Advantages of targeted advertising
- Fast results.
- An additional channel of communication with the target audience.
- Increased brand confidence.
- Easy scaling as a sales channel.
- Ability to quickly adjust campaigns.
- Ability to target different audiences using different methods.
- The ability to instantly interact with the target audience.
The difference between contextual and targeted advertising
Display location. Targeted ads are displayed within your favorite social network Facebook or Instagram – feed, reels, stories, etc. Contextual advertising is shown on Google search results pages (search and product), on the pages of partner sites (product, banner, remarketing). In other words, each type of advertising is displayed on the respective platform, and there are no cross-platform solutions yet.
Targeting method. Targeting methods for contextual and targeted advertising are fundamentally different. This is due to the nature of the display platform. Google is a search platform, so advertising here is focused on keyword searches. That is, a person enters a query and receives organic results along with advertising. Targeted advertising focuses on the audience, which means that it can be used to catch on to a specific feature of your target audience – pains, joys, desires, problem solving, problem creation, etc.
Creatives. For Google, the main creatives are still descriptive texts, images (if it’s banner or remarketing advertising), photos of goods for product advertising, and maybe a video for YouTube. For targeted advertising, it is not the text that is more important, but the creative itself. It should attract the user’s attention, catch the eye, because if the creative is not intriguing, then most likely your offer will not be read. For social media, creatives are pictures and videos, but note that video creatives are in greater demand.
What tasks does targeted advertising solve?
An effective tool for driving sales and traffic.
Targeting on social media allows you to focus on those users who are already interested in your products or services and are ready to make a purchase.
An additional way to distribute content.
Successful businesses are constantly improving their services and products. Social media is a great platform for communicating changes and innovations.
Developing and increasing brand awareness.
Effective targeting is not just about promoting posts, but a comprehensive effort to strengthen the brand. A properly customized campaign turns interested users into loyal customers.
Analysis of competitors and niche is necessary in order to build competition correctly.
The main nuances that need to be found out based on the analysis of competitors:
- how they manage social networks, which platforms they use, and how intensively they publish content;
- what advertising creatives they launch and how they catch the audience;
- what types of advertising campaigns they use;
- what offers and USPs they offer to their clients.
We will analyze your existing advertising campaigns, evaluate their effectiveness, understand the reasons for poor results, and identify ways to improve them. Based on our own experience, we will develop a unique advertising strategy to maximize the results.
Based on the data obtained from advertising, we will develop a media plan with costs for each type of advertising. Then we will record everything in a decomposition table with the predicted advertising indicators – cost per impression, CTR, cost per lead, cost per order, conversion to lead, conversion to order, and much more.
We will conduct an initial analysis of your business processes, identify your strengths, and work with you to create a unique selling proposition. We will determine your main target audience, how to influence it and attract attention with creatives.
Based on the analysis of competitors, data about your audience, and business USP, we will formulate a technical task for a designer to develop static creatives. If necessary, we will develop the simplest scenarios for video advertising.
While the creatives are being prepared, we will set up the basic analytics and conversion tracking according to the chosen strategy and landing page type. These settings will be individual for each project. If you sell services through a website, we will set up form tracking; if it is e-commerce, we will set up tracking and data transfer on the purchase price.
One of the cheapest types of advertising is remarketing, which means working with your potential customers in similar audiences. In order to target them later, you need to collect them in separate audiences and store them in the core of the advertising account itself.
After approving the main strategy and receiving ready-made creatives, we begin to form and launch all the planned advertising campaigns gradually. It is necessary to conduct proper segmentation to ensure that the creatives “hit” the