论坛 › 外链发布 › 信息流宣传CTR同样高，哪条文案转化率更好?

219mze 发表于 2024-8-6 16:06:32

信息流宣传CTR同样高，哪条文案转化率更好?

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点击关注▲艾奇SEM</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知识 |&nbsp;<span style="color: black;"><strong style="color: blue;">经验</strong></span>&nbsp;|&nbsp;<span style="color: black;">新闻</span>&nbsp;|&nbsp;资料&nbsp;四大版块</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">专注SEM与信息流<span style="color: black;">宣传</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/fbac17wmeIFtICQ9bFUUjWfQicqZpYKdIUbO87p9B4P9s6Zc94JasV4Gm5WZ1AMSpibpwWNEUMYJiaZH0AUFOBOLQ/0?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">源自</span>：公众号 后厂村<span style="color: black;">宣传</span>局</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者：佳鑫</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">投稿：tougao@27sem.com</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">微X</span>：aiqijun02</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">在优化信息流<span style="color: black;">宣传</span>的过程中，你有<span style="color: black;">无</span>遇到<span style="color: black;">这般</span>的帐户？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">投了几个AB<span style="color: black;">方法</span>，点击率好<span style="color: black;">不易</span>上去了，但转化率还是有的高、有的低！</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">这儿就有这么一个为难的案例：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个<span style="color: black;">宣传</span>主计划向有意愿在北京预订酒店的用户投放信息流<span style="color: black;">宣传</span>。为了<span style="color: black;">加强</span>工作效率，他<span style="color: black;">运用</span>了百度推出的好文案搜索工具，用它可<span style="color: black;">以避免</span>费找到全网的<span style="color: black;">优秀</span>创意。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好文案搜索向他<span style="color: black;">举荐</span>了下面这几句CTR等级为3颗星的文案。</span><span style="color: black;">（3颗星<span style="color: black;">表率</span>文案质量为高）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">★★★&nbsp;</span>A．你不<span style="color: black;">晓得</span>吗？在北京，这儿的风情酒店性价比超高！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">★★★&nbsp;</span>B．北京这家酒店，<span style="color: black;">非常多</span>人抢着预定，去了才<span style="color: black;">晓得</span>真… &nbsp; &nbsp;&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">★★★&nbsp;</span>C<span style="color: black;">．</span>北京人<span style="color: black;">重视</span>啦，来这家酒店，体验极致浪漫！ &nbsp; &nbsp; &nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">★★★&nbsp;</span>D<span style="color: black;">．</span>在北京，不得不住的十大酒店！ &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>主很犯愁：<strong style="color: blue;">文案倒是都吸引人，但<span style="color: black;">到底</span>哪一句转化率更高？</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">请<span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">你<span style="color: black;">是不是</span><span style="color: black;">已然</span>有了一个心仪的答案？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论你<span style="color: black;">选取</span>哪一个答案，这都并不意外。毕竟，这几句文案各有特色，在CTR测试中<span style="color: black;">亦</span>都表现出色。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">然则</span>，请<span style="color: black;">重视</span>了。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你可能并<span style="color: black;">不易</span>察觉，但这非常重要——在做出<span style="color: black;">选取</span>之前，<span style="color: black;">咱们</span>应该先<span style="color: black;">瞧瞧</span><span style="color: black;">宣传</span>主品牌实力怎么样。实力<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>主，应该做<span style="color: black;">区别</span>的<span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">为何</span>？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">你有<span style="color: black;">无</span><span style="color: black;">发掘</span>，上面四则文案其实分为2种类型：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1.中心型文案：对酒店<span style="color: black;">特殊</span>做了直接的描述。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">A．你不<span style="color: black;">晓得</span>吗？在北京，这儿的风情酒店性价比超高！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">C．北京人<span style="color: black;">重视</span>啦，来这家酒店，体验极致浪漫！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2.<span style="color: black;">无</span>对酒店<span style="color: black;">特殊</span>做直接描述，<span style="color: black;">然则</span>巧借他人<span style="color: black;">举荐</span>来<span style="color: black;">显示</span>酒店很受欢迎。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B．北京这家酒店，<span style="color: black;">非常多</span>人抢着预定，去了才<span style="color: black;">晓得</span>真… &nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">D．在北京，不得不住的十大酒店！