How does information flow advertising use 10,000+ tags for precision marketing?

Different from traditional advertising, the biggest advantage of precision advertising is that it allows advertisements to appear in front of the right people in the right form at the right time. Advertisements are no longer a nuisance, but valuable information that meets user needs.

For advertisers, it can save advertising costs, and for consumers, they can see the information they want, which is a mutually beneficial and win-win situation!

So how can we push ads to those who need them? Taking Tencent social advertising as an example, we will reveal the secret of advertising matching and targeting behind precision marketing . Why on earth can it understand you better than your girlfriend? (First you need a girlfriend...)

Tencent social advertising can provide more than 20 targeting methods, which can be roughly divided into the following six categories: basic attributes, interests and hobbies, user behavior , user status, user environment, and customization. It includes more than 1,000 user tags and enables cross-screen tracking.

Regional targeting is divided into two options: provinces and cities and business districts and landmarks. Provinces and cities can be accurate to the second-level city, and foreign countries can be accurate to a certain country.

Business district landmarks can be set according to business districts, subway lines, landmarks and customization. Ads will target users who have been active in this area in the past month. It should be noted that province, city and business district landmarks cannot be used at the same time. If selected at the same time, the system will use the business district landmark by default.

Province and city targeting: can be accurate to provinces, second-level cities and municipalities, and overseas can be accurate to a certain country. Select the province or city name and click Add.

Business district landmark: You can choose a business district, landmark building, or subway station. You can also customize a location to cover 0.2-25 kilometers around the location to define the advertising range. The ads will target people who have been active in the area and uploaded their address information in the past month.

You can select the age range for the promotion based on the age range of the user group targeted by the promoted product, from 5 to 60 years old, with 1 year as the dimension.

You can choose to only target male or female users . You can select gender based on different delivery strategies for ad images and texts, which is more targeted and can achieve better delivery results.

The Internet access scenarios are divided into public places, home, company, school and unknown. You can make a selection based on the Internet access scenarios of the user groups that your product targets.

Educational level targeting is divided into PhD, Master, Bachelor, High School, Junior High School, Elementary School and Unknown. You can choose according to the educational level that the target users of the product may currently have. For example, some educational services targeting people with higher education can be delivered directly to people with higher education.

Marital status is divided into married, single, newly married and parenting. (Newly married users are those who have been planning to get married for less than one year, and married users are those who have been married for a period of time.) You can make choices based on the marital status of the target users of the products or services you are promoting.

Current living status: The user is currently a college student. If you are promoting products or services related to vocational education, part-time jobs, dating, or games , you can directly select this status and place the ad to college students. In the near future, the business traveler status will be available for everyone to choose.

Different people have different needs in life, and they are interested in different information. In commercial interest targeting, you can choose based on the points that your target customers may be interested in.

You can customize some keywords to select your audience. For example, if you are traveling to Japan, you can add related keywords (Japan travel, Tokyo, Hokkaido, overseas travel...) You can also add some indirectly related words (BMW, real estate, financial management ...) because people who pay attention to these words also have the financial ability to travel overseas. The maximum number of submissions is 2000. It should be noted here that keyword targeting should not be used simultaneously with other targeting methods.

Among paying users, there are two options: potential virtual paying users and existing e-commerce paying users. Potential virtual paying users refer to users who have made transactions with Q coins, and existing e-commerce paying users refer to users who have made payments on Paipai Mall.

By category: If you want to promote a gaming app, you can choose to target users who have downloaded gaming apps before. You can also further segment it and select music rhythm to deliver it to users who have downloaded music rhythm apps.

Below are user behavior and within 30 days from now. User behavior has two options: active and paid. They are linked. If you choose a music rhythm app, select people who are active or paying within 30 days from now (up to 365 days from now). Your ad will cover people who have opened or paid for the music rhythm app in the past 30 days.

Classification by APP: A targeted method specifically for those who have registered as PC and APP developers on Tencent's open platform. If you register and upload your own APP on the open platform, you can directly pull all the APPs under your name here after opening a Tencent social advertising promotion account.

App users are divided into users who have not installed the app and users who have installed the app. If you want to attract new users to the app, you can choose to deliver ads to users who have not installed the APP. If you want to activate an app, you can select users who have installed this app.

Residential community targeting is a targeting method used to define consumption capacity. It is generally believed that the more expensive the housing prices in the community where the user lives, the stronger his consumption power. For example, high-end products can be marketed to people with higher spending power by choosing prices in residential communities.

Weather orientation is subdivided into clothing index, UV index, makeup index, weather and temperature. For example, if you are promoting an air purifier, the conversion rate will be higher if the ad is displayed during dusty weather, because people will have a greater demand for the ad when they see it during dusty weather.

Device price targeting means that if you are promoting an electronic product with a relatively high cost-performance ratio, you can choose to target people who usually use mobile phones priced between 1500 and 2000 yuan, because this group of people does not pursue high-end and high-priced electronic devices and are more likely to become your audience.

Operating system targeting includes iOS, Android, Windows, Symbian, and Java. For example, if you want to promote an Android application, you can choose to target users who use Android phones.

Network mode targeting includes WIFI, 3G, 4G and unknown. For example, when promoting an APP, the number of downloads will be required. You can choose users who access the Internet in a WIFI environment to avoid users refusing to download due to traffic issues in 3G, 4G or unknown Internet conditions.

Mobile operators are divided into China Mobile, China Unicom, China Telecom and Unknown. If you have special products that need to differentiate the mobile operators of users' phones, you can make a choice.

Remarketing can be completed through custom targeting. After selecting customization, the system will generate a code. When the code is posted on the website, your ads will track those who have visited your website. If you upload your own unique mobile phone identification code, you can deliver ads to people who have installed your APP, thus realizing marketing ad tracking.

Precautions for directional use:

The intersection of the first-level targeting is taken, and the union of the second-level targeting is taken. That is to say, the first-level targeting requires that all the ads are met by the user before they will be displayed to him, while the second-level targeting only requires that one ad is met to be displayed.

In the era of mobile Internet , the person who knows you best may not be your mother or your girlfriend, but may be big data ! Big data knows exactly what you browse, pay attention to, search for, and buy.