Guangdiantong Business Interest Targeting: Showing the right ads to the right people

How to improve marketing effectiveness and communication efficiency has always been the topic of greatest concern to advertisers. In traditional marketing methods, when advertisers place advertisements, they can only choose media that they think covers the potential user base, just like a blind man touching an elephant. They have no way of knowing how many potential users will see the advertisements and whether they are interested in them.

With the advent of the Internet Marketing 3.0 era, words such as performance advertising and intelligent targeting have entered people's field of vision. However, the overwhelming publicity makes it difficult for advertisers to distinguish the real from the fake. Audience behavior targeting for precise delivery is not a new topic and has even been abused to some extent. It is difficult for advertisers to determine whether there is technology behind it that can truly outline user portraits and whether there is rich and diverse user data to support research.

From the essence of marketing needs, the question advertisers most often ask is, who are the potential consumers? How to find potential users? This ultimate question urgently needs an answer from the industry. Recently, Guangdiantong’s targeted function family has added a new member, launching the commercial interest targeting function. By analyzing users' business interests and establishing business interest models, advertisers can be supported to more carefully select user groups when placing ads. Through commercial interest targeting, advertisers can find potential people who are interested in products or services over a longer period of time.

In order to ensure the accuracy of targeting, the advertising platform must have a large number of users and intelligent targeting technology. In other words, high-quality social platforms and active user groups are the basic guarantee for the accuracy of commercial interest targeting, which has become a consensus among industry observers.

As Tencent's one-stop marketing and promotion platform, Guangdiantong has always been recognized by advertisers for its large user base, intelligent user targeting, and cross-terminal marketing advantages. Guangdiantong's business interest targeting covers 460 million active QQ users. Based on big data , it deeply explores user characteristics, interests, consumer needs, etc., and divides the industry into 17 major categories, including IT electronic products, educational products, real estate, clothing, shoes, hats and bags, finance, travel and vacation, pregnancy and childcare, life services, automobiles , beauty, sports, catering, home furnishings, games , medical care , politics and law, business services, etc., and more than 100 sub-secondary industry categories. Each major category covers tens to hundreds of millions of users, ensuring the breadth of the data and the rationality of the classification. Advertisers can achieve relatively accurate target group purchasing based on their own product characteristics and needs, and achieve efficient improvement in conversion rates .

Internal testing data shows that after adding commercial interest targeting, the ROI and download rate effects are better than without targeting. After adding commercial interest targeting, Meilishuo’s ROI is 2.5 times higher than before, and the download rate of Mama Circle has increased by 1 times compared to before.

Currently, the commercial interest targeting function has been opened in the Guangdiantong background. Advertisers can experience the ROI upgrade magic brought by technology optimization by joining Guangdiantong (e.qq.com).

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