Case | Tencent’s advertising data sharing for advertisers’ reference!

Today, the editor will share with you the data of Tencent’s advertising in the wedding photography industry, education industry, offline entertainment, and entrepreneurial projects.

01. Photography - Fan Photography

Monthly customer acquisition: 3000+

Monthly store visits: 800 people

Average customer acquisition cost: 50 yuan

Average customer order value: 4000+

Advertising resources: WeChat Moments, mobile QQ space third advertisement

Key points for delivery: Initially, we will focus on interests (luggage, movies, celebrity variety shows, travel, music...) + behaviors (photography, beauty, daily photo editing...) to expand the advertising volume in a broad and targeted manner, and then screen the user groups in the later stage: mass consumer groups, high-end consumer groups, and carry out targeted and classified delivery of advertising content.

General user targeting: women aged 18-40, living near stores, interest tags (game enthusiasts, variety show enthusiasts, luggage, jewelry, photography, etc.) + behavior selection (camera, beauty, catering, Meitu Xiuxiu, Tiantian Ptu, etc.), excluding users who have already followed the official account

Targeting high-end consumer users: Based on the targeting of mass consumer groups, select high-consumption labels such as finance, real estate, and auto insurance in terms of behavior, and set the price of mobile phones

Popular copywriting: package products + discount information + quotation body (as shown in Figure 1)

High-end copywriting: high-end quality samples + no hidden costs (as shown in Figure 2)

02. Education and training-Longyao Academy

Customer information efficiency: 90%

Average conversion cost: 30 yuan

CTR: 2.5%

Distribution resources: WeChat Moments

Targeting: Women aged 25-38 within 2 km of the store

Key points for delivery:

① Low conversion threshold, cultivate potential users offline. Conversion gimmick: “Register for free and learn a 3-month short course for free.”

② Real materials + limited event information. The material increases credibility, and the copy increases the sense of urgency, which promotes the increase of click-through rate. (As shown in Figure 3)

03. Offline leisure and entertainment-Leqi International Cinema

Coupons distributed: 2884

Coupon verification quantity: 556 (each person can receive 2 coupons)

In-store consumption: 344

Advertising ACP: 0.83 yuan

Ad CTR: 4.1%

Targeted delivery: within 5 kilometers of the cinema + 15-45 years old + interest tags (movie related). Narrowly target users in the early stage and relax the targeting in the later stage

Key points for delivery:

① Multiple images (6 images) into native page style (as shown in Figure 4)

②LBS targeting + 9.9 yuan coupon for free (as shown in Figure 5)

04. Entrepreneurship Project-Fengxin Agriculture

Form cost: 30~40 yuan

CTR: QQ browser 4.65%, QQ space feeds ad space 1.55%

Targeting: major agricultural counties rather than urban administrative districts

Advertising resources: space feeds, QQ browser, and WeChat public account bottom

Delivery test: QQ browser 240×180 single picture and QQ space feeds advertising space have better effects and are continuously delivered

Key points for placement: real original material + "question" and "limited" sentence patterns

Advertisement content (as shown in Figures 6 and 7)

The above is today’s case sharing.

Author: Network

Source: Internet