If you choose the right location, the effect will be multiplied 10 times! 5 cases to help you thoroughly understand Tencent social advertising!

If you choose the right location, the effect will be multiplied 10 times! 5 cases to help you thoroughly understand Tencent social advertising!

This article is mainly aimed at those who are new to Tencent’s social advertising information flow . The importance of ad placement selection for advertising is self-evident . It is not only the basis for exposure , but the correct ad placement selection can also increase click-through rate and enhance the sense of immersion . Therefore, this is an issue that every advertiser cannot ignore.

So, with so many social advertising spaces, how can we quickly select resources that are suitable for our products?

(Tencent social advertising matrix, click to see the larger image)
In fact, if you want to choose the most suitable ad position for yourself, you only need three steps:
1. Determine marketing goals : Marketing goals are the basic demands of promotion . Determining marketing goals is to better verify the promotion effect, which is a necessary step for promotion. 2. Audience segmentation: We often say "the right ads are pushed to the right people" , which is to effectively improve the targetedness of promotion;

3. Promotion of scene advertising space: "Scene" refers to the scene in which the advertisement is displayed. Common scenes include social scenes, information scenes, message scenes, search scenes, etc.

What should we pay attention to in each step?

1. Determine marketing goals: target user focus + crowd portrait + marketing purpose . These three directions can help us set marketing goals more easily.

A. Target user focus
A product may have multiple selling points, and different consumers may focus on different aspects of the same product . For example, for the same mobile phone, some people value the convenience of the operating system, some value the appearance design, and some simply buy it out of love for the brand.

During the delivery process, it is necessary to explore the main concerns of target users and also to classify the importance of these concerns.

B. User labeling
After determining the focus, ask yourself a question: what is the " user portrait " corresponding to the product selling point? "User portrait" is a labeled user model abstracted from information such as user social attributes, living habits and consumption behavior - in simple terms, it is to define users with labels.

The more tags, the better. Instead, we use valuable tags to define the crowd . Therefore, when setting tags, we will classify the strength of the tags :

Strong labels are generally basic attributes such as gender, age, and region. Weak labels cover consumption attributes, interests and hobbies, online behavior, etc.

The division between strong and weak can be adjusted according to the proportion of population labels. Those with a larger proportion can be classified as strong labels, and those with a smaller proportion can be classified as weak labels.

For example:

The social attributes of the target users of maternal and infant products are: those born in the 1980s and 1990s, and purchases are mainly guided by mothers’ decisions - these labels account for a relatively high proportion among all labels. In addition, we also know that the living habits of such users are reflected in their high level of attention to parent-child education platforms , and their consumption behavior shows that the peak time for users to place orders is the second half of the night.

At this time, the user's strong tags are: 22-35 years old, female.

Weak labels include: parent-child education and maternal and infant consumers.

C. Marketing Purpose
"Marketing purpose" is the original intention of promotion and an important criterion for verifying the actual effect of promotion. To put it simply, “marketing purpose” means what do you want to achieve through promotion? These objectives should be kept as single and measurable as possible.

For example, the number of WeChat fans increased by 100,000, the number of downloads and activations reached 5,000, and the number of orders reached 1,000 - these marketing goals are specific and can be evaluated within the promotion cycle.

2. Audience Segmentation

Classify users by labels and formulate different delivery strategies for different audience groups.
For example
Taking the home improvement industry as an example, according to the different focuses of users, it can be divided into: quality type, personality type, and rigid demand type. Based on the concerns of different customers, we can expand the consumer group in terms of quantity and formulate a one-to-one delivery plan strategically.

In order to ensure the effectiveness of the campaign, it is recommended to target no more than 5 types of population attributes during the campaign, so as to avoid insufficient exposure and increased costs caused by too narrow targeting.

3. Promotion of scene advertising space

After you have determined your marketing goals and categorized your audience, you may not know how to choose because there are too many ad spaces.

In such a situation, it is recommended to select ad positions based on “matching the scene and targeting users” .

First, let’s take a look at some key product attributes of Tencent’s social advertising platform:

WeChat : Social + Information

Daily active users: 980 million

Social scenario + information scenario: users can learn about their friends’ latest updates in Moments ; and public accounts can provide users with news information.

Population: The age distribution of users is between 20 and 40 years old. First-tier cities have as many as 93% of core users with high consumption power.

Applicable industries: e-commerce , catering, wedding photography, games , daily chemicals, education, finance, automobiles and other industries.

QQ: Social + Information

Daily traffic : 100 million+

Social scenario: Pushed to users in the form of QQ messages, attracting high attention from users.

Crowd: Young and active people, with people aged 16-35 accounting for as high as 85%, males accounting for 57%, and most of them are regular workers.

Applicable industries: e-commerce, wedding photography, fast-moving consumer goods, sporting goods, education, finance and other industries.

QQ Space: Social Feeds

Daily traffic: 100 million+

Social scenario: Browse friends' updates to learn about their latest news and updates.

Population: The new generation, 69% of users are between 16 and 35 years old, with slightly more males than females, and they are mainly active in second-tier and third-tier cities and below.

Applicable industries: e-commerce, catering, wedding photography, games, daily chemicals, education, finance, automobiles, etc.

QQ Browser : Information

Daily traffic: 100 million+

Information scenario: Users actively obtain information in order to obtain the latest relevant information.

Crowd: The backbone of consumption, users aged 20-39 are relatively active, mostly male, and are located in economically developed areas.

Applicable industries: e-commerce, catering, wedding photography, daily chemicals, education, finance, automobiles and other industries.

So, how can we make good use of the advertising space in these products?
The scene fits and "caters" to the needs of the audience. In fact, every advertising position has a different scene. The compatibility between the scene and the promoted product is an important key point for the advertisement to resonate with people.

Simply put, the more the content you promote is in line with the audience's current situation, the easier it will be to enter the user's circle of attention and be accepted by the user.
For example
For example, if a hot pot restaurant advertisement appears in a social scene, it would give the impression of “a friend shared a good hot pot restaurant, highly recommended!” From a psychological point of view, it is easier for users who like to eat hot pot to accept it.

Therefore, when choosing an ad slot, you can first understand whether the scene of the ad slot is consistent with the attributes of the promoted product.

Lock in users and match products
In addition to scene fit, user targeting is also an important factor in ad placement selection. As we can see, products have their own target audiences, and advertising spaces also have corresponding user groups. How to match it?

We first filter out "strong tags" based on user attributes, and then use strong tags to match the characteristics of the core users of the product.

For example
For example, for micro loans in the financial industry, strong labels for users are those who are aged 22-40, have relatively stable income and a certain repayment ability, high consumption capacity, and customers have high consumption needs and high-frequency consumption behavior. Corresponding to the above strong labels, the products matched by Tencent social advertising include mobile QQ space (fixed income, age, high spending power), QQ browser (stable income, age), and mobile QQ (fixed income).

The above is how Tencent social advertising selects advertising resources. Finally, we will review the three steps of selecting advertising positions using a wedding photography case :

The author of this article is @Tencent Social Advertising Service Platform and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising

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