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实，这2种<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>会<span style="color: black;">起步</span>用户<span style="color: black;">区别</span>的思考路径，适用于品牌实力<span style="color: black;">区别</span>的<span style="color: black;">宣传</span>主。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">用户是怎么看待<span style="color: black;">宣传</span>的？</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">它们分别会<span style="color: black;">起步</span>用户什么样的思考路径呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第1</span>种叫做中心路径，第二种叫做边缘路径。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>什么是中心路径？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>先来<span style="color: black;">瞧瞧</span>，什么是中心路径？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还是请你做一道<span style="color: black;">选取</span>题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">假设你的<span style="color: black;">伴侣</span>去你的城市游玩，你正在帮她订酒店。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>有两家酒店的基本信息，请你判断<span style="color: black;">选取</span>哪家酒店更好？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酒店A</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酒店B</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价格</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">300元／晚</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">300元／晚</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是不是</span>接送</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是不是</span>靠近<span style="color: black;">轻轨</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是不是</span>安静</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是不是</span>含早</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">是不是</span>有咖啡厅</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你肯定会<span style="color: black;">选取</span>酒店A，<span style="color: black;">由于</span><span style="color: black;">经过</span>对比，<span style="color: black;">咱们</span><span style="color: black;">发掘</span>酒店A在各方面性能上都更加出色。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">请<span style="color: black;">重视</span>了，就在<span style="color: black;">刚才</span>，<strong style="color: blue;">你<span style="color: black;">起步</span>了自己的中心路径。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">咱们</span><span style="color: black;">起步</span>中心路径时，对<span style="color: black;">制品</span>比较较真。<strong style="color: blue;">倾向于<span style="color: black;">经过</span><span style="color: black;">仔细</span>分析，挑选出最符合<span style="color: black;">需求</span>的<span style="color: black;">制品</span>或服务。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看，这<span style="color: black;">便是</span><span style="color: black;">刚才</span>的状态。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>什么是边缘路径？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那什么是边缘路径呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一次，<span style="color: black;">咱们</span>还是来做一道<span style="color: black;">选取</span>题。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还是<span style="color: black;">刚才</span>那两家酒店，<span style="color: black;">不外</span>这次，你<span style="color: black;">无</span>看酒店的服务介绍，而是打开了评论区。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酒店A：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/JVUkMsd0Fyut4rkXTTXsx1wMhHbEqtede2q8aU7McM57T3tCeUdYiaqiaH1haewP6ypz4CN0sNobajo67KvMh6ww/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酒店B：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/JVUkMsd0Fyut4rkXTTXsx1wMhHbEqtedcnib7GOzPZ93uoLDy1bicuO2cE7809fjdI4EdhmXibGHCic2ZM7fiayhJMg/640?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这次，你又会<span style="color: black;">选取</span>哪家？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">肯定是酒店B。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">B的<span style="color: black;">评估</span>这么高，应该不会坑！而A就<span style="color: black;">显出</span>太名不符实了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我很赞同这个<span style="color: black;">选取</span>，并且想提醒你<span style="color: black;">重视</span>，<strong style="color: blue;"><span style="color: black;">刚才</span>这个决策过程，你<span style="color: black;">起步</span>的就是边缘路径。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">当<span style="color: black;">咱们</span><span style="color: black;">起步</span>边缘路径时，不会做<span style="color: black;">繁杂</span>的分析，倾向于依靠他人<span style="color: black;">评估</span>等外在线索来做决定。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是不是<span style="color: black;">刚才</span>的状态呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">你看，中心路径就像严肃较真的处女座，<span style="color: black;">必定</span>得对比分析再<span style="color: black;">谨慎</span>决定。