How to target information flow ads? Share 3 major orientation methods!

We all know that "targeting" is the basis of information flow and is also related to conversion . But, do you really understand the orientation method? Do you know how to use orientation?

Generally speaking, targeting methods can be divided into the following three categories: basic targeting, interest targeting and behavioral targeting.

• Basic targeting: refers to targeting based on the basic attributes of a group of people. Usually, the targeted group of people is relatively broad and suitable for brand exposure, product recognition, etc.
• Interest targeting: refers to targeting based on user interests. Most of them are intended groups, which is more suitable for IP packaging, content dissemination, etc.
• Behavior targeting: refers to targeting user behavior through big data . This method targets a more accurate group of people and is suitable for product sales, customer lead acquisition, etc.

Next, Rabbit will use the above three orientation methods to explain in detail the specific applications of different orientation methods.

Basic targeting, to put it simply, is also the process of targeting potential groups.

When there is not much data in the early stage, we can carry out basic targeting based on the basic attributes of the target audience, such as region, age, etc.

Generally speaking, basic targeting can be based on the following four attributes:

• Regional targeting: There are two common types: regional targeting and LBS (since basic targeting obtains potential groups, it is recommended to narrow the scope as much as possible when targeting this type of target)
• Age targeting: As the name suggests, it targets the product based on the age of the target audience.
• Gender targeting: that is, targeting based on gender.

• Device targeting: Differentiate between different devices and groups of people

Basic targeting is mainly the process of targeting based on crowd attributes. Then we can perform multiple redirections based on crowd attributes to maximize the effect!

Generally, basic orientation can be considered from the following points:

1. Core foundation orientation

"Scenario" and "occupation" are necessary factors when we conduct basic orientation. By determining the user's product usage scenarios and their income ability through their occupation, we can determine a general investment direction.

2. Auxiliary basic orientation

On the basis of the above two targeting factors, the accuracy of the delivery is guaranteed to the maximum extent through key points such as "region", "device" and "time period".

This type of targeting is the most accurate.

Generally, its orientation methods can be divided into the following three categories:

1. Search targeting: targeting based on the user’s search terms

2. Interaction targeting: Based on the user’s social behavior, such as interactive likes, reposts, comments, etc.

3. Back-targeting: targeting based on user browsing behavior, such as purchases, browsing related pages or public accounts , etc.

It is targeted by the user's interests and hobbies, so it is more targeted at the intended group of people.

Users' interests and hobbies can be divided into many categories, and we can select the categories that best match our products for delivery.

In terms of interest targeting, although it targets intended groups, the attributes of the groups are relatively broad. We can combine different targeting methods to ensure the accuracy of traffic . However, everything depends on the attributes of the product.

Generally speaking, interest targeting can be combined in the following three ways:

As the name suggests, based on interest classification, select interests that are more in line with your own products and then launch them.

This method is more suitable for products with a single attribute, such as art training, bidding training, etc.

On the basis of targeting interests and hobbies, we classify the product target audience according to their attributes to minimize the traffic and make it more precise.

Based on the accurate classification of user behavior based on big data, we further divide people into different groups based on their interests and hobbies to minimize errors.

The above is a brief introduction to directional applications. Then someone might ask: Rabbit, you have explained the orientation method very clearly. But I don’t know which orientation to use. What should I do?

For problems like the above, we need to ask ourselves two questions before conducting orientation:

1. What marketing goals do I want to achieve through information flow?

For example, if my goal is product conversion, then behavioral targeting may be more suitable because the target audience is precise; if my goal is brand awareness, then basic targeting may be more suitable because the target audience is broad, and I only need to tell my target audience...

2. What kind of people do I want to reach through information flow?

For example, if it is the intended group, it is interest-oriented; if it is the 30-40 group, it is basic orientation...

Traffic conversion is a systematic process that requires us to take all aspects into consideration, but no matter which level, we must base it on "marketing purposes" and "target groups".