8 combinations of targeted information flow promotion methods, available for testing!

Many people don’t know how to set up the targeting when they first start investing in information flow. This article will explain it to you.

There are many directions in the information flow. Although each platform differs in details, the overall framework is similar. These orientations are mainly divided into three types.

The first one: basic orientation

The main factors are age, region, gender, education level, and life stage, which are generally set in front of the unit level. There is no need to explain this.

The second type: interest orientation

It can also be divided into core interests and population interests. For interest targeting, there are three common operations: one is general investment, the second is setting core interests, and the third is core interests + population interests. There is no need to talk about the general investment, let’s talk about the latter two.

Core interests , i.e. the same categories that best fit our own industry. Generally, core interests are one of the must-choose items when we choose interests. For example, in the education industry, your core interest is the education classification; in the medical beauty industry, your core interest is the medical classification; in the financial industry, your core interest is the financial classification, and so on.

Crowd interests . The system sets classifications based on big data. The normal operation is that we can select a variety of related interests that are suitable for visitors based on the crowd portrait of our own industry (Baidu Index can be used) and different audiences. Taking investment and franchising as an example, in addition to selecting investment and franchising interests, you can also choose categories that other users are also interested in, such as beauty, travel, etc. For example, in the education industry, in addition to education, you can also choose finance, investment or information.

The people targeted by interest are mostly potential targets, which are more suitable for IP packaging, content dissemination, etc.

The third type: behavioral orientation

Behavioral targeting is a system that classifies and filters visitor behaviors, which is divided into three types: search targeting, interactive targeting, and return targeting.

1: Search targeting , that is, some search channels such as Baidu, UC, 360, etc., are targeted based on visitor search keywords through intent tags to capture more accurate visitors. Search targeting is the most accurate traffic. For example, Baidu is interest-oriented + search-oriented.

2: Interactive targeting , based on the visitor behaviors such as likes, reposts, and comments on platforms such as Toutiao, Moments, and Guangdiantong, a targeted method is used to capture specific groups of people. The traffic of interactive targeting is broader than that of search targeting. For example, GuangDianTong is interest-oriented + interactive-oriented.

3: Back-targeting is the DMP population package, which is targeted through visitor phone numbers, mobile phone IMI codes, visitor identification IDs that download related products, or the behavior of following public accounts.

The people targeted by behavioral targeting are mostly target groups, which are more suitable for IP packaging, content dissemination, etc. Among these, search targeting and interactive targeting are slightly simpler than DMP. DMP crowd package is a good feature, but it is relatively complicated. If used properly, it can produce better results. If used improperly, the effect will be poor. Basically, mainstream platforms have their own DMP, so this needs to be operated based on personal experience. The waters are quite deep and require further study and summary.

Based on the above interest-oriented and behavior-oriented targeting, our regular delivery is nothing more than combining them. After promoting the set combination, we collect data for analysis and adjustment to achieve better results.

Combination 1: Core interest + core intent words

Taking education as an example, choose your core interest education category in interest targeting, and then choose the core keywords of your business. Such a combination generally has fewer displays, but the traffic is more accurate, and the bid is generally higher. At the same time, the creativity must be eye-catching and pursue high click-through rates.

For this combination, the keyword requirements are: choose core words, the more the better, and the words should be short rather than too long. The advantage of this combination is that the traffic is more accurate, but the disadvantage is that the volume is small and sometimes the cost is very high or uncontrollable.

Combination 2: Core interest + crowd interest + core intent words

This combination will have much more traffic than combination 1 because your targeting is wider and the settings are similar to combination 1. For crowd interests, you can choose categories related to your business, or you can set up combination 2 based on the data obtained from combination 1. The keywords can be the same as combination 1.

This combination should be used by many people at present, and it is also a more controllable operation method.

Combination 3: Core interests + crowd interests + keyword classification

There is no need to explain much about core interests and population interests. Let's mainly talk about keyword classification. For search platforms like Baidu or 360, you can also classify keywords when delivering information flow.