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">而边缘路径就像简单随性的水瓶座，做决<span style="color: black;">按时</span>只<span style="color: black;">必须</span>跟着感觉走。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎么<span style="color: black;">加强</span>转化率？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">理解了什么是中心路径和边缘路径，那<span style="color: black;">怎样</span>利用这个知识来<span style="color: black;">加强</span>转化率？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这个<span style="color: black;">办法</span>，90%的<span style="color: black;">宣传</span>创意人都不<span style="color: black;">晓得</span>。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而<span style="color: black;">此刻</span>，答案就在下面的这段<span style="color: black;">文案</span>中。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>中心型文案，适合品牌实力强的<span style="color: black;">制品</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>前面有<span style="color: black;">说到</span>，中心型文案和边缘型文案会<span style="color: black;">诱发</span><span style="color: black;">区别</span>的路径。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">中心型的文案会直接描述<span style="color: black;">制品</span>的<span style="color: black;">特殊</span></span></strong><span style="color: black;">，<span style="color: black;">例如</span>：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">"你不<span style="color: black;">晓得</span>吗？在北京，这儿的风情酒店性价比超高！"</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">"北京人<span style="color: black;">重视</span>啦，来这家酒店，体验极致浪漫！"</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这般</span>的描述让<span style="color: black;">咱们</span>清楚地<span style="color: black;">认识</span>到<span style="color: black;">制品</span>的价值，集中<span style="color: black;">重视</span>力对它进行分析，<span style="color: black;">此时</span>候<span style="color: black;">更易</span><span style="color: black;">起步</span>中心路径。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这种<span style="color: black;">状况</span>下，用户更愿意<span style="color: black;">选取</span>什么样的酒店呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">当然是品牌实力强的。</span></strong><span style="color: black;"><span style="color: black;">由于</span><span style="color: black;">咱们</span>会进行对比分析，越分析越容易<span style="color: black;">喜爱</span>实力强的<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>说，在<span style="color: black;">咱们</span>对上文中的酒店A与酒店B<span style="color: black;">供给</span>的各项服务做对比时，更加愿意<span style="color: black;">选取</span>各项服务齐全的A。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>，品牌实力强的<span style="color: black;">制品</span>，<span style="color: black;">运用</span>直接描述<span style="color: black;">制品</span><span style="color: black;">特殊</span>的中心型文案转化率更高。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>下面这些：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">惊险+刺激，这些悬崖上建成的旅馆，你敢住吗？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">农村现代风格宾馆，竟然有个小池塘！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">探秘日本秋叶原，女生专用胶囊旅馆，方便又实惠</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">成都人,桃花开了，还不来桃花海住下？？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>边缘型文案，适合品牌实力弱的<span style="color: black;">制品</span></span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">与中心型文案<span style="color: black;">区别</span>，<strong style="color: blue;">边缘型文案避开对酒店风情、性价比</strong>等<span style="color: black;">制品</span><span style="color: black;">特殊</span>的对比，<span style="color: black;">例如</span>：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">"北京这家酒店，<span style="color: black;">非常多</span>人抢着预定，去了才<span style="color: black;">晓得</span>真…"</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">"在北京，不得不住的十大酒店！"</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">用户得不到直接的<span style="color: black;">制品</span>信息，就会求助于他人，<span style="color: black;">更易</span>信任他人<span style="color: black;">意见</span>，<span style="color: black;">此时</span>候<span style="color: black;">更易</span><span style="color: black;">起步</span>边缘路径。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这种<span style="color: black;">状况</span>下，<strong style="color: blue;">品牌实力弱的酒店有了<span style="color: black;">更加多</span>"逆袭"的机会</strong>。一家没什么<span style="color: black;">特殊</span>的普通酒店，<span style="color: black;">亦</span>有机会靠他人<span style="color: black;">评估</span>等外界线索来<span style="color: black;">得到</span>用户信任。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>说，上文中的酒店B，其实<span style="color: black;">供给</span>的服务<span style="color: black;">无</span>A多，<span style="color: black;">然则</span>当<span style="color: black;">咱们</span>打开评论区时，<span style="color: black;">基本</span><span style="color: black;">无</span>认真地去对比，只看了下他人的<span style="color: black;">评估</span>就做出了<span style="color: black;">选取</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>，品牌实力弱的<span style="color: black;">制品</span>，<span style="color: black;">运用</span>借他人<span style="color: black;">举荐</span>间接宣传<span style="color: black;">制品</span>的边缘型文案转化率更高。