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Enhance the performance of your China online ads with DMP tools
Source: | Author:QS | Publish time: 2021-11-30 | 103 Views | Share:


The major reason for people to visit an official website of a brand is their willingness to purchase a certain product. If some of them see the ads for these products for the next few days, constantly deepening their impressions, then these people will likely become the users of the brand.


Many Chinese advertising media provide marketers DMPs (data management platforms) to help them reach the correct users more precisely.


What is DMP? How does DMP work for a brand to locate potential users

By tagging and classifying different people/s attributes such as age, gender, interest, mobile phone model, and so on, DMP groups the same individuals into “demographic packages”. Advertisers can utilize these packages to increase user coverage accuracy, as well as avoid showing ads to inappropriate users, such that conversions can be generated in a more cost-efficiency manner.




 


The DMP data of a brand usually comes from these three sources: 

1. Self-uploaded by advertisers, such as a list of registered users.

2. Demographic data provided by the specific third-party media, such as the "hashtag market" of Ocean Engine, the advertising platform of ByteDance.

 


3. The accumulated audiences of an ad account of the brand. Once a brand started an advertising campaign, impression data will be collected on the platform. Brand owners shall then be able to reach the group of people who have viewed their ad, i.e., locating people who have a sense of awareness of their brands.


The accumulated audiences of an ad account of the brand can be classified into three different groups.

1. People who have viewed their ads before, which refers to the group of users who have seen the ad. This group includes the largest number of audiences, with an averaged conversion performance among the three groups.

2. People who have clicked their ads before, meaning users who have seen the ad and clicked on it. This group includes fewer audiences than the first group, with higher conversion performance among the three groups.

3. People who have performed conversion actions before, which refers to the customers who have already purchased/registered. This group includes the smallest number of audiences, with the highest conversion performance among the three groups.

Taking Ocean Engine as an example,these three groups of audiences can also be more finely divided from different accounts (as shown below): brand level> account level> campaign level, where advertisers can include or exclude accumulated data from the corresponding level based on their actual needs.



How to make use of DMP to lower your ad conversion costs?

There are 2 ways to make use of DMP:


Method 1:Targeting people with higher conversion rates

Advertisers can use the phone numbers and other methods obtained from forms as a DMP audience package. You may also choose to target audiences that have similar behaviors or interests to those who have performed conversion actions before. You may target the audiences who have searched some specific keywords before, or those who have liked some specific articles and short videos, or even those who have purchased specific goods, and clicked on specific ads before.


We will take an MBA course promotion from an education brand on Douyin as an example to share how to use DMP to target high potential audiences.

Step 1: Analyze the potential intended users.

  • Corporate management with strong spending power, hoping for job promotions and advanced connections

  • Age 31-49 years old

  • Interested in information related to training, finance news, business updates, stock markets


Step 2: Advertising with the help of DMP audience packs

1、 In the "hashtag market" of the Ocean Engine DMP platform, advertisers may identify the basic attributes of potential users to customize their audience packs, such as specific age group, spending power, the price range of their mobile devices, etc.





2. In addition, you can create a DMP audience pack through “industry tags” in “hashtag market”. For example, you can use the "user behavior interest" function to locate users who have recently reached information related to MBA, job promotion, salary increment, education level improvement, business, finance, etc., and add them into your DMP audience pack.


 



Method 2:Exclude audiences with less possibility to take a conversion action

If the conversion cost of an ad keeps high, advertisers need to analyze the advertising data to identify the common characteristics of the inapplicable user and exclude them from the audience pack.

For example, advertisers with lead generation needs should exclude the audiences who have already left their information on different media platforms. Take the DMP of Ocean Engine as an example, advertisers may create an audience pack with a list of phone numbers that have already been collected in previous campaigns or media platforms, then exclude this audience pack from the current promotion.


 


This is what we would like to share regarding the DMP skillset during advertising in various China media. Advertisers can optimize their advertising performance and utilize DMP properly.


For more information on China advertising skills, feel free to contact our marketing consultant:  enquiry@so360.hk.


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