Mobile app advertisers often say their biggest challenge is not just getting people to see their ads, but also getting their target audiences to see them at the right time. Fortunately for us, ad audience targeting has matured over the past few years. When it comes to Facebook, detailed user profile information allows us to target ads to our ideal users without years of practical training.
Of course, you can target audiences based on gender and location, presenting apps to hundreds of millions of audiences. You can pick a number of related apps and pray that this association will increase your conversion rate. But is there a more scientific approach?
First, we need to think about and determine who our ideal audience is. Who will recommend the app to a friend immediately after downloading it, or put it on the device's home page?
Some definitions of "best user" are as follows. The best users vary depending on the type of app, lifecycle stage, promotional goals, and other parameters, so you need to consider which scenario is best for your app:
Installers - Typically, when you're testing a new idea or advertising strategy, you'll find that the best users are probably the ones who decide to click Install. This at least proves that from a creative point of view, you are going in the right direction.
Participants - This user will actively engage in certain types of engagement activities after seeing the ad, such as opening your app again, signing up for an account, or clicking a button. These users are your early audience during testing to help you understand whether the user experience is good or whether in-app behavioral calling is working.
Participant again - This user performs all actions of the participant and repeats those actions. For example, upload other images multiple times, transfer other videos several times, or order food again. If you've identified an advertising plan, but need to dive into the app's core concepts and "stickiness," these users are your target audience.
Demographics are very useful. You can set your ideal user to be between the ages of 18 and 34, earn more than RMB 40,000 a year, and live in the east. As a result, half of the population in which you work may be within this range. So, do you think these people have the same interests?
The more you know about your user base (interests, psychology, life stages, lifestyles, etc.), the more targeted your ads are, which means you can efficiently reach your audience and keep your less savvy competitors out of reach. Targeted advertising means lower spending, higher conversion rates, and even greater engagement.
Here are some basic getting started tips for researching users.
Update the traditional method
In a sense, market research is still important. To understand the user's details, first of all, you need to do user research, so that you have a good mind. With Facebook, we've added a number of new elements that can target delivery. The details are as follows:
Demographics - gender, age, income and other standard characteristics.
Region - Positioning ranges from one country to one city, or as small as a city.
Interests - One of Facebook's main strengths (because of the things, apps, and activities that are most interesting on the platform) ——- can be positioned based on people's interests. Learn more about things that people are more likely to participate in and use them to improve ad targeting. (Side note: Audience Intelligence is able to display apps so that you can find apps similar to your app and target pages for those apps.)
You can also dig deeper, and we recommend that you check the Facebook Ad Targeting Details sub-page for a complete list.
Understand what the user thinks
To understand, what factors users consider when determining whether to download. Focus on your users' preferences for similar apps, or write ad words based on their interests to differentiate themselves. Because there are too many choices, you need to be as user-like as possible.
After understanding the user's concerns, for better or worse, carefully design the app's unique selling point (USP) to create brand information around USP. And it's pushed through Facebook with information that reflects your slogans, images, and targeting standards.
Use scientific methods of investigation
Once you've collected the last selected promotional material, you'll need to spare no effort to test it. Observe the number of installs per campaign or ad, CTR (ad click-through rate), and CVR (ad conversion rate). In this way, you can combine the strongest ideas and information to create new ad campaigns. Find the most effective advertising campaign based on the data and set a budget for it.
You can target similar users with Lookalike Audience with Custom Audiences on Facebook. It's easier if you have a list of emails from people interested in your app. You can upload these email addresses and have Facebook find matching material for you.
Here's how to find the best users of the future:
Build Custom Audience profiles based on the top 25% of users.
Set up Lookalike Audience to find new users that match custom standards.
Because the new users you're targeting are very similar to your best users, just wait for the installation to keep climbing.
Position in a smarter way
Which audiences do you want to see your ads? Facebook offers targeting options to help you engage your audience with higher segmentation:
1. Serve ads only to people who follow your app's (or company's) Facebook page. You may want to remind the downloaded user to use it again, or you may be trying to build brand awareness. Anyway, sometimes people need a quick reminder.
2. Serve ads to people who like your page and their friends. If you love sports, your friends are also likely to love sports. This can both engage benign users for your app and improve the accuracy of your ad serving with similar users.
3. Exclude users who have previously followed your page. Save on your marketing budget and focus on people who may not yet know you.
4. Pay attention to the new device owner. People are always upgrading their phones, changing their operating systems, or receiving them as gifts. Catch the people who need to download apps for their phones, and they desperately need them.
Optimize the design
As you might not have imagined, the App Annie test found that 80% of users decide to download an app simply because of creativity. Pictures and promotional text are very powerful tools. You can optimize your design by:
1. Make sure that all the pictures and text you select send a clear message. This filters out utero users. For example, people who love five-star hotels are less likely to respond to motel ads.
2. Avoid clickbait. Your clicks may increase, but unrelated clicks can also increase costs. Your goal is to increase conversion rates.
3. Launch three to four different ideas for each set of ads to achieve the best publicity results. Facebook provides a lot of support for A/B's experimental advertising campaign, so you can take advantage of it.
Now that you've defined the "best" users, you've done a deeper survey of them than you did in your last promotion, and you've got key tools (and best practices) to find users. Start targeting these users now. Start targeting these users now. The earlier you start, the sooner the test starts. The earlier you test, the faster you get the results. And these results are the basis for many upcoming advertising campaigns. Good luck!
Go to "Discovery" - "Take a look" browse "Friends are watching"