代,消費情景的发掘变得更加关键。在客户日渐注重体验型消費的今日,店家更必须对消費情景开展用心设计构思和恰当3D渲染,促使总体目标顾客人群可以得到与众不同的感受感,而在其中的重要便取决于同客户创建起感情连接并达到使用价值的共识。

如今的小视频制作愈来愈精湛,摆臂摄像机,台本,电影导演,客户忠诚度度愈来愈高。许多企业立即进到小视频制作制造行业,根据用心的设计方案,将有效的互动型消費情景融进进去,为客户构建“互动体验”。

人们了解,在小视频內容迫使与消費情景危害下,客户在开展消費管理决策时并不可以時刻维持客观,而更是这类欲望消費的事物本质,让“小视频+电子商务”的转现变成将会。

那我,还没有添加小视频二类电商制造行业吗?

视频广告投放新形式及案例

目前很多企业都是运用广告短片做宣传策划方案。伴随移动时代的来临,泛娱乐化的运用行为变为主要产品,而移动互联、wifi遮住不断升级,大伙儿在上网时更加无拘无束,也更加厌倦越来越长的题篇广告宣传语,因此纯天然广告短片应用而生。下面一起来了解一下视频广告投放的新方法及相关案例吧。

一、纯天然广告短片详解

重要有方法纯天然和内容纯天然二种。

1、方法纯天然

方法纯天然是在信息流内容中间插到的视频方法的广告宣传语,换句话说大家在刷微信发朋友圈、新闻资讯内容时插到的短广告短片。这全是互联网推广的一种方法。以视频的方法为顾客提供更为惟妙惟肖、平台式的广告宣传语信息,并且广告宣传语内容的故事情节多种多样,能够 依据优化计算方法进行精准投放,让顾客能够 看到本身务必的、制作精美的广告宣传片。

2、内容纯天然

内容纯天然就是说现阶段十分流行的“脑洞大时间”,在视频播放半途插到一段与视频内容、人物角色活场景一些联系的恶搞精彩片段,创意设计化的将广告宣传语内容与视频内容结合在一起,方法奇特,而且一般而言这里一部分会限制尽量观看,但是由于人物角色的粉丝基础,基本不易有过多反感心理状态。

二、信息流纯天然广告短片

目前最流行的广告宣传语方法。简言之,就是说出现在社交媒体顾客浏览交叉性中的广告宣传语。

1、对顾客的危害小,用户体验度非常好,刷到广告宣传语的可容忍比较高;

2、展现方法多种多样各种各样,可以与创意设计很好的结合组成不一样的游戏的玩法,和其他广告宣传语方法比照,更符合当今人群的个人爱好,更很容易激发受众人群的主动性,促进其接受、共享资源以及二次散布;

3、慢慢与内容结合,非常容易避开广告屏蔽软件,有效提高品牌广告率,节省广告费用。

三、纯天然视频广告投放建议

1、高度重视场景化推广营销,除了应用数字化管理广告宣传语精准定位的基础优势以外,要更各个方面根据受众人群的喜好方案设计与场景高度融合的原料,从而保证广告宣传语顺从受众人群的规定,提升广告宣传语吸引力与浏览量。

2、内容营销是关键,如何在越来越多的广告宣传语中才华横溢,靠的就是“趣味性”,能吸引受众人群的注意力不集中,这里就是创意设计内容的博奕了。此外务必注意的是素材和创意设计要密切联系,避免自嗨。

3、用途落地页载重流量,落地页是载重变换的关键,建议在保持和创意设计规定相衬托的必要条件下,可应用热图工具争相顾客访问落地页后的行为,把握落地页哪些内容吸引了受众人群注意,从而有功利性地进行提高,提高转化率。

