How to put the advertisement to the right person, this is the tireless pursuit of countless promoters and the media. This article captain to Facebook as an example of this media explanation, but the principle of other channels also applicable, please personally three. (For an introduction to Facebook ads, you can see《One Day learn to run Facebook ads》）。Seeing the beginning of the following, fans might wonder: What's the connection between account architecture and precision delivery?
Is the so-called thousands of miles of embankment destroyed in the ant nest, many promoters do not pay attention to the structure of advertising accounts, but often a small mistake will cause serious consequences. KnowA lotInexperienced promoters will copy the account structure of the past or have seen it without thinking, and put it first (burning money) to talk aboutAndExperienced optimizers will plan ahead through the account architecture to better deliver ads to the right people.
1 DesignedAccount architecture1.1 Why regulate the account structure?1.2 Basic concepts at the account level1.3 Basic requirements for account structure
2 Audience Insight Audience Analytics
3 Facebook Audience Targeting1 Designing an account architecture1.1 Why regulate account structureDo a good job of regulating the account structure, you will be beneficial in the following four areas of work:
For example, if one day suddenly you want to know:A video released on April 25th shows how well German men aged 18 to 25 are doing.However, we have not done a good job of account specifications, in the face of a messy account structure, how do you go to quickly find?So, we standardize the account structure, the first purpose is to find convenient:Ad planning, promotional unit naming logic is clear, quick to find.
2 Avoid duplicationWhen doing AB testing, the crowd tries not to overlap and with as few variables as possible. For example, can you see from the following ad groups whether the people I do ab testing overlap?
SoIt is said that standardizing the account structure is a good way to avoid the duplication of tests:Advertising groups and promotion units avoid name repetition, while regulating account structures avoids duplication of tests:Ad groups, promotion stod units avoid name repetition
3 Data analysisDoing vlookup analysis data through pivot tables is a must-have and must-do job for a qualified optimizer. When you export data from the background to excel, because there is no specification of your account structure, you want the header to break down is such a table, but the actual you get is a table that makes you mad.
A company will have more than one optimizer, if everyone's account structure and naming specifications are not consistent, then the people who look at the data will be very crazy!1.2 Basic concepts of the account level
First, let's look at the concepts and specifications at all levels of ad accounts. The concept of promoting the various levels of the account is a very important point of knowledge that we must find out.
FThe acebook ad account structure actually consists of three levels: campaigns, ad groups, and ads. Understanding how these components work together helps you run ads with the right targeting and content, directly to your target audience.
Take the following tourism promotion project, which:Promotion goal (campaign level) is a tourism promotion project;Crowd targeting (advertising group level) is divided into student groups and honeymoon groups;And students spring tour (small picture), students autumn tour (group picture), students autumn tour (carousel) is the advertising level (material);
ThisIn addition, we also need to understand what the goals and content for each tier are?From large to small, divided into three levels, campaign Campaign Campaign - Ad Group Ad Set - Ad Ad.
- Campaign Campaign: It's about setting goals for your ads, and you need to set your ad goals at the campaign level. At this level, you need to determine the ultimate goal of your ad, such as increasing the number of Page likes, installs, leads, sales, and so on.
- Ad group Ad Set: At the ad group level, you need to set parameters such as crowd targeting, budget, and schedule
- At the ad ad level: You need to set up ad formats, materials, copybooks, links, and more to reach your reach by designing compelling ad ideas (such as pictures or videos) at the advertising hierarchy to help you achieve your promotional goals.
1.3 Basic requirements for account structure
When we understand the three benefits of regulating the account structure, we need to learn the basic requirements of regulating the account structure, that is, to promote the account naming specification. A good account naming specification needs to meet the five-point principle:
- Easy to find: Advertising plans, promotional unit naming logic is clear, and you can find them quickly. For example, if there is now a used car selling point is a free evaluation, then I want to find this selling point compared to other selling point conversion costs will be higher or lower, and at this time my name can play a quick look up function.
- Avoid duplication: Advertising plans, promotion units to avoid name repetition.
- Format fixed: to a fixed format for our advertising plans, ad groups named, easy to query, but also reduce our subsequent optimization of operating costs.
- Intuitive: Easy data analysis, such as pivot.
- Easy to understand: Easy to work with other optimizers.
