Black Friday advertising has entered the sprint period, and Facebook’s high-intention groups need to be screened out in advance

One of the most common illusions in Black Friday promotion is that there are many advertising clues, which means the customer acquisition effect is good.

In actual operations, a clue list may quickly accumulate tens of thousands of entries, but the people in it are from different countries, use different platforms, and have different levels of attention to the product. If they all use the same set of content to continue reaching out, subsequent promotion will still be very broad.

After Black Friday enters the intensive preparation stage, it is more important than continuing to add clues.Facebook platform users are screened out and then positioned around products and markets to target people who are closer to the purchase scenario.

The number of leads has increased, and the follow-up work has just begun.

Facebook ads can bring a large amount of user information to independent websites, cross-border e-commerce and application products, but ad clicks are only an entry point.

Some people are attracted by the pictures, some want to know the prices, and some are comparing different products. After the clues come in, it is necessary to further distinguish the platform, region and user characteristics before arranging the next step of promotion.

Suppose a home furnishing brand passesFacebook ads have accumulated 50,000 mobile phone numbers in preparation for promoting discount packages during Black Friday. If you directly use all numbers to send event information, the content can only be written very broadly.

If done through Digital Planet firstFacebook number detection can filter out Facebook platform users. Next, we will segment the products according to the country, activity status and product groups, and the Black Friday promotion will be more targeted.

What kind of people are closer to high intention?

High intent is not simply about whether a user has clicked on an ad once, but about how many connections there are between the user and the product scenario.

For example, to promote women's clothing, you can pay attention toFemale users on the Facebook platform; promote Android applications, you can screen people with Android devices; promote local services in the United States, you can first determine the number area, and then screen Facebook users; promote products that require instant communication, and you can continue to query the usage of platforms such as WhatsApp.

Digital Planet SupportFiltering enabled on Facebook can also be combined with multiple dimensions such as activity, gender, age, avatar, device and number status.

The more these conditions are not the better, the key is related to the product.

When selling mobile phone accessories, the device brand is valuable; when promoting beauty products, gender and age deserve more attention; when promoting local services, region and number status are more important. Only when the filtering conditions match the product will the positioning of high-intention groups be clearer.

During Black Friday, the crowd can be divided into three tiers

In order to make subsequent promotion easier to arrange, you can arrangeFacebook users are divided into three directions.

The first level: core product crowd

This group of users is closest to product features.

For example, promoteFor iPhone accessories, you can focus on Apple device users; to promote women's clothing, you can prepare content around female users; to promote games, you can select platform users based on device systems and target markets.

The core group is suitable for receiving specific products, Black Friday prices and purchase entrances.

Second level: active people on the platform

These users are still using it recentlyFacebook is suitable for arranging event reminders, new product introductions and limited-time content.

Digital Planet can carry outFacebook active user screening helps the team further find people who have recently used the platform from registered users on the platform.

For this group of users, the content can emphasize event times, popular products and discount nodes, making it easier to connect the information with the Black Friday shopping scene.

The third level: people who can continue to be cultivated

Some users have a connection to the brand or product direction, but their current needs are not as clear as those of the core group.

It can be introduced gradually through product content, use cases and shopping suggestions, rather than being filled with discount information at the beginning. For example, home products can provide holiday decoration inspiration, beauty products can introduce gift sets, and digital products can show different usage scenarios.

So the same batchFacebook users don't all have to receive the same content.

A Black Friday Advertising Lead Screening Case

A cross-border brand is preparing to promote wireless headphones to the United States, and has passed the preliminary approvalFacebook ads collect a collection of mobile phone numbers.

Screening can be carried out around the following ideas:

1.Using digital planet detectionFacebook platform users;

2.Filter target markets by US number range;

3.Distinguish between Apple and Android users based on mobile device systems;

4.Determine priority promotion scope based on recent activity;

5.Create Black Friday content that is suitable for users on different devices.

Apple users can focus on device connection and usage experience, while Android users can show the compatibility range, battery life and application scenarios. Even if the product is the same, the content can differ based on device demographic.

This is better than simply sending to all leads“Black Friday Limited Time Offers” have more content and make it easier for users to see information related to themselves.

Black Friday promotional content should not be limited to price

Discounts are an important element of Black Friday, but what users ultimately buy is still the product.

Facebook promotion content can include offers, but the purpose of the product should also be clearly stated. A more practical structure is:

lWho is the product suitable for?

lWhat needs can be solved;

lWhat changes during Black Friday;

lHow long will the activity last?

lWhere to view or purchase.

For example, when promoting a portable projector, you can first show bedroom movie viewing, camping and party scenes, and then explain the Black Friday discounts; when promoting a skin care set, you can specify the applicable skin type, combination content and order of use; when promoting home products, you can focus on holiday decoration and home use.

Let users understand the product first, and then let the offers drive action, and the content will be more complete.

digital planet letsFacebook leads work better

Digital Planet can be done in batchesFacebook account detection screens platform users from mobile phone numbers and segments the population based on conditions such as activity, age, gender, avatar, device and number status.

For those who have passedFor teams that have received a large number of leads through Facebook ads, this step allows subsequent promotion to no longer only focus on quantity, but to further clarify which users are closer to the product and market.

Black Friday advertising is responsible for bringing people in, and Digital Planet is responsible for screening people more specifically. The fact that the lead table looks full is just the beginning. The real value of customer acquisition starts with screening out the people who are suitable to continue to reach.

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