As Internet advertising is booming and competition in information flow advertising is becoming increasingly fierce, almost all operators are thinking about this question every day: Ever since the advent of the Internet, an age-old problem has arisen: How can customers see more ads without being annoyed? What should we do to avoid wasting money, gain more exposure, increase conversions , and reduce conversion costs? In fact, advertising is like falling in love. If you want to live a happy and fulfilling life, you must first find the right "Ta".In fact, advertising is like finding a partner. To find the right person, you must first have a certain understanding of "Ta".
So, how can we find the right "Ta" when placing advertisements in information flow advertising? This requires the directional system of channels such as Tencent Social Advertising, Toutiao , Baidu Information Flow, and Fanstong to help you build connections.
Eight dimensions help you find the right one Do you have your own standards for “male god” and “female god” in your mind? How many houses do you have at home? What is your annual income? height? weight? appearance? ...Is that a lot to ask for? In order to help you find the right person for you, Tencent Social Advertising provides you with more than 1,000 screening conditions! In general, it can be divided into the following eight dimensions:
1. Who is he? ——Population attributes
Who is he? Where are you from? Where are you going? ...This is not a question of soul-searching, but the most basic question of crowd orientation. In the information flow advertising platform, for example: on Tencent's social advertising platform, you can make the most basic description of your customer image from six angles: "region", "age", "gender", "education", "marital status", and "work status" .
2. What does he like? ——User interests
Only by catering to one's preferences can you win the heart of your loved one. Therefore, if you want to capture the hearts of your customers, you have to push products that interest them! From children's education to laws and regulations, to digital electronics and financial investment , Tencent Social Advertising has prepared comprehensive targeting conditions for you to define users' interests. Even if there are some "slippery fish" that are not listed, you can also customize them through the " keywords " function.
3. What app does he use? ——User APP behavior
He loves playing King of Glory and has bought a lot of skins. He is keen on taking selfies with beauty features and spends 8 hours a day editing photos with apps.
He likes reading on his mobile phone and has downloaded many world classics for a fee.
………..
If you want to promote an APP, you might as well filter out users of similar APPs. Wouldn’t it be easier to promote it?
4. How strong is his/her spending power? ——Consumption capacity
A person's online payment level, consumption status, residential community prices , etc. can reflect his/her purchasing power when purchasing goods. Quickly position and price your products to screen out customers with corresponding spending power!
5. How does he/she access the Internet? ——Device targeting
If you develop a game for the IOS platform, do you not need to push game ads to Android users? Otherwise, Android users will use the conversion rate to tell you that no matter how good the game is, I just can’t play it! In addition to the operating system, Tencent Social Advertising has also set up multiple device targeting dimensions such as "Internet access scenario", "connection method", "mobile operator", and "device price" .
6. Which public account does he read? ——WeChat public account type
WeChat public accounts are so popular nowadays, who doesn’t subscribe to a hundred or eighty big accounts? Quickly define the "WeChat Official Account Type" in the " Traffic Source Properties" and display your advertisement on his/her favorite WeChat Official Account!
7. How is the weather there? ——Weather Orientation
I heard that masks are more suitable for foggy days! Just kidding. Hahahaha O(∩_∩)O Haha~ However, showing concern for her according to the weather is also an important way to win her heart~
8. Be loyal to him/her! ——Customized targeting
Studies have shown that the cost of developing new customers is six times the cost of maintaining old customers! Therefore, once you meet the right person, you must stay together and be faithful to him/her forever. The customized targeting provided by Tencent Social Advertising is the tool to help you complete remarketing and retain old customers! Actual combat exercises: Let you master the information flow in minutes and become a targeting expert. Through the above pictures and text, do you have some understanding of Tencent’s social advertising targeting system? Do you feel like you are one step closer to your “Ta”? Don’t be anxious, Xingxing will teach you some tricks so that you can flexibly use these eight dimensions and become a hot commodity in the eyes of your clients and bosses.
We must comply with the usage rules between each direction.
The targeting method involving the eight dimensions just mentioned will be temporarily called "primary targeting" (as shown in the screenshot).
Click the button on the right and you will see many specific targeting conditions - we call these specific targeting conditions "secondary targeting" . When you select several different "first-level targeting" conditions, Tencent Social Advertising will help you filter out users who meet all the targeting conditions as your target audience. (As shown in the figure, the green dots represent the filtered users)
Let's use a case to illustrate
A children's English training camp is preparing to recruit summer students and has selected China, 12-20 years old, and very interested in English as the first-level targeting conditions. Then Xiao Zhang, a student in the second grade of junior high school in Beijing who often listens to BBC news, will successfully get this advertisement. However, his brother, who likes to learn English as much as he does but has graduated from university this year, will not receive this advertisement. It can be seen that the more primary targeting options there are, the more precise the targeting will be, but the exposure may be reduced accordingly. Contrary to primary targeting, if you select N secondary targeting conditions, users only need to meet one of the conditions to see the ad.
Let’s take the example of the English training camp.
An English training camp is preparing to recruit summer students. It has chosen China as the first-level targeting condition and Beijing, Tianjin and Hebei Province as the second-level targeting conditions. Therefore, as long as the customer is in one of these three places, he will see this advertisement.
Finally, let’s summarize
The more conditions there are for primary targeting, the more precise the targeting will be, but the smaller the coverage will be; the more conditions there are for secondary targeting, the larger the coverage will be.
Therefore, the directional conditions should be selected appropriately. Too many or too few will greatly reduce the results!
Practical cases help you overcome the pitfalls of orientation In order to master the orientation system, in addition to understanding the logical relationship between each orientation, you must also avoid touching the "minefield" when using the orientation method. The following example will help you learn from experience and clarify the directional application ideas.
Problem Description
The advertiser is a diamond ring brand. After placing the advertisement, it was found that the exposure was low and the conversion rate was not high.
Problem location
If you look closely at the targeting conditions for this brand, you will find that: 1. There are too many targeting conditions, resulting in a smaller reach and lower exposure;
2. Although there are many targeting conditions, they do not accurately describe the needs and status of target customers.
Solution
Clarify customer characteristics, reduce targeting conditions, and select only necessary tags. The most obvious characteristic of the target consumer group for purchasing diamond rings is that they are newlyweds. Once this is determined, there will be a clearer goal when choosing a targeted approach; other conditions are mostly non-essential and can be eliminated.
Adjustment results
Here is the effect after adjustment: the maximum exposure has increased by an order of magnitude, achieving very good results. Okay, that’s all for today’s sharing! This shows that targeting conditions are so important in daily advertising.
Author of this article@ Stars are compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!
