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Introduction
For overseas brands operating in China, delivering relevant ads to the right users is vital for maximizing ROI. By dividing audiences into highly specific segments, brands can tailor messaging and improve ad effectiveness. This article explores best practices for creating and optimizing audience groups to achieve measurable results.
1. Behavioral and Transactional Segmentation
1.1 Purchase History Analysis
Segment users based on prior purchases to create repeat purchase campaigns. Personalized offers drive loyalty and increase lifetime value.
1.2 Browsing Behavior
Track products viewed and pages visited to identify user interests. Tailored retargeting improves relevance and encourages conversion.
2. Utilizing Platform Targeting Capabilities
2.1 Advanced DSP Filters
Use filters such as geography, age, and device type to refine segments. This ensures campaigns reach the most relevant audiences efficiently.
2.2 Retargeting and Lookalikes
Leverage lookalike audiences based on high-value customers to scale campaigns without losing targeting precision.
3. Creative Personalization for Segments
3.1 Dynamic Messaging
Tailor ad copy and visuals to reflect the segment’s interests and behaviors. Relevant messaging increases engagement and conversions.
3.2 Customized Offers
Offer promotions or bundles suited to each segment. Incentives aligned with user behavior increase purchase likelihood.
4. Measurement and Continuous Optimization
4.1 Segment-Level Analytics
Analyze KPIs per segment to understand performance differences. Focus on high-performing segments to maximize ROI.
4.2 Iterative Testing
Test different segment definitions and creative approaches. Continuous optimization ensures campaigns evolve alongside audience behavior.
Case Study: A US Fitness Equipment Brand
A US fitness brand segmented audiences by past purchases and browsing activity on Chinese DSP platforms. By deploying tailored messaging and offers for each segment, the brand saw a 35% increase in conversion rate and a 28% reduction in cost per lead within two months.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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