Taking Baidu as an example, you can divide the words into core words, long-tail words, question words, product words, manufacturer words, price words, etc. After the division, you can then invest based on core interests + crowd interests + keywords. Generally, you can set them up in units to see which unit has the best effect. For example, Unit 1: core interest + crowd interest + price words; Unit 2: core interest + crowd interest + manufacturer words; and so on.

It should be noted that it is best not to put too many long-tail words. The intended words for information flow should be short rather than long. In addition, the grouped words should have the same part of speech and be similar in length.

Another thing to note for combination two and combination three is that when choosing keyword targeting, you need to select the entire network and history, and you can set one for each and compare them.

Combination 4: Core interests + core behaviors (non-intent words)

This area is mainly aimed at platforms with interactive genes, the most typical of which is GuangDianTong. The above interest + words are suitable for Baidu, 360, etc. The interest + interactive targeting here is more suitable for GuangDianTong. We can set the first type: core interests + core behaviors. Like combination 1, the volume is often smaller, but the traffic will be more accurate. Taking academic education as an example, the core interest is education, and the core behavior is also education, so the combination is to choose the education classification in interest + the education classification in behavior.

This combination is single choice, core + core.

Combination 5: Core interests + crowd interests + core behavior classification + crowd behavior classification

That is to say, to combine the core interest behaviors of the industry with the interest behaviors of the crowd. This type is often larger in quantity than combination four. Taking academic education as an example, for interest you can choose categories such as education + information + finance, and for behavior you can choose categories such as education + finance, to achieve a variety of combinations. Select 3-5 or more general related interests (behaviors).

Compared with combination four, this combination is multiple choice, multiple categories + multiple categories.

Combination 6: General Investment + Crowd Package (DMP)

Whether it is Baidu information flow, Toutiao information flow or Guangdiantong, you can create a new dmp. Many people like to do a blanket investment. The advantage of a blanket investment is that the quantity is large, but the quality is poor. Sometimes it's uncontrollable. Therefore, many people will set their interests and behaviors after investing for a period of time. Is there a way to achieve a more stable effect of the pass-through?

Dmp can achieve it. When our account is optimized to the later stage, we can create a new dmp and we don’t have to worry about interests and behaviors anymore. Therefore, you can use both investment and dmp, because dmp is newly created based on the account conversion data, which is relatively better. Therefore, there is no need to worry too much about the general investment. Of course, this premise is that your DMP is set according to the account history and it has to be effective.

Combination 7: core interest + dmp or core interest + crowd interest + dmp, no limit on behavior

If you have figured out the account adjustment plan, you can create a new dmp and use interest + dmp. For example, for academic education, if you set one or several dmps yourself, you can set education category + dmp, or education category + information category + life category + dmp.

Combination 8: Behavior classification + dmp or core behavior + crowd behavior + dmp, no limit on interests

Similarly, after your account has been running for a while and you have set up a DMP that suits your account, you can try setting up behavior classification + DMP without any restrictions on interests. For example, Baidu’s information flow is search terms + dmp, and GuangDianTong is behavior classification + dmp. Thus combination eight can be contrasted with combination seven. Or it can be extended into combination nine: interest + behavior classification + dmp.

(Mind map - click to see larger image)

When setting up DMP, pay attention to excluding crowds, which requires daily observation and summary. Be careful when excluding people and be sure to consider the presentation of your account. If there is no special need, no exclusion is required.

In fact, these combinations are nothing more than some permutations, matching interests and behaviors with each other. These 8 are the major pairing methods, and you can further subdivide them within these 8 methods. More detailed permutations and combinations will not be discussed in this article. You can summarize it yourself and then try it. There is always a combination that is effective and can be used for a long time.

You can try multiple of the above combinations to see which one works better. There is no good or bad combination. It mainly depends on whether it is suitable for your industry or whether you are good at research and optimization.

There are many ways to operate information flow. After trying the above combinations, we found the best combination, and we can make subsequent adjustments based on this combination.

I hope the above summary can help friends who are interested and provide reference for them.

Author: Mubibai Network Marketing

Source: Aichisem