Many marketers and brand agencies who market on LINE You may have heard of or have tried some BUSINESS MANAGER tools.
But did you know that BUSINESS MANAGER that can do Cross Targeting Or sending target audience information across products on LINE for advertising or campaigning in a variety of ways. Using this tool will help organizations with multiple products to reach new customers more broadly and more efficiently.
today thumbsup will give an example of using this tool for brand marketers and agencies I have applied it.
Marketers who have ever planned a campaign on LINE should know that LINE offers a variety of marketing tools to choose from to reach customers, and today, it can help brands do cross targeting easily through the BUSINESS tool. MANAGER that will be an important aid in sharing target audience information between 3 important tools:
- LINE OA Main channels for marketing communications
- LINE Ads account for shooting advertisements on various locations in LINE Ecosystem
- Smart Channel Ads Ad position in prime location at the top of the chat list page in the app. LINE
In general, the LINE back-end system can exchange target audience information between LINE OA and LINE Ads already
But the problem is that the original mode of operation is limited to one LINE OA account per account. LINE Ads Account only, which is considered a limitation for cross targeting for brands that have more than one LINE OA or LINE Ads account.
LINE has developed a tool. BUSINESS MANAGER To solve that limitation, cross targeting on the LINE platform has communication efficiency. shooting more ads
however thumbsup I will introduce 6 examples of how to use the BUSINESS MANAGER tool for Cross Targeting so that marketers can better understand the work process.
Model 1: Bringing a group of followers (Friend List) of Brand A to shoot and add on the LINE Ads account of Brand B.
This form of Cross Targeting will help brands or businesses to have multiple brands of products. bring information between the products Let’s increase sales opportunities. Because each brand has many LINE OA under their supervision.
for example
Brand A (Beauty) VS Brand B (Perfume)
In the event that Brand B releases a new product as a new fragrance and want to increase the chances of being recognized by the target group of beauty products because it has a wide and diverse customer base with the goal of advertising to communicate that “whenCustomers are already interested in beauty products. They may need perfume to boost their confidence.”
Brand marketers Can bring the information of followers or Friend List from LINE OA of the brand A, a group that should be interested in beauty products Come to share with the LINE ADS account of brand B, which is a perfume product. In order to be used as a target group for shooting As well as introducing new products for those target groups
It is considered to expand the target audience base for advertising of perfume brands to cover more coverage. by still relying on information from within the same organization According to LINE’s testing, it was found that this form of audience sharing Helps businesses increase CTR up to 1.8 times.
the pattern 2 : Take the target audience who clicks on the broadcast messages on Brand A’s LINE OA to shoot and add on the LINE Ads account of Brand B.
for example
Brand A (Beauty) VS Brand B (Perfume)
when similar products Businesses can do cross targeting through audience sharing for higher advertising efficiency. Especially the target group who used to click on the message or image of the product from the broadcast. reflect similar interests It tends to provide higher efficiency in advertising.
Beauty brands may have done creative images with a variety of products. Or have a variety of features including scented products, so fragrance brands can choose to remove followers who have clicked on a broadcast of scented products. or about the smell Become a target group to shoot ads for perfume brands to reach customers who are interested in scented products. This will be more effective than shooting adds to a broader audience but not knowing their interests.
the pattern 3 : Take the target group who clicks on the ads of brand A to shoot ads on the LINE Ads account of brand B.
for example
Brand A (Beauty) VS Brand B (Perfume)
Not only sharing information about audiences who clicked text or images from broadcasting within LINE OA only, information from target groups who had clicked images from advertisements through LINE Ads of brand A that may appear on the page LINE TODAY, LINE VOOM, LINE Wallet or page LINE OpenChat Etc., can be shared with brand B to shoot and add as well This will allow a wider database. It’s not limited to LINE OA’s followers alone.
The case is similar to model 2, but in this case, the brand gets a wider audience. Not just a beauty brand’s LINE OA followers. But it is a group of other LINE users who have clicked on the beauty brand’s ad too. When taking this group of information as the target group for shooting the perfume brand’s ad. will make the perfume brand reach a target audience with more interests and numbers
the pattern 4 : Take the target group who has visited Brand A’s website to shoot and add on Brand B’s LINE Ads account.
for example
Brand A (Beauty) VS Brand B (Perfume)
SHARING AUDIENCE DATA THROUGH THE BUSINESS MANAGER Can also share tracked customer data from contacts. LINE Tags Yes, brands can share audiences that LINE Tag tracks to see if they’ve clicked to Brand A’s website from ad clicks. To shoot advertisements for brand B or bring those target groups. to create an audience Lookalike can do the same
People who are interested visit websites from clicking through ads. is indeed a person who is truly interested in the product Therefore, it is considered a potential target group. Perfume brands can select target audiences who have visited the beauty brand website. Become a target group for shooting perfume brand ads. This will definitely increase the efficiency of shooting adds.
the pattern 5 : Take the information collected from direct customers of Brand A to shoot and add on the LINE Ads account of Brand B.
for example
Brand A (Beauty) VS Brand B (Perfume)
If the brand collects information directly from customers also known as 1st party data, either offline or online, whether personal data, email address, User ID or other data. Which can be obtained from surveys, playing games or marketing activities that have been done by brand A can bring these information Can be used to shoot advertisements in Brand B’s advertising account.
Marketers, brands or entrepreneurs can upload data to BUSINESS MANAGER.
Without having to worry about violating PDPA laws, brands can choose to directly upload their own data, manage and delete their own data, choose their own LINE OA and LINE Ads accounts for each campaign.
the pattern 6 : Take the information of the target group that has seen the add on LINE Smart Channel to shoot the add on LINE Ads.
for example
Brand A (Beauty) VS Brand B (Perfume)
Brands can bring target groups who have previously viewed or clicked on advertisements on LINE Smart Channel to share to LINE Ads.
to shoot advertisements to reinforce awareness with deeper information, create Call to Action Or notify promotions to stimulate interest until the sale can be closed. According to LINE’s test, cross targeting like this can increase CTR by 5.7 times and reduce CPC cost by 40%.
LINE Smart Channel Is a tool that reaches many users When the Beauty brand advertisement appears on this position Will be able to store information about interested parties, click a lot Sharing this target group with perfume brands Will be able to create a new target group that has the potential for the perfume brand as well
new tool BUSINESS MANAGER of LINE is a tool that helps strengthen brands and marketers in communicating with customers and reducing the problem of repetitive work that Waste of time and lost opportunities to reach new target groups. even though the information is already on hand
Another thing is to help reduce concerns about the law. PDPA where brands and agencies are very concerned about collecting information because it can only share information within the same organization At the same time, brands can get the most out of using more tools in the LINE Ecosystem.
LINE has also boosted customer confidence with the BUSINESS MANAGER test results that can increase communication efficiency and increase CTR by up to 46% from cross targeting according to the examples we have given you.
Interested brands can use BUSINESS MANAGER at no additional cost!
You can contact your brand agency to try this tool. Contact LINE’s partner agency at https://lineforbusiness.com/th/partner
Find out more about BUSINESS MANAGER at https://lineforbusiness.com/th/service/businessmanager
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This article is Advertorial.