Here's what we've summed up from our past experience and are relatively scientific in naming rules. First of all, let's look at the naming rules for campaigns are company name and project, geographical scope, equipment, owner, customization.Then the ad group is the geographical plus location plus gender, age... The ad hierarchy is the form of the ad plus the material and the designer. It is not difficult to find out from this, in fact, our naming rules are also based on the corresponding purpose and content of the hierarchy to set.
We take a travel app as an example, show you the specific application of naming rules, in the campaign level according to the naming rules set the name to travel _MYTHPH_IOS_Will_0311, the ad group is named MY_M_2235_FB_ travel digital _A, Ads are named according to the form of the ad, the footage ID, the designer's name, and the ad group's name.Assuming that now I need to do the CEO of the ad serving summary report to give the sea notes, we want to see the cost of an ad, we can use this naming rule, quickly search out. If we want to see this ad's crowd targeting, we can also quickly and clearly know.
2 Audience Insight Audience AnalyticsUse Audience Insight Audience Analytics to teach you how to target your audience more accurately to improve your ad performance.First of all, we need to know that Facebook background is actually a set of algorithms and big data, it will be based on user behavior click, follow, like, forward, personal information such as age, occupation, location, etc. to segment the audience.
The more accurate our audience is, the higher the match and relevance of your ads, and the better the ad performance, the lower the cost. Facebook's system itself is almost infinitely segmented and filtered, and can even be matched with further precision with third-party tools.
Here I want to share a very useful toolAudience Insight。 Analyze and find your precise audience with Audience Insight Analytics in the Facebook backstage.This is the most commonly used crowd classification option, of course, you can also add a lot of your own personalized dimensions. What's the use of referring to these indicators? It's just to make it easier for us to group people, and to let us know what metrics to use first are relatively effective, and it's also for us to group ads.Of course, such an ad group up to dozens of hundreds, seemingly exaggerated is actually very normal, but we do not have to worry. We can do this efficiently with the tool Ad Manager, and can generate many different dimensions of ad groups by turning into a few parameters.
In addition, we are adjusting the basis of ad grouping is these dimension metrics. First of all, the general principle of grouping is to try to segment, otherwise it is difficult to achieve a better click conversion and control costs. For example, if you put 18-80 years old, Asia Europe and the Americas together, it certainly does not work well.
Backstage on Facebook, Audience Insight (http://facebook.com/ads/audience-insights) is a very important analytics tool where data from all Of Facebook's audiences is available and we can use it for crowd analysis.
Open Audience Insights, and let's look at all users first. For all users, the left side is options, country, region, age, etc. Once selected, the above line can save our own defined audience, we can give a name to save, when casting ads can be selected. The bar blue indicates the percentage of users you subdivide, and gray is the proportion of Facebook's total population.
There are very detailed parameters, such as emotional status, education, occupation, etc., and the high-level options in the left column can be further subdivided.
You can enter China first in the region, click on the home page like you can see the more popular home page, such as Jay Chou, Jackie Chan and other stars more.
If you look at the region, where are the people who use Facebook? As you can see from the figure, developed cities such as Shanghai, Guangzhou, Beijing and Shenzhen use Facebook the most.
Go back to the optional dimension on the left side of what you just said. It can be very precise positioning here, so as long as we have the precise targeting of the crowd, advertising can achieve very precise results. Audience sits here can save naming rules directly with parameters, such as "USA-Women - 20 to 30-Year-Old-Cosmetics-Single-University" and then click open to see the audience we just saved.
3 Facebook Audience TargetingFor Facebook ads, the accuracy of audience targeting directly affects the success or failure of ad delivery. So write down to talk about how to use some commonly used positioning model dimensions and techniques. Of course, here is just a brick-throwing jade, we must learn to take one and three, because Facebook's crowd positioning has many kinds, plus the combination becomes infinite. The following dry goods content will let you learn how to target your audience with precision in all dimensions.Facebook's audience segmentation is divided into three broad categories: core audience, custom audience, and similar audience.The core audience can be divided into two attributes: the basic attribute and the segmented targeting attribute.Basic attributes here need to pay attention to gender and age. Gender, in addition to the general vote, is best able to distinguish gender.Age this option is also very important, it is recommended that generally up to 3 years a range, the span can not be too large, even in small places, can be 1 year old a span.
