There’s an art to advertising on LINE LAP! Let’s look at the 3 marketing principles behind it.
This article is reprinted from: IBA Customer Acquisition Data Marketing LINE LAP Advertising: There’s an art to it! Let’s look at the 3 marketing logics behind it.
Taiwanese people use LINE every day ; statistics show that 50% of mobile phone users check LINE notifications as soon as they wake up. This is why LINE has become a popular advertising option for brands in recent years. LINE is arguably the most user-friendly app, deeply integrated into people’s lives, making LINE advertising a way of communicating with consumers that is closest to their daily routines.
When it comes to advertising, the key is to invest in the most effective ways to reach consumers. Today, we’ll discuss LINE’s performance-based advertising: LINE Ads Platform (LINE LAP). Compared to other advertising channels, what advantages does LINE LAP offer that make it easy for businesses to get started and boost their marketing efforts?
<To quickly understand what LINE LAP is, you can first read this article from Oh!Bot>
What are the benefits of using LINE LAP for novice advertising merchants?
The sheer size of its user base is self-evident. For those with limited marketing and advertising experience, the LINE LAP Ads Administrator interface is incredibly user-friendly; once a merchant’s ad is approved by LINE, they can configure its placement in the “Ads Account” section of the backend , and there are also official YouTube tutorial videos.
Official Video: [LINE Performance Ads] EP3 – Guide to the LINE Control Panel Interface
In addition to the features expected of a typical platform, LINE LAP also addresses the challenges new merchants may encounter when advertising ; for example, see the following:
The most common problem encountered: budget control
Drawing inspiration from e-commerce, advertising campaigns must strictly control “how much budget to allocate for each campaign and what the target conversion rate is,” avoiding arbitrary increases in costs. Extending from this concept, LINE LAP features a function to set a “budget cap” for each ad campaign .
To gain exposure on different ad slots on the LINE app, merchants bid for the placement and time slots (similar to Google Ads). If merchants don’t carefully calculate the conversion rate for each ad per day, hour, and ad, they may unknowingly exceed their budget. Setting a budget cap before ad exposure provides an automatic stop mechanism .
When the cost of ad exposure reaches the preset amount, the ad will automatically stop being displayed and switch to the next advertiser; this will prevent you from having to manually stop the ad from running and ending up paying a large sum of money.
Image source: YouTube channel: LINE Biz-Solutions Taiwan
Targeting high-value audiences: Defining your target audience for advertising
Exposing yourself to the right people is more useful than making baseless accusations.
When businesses are wondering, “Who should I show my ads to?”, they can use the “Set System Audience” function in the backend to focus on the target audience for the ad, thus avoiding wasting advertising budget on ineffective targets. What does this mean?
If I developed a dating app and currently only have an iOS version, and I want to attract an initial user base to test the market, I could simply show my app ads to Apple users . However, typical ad placements use basic categories like “age/gender/location,” which means half my budget would be wasted on Android users.
LINE LAP offers a very comprehensive audience segmentation feature. Before each ad campaign, businesses should carefully consider: “What product/content am I advertising this time?”, “Who do I want to attract to make a purchase?”, and “What do I hope the customers I reach will do next?” This targeted approach is the key to smart advertising and marketing .
Once you’ve thought it through, let’s categorize the objects!
LINE LAP has built-in “System Audience” and “Custom Audience” functions.
This is LINE’s categorization based on “lifestyle preferences,” such as users’ habits of reading LINE TODAY news, their browsing history on LINE Shopping, or the types of official accounts they have followed. These criteria reflect LINE users’ behavior within the LINE service. Setting up a system audience allows businesses to filter their exposure targets, including:
．Location : For example, I could target ads to “people active in Taichung”.
．Gender : For example, breast cancer screening ads could target women.
．Age : For example, toy ads.
．Mobile operating system : iOS or Android. •
．Interests and behaviors : There are many options here! For example, gym or running ads could select “health and fitness”; online course ads could select “career and business” plus “education and certifications”, etc.
Image source: YouTube channel: LINE Biz-Solutions Taiwan
For beginners, the built-in audience criteria in LINE LAP are usually sufficient to precisely target suitable consumers. However , experienced advertisers who have already built a membership list (their own audience) may pursue custom audience advertising. This type of advertising focuses on “calling only a small group of people, and based on specific criteria,” such as ads for a brand’s VIP exclusive program.
