User targeting method for Toutiao advertising!

Those of us who do marketing promotion know that before doing any marketing promotion, targeting the audience is very important.

For a new user, because there is no data accumulation, he can only test what kind of targeting is better by running materials, which requires a certain testing cost. However, as an old account, how can we use the data accumulated in the early stage to better control and target a more precise group of people? Let me share some of my personal experiences below.

Take Toutiao as an example. We all know that the functions of the massive engine are very complete. From the front-end advertising group advertising plan and creativity to the landing page, and then to Feiyu CRM, the data of the entire chain are connected and shared. This creates a good data closed loop, which is very good for our information flow optimizers.

If we want more and more precise populations, we must first understand the level of our population!

Taking our home appliance industry franchise business as the main focus, it can be divided into the following types:

Potential population

Industry Crowd

·Precise crowd

Let's talk about it in detail:

1. Potential Population

As for franchising, the characteristic of this group of people is that they want to start a business and are looking for projects, but they don’t know which project is better. Or maybe you are doing business but want to find some products in the surrounding industry, for example, a boss who is doing kitchen appliances wants to find a bathroom project. So when we are targeting the crowd, we need to consider the relevant categories and behaviors of starting a business, opening a store, franchising , and surrounding industries.

Let's start building the first potential population plan now:

Target potential groups through oCPM+general investment+creative classification and labeling+shallow form submission (that is, effective customer acquisition relative to deep conversion goals).

Because most people under the age of 22 are students, and those over the age of 49 are almost elderly, so the population is locked in at 23-49 years old; in terms of gender, the possibility of men is more than 10 times that of women, but the form cost is basically the same, so there is no need to distinguish; you can ignore the interest targeting and choose the system recommendation for general casting, and then filter out the users who have been converted. We set the conversion target as form submission. When setting the form provision, set the depth target to "None". The landing page needs to fully reflect our industry prospects.

After this operation, we have completed the planning part and now come to the creative part. A variety of tests can be made for creative content, and vertical videos are generally the most consumed.

Creative content can be:

"What are the better entrepreneurial projects in 2020?" "I have 100,000 yuan of spare money, which industry is better to invest in?" and so on. In terms of creative classification and creative labels, it doesn’t really matter which one you choose, but as a professional information flow worker, this is still something you need to study. For creative classification, you can choose to invest in franchise, all or other, and for creative labels, you need to study them carefully. Creative labels tell the system what this advertisement is like. Through product name, industry, industry characteristics, population attributes, etc.

Of course, the above potential population targeting solution is just one of them. If you have a larger budget, you can also add a new population targeting package or further segment the 23-40 age group, or test different creative ideas through the same targeting.

2. Industry Crowd

This is achieved through OCPM + integration/expansion of targeted packages for related industries + shallow form submission . This is mainly achieved through custom crowd packages.

There are quite a lot of targeted packages in the custom population, so we can use these targeted packages to combine or expand to obtain more similar industry populations. For example, if we are a home appliance franchise, we can use user behavior to generate a home appliance user behavior combined population and a home appliance advertising behavior user combined population.

For accuracy, just select the general accurate population for 7 days. Compared with the potential population plan, the industry population plan only needs to change the interest and behavior targeting to the industry population package set up for us, and change the landing page to our home appliance project franchise landing page. The targeting of other aspects such as age group, gender, etc. can remain the same as the potential population plan.

3. Targeted audience

For an old customer, we have accumulated certain conversion data, through which we can better expand and target our precise population.

How do we use conversion data?

We all know that Toutiao has a very complete data closed loop. At the beginning of the article, we also mentioned that Toutiao’s data from launch to final effect monitoring is connected. Therefore, at this time, we need to use the data on Feiyu to expand and target more precise groups of people.

How do we use the conversion data on Feiyu?

Method 1:

We can expand the conversion population by customizing the population. We choose people who click and submit forms to expand more similar groups of people.

Method 2:

Through deep targeting and the correct use of Feiyu CRM, we can better target increasingly precise users.

After the user submits the form to Feiyu CRM, we will provide real-time feedback data to the platform through customer service or sales in Feiyu CRM. The platform will build a population model based on the feedback data to target users better and more accurately.

Effective customer acquisition is based on converted customers on Feiyu CRM, that is, customers who are found to be high-value and high-intent customers after customer service or business follow-up through Feiyu (high-intent customers in the franchise industry are defined as customers who visit the factory and complete transactions), and customers whose lead status has been clicked to be converted into customers.

Based on the above three groups of people, when we make placements, we can generally achieve better results by controlling the correspondence between the groups and the business.

4. Conclusion

I believe everyone is already very clear about how to set up a Toutiao account. Here, taking the home appliance industry as an example, I will sort out the advertising strategy of the home appliance business headline information flow. In addition, taking the home appliance industry franchise business as an example, there are 4 tips to share here when placing headline information flow:

1. Pangolin belongs to the traffic that Toutiao cooperates with other third-party platforms. If it is not necessary, it is better not to invest in Pangolin. The cost of Pangolin leads is very low, but the quality of leads is very poor, so remember to turn off Pangolin when placing ads.

2. In terms of creative production, if you shoot a very soft video yourself, you will get a lot of likes and comments, and the video completion rate will be much higher, which is very good for brand exposure. However, the lead cost is not as low as the hard advertising lead cost of simple editing of the video template in the background of the huge engine. If the main purpose is brand exposure, such as event preheating, new product launch, etc., you can use this. Most of the franchisees use the background templates of the massive engine to simply edit

3. Feiyu CRM leads need to be followed strictly in accordance with the lead follow-up requirements in the refund rules: 3 follow-up visits within 24 hours of lead generation, and 2 follow-up visits within 24-48 hours of lead generation. And change the lead status label in time after each lead is visited, which is conducive to meeting the compensation conditions and returning data in a timely and accurate manner.

4. When the headlines information flow is difficult to meet the large demand for leads, you can open a different headlines information flow - headlines search. Although headlines search is called search, it is actually the logic of information flow. The smart selection traffic of headlines search is another form of information flow.

In fact, no matter whether it is the headlines information flow or the information flow of other platforms, as long as we combine the channel characteristics, our own business attributes, and population data analysis, we can achieve better results. Account operations are relatively basic knowledge, and I will not elaborate on them here. Account targeting, data analysis, and control of customer groups should be the core essentials of our information flow advertising. I hope the above sharing can help everyone, thank you for reading.

Author: Starting Point

Source: Aichisem