Information flow advertising placement case in the wedding industry!

I believe everyone is familiar with information flow! Today I will mainly share with you some ideas and cases of information flow GD on the wedding industry. Let us first understand the background of the wedding industry.

The wedding industry is roughly divided into three categories: comprehensive platforms, wedding banquet halls and wedding photography. Different categories cover different netizens. We must first figure out which category our industry belongs to, and then place advertisements that match it based on our actual situation.

Through Baidu's big data analysis of the wedding industry, four steps for advertising in the wedding industry have been summarized:

▌Time:

Through the analysis of netizens, it is not difficult to find that the shooting time is roughly concentrated in the two seasons of " early spring " and " autumn ".

Early spring - the climate is pleasant, the temperature is suitable, and the flowers are blooming. Taking wedding photos in this season is a good choice. You can choose the hazy green that has just sprouted as the background.

Autumn - the sky is high and the air is crisp, and everywhere is filled with golden harvest and the joy of National Day. You can choose long or short wedding dresses without looking awkward, and there are many classic scenic spots to choose from.

▌Location:

Overseas wedding photo locations: Thailand, Southeast Asian islands, Greece

Domestic wedding photo locations: Sanya, Xiamen, Lijiang, Qingdao

Note: Both time and location may change with factors such as changes in netizens’ needs. Our company must always conduct market analysis and research on netizens’ needs.

Baidu Brain digs deep into data from the entire Internet and provides precise targeting for thousands of people.

Through four core targeting methods: crowd attributes → search intent → behavioral data → interests and hobbies , we can accurately identify each person from the inside out, create crowd portraits for each type of netizen, and finally find the target group that suits us for targeted delivery.

Step 3: Use the right method

Baidu's information flow delivery methods are divided into GD contract delivery and bidding delivery. GD contract delivery is divided into: CPT and CPM , and bidding delivery is: CPC .

Which delivery method is right should be determined based on the company's promotion goals. No matter which delivery method is used, it has its own expertise.

GD contract launch:

Suitable for customers who have a large demand for exposure and want to promote their brand online

Bidding delivery:

Suitable for daily effect delivery

GD Contract Highlights:

1. Support the latest styles

2. Support customized innovative functions such as intelligent AR and voice interaction

3. Fixed display in the first place

Auction highlights:

Backed by Baidu's big data support and precise targeting technology, it can achieve advertisers' daily brand influence and improve the effect

How do information flow ads connect users and ads? We can identify ourselves and learn more about the problems currently encountered by enterprises or the bottleneck period they are in.

Q: When a big brand launches a new product, how can it quickly gain high-quality exposure? &How can small brands gain brand growth when they encounter traffic bottlenecks?

A: Baidu information flow GD advertising can expand brand awareness, bring high-quality exposure and brand growth.

Q: Mainstream brands are facing fierce competition. How can they stand out and gain the preference of target consumers?

A: Baidu information flow GD advertising can enhance users' preference for brands, seize the first display through GD contract delivery, and achieve massive exposure first. After that, let netizens become aware of our brand or product. Only after awareness can they move from familiarity to trust.

Q: The marketing budget is limited and we hope to obtain as many sales leads as possible. How should we choose the media mix? How to evaluate the effects from multiple perspectives?

A: Baidu's information flow GD ads promote purchase intention. Feed ads resonate with Search, completing the closed loop of information finding people and people finding information, bringing a higher purchase intention rate.

The above are the four steps of information flow distribution shared with you for the wedding industry. I hope it can provide you with some reference value in terms of distribution ideas.

Next, let’s look at a specific example :

Let’s take a look at this case based on the four steps I just shared with you:

1. The time chosen by the customer is 5.15-5.25 (pre-promotion will be carried out before and after 5.20). We analyze the people in different regions and then identify the package styles they are interested in, which will be presented to netizens through pictures later .

2. Through Baidu's big data analysis, we finally targeted the group of people born in the 80s and 90s , because this group of people pay more attention to artificial holidays such as May 20th. Then, through intent-based word targeting , we combined past data and user preferences to make reasonable delivery.

3. Use GD contracts to increase exposure, display a large number of brand-themed promotions, and cover more potential groups.

4. Through this campaign, more people got to know Taro Hanako Wedding Photography.

The copywriting was used to familiarize everyone with the theme of the event and the discount packages. The pictures used a fresh and representative Chinese style to resonate with netizens.

GD's strong exposure method reaches the target audience; at the same time, the design and style of the landing page are consistent with the theme, copy and pictures of the event, achieving a high degree of relevance .

The above are some of the advertising cases of Taro Hanako. I hope some of the highlights can inspire you.

Of course, we all know that Baidu's products are not limited to information flow and big search. We also have many other products. Here, I also recommend some combination of delivery suggestions to you:

The above is today’s sharing. I hope it can help you with your advertising ideas!

Source: Baidu Business School