Subdivide positioning properties:Mainly divided into demographic data, interests, behavior. Click "Browse" to see that there are many people targeted options for more accurate delivery.
Demographic data:is our most commonly used segment positioning. The first is academic orientation, you can locate to the school and study year, for example, you have products suitable for promotion to college freshmen or graduates, you can consider such a segmentation positioning.
Family Finance:The second is the family finances, which are currently applicable to positioning in the United States.Life Chronicle:This is particularly applicable to e-commerce, such as people in other countries, then we can consider the promotion of special products, letters, home supplies, food and so on. For engagement, we can promote wedding dresses, wedding supplies, candy, chocolate and other related products.Parents:The fourth is the parent, more useful, we can according to the different age of the child parents, to promote the corresponding goods and services.
Emotional status:For example, with whom or engaged, we can recommend Valentine's Day gifts, wedding gifts, etc.Job:This column also breaks down employers and searches for specific company names. But this generally can only search for large companies, so less use of it. In addition, the industry can also be segmented, positions can also be positioned to specific jobs, these two relatively useful, in the B2B promotion will be used.Next to further crowd positioning. Customer interest is the most important dimension in your ad delivery settings. Many advertising targeting and copy will refer to the interest of this dimension, and interest with association function, enter a word will be associated with related content, such as I need to put sports shoes, the target users are mostly outdoor enthusiasts, so here I can enter sports, and then find outdoor sports. We can also check the next browse to select shoppers who have made a purchase.There are two options, including excluding users or narrowing down, it allows us to further segment users, for example, we choose to exclude users, you can exclude the crowd you do not want to target, or choose to narrow the audience, choose a group of people, interests, behavior, so that it meets multiple conditions at the same time, cross-intersection.
The other two attributes of the segmentation positioning attribute are interests and behaviors, and you can do the opposite of the demographics described above. There are hundreds of options for this positioning model on Facebook, each with a different value and combination, and a different business value behind it, so we're asking you to be sure to give accurate analysis and understanding to your products and audience, and to do a good job of marketing and user research and analysis.
Custom Audiences is an ad targeting option that lets you find people in Facebook who have known or purchased your product or business. You can create a custom audience by using customer lists, Facebook pages, videos, ads, website visits, or app visits as a source.
Facebook encrypts data provided by users, and if you want to upload a list of customers, you need to encrypt the customer list locally in your browser before uploading it to Facebook.After the encrypted list is uploaded to Facebook, Facebook matches the list to the database. Match entries will be added to your custom audience, and both matching and unmatched encrypted data will be deleted.
ClickInnovative build audience, select Custom Audience Creation:
For example, in the following image, you can set up the past 30 days, watched a video on your home page more than 50% of the users, accurate remarketing.
Similar audiences are a very important feature of Facebook. With similar audiences, you can reach new users who may be interested in your business because they are similar to your existing high-quality customers.When you create a similar audience, you need to select a source audience (a set of custom audiences, created based on pixel data, mobile app data, or Page fan data), and the same characteristics of the user in it are recognized (for example:demographic information or interests);The system then looks for people who share similar characteristics to them.For example, you can target the example of a custom audience above:More than 50 percent of people who have seen a video in the past 30 days are looking for a similar audience.
You can choose the size of a similar audience during the creation process.The smaller the audience, the better the match is with the source audience.Creating a larger audience increases the number of potential reach, but reduces similarity between the similar audience and the source audience.In general, we recommend a source audience of between 1,000 and 50,000 people.
In addition, the quality of the source audience is important, for example, a similar audience generated by a source audience of the highest quality customers is higher than that of a source audience made up of all customers. When you create a similar audience, you can also consider the following information:
Your similar audience will only include users of one or more countries or regions selected at the time of creation;
How to find the target audience, the ad to the right person to say here, in fact, a lot of advertising channels play, algorithms are reference to Facebook, so other platforms such as TikTok and other information flow advertising platform principles are much the same, must be a back three, if you have any questions welcome message.· Guess your favorite article.
- The source audience must contain at least 100 users from a single country so that Facebook can build on this to create a similar audience;
- Depending on a group of source audiences, you can create up to 500 similar audiences.
- Similar audiences exclude source audience users unless you use pixels as your source audience;
- You can use multiple groups of similar audiences in one ad group at the same time, and the ad group targets your ad to anyone in any selected similar audience.
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