4、极力推荐综合服务平台:新闻报导类、社交网络类APP。比如:微博、知乎、QQ、微信、今日头条、映客直播、美图照片、抖音小视频、快手小视频等。

四、成功案例

案例一:创意设计中插+尾曲搞笑创意口播

视频:《小米米家什么值得买》

娱乐节目:《爱否科技》

合作著名品牌:红米手机

分析:创意设计中插的方法,最多出现在网络电视剧里。当情节发展趋向到危急关头,粉丝们沉醉于度较深时,会有结合情节和主人翁,插到的创意设计短视频或独立定制的广告单,提升广告宣传语内容被详尽观看的几率。

这种创意设计中插的方法,也在短视频节目中经常出现。《爱否科技》作为创新科技垂类榜单的脑顶内容卓越团队,其内容质量和娱乐游戏化的评测室内设计风格,早已得到了很多顾客的偏爱。

这集娱乐节目里,小米米家全线产品的评测,也做得节奏感与众不同,脑洞大十足。交叉式了很多二次元元素,比如火爆动画素材混剪、经典漫画人物角色与评测内容的关联,话题讨论十足。而马上APP的“创意设计中插”和结尾的幽默搞笑口播,都可以没有妨碍顾客观看的此外,提升对置入货品的印象,提升接受程度。

案例二:小视频app运营

著名品牌:adidasneo和洞子李毛肚火锅

分析:这类帐户深得抖音小视频综合服务平台的特点和指导思想受众人群,公布很多“神操作过程”,比如adidasneo,根据自身著名品牌特点、消费者规定流量变现体系,以时尚潮流穿衣搭配的生活方式为主题元素,在抖音小视频手工制造每一期内容,并各个方面综合服务平台时间流营销推广。

最厉害的则是洞子李毛肚火锅,在社交网站上,洞子李毛肚火锅的个性化服务早有用户反馈,在抖音小视频上洞子李毛肚火锅再度把握这一梗,比如一脑洞大95后开展#洞子李毛肚火锅#试练,试练的内容是:如果你去洞子李毛肚火锅吃辣,说关键环节“抖音小视频套餐内容內容”服务员就心知肚明,为您带来DIY食材,迄今为止洞子李毛肚火锅“抖音小视频套餐内容內容”,在这其中最火的一道“抖音小视频套餐内容內容”就是鸡蛋鱼滑塞油面筋。

总结:

伴随广告短片的推广方法的多样化,著名品牌在选择广告投放应该根据自身市场营销计划来进行,只有选择符合自身推广营销要求的广告宣传语方法,才能够 更强的开展精准引流方法效应。

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SEM竞价广告投放前的需要做哪些准备工作?