*A friendly reminder : Custom audiences primarily target consumers who have had prior contact with the business and whose information is legally held by the business; they are not complete strangers. If a business wants to increase brand awareness, using custom audiences is not recommended.
LINE’s tag feature tracks consumer intent and optimizes marketing strategies every time.
The previous section discussed how to use LINE ads to accumulate traffic; at this stage, it is also recommended that businesses collect their own website audience data to move on to the next step in marketing: ” cultivating loyal members and encouraging consumers to return and interact with the business again and again .” In collecting website audience data and customizing audience functions, this can be understood primarily through building [ad tracking codes: LINE Tags] , a technique commonly used in data marketing called “embedding web tracking codes.”
The first step in web tracking is installing the “basic code” for the LINE tag:
By setting a basic tracking code behind the ads to be launched, detailed exposure performance records can be kept during campaign execution :
how many people visited my store’s website through the ad, which products and pages they viewed, how long they considered placing items in their cart before placing an order/abandoning it, etc.
This benefit extends beyond the intuitive aspect of product transactions; merchants can also use it to check if their website is user-friendly and encourages users to browse from one page to the next.
Image source: YouTube channel: LINE Biz-Solutions Taiwan
Personalized “specific event” design:
What constitutes a specific event? For example, if I’m a clothing retailer, I’d like to know how many people have watched the newly designed “Clothing Try-on Video Project” on my website? Have the videos helped consumers clarify which size they want to buy, reducing the need for returns and exchanges?
Merchants can use the “Custom Event Codes” feature in LINE Tag settings to specify and list the consumer actions they want to know about as “events,” for example：
• Track the click-through rate of a specific button or video.
• How long do people typically watch this video?
• How long do consumers spend browsing a specific webpage?
• Where do page scrolls usually go (have you actually looked at my website?)
For businesses to thrive in the long run, they need a thorough understanding of each customer . Information gathered from LINE tags reflects consumers’ true feelings: what they like, what they don’t want to see, and what makes them hesitant. Using this information as a reference, businesses can effectively strengthen customer loyalty by strategically planning next season’s merchandise, adjusting website functions, and developing activities that appeal to specific groups .
When using LINE tags, businesses should personalize the design based on their specific products and marketing strategies. LINE offers detailed design guidelines and tutorial videos to teach you how to create effective ads from the inside out and successfully attract customers on LINE.
Understanding Consumers Further: LINE’s Creative Marketing Approach
LINE LAP’s advertising SOP is designed based on marketing logic. Therefore, novice merchants can learn marketing strategies by carefully exploring the design principles behind LINE LAP’s functions.
If businesses find it difficult to figure out the LINE tag tracking techniques taught earlier on their own, they can install a ” tracking plugin ” in the LINE account backend. Oh!Bot, a great partner for customer acquisition data marketing, provides such a plugin; it primarily helps businesses leverage highly engaged LINE accounts to conduct efficient and in-depth membership management .
What does this mean? Taking a “beauty studio” as an example, Oh!Bot can help businesses set up:
Consumers can use LINE to quickly make online reservations, schedule appointments, and consult with businesses; they can also accumulate and store their information and membership cards in LINE, and enjoy the services of businesses directly through LINE.
• Track consumer behavior, similar to the LINE tag effect. Merchants design tags for members; for example, hairstylists record customers’ favorite hair dyes, purchase frequency, etc., to better understand consumer needs and then push personalized marketing messages.
• Design mini-games and offer discount coupons on LINE; Oh!Bot can design and send exclusive coupons tailored to different customer groups.
In today’s world of messaging apps, besides advertising, LINE is a long-term strategy for cultivating loyal customers through official accounts. How to effectively manage your membership base using LINE? Click on the Oh!Bot website to learn more about its features!
Businesses can attract audiences and add them as friends on their official LINE accounts to obtain member information; then, they can use Oh!Bot for membership management and remarketing, which is a smart way to combine Martech and communication software. Understand your consumers and flexibly utilize LINE’s automated upselling, LINE coupons, LINE referral rewards, and other services to accumulate a large number of new and returning customers!
圖片來源：〈Oh！Bot 思言科技〉
Further Reading:
How to use LINE@? Master these 5 tips to easily manage your first official LINE account.
