What is the best way to use the crowd label of JD Express? There are hundreds of tags in JD.com's DMP system to identify the people. What we need is to find the people we need and then circle them out with DMP, instead of obsessing with what tags we use.
Today, Laogao E-commerce will share with you some tips on playing with the express train crowd labels.
Three steps to play with the tags; determine the crowd, circle the crowd, and invest in the crowd
1: Determine the crowd
1. Basic knowledge
First of all, is it necessary to deploy JD Express crowds? not necessarily! The significance of the crowd lies in the optimization of display. Whether it is for the recommendation position or the search position advertisement, there are prerequisites. The crowd is to look for people with high clicks and high conversions for our products under the premise of showing the crowd.
2. Of course, we also need to consider the market size behind this group of people’s accuracy.
For example, if a classmate throws a wooden barrel and soaks the foot bucket, it is not very meaningful to be a crowd, because this category is too small, the search volume of keywords may only be a few hundred days, and this category is not an active category (the customer repetition rate is not high), and the user attributes of the product are very scattered. After we go to the crowd, we may only have dozens of people who are displayed a day, so this work is meaningless.
3. Differentiate between search groups
When we consider express delivery, we should comprehensively consider the delivery of express delivery. The four places behind the time, region, keywords, and crowd targeting are crowd delivery. Our people should start from the product environment and attract people on the premise of display.
4: Positioning of the crowd
When we place advertisements, don’t open the DMP interface first. First think about how different my product is compared to other products in the environment where the current keyword is placed? Is it the price? property? Functional ability? Then, based on this different area, who will choose a product like me, pay attention to the premise of keyword search environment.
At this time, we can buy a group portrait. It can be the customer's shopping behavior, the customer's attribute needs, or the customer's basic attributes (age, gender, occupation, etc.). Then we use DMP tools to circle out such people and finally quote them.
Therefore, the first step for us to cast express is: in the recommendation position, or search for the crowd portrait under the keywords, pay special attention to it, not the user portrait of the product.
5. Crowd positioning classification
a. User attributes (age, gender, occupation, education, etc.)
b. User behavior (browse, purchase, purchase)
C. User other (asset information, etc.)
After we do the above points, we can identify the people, target the people, and achieve accurate delivery to bring traffic. Such e-commerce operations are successful, and JD Express operations are not difficult.
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