There are many factors that affect information flow advertising, including advertising materials, selected audiences, budgets, layouts, landing pages, etc. The following mainly looks at three aspects: crowd positioning, interest tags, and bidding strategies.
1. Crowd positioning
Every seller pays great attention to pictures and copywriting when advertising, and finds a professional shooting team, but often ignores crowd positioning. However, if the crowd positioning is inaccurate, no matter how good the advertising content is, it will be useless. No matter which platform’s information flow advertising, it costs money. Since sellers must spend money on the blade, sellers must have accurate user portrait data.
User portraits are mainly divided into three parts: regional distribution, crowd attributes (age, gender), and interest distribution (industry tags, interest tags). Therefore, sellers need to conduct data analysis on user behavior, fine classification, and then deliver targeted according to crowd portraits.
2. Interest tags
The interest tags in the above interest positioning are also a very important link. When setting the advertising audience, sellers often cannot grasp the consumer’s interest tags.
For example, when a seller advertises jewelry, the first thing that comes to mind is to use rings/necklaces/bracelets as interest tags to target the user group, but the seller might as well imagine what people who like these things have in common, maybe occupations, or dating scenes and some specific activities, such as [wedding anniversary + necklace].
The logic is easy to understand. The key is that sellers cannot rely solely on imagination to determine interest tags. The key is how to set the tag combination more accurately so that the people targeted are more accurate. Because the essence of positioning is to find those who are really interested in the seller, not just ordinary netizens who are interested in a big topic.
It should be noted that the definition of interest tags needs to be combined with basic positioning and behavioral positioning. Don’t set it too detailed, otherwise it is easy to narrow the audience and lead to reduced traffic.
3. Bidding strategy
Take Facebook, which is the most used by cross-border sellers, as an example. Facebook bidding logic is not only literal price competition, but also includes estimated operating rate, advertising quality and relevance.
Bidding: The bid of the advertiser is not equal to the final cost, and is generally lower than the bid given by the seller (similar to Google’s bidding logic).
Estimated Action Rate: The system predicts the probability of the target audience taking action after seeing the ad. Facebook will show it to the users who are most likely to take action based on your ad optimization direction.
Ad Quality and Relevance: The system predicts the relevance of the ad to the target audience based on user engagement such as clicks, likes, favorites, etc. The higher the relevance score, the lower the ad cost.
I hope the above content can help you choose ads better.