一、目的

针对竞价投放开始前的各项准备工作,制定详细的准备计划与进度安排,保障企业推广有效率的进行。

二、概述

工作计划分为4部分,分别为工作任务详细、各项工作进度规划、过程中影响进度的问题及解决方案、企业资源提供。

三、工作任务

1、了解行业

1)竞品分析

a.渠道竞品

b.竞品详细(关键词、创意、着陆页、广告信息关键点、用户转化策略)。

2)当前行业相关资料

a.通过各类推广咨询平台,了解当前行业信息。

b.百度指数,了解行业趋势与相关的用户关键词,用户信息等。

c.通过企业内部资料,了解行业信息。

3)通过拓展关键词了解用户

a.泛拓展贷款行业投放关键词,根据用户搜索词的意图,了解行业信息与用户关注点。

4)了解企业外推产品详细

a.了解企业外推产品详细,便于后期着陆页制作、创意撰写中,凸显出可吸引目标用户转化的信息。

2、开户前准备

1)关键词拓展

目的:拓展关键词,有助于分析搜索的用户关注点集中在哪里,然后可将这部分集中地关注点以优选的形式,加入到创意或着陆页中。

实施:利用工具拓展贷款产品相关关键词。

2)竞品分析报告

目的:将之前分析的竞品投放策略、关键词、创意关键点、着陆页关键点及转化流程分析,总结成可指导后续工作的工作文档。

实施:分析搜索引擎的竞品企业与行业知名企业。

3)着陆页策划与制作

目的:通过之前的竞品、用户分析,将各类关键点以符合用户转化思维的方式,进行着陆页的策划,并最终完成落地。

实施:制作着陆页原型图,经过沟通讨论后,进行制作。

4)投放创意文案、图片素材准备

目的:通过竞品、用户分析与投放关键词的差异性,制作相对应的投放创意。

实施:根据投放PC/M、引擎、关键词的不同,分别设置对应的创意。

5)投放账户设置

目的:详细规划自身的账户设置,便于账户投放前的定向、问题检查。

实施:地域、匹配、投放样式等各项节点的设置。

6)着陆页相关跟踪与功能设置

目的:第一是页面关键按钮及流量跟踪,便于后续通过用户的页面浏览数据优化着陆页;第二是功能完善,便于提升页面的转化率。

实施:在页面上设置相关的监控代码,跟踪相关数据;提前检查并思考着陆页各模块的用户体验存在的问题。

3、开户

1)开户代理商选择

a.了解代理商稳定性与返点。

2)开户资料准备

a.了解各渠道、个代理商开户准备资料,提前准备。

b.对于无法获得的资料,寻找解决方案,保障各渠道有效率的完成开户。

c.针对各渠道开户失败的问题,进行对应的修改。

3)开户期间-相关调整

a.开户期间,着陆页、企业资质等可能存在不满足渠道开户要求的问题,此时就需要一定时间来针对问题进行调整与解决。

4、投放前工作

1)制定投放测试方案

a.确定前期投放测试渠道。

b.确定前期投放测试时间段。

c.确定测试方向与目标。

d.预测期间的会出现的问题及解决方案。

2)账户搭建

a.账户关键词、创意、投放设置完成。

b.账户投放创意中,图片素材制作。

3)投放前检查与调整

a.账户设置检查与调整。

b.着陆页跟踪、功能检查与调整。

c.产品外推信息检查与调整。

5、其他工作

1)网站备案、服务器选择。

2)购买在线咨询软件。

3)确定用户信息统计工具。

4)企业CRM系统、客服系统需求文档。

5)客服人员,前期培训。

还在盲目投放竞价广告?你需要方法论来指导!

人们先讲科学方法论的界定,现如今产品运营要科学方法论,经营要科学方法论,销售市场也必须科学方法论。有科学方法论好像就意味着你阅历丰富,意味着着你也是权威专家。

实际上没必需一提及科学方法论就觉得高端大气,人们在社会实践中,常有自身的科学方法论,只不过是有些人不擅于小结,或是不一样的人实践活动的方位、深层不一样罢了。

科学方法论一般全是非常简单的大道理,说白了道法自然,告知人们的是一种构思,是一种使用价值正确引导,而人们必须做的是接受、消化吸收。

科学方法论究竟是什么?有一位高手讲过一句话,我很享用,在他基本搞我小结以下:

一件事儿,从状况(洞悉难题)升高到逻辑性(认清实质)到小结出一些方式 (寻找解决方法),再到一套方式 管理体系(产生价值观),这一全过程就叫科学方法论。

洞悉难题,表明你也是一个认真的人,就会造成一系列难题,如广告词曝出不太好该怎么办,实际效果差如何提升,出池价如何定更适合?以后会看逻辑性,搜索引擎广告的系统软件体制是如何的?广告词需不需要竟价?广告词的实质是啥?人们需不需要用搜索引擎广告?

