Audience synchronization management, precise remarketing

Preface :

According to the well-known Rule of Seven theory, potential customers are most likely to consider buying behavior only when they receive advertising information more than 7 times on average.

According to data, over 90% of users who visit the website are not ready to buy. For marketers, this is the last number they want to see.

In fact, most potential consumers compare the products they want to buy on different apps, so they delay placing orders to complete the conversion.

How does audience synchronization management achieve the role of converting potential customers through remarketing?

First of all, we need to know that users may have two types of behaviors on your website:

· Not interested (Visitors stay on your app for a short time, do not enter any other pages of your app and exit)
Such visitors have very low purchase intentions, and remarketing advertisements for them increase costs, but at the same time it is difficult to increase ROI.

· Interested (Visitors browse the app content and may even click on other pages)
Such visitors have a high purchase intention, if they get effective advertising information, they may return to your app and purchase things much more!

Remarketing is different from traditional marketing methods. The main reason is that their ads jump out and are generated not because of consumers’ keyword searches, but through consumers’ past behaviors left on the Internet. To meet its needs.

In order to achieve this effect, he has two "cheats":

Cheats 1: Repeated visits to deepen the impression

As mentioned at the beginning, according to the consumption habits of the general public, it usually takes "second visit" or even more than "three visits" to convert into actual sales, and the checkout process of APP is lengthy and inhumane, which also leads to potential consumption. The person has a high chance of leaving halfway. Through remarketing, you can reduce the churn rate, reach out to this potential consumer again, and increase the chance of converting into a real purchase.

Cheats 2: Customized marketing, thousands of people

Most people don't like advertising, or they feel that even if the app wants to advertise, it must deliver content that caters to the interests of consumers. For example, when men are placed on female cosmetics ads, they may feel useless and have a negative impression of the brand.
The customized service of simultaneous audience management allows developers to set the conditions of the crowd package to achieve the effect of thousands of people, thereby increasing the arrival rate.

The purpose of remarketing is to attract users to return after leaving the app. Therefore, the advertising audience delivered is not casual passers-by, but those who have a preliminary knowledge or interest in the product. The purpose is to persuade them to buy yours. product. Such functions are effective because they allow you to display advertisements to precise visitors who have already shown interest in your products, and with the help of search engines and social media channels, you can make a second stimulus to promote purchases.

Get audience synchronization in three simple steps:

Through the audience synchronization management, the audience can be synchronized to the application market activity management. After the audience is synchronized to the application marketing activity management, they can select the audience group to issue prizes when creating an activity in HUAWEI Ads for accurate prizes and news reach.

prerequisite :

This function is applicable to Android applications. Please ensure that your integrated Android SDK is version 5.3.0.300 or above. For the integration method, please refer to Integrated SDK.

Step1: Set up the audience package:

Pull down Huawei analysis and enter the audience analysis interface to add a condition group. The conditions are divided into "User Attributes" and "User Events". The available options include: first start, click notification, device model, geographic location, etc.

Step2: One-click access to audience synchronization management:

Click "Audience Synchronization Management" in the upper right corner of the page to enter a new page.

Step3: Turn on the synchronization switch:

Select the appropriate item and click to turn on the synchronization switch.

What can we get after synchronization?

Remarketing after audience synchronization allows you to target specific potential consumers with specific advertisements, with the purpose of persuading them to buy your products. These activities are effective because they allow you to display advertisements to precise visitors who have already shown interest in your products. With the help of search engines and social media channels, you can make a second stimulus to promote purchases.

For example, when a user browses a product in an e-commerce app, he adds the clothing of brand A to the shopping cart, but does not purchase it. Later, when users open Huawei Video, Huawei Music, Huawei Reading and other apps, they will again see the architecture of the brand A's clothing advertisement.