You are such a fan! !

As the saying goes, where there are people, there are advertisements. With the popularity of various social software and self-media , the forms of advertising are becoming more and more diverse. Today I will share with you some operational experience and optimization techniques for Weibo advertising - Fanstong , hoping to share my experience with you all.

First, let me tell you some operating knowledge and precautions of Fanstong.

First, check the fan capacity covered by the corresponding promotion area under unlimited conditions.

To place information flow ads, please contact Qinggua Media to open an account and conduct in-depth cooperation!

Secondly, set thresholds for each condition based on product characteristics. In the early stage, it is recommended to relax the restrictions, and then optimize and limit them through background exposure , click-through rate , interaction rate and other data.

(1) Accurately target the audience: specify the followers of the account.

For example, for home improvement services, you can search for decoration, and the system will recommend corresponding financial management Weibo accounts to users. Try to choose accounts with a large number of fans to get more exposure. In addition, you can locate fans from multiple dimensions. For example, fans of accounts that follow furniture, wedding dresses, etc. are also potential users of home improvement services. You should make a comprehensive selection from multiple angles to more likely cover potential user groups.

PS: Currently, only 50 related accounts can be specified in the background, so accounts with a large number of fans are the preferred targets. By the way, I’ll tell you a secret about some of the data on crowd positioning by my junior sister when she was operating in the home improvement industry: traffic introduction (specified): (unspecified) = 1:2; cost control (specified): (unspecified) = 3:1. It can be seen that if the budget and testing costs allow, relaxing the positioning requirements in the early stage and not limiting fans will be much better than limiting fans.

(2) Crowd attribute settings

For example, home improvement services are generally concentrated in the 22-50 age group, who are white-collar elites with a certain economic foundation and the ability to buy a house. Make flexible arrangements based on product characteristics.

(3) Social interest targeting

If the budget and testing costs allow (I’ll tell you a secret: this has been tested by my junior sister, and non-targeted traffic is more than targeted traffic, and the cost is also lower), you can target broad interests in the early stage. If there are restrictions, it is recommended to customize broad interests. For example, home improvement services target the elite group aged 22-50, so their focus may be on the attributes shown in the following figure. It is recommended to select more points of interest to get more exposure. Under the influence of the funnel level, the amount of exposure affects the subsequent order consultation conversion rate. Don't think that the more precise the positioning, the better the conversion quality. The more restrictions you set, the higher the cost you will have to pay. Today's users are very tricky. Instead of fishing in a small pond, it is better to dig a large lake and fish.

(4) Advanced settings

It is generally recommended to select all. If it is an application promotion, you can set it according to product requirements.

(5) Promote to fans of target users

According to product characteristics, the home improvement industry has obvious geographical restrictions, so the same target user region was selected.

(6) Delivery plan setting

It is recommended that general users use CPM display promotion. Sina system will give a certain amount of exposure to newly launched materials, so the initial bid can start from a minimum bid of 5 yuan and then slowly increase. Regarding bidding, some explanation will be given when discussing operating skills later, so I will not go into details here.

The above is the operational knowledge for fans. Later, I will tell you some experience of optimizing the operation of my junior sister.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @艾奇SEM is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!