有效的分析对手的创意投放策略,快速缩短各类创意测试时间

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本篇以作者自身行业作为基础进行分析,供大家参考。

先对文章结构来个概述,文章分为两部分,第一部分是竞争对手背景分析,第二部分是竞争对手的创意分析,下面进入主题;

一、竞争对手背景分析

1、行业背景简介

行业:写字楼租赁(中介)

简介:B端产品,写字楼出租

竞品:6家规模较大的竞品企业

这里挑选一家最具特色的进行分析

2、竞争对手背景

公司名称:北京XX房地产

公司背景:10年以上的写字楼租赁老牌企业,3年以上SEM投放经验,具备专职SEM团队。

这里说下为什么要分析背景,因为了解竞争对手的行业背景,可让我们判断对方的投放策略/经验,是否可以借鉴(抄袭),因为一般来说企业在行业内的经历越长对于该行业用户的分析越精细,那他们采取的一些策略点就是我们可以参照的。

比如这家竞品,10年业内经验,3年的SEM投放经验/团队,他们的投放策略"可能"是目前行业内最精准的,有效的分析对手的创意投放策略,可帮助我们快速理解行业并缩短各类创意测试时间。

二、竞争对手的创意分析

步骤:

1) 分析创意中的关键点

2) 相同与不同的关键点解析

3) 着陆页与关键点的匹配情况

4) 通过着陆页/创意分析对手的转化策略

1、分析创意关键点

先收集竞争对手创意,然后对其中的关键点进行总结,具体操作如下:

创意 1

创意关键点:

租赁部、标题电话、楼盘地址

交通便利、多种面积写字楼、精装修

创意 2

创意关键点:

写字楼租赁、标题电话、楼盘地址

写字楼出租面积、200-2000㎡、租金、

2、相同、不同关键点解析

分析原因

相同点: 相同点是对手长期投放总结的精华所在,可帮助我们快速理解行业与用户关注点。

不同点: 不同点一般是竞争对手针对创意进行的测试,跟踪并分析可让我们利用竞争对手的创意测试,可总结出这些关键点是否具备价值。

筛析结果

相同点4个,分别为:

1、  标题体现写字楼租赁关键词

2、  标题带联系电话

3、  创意带写字楼地址

4、 创意带各类写字楼面积

解 析:

标题简单明了的写出了写字楼招租+电话,描述强调了用户的关注点“写字楼面积”,而创意整体的感受让人感觉这是该写字楼在招租,而不是外述我是一个写字楼中介,这样引发我们一个疑问,竞争对手是否在模拟自己是写字楼租赁部。

不同点:

1、交通便利

2、精装修

3、租金信息

解 析:

多条创意分别包含三个关键点,三个不相同的关键点均为用户关注点,但在创意描述中处于文案的后部,代表用户针对这部分关键点在进行测试。

这里有一点需要注意,那就是竞争对手这些词的测试结果如何,是短期下线还是拓展到更多的相关创意中,而我们就能依据对手的操作,判断出这些词是否具备价值。

3、着陆页、创意的匹配情况

分析原因:分析着陆页重点体现了创意中的哪些关键点

先上一份落地页图

落地页内容为楼盘的各类信息展示,这一点与创意整体介绍楼盘信息的匹配度很高,这就证实创意的关键点是这家企业的精华所在,我们就可以针对这些关键点进行深入分析,分析出他们的转化策略是什么?

这也就引出了下面的第四小节

4、通过着陆页/创意分析对手的转化策略

此时需要大家综合创意与着陆页看整体,形象的说就是换位思考,自身模仿目标用户的思维,感受对手的创意与着陆页的转化流程,在针对这些感受与行业情况进行结合分析,就能大致明白对方的转化策略是什么。

比如这家竞争对手,浏览创意与着陆页后,会认为这网页就是写字楼租赁部的,可以直接联系他们租写字楼。

这里再结合行业情况,租写字楼时,大家都很讨厌中介,所以大家会刻意避开中介单位,而这家企业模拟自己就是物业,这样就能通过降低用户的戒备心理,更轻松的获得用户的联系方式,后续再通过客服话术上的引导,就能高效的转化客户。

最后来整理下整体的思路:

1、分析创意中的关键点

2、分析创意给用户带来什么样的感受

3、分析着陆页的关键点与创意关键点的匹配度

4、结合创意与着陆页的关键点与用户感受,解析出竞争对手的转化策略

怎么样,你学到了吗?希望本篇经验能够对你有帮助。


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