历经实践活动之后获得一些方式 ,如何价格调整?如何做检测?如何制订对策?如何做爆品素材图片?如何定项?这些;

左右这种难题,都亲身经历已过,就来到科学方法论的方面,提炼一套核心内容。这套观念将会是聚焦点到某一个点,将会是归纳总体,全是相对性的,因此题型加了双引号,勿喷。

接下去刚开始讲科学方法论,我沉定出的科学方法论,是以总体构思上考虑到的,称作“乐高积木推广法”。

乐高积木非常容易了解,一块块样子各不相同的小物块,人们将其依照人们要想的模样建立起來;依照积木游戏的构思去做推广,就会衍化出下边好多个流程:

第一步:建立乐高积木块,针对推广而言就是说造就一个个“推广工作能力”块;

1)对于业务流程搞好建立整体规划,确立要创建哪些样子的乐高积木:

(相匹配到推广就是说实际效果還是引流方法還是知名品牌)、创建多少容积(相匹配到推广就是说费用预算尺寸、群体精确度)、什么样(相匹配到推广就是说对于不一样的新项目种类)、创建是多少个(相匹配到推广就是说构建帐户、构建方案)、预留乐高积木(储备计划方案);

2)搞好细致打磨抛光提前准备

每一个乐高积木的打造出都非一蹴而就,也并不是一成不变,必须持续打磨抛光调整 。显而易见,一个越牢固、精密粉末出去的乐高积木块用起來才更强用,是必须人们持续的沉定、累积、提升(这一之后会细讲),基本工作能力的基本建设对将来推广高效率很重要。

第二步:积木搭建,产生实体模型,依靠实体模型,进行人们新项目营销推广的kpi;

1)对于新项目的需求、目地,人们必须复制出人们的推广实体模型,筛出最好的乐高积木块,及其必须建立的新乐高积木块,开展帐户的构建推广;

2)乐高积木推广往往叫乐高积木推广,就取决于它的协调能力,乐高积木块能够升级、提升、替换成,直到超过人们的最优化解;

3)实体模型和乐高积木中间会产生一种相互之间推动的关联,掌握一点人工智能技术的同学们都了解有一种优化算法叫深度学习,每一次实体模型的結果都是意见反馈给乐高积木,乐高积木会获得一次工作能力更新,乐高积木的工作能力更新又对下一次的实体模型拥有 积极意义,这般正循环系统下来。

第三步:产生乐高积木实体模型引流矩阵,驱动器总体业务流程;

当实体模型创建的充足多的那时候,就会产生一个引流矩阵;这一那时候早已彻底具有进行新项目营销推广的工作能力,必须做的是提升这一引流矩阵,积极的驱动器市场拓展。

有一次我跟他人讲这一科学方法论,被逼问了一些关键点,我大约讲过一下,她最终了解为是一个資源配制。他说的沒有错,在实际实行的那时候,产生乐高积木实体模型,就是说一个配制的全过程,用哪种資源定位点,用哪种定项包,是多少做引流方法是多少做转换。

实际上它更大使用价值取决于工作经验、数据信息工作能力的沉定累积,许多那时候人们把工作经验放到了脑中,放到了新项目审结里;做广告投放经营,精细化管理是关键,是一个细腻活,明白产生数字化的、长期性效用的推广构思,才算是制胜法宝。

总结一下这套科学方法论的好多个优点:

推广实际效果利润最大化,始终维持了应用最优点总流量,它是老总最想见到的;

推广灵活化,延展性强,能够对于即时状况,环境因素,每日任务变化等,以最快没有响应,它是老总最希望的;

最底层推广工作能力的累积,这会使你脚踏实地,始终肆无忌惮,如同一支特种部队,指哪打哪,打哪赢哪。这儿再多一句:这类觉得,每一次想起都太爽了!!

顺向循环系统原理,伴随着時间、推广內容的累积,每一次推广都是为全部管理体系引入新的魅力;

驱动器工作能力,维持制造行业领头羊,如果你沉定出一套乐高积木后,最先意味着你早已把目前系统软件的作用玩的很溜了,随后会发至如今系统软件外依然有无限潜能,就能够带著商品离开了,思索方案策划、营销推广,自身探求出有益于营销推广的物品,逻辑思维就会被开启。

科学方法论往往叫科学方法论,是一套相对性详细的管理体系,它不但适用广告投放,还可用用许多层面,例如管理方法,例如市场竞争,在其中秘密,热烈欢迎学习交流;