How to accurately target maternal and child products? How to promote the driving training industry?

After the college entrance examination every year, it is the peak season for driving schools to recruit students. Graduates who are 18 years old or above and have free time are all potential user groups that can be absorbed by driving schools. Marketing and customer development can also consider expanding customers in the driving training industry. Today I will share a case of driving school promotion on Baidu.

Investor: Haidian Driving School

Purpose of placement: Establish an Internet brand position, accurately expose, spread activity information, increase brand voice, use the platform authority, and help advertisers become the first in the industry.

Delivery plan:

① Build a delivery matrix: Establish an online brand position through brand zones/understand brand stories in seconds.

Trigger words:

Haijia official website, Haidian driving school official website, Haijia, Beijing Haidian driving school official website, Beijing Haidian driving school, Haidian driving school

Delivery data:

The duration of the campaign was 2 months; the total number of clicks was 43,362; the total click rate was 79.9%; the average ACP was 1.87;

Number of clicks on PC: 21,304; Click-through rate on PC: 67.62%;

Number of mobile clicks: 22,058; mobile click rate: 96.84%

Baidu Encyclopedia Brand Story, running for one and a half months, video playback volume 61,000 times

② Expand voice: Accurately cover the group of people who intend to learn to drive through information flow/clustering screen.

【Information flow advertising】

1. Duration of launch: two months

2. Targeted strategy

Time Orientation: 7:00~23:00

Daily consumption: about 1000

Regional targeting: Beijing

Interest targeting: 33 interest tags including ticketing, movies, TV series, variety shows, business and finance, entertainment gossip, social politics, technology information, etc.

Intent word targeting: learning to drive, which driving school is the fastest to get a driver's license, driving school prices in Beijing, the nearest driving school, which driving school is the best to go to for a driver's license test, Zhengtong Driving School, how much is the driving school registration fee, how much does it cost to learn to drive now, c1 and other 717 intent words

Delivery data: total impressions 3,111,081; average click-through rate 2.35%; ACP 0.92 (click-through rate is 1.77% higher than the average of the vocational education industry)

【Gathering screen delivery】

Coverage location: Screen resources gathered around Haidian, 48 screens near Beijing Foreign Studies University, Tsinghua University, Beijing University of Posts and Telecommunications

Coverage: Over 45,000 college students

Duration: 15 days

③ Build authority: Entry co-construction/knowledge marketing helps Haijia establish industry authority and form the first association in the industry.

1. Knowledge marketing provides professional answers through the Haidian Driving School brand and guides public opinion to build the Haidian Driving School brand

2. Encyclopedia entries were jointly constructed . During the statistical period, the total search volume of the 9 selected entries exceeded 495,000 in 18 days, of which 7.6% of the traffic entered the encyclopedia, and the total exposure was expected to exceed 100,000.

In summary: Through the integrated marketing strategy of Baidu North’s Haidian Driving School, brand awareness has been significantly improved, the Baidu Index has exceeded that of competitors, and it has gradually become the number one brand association in the local driving training industry.

Case source: Baidu Beijing Branch

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Why is it that after precise targeting, the effectiveness of information flow advertising has become worse?

The following example analyzes the reasons behind this.

Directly on the case:

Product launched: A brand new maternal and infant food product, priced much higher than similar products

Delivery targeting:

A Original targeting: Taking into account the purchasing power of the target group, the advertiser requested targeted delivery to women aged 24-30 with pregnancy and childbirth labels in first-tier cities such as Beijing, Guangdong, Shanghai, and Hangzhou.

B Optimizer suggests: Conduct a comparative test with A, with the same delivery area, label, and advertising creative, but no gender restriction for the target audience, and the age limit is relaxed to everyone over 24 years old.

Delivery effect:

A The click-through rate of the advertisement is less than 1.2%, and the advertising fee of more than 100,000 yuan only brings 7 effective leads.

In the comparison test B, the targeted click volume was also pitifully low as in A; however, in the test group, more than 40 sales leads were generated by targeted conversions that were not within the advertiser's imagination, and most of them came from the pregnant mother, husband, mother-in-law, and even other family members such as father and father-in-law.

Key points:

Are you curious? Why is the conversion effect of a maternal and infant food advertisement, which is precisely targeted at users, not as good as that of other people around them?

This is what this article wants to tell you: Many times the reason why advertisers fail is because they ignore the people around the audience , that is, the people who participate in decision-making in the purchasing activities.

Key points analysis:

1. Is the target user a person? Or a group of people?

Because newborns/new mothers usually receive a lot of attention in the family, the purchase of maternal and infant products is a common family purchasing decision that is mainly discussed by family members.

Similarly, when buying cars, home appliances, traveling, and other similar products that may affect the interests of other stakeholders, more family members are likely to participate in the purchasing decision.

Therefore, it is necessary to make targeted delivery strategies to attract the attention and clicks of each family member through a combination of multiple creative ideas, and then guide the family (rather than just the buyer) to make the final purchase decision.

2. Among the five people, who is most likely to be the purchasing decision maker?

There are usually five roles in making purchasing decisions as a family:

①Initiator ②Gatekeeper ③Influencer ④Purchaser ⑤User

It seems that targeting buyers and users for advertising is more accurate, but in fact the five roles may change at any time, and they may even become decision makers directly. What marketers need to do is to actively promote the role transformation of these people.

Therefore, information flow advertising does not require pre-setting who the decision maker is. It only requires careful insight into the pain points of each role, good preparation of each creative idea, and accurate distribution to the corresponding role. Every relevant person can accurately accept the stimulation of the advertising creativity and become a decision maker.

Optimization details:

1. Common roles for taking care of mothers during the confinement period: mother/mother-in-law

Target material: Milk-inducing soup, the secret to a delicious taste is to add this

2. For the husband of a pregnant woman

Target material: Even if it is just a bowl of porridge, she can drink it bowl after bowl

3. For the parturient herself

Target material: My fish soup, it is very fragrant without onion, ginger, garlic or cooking wine

In summary, when setting the delivery direction for information flow ads, you must understand who will be relevant to the ads . Only information flow ads that can attract a group of people involved in purchasing decisions are excellent information flow ads.

The above sharing.

For advertising, please contact Qinggua Media: 18205969981

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Author: Aiqi SEM

Source: Aichi SEM