The female lawyer who made more than 1 million yuan by investing 2,700 yuan in an advertisement has become famous. Do you know the real logic behind the popularity of this advertisement?

At 8 o'clock last night, the " Today's Headlines Advertising Service Platform" public account issued an article titled "Invest more than 2,000 and earn 1,000,000!" The article "Her Dream Can Be Replicated" went viral on the WeChat Moments of information flow advertising practitioners in just half an hour.

An advertisement for a very niche industry earned the advertiser more than 1 million in returns and tens of millions of venture capital in just one month! Isn’t it too exciting? ! As of now, this article is still fermenting. What makes everyone most curious is: "Why can such a niche industry have such good results? How should information flow advertising be invested?"

It has to be said that the question of where to place advertisements for niche products/services to achieve the best results and where to accurately match users has always been a difficult problem in the advertising industry. The protagonist of the above article, lawyer Liu Kexin, who is also in a niche industry, was also confused, "There are so many lawyers in China, how can ordinary people who encounter demolition problems find her?"

(one)

In fact, information flow platforms like Toutiao have no shortage of traffic or various types of users. The problem is how to help advertisers in niche industries find precisely matched users among such a huge audience.

Some people may say, isn’t the most amazing thing about information flow advertising its precise targeting? Just use targeted investment!

That’s true, but most pitchers feel like they can’t throw after getting oriented.

Why can’t I vote?

Because the direction was wrong.

The key to the success of information flow advertising is to first outline the main person in the advertisement to form a portrait, and then let the robot help you match it with a large number of users based on the portrait.

It's a bit like a missing person notice.

Suppose you see a missing person notice that says:

Looking for a person, male, from Suzhou, 66 years old, height 174cm, weight 68kg, had a stroke.

How do you feel?

No matter how you feel, I am confused: What do people from Suzhou look like? What is it like to be 66? What is it like to have a stroke? ——This person doesn’t want to find it on purpose. How can we find it when the information is so vague…

Let’s look back at information flow advertising and the same is true. If your targeting is too rough, the robot will be confused when it sees the portrait. However, because it has the task of finding people, it can only ask (expose) everyone, and it is luck if it encounters (clicks) - obviously, this kind of luck-based delivery method is definitely not what advertisers want .

So what is the reliable way to do it?

(two)

Taking the advertisement for land acquisition litigation services as an example, users may have the following reactions when they receive it:

Generally speaking, users with response number 4 will be considered accurate users, and advertisements will be delivered to such users first (PS: if the budget is sufficient, users with response number 3 can also be the target, but due to space constraints, I will share this with you later). So the next thing to do is to try to find users like users with response number 4.

(three)

Generally, you need to go through the following five steps in sequence:

Simply put, you need to understand whether there is a demand in the market that is consistent with your product/service? Is there someone who desperately needs your product/service? ——This step solves the problem of whether advertisers need to advertise.

Taking land acquisition litigation as an example, judging from the search ads that Lawyer Liu has previously placed, there is a strong demand for searches related to words such as land acquisition, demolition, and relocation, because "500 yuan is often gone in an hour or two" - assuming that the data is correct and there are no problems such as traffic cheating. Such a test shows that the market is confused about land acquisition. Although search ads "do not bring many cases" and the targets are not large, "each case only earns 50,000 to 60,000 yuan", it at least shows that there is a demand. So, you can proceed to the next step.

After confirming the market, you need to be clear. If you want to provide services to this part of the market, what tasks can your product/service help these users complete? What is the goal? ——This step solves the problem of whether advertisers can find effective users after advertising.

For example, in this case, we need to think about who the user will turn to first when encountering a dispute? Under what circumstances would you seek a lawyer? What is the purpose of hiring a lawyer?

1. If you want to seek an explanation - the first choice would be to contact the media or the police, or you could find a lawyer, but it is generally not the first choice.

2. Wanting profit (money) - In order to maximize profits, more professional lawyers will be the first choice. For users, litigation is not necessarily necessary, but professional consultation is definitely necessary.

Based on this, advertisers will usually give priority to users of the second item for advertising. Judging from the payment method of subsequent services, people who choose the second item are also more in line with economic principles.

This “who” refers to whether it is one person or a group of people who exist in the fourth psychological state.

After it is clear that there is a market, demand and service match, we need to consider how to convince users to accept this service. You need to consider what kind of people will pay for your service. Is it a decision that one person can make on his own, or does it require a group to make the decision together? This step solves the problem of who advertisers should place their advertisements to.

Take advertisements that provide legal services as an example. For example, if it is a divorce lawyer who specializes in divorce cases, generally it is only necessary to place the advertisements to the parties involved. In other words, the portrait only needs to try its best to describe the status of the person who is getting divorced. In rare cases, you can also try to place the advertisements to the parents or children of the parties involved.

For example, in a land acquisition lawsuit, a single family, or several or dozens of families, or even families in an entire area may be involved in the case. Among so many people, there will be simple participants, decision makers, and so on. Advertisements need to be placed to simple participants as well as decision makers. You can even try to create creative titles based on their identities to hit the target users more accurately.

This step solves the problem of where advertisers should place their ads.

As mentioned in the third step, advertisements can be directed to the person himself (the decision maker who purchases the service) or to stakeholders (such as decision participants, such as immediate family members). So, whether it is the decision maker or the relevant person, where do they appear?

The first thing to know is where the user is located geographically. If you want to find the decision maker himself, where should you look? For example, in land acquisition cases, we may need to target areas with a faster urbanization process; if the targets are related to the decision maker, such as children, who may work in more developed cities, then we can appropriately target some of these cities.

In this case, the headlines of Lawyer Liu’s content related to the land acquisition lawsuit can provide good clues, which is also the method I personally recommend: according to the relevant mechanism of Toutiao, as long as you add Lawyer Liu’s Toutiao account as a fan, the system will automatically record it, and then give a graphical illustration of the proportion of fans in each province. If the number of fans is large enough, it can be used as a reference for targeted delivery.

The second refers to which advertising channel the above target users will appear in. Is it traditional media or new media ? Is it WeChat or Weibo? Is it Toutiao or Sohu Sina ? Select the most cost-effective channel and then deliver targeted advertising.

Now that the direction of the search has been determined, the next step is to collect various types of intelligence through the above steps to make targeted labels and content.

For example, you can use the popular keywords collected during search advertising in the keyword targeting or title creativity of information flow advertising; for example, you can understand the interests of target users through the fan clues given by Toutiao accounts.

It is worth noting that the thinking of many information flow advertisers is still at the stage of placing ads on search platforms. For example, when placing dog food ads, they only target people who are interested in dogs and ignore other groups of people. The direct consequence of this is that the targeting will be set very narrowly, and it will be difficult to place the ads unless the bid is raised.

Based on the recommendation engine mechanism, we need to understand a person's complete life status to set the orientation of the information flow advertising background. When the robot searches for people, it is based on a complete portrait, rather than a fragmented target image such as an arm and a leg.

Taking dog food advertisements as an example, a more reliable approach is to fully understand the complete living conditions of people who keep pets. Keeping pets is only a part of people's lives. They also have other lives and other things to pay attention to. You need to find them all out to enrich the portrait of your target users.

I often say that as an optimizer, if you are not sure whether your user portrait is well-built or not, you can try to see if you can string it together into a micro-novel that is readable by the public. See if the novel itself has a sense of picture and is representative. If it has both, the portrait of the advertisement will be vivid and you can put the advertisement out to find people.