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>下面这些：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本地99%的情侣都在这订房，住一次就不想再离开！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">伴侣</span>告诉我，只要几十元就能住到这么好的酒店！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些精品酒店大降价，北京人都<span style="color: black;">愉快</span>坏了</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">伴侣</span><span style="color: black;">举荐</span>了一个<span style="color: black;">地区</span>，在<span style="color: black;">这儿</span>住酒店超满意！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">结语</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">CTR<span style="color: black;">同样</span>高，哪条文案转化率更好？</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这般</span>的困惑之前<span style="color: black;">始终</span><span style="color: black;">困惑</span>着<span style="color: black;">咱们</span>。<span style="color: black;">咱们</span>之<span style="color: black;">因此</span><span style="color: black;">无</span>找到答案，是<span style="color: black;">由于</span><span style="color: black;">忽略</span>了<span style="color: black;">宣传</span>主品牌实力的差异。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此刻</span>，你<span style="color: black;">必定</span>明白了，<strong style="color: blue;">同一个行业的文案，<span style="color: black;">亦</span>应该有<span style="color: black;">区别</span>的<span style="color: black;">选取</span>。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">详细</span><span style="color: black;">来讲</span>：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1.<span style="color: black;">宣传</span>主品牌实力强，就<span style="color: black;">选取</span>直接描述<span style="color: black;">制品</span><span style="color: black;">特殊</span>的文案。这种文案叫做中心型文案。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2.<span style="color: black;">宣传</span>主品牌实力弱，就<span style="color: black;">选取</span>借助他人<span style="color: black;">举荐</span>间接宣传<span style="color: black;">制品</span>的文案。这种文案叫做边缘型文案。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原来，写文案<span style="color: black;">亦</span><span style="color: black;">必须</span>用到<span style="color: black;">有些</span>有用的科学知识。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">关联</span>阅读：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span><span style="color: black;"><a style="color: black;">看完这60+个案例，你还不会做信息流，算我输！</a></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><a style="color: black;"><span style="color: black;">信息</span></a>流优化案例PPT，你要伐？我<span style="color: black;">保准</span>不收钱</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><a style="color: black;"><span style="color: black;">憋不出信息流<span style="color: black;">宣传</span>文案？这有模板，直接套！</span></a></p>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span><a style="color: black;"><span style="color: black;">下载 | 今日头条信息流<span style="color: black;">宣传</span>创意优化2.0（附PPT源文件）</span></a></h2>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、</span><a style="color: black;">爆料｜<span style="color: black;">微X</span>公众号信息流<span style="color: black;">宣传</span>新玩法，想插就插！</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6、</span><a style="color: black;">憋不出信息流<span style="color: black;">宣传</span>文案？这有模板，直接套！</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7、</span><a style="color: black;"><span style="color: black;">为何</span>做了<span style="color: black;">精细</span>定向后，信息流<span style="color: black;">宣传</span>效果反而变差了？！</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8、</span><a style="color: black;">玩大</a>了！信息流优化师，<span style="color: black;">由于</span>加班改创意累死了…</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">9、</span><a style="color: black;">信息流<span style="color: black;">宣传</span>投放及策略优化系列教程</a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/fbac17wmeIF0MnOic3ZP0ghoBtNykG8Qy4gZh34mspkNAnTmickR2PsLZCGZhibgI0xf1mN9Z7PunF16ax9WZN6LA/0?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>

情迷布拉格 发表于 2024-8-24 06:03:59

你的话深深触动了我，仿佛说出了我心里的声音。

wrjc1hod 发表于 2024-9-28 22:07:09

可以发布外链的网站 http://www.fok120.com/

j8typz 发表于 2024-10-8 18:44:04

“BS”（鄙视的缩写）‌

7wu1wm0 发表于 2024-10-16 07:29:33

我完全赞同你的观点，思考很有深度。

m5k1umn 发表于 2024-10-16 11:57:51

谷歌外贸网站优化技术。

wrjc1hod 发表于 2024-10-31 10:44:42

说得好啊！我在外链论坛打滚这么多年，所谓阅人无数，就算没有见过猪走路，也总明白猪肉是啥味道的。

查看完整版本: 信息流宣传CTR同样高，哪条文案转化率更好?