Massive Qianchuan advertising crowd targeting skills

Recently, Juliang Qianchuan launched the crowd package function. More and more brand merchants have begun to try Qianchuan's targeted delivery. Some have reflected that they don’t know how to set the targeted delivery, and some have given feedback on how to choose between multiple targeted delivery methods and how to improve the investment-output ratio?

We have sorted out several recent issues that have received high attention regarding targeted delivery to the Qianchuan crowd:

1. What is Qianchuan crowd targeting and what is its function?

2. How to set up Qianchuan audience targeting for a new account?

3. How to evaluate the investment-to-production ratio of the new Qianchuan?

4. What suggestions does Qianchuan have for targeted marketing?

1. What is Qianchuan crowd targeting and what is its function?

In addition to the crowd package function, Qianchuan’s commonly used crowd targeting in the background is divided into three parts, namely basic crowd targeting , Leica targeting (behavioral interest targeting) , and expert targeting .

For brands to sell more goods through live broadcasts, a key point is the matching of people and goods. Brand merchants can analyze and summarize the characteristics of target users based on product attributes, identify the core selling points of products, and target targeted audiences.

2. How to set up Qianchuan audience targeting for a new account?

1. Basic population targeting:

For the basic population targeting setting, brand merchants can select the appropriate gender and age according to the core audience of the product;

In addition, some key areas can be targeted according to the characteristics of the products. For example, for women's clothing with high unit price, potential users are mainly distributed in first- and second-tier cities, while the purchasing power of people in fourth- and fifth-tier cities is relatively low, so they can be omitted or selected less at this time.

2. Behavioral interest targeting: (taking behavioral targeting as an example)

Behavioral targeting involves the selection of four key dimensions: behavioral scenarios, behavioral time limits, behavioral category words, and keywords.

First of all, in terms of behavioral scenarios, in a live broadcast room oriented towards selling goods, we should choose people who engage in "e-commerce interactive behavior."

Secondly, in terms of the time limit of behavior, that is, the number of days within which the user behavior occurs, different lengths of time can be selected according to actual needs, and the total number of people covered will also change accordingly.

Category words and keywords can be selected at the same time, and industry words and keywords that are strongly related to the industry in which your product is located can be selected.

In addition, you can also choose the industry where the product has the same audience as your product. For example, when investing in women's clothing products, in addition to choosing industry keywords for women's clothing, you can also target the audience of cosmetics.

3. Expert Targeting:

In addition to behavioral interests, another important targeting method is expert targeting, which supports reaching fans of experts on the platform or users who have interacted with experts. The main selection dimensions are interactive behavior, interactive time limit, influencer type and specific influencers.

3. How to evaluate the investment-to-production ratio of the new Qianchuan?

After setting up the targeted audience for delivery, the evaluation of the targeted effect is also the focus of many users.

For live broadcast rooms, traffic and ROI are the most important indicators when measuring the effectiveness of the delivery. In addition to evaluating the number of online users it brings, it is also necessary to measure the proportion of paid traffic in the overall traffic and the conversion effect.

For example, if the traffic brought by Qianchuan’s paid advertising is very small, it may be that the audience targeting is too precise and the number of users covered is small, resulting in a lack of volume. You can appropriately consider relaxing the targeting conditions.

By monitoring the different conversion effects of paid traffic in the live broadcast room, Qianchuan's delivery plan can be adjusted in real time to solve the problem of the live broadcast team's evaluation of the live broadcast room traffic delivery.

In addition, the more precise the audience the live broadcast room attracts, the more users like the product, which is directly reflected in the click-through rate and conversion rate of the products in the live broadcast room.

4. What suggestions does Qianchuan have for targeted marketing?

1. According to the audience or potential audience characteristics of the live broadcast room/anchor/product, identify suitable crowd tags for targeting;

2. User behavior targeting and interest targeting can be used together, and the two are in a union relationship;

3. In the initial stage, the recommended number of targeted groups to be covered is 40-80 million. Too many will lead to inaccuracy, while too few will lead to ineffective coverage.

4. For low repurchase and high customer order products, it is recommended to select a targeting period within 15 days to ensure data freshness. For high repurchase and low customer order products, it is recommended to select 30 days. If the estimated coverage population is too small, it can be appropriately relaxed to 60 days.

5. Crowd precision ranking: product words > product function words > target population characteristic words > industry category related words.

Author: Feigua Data

Source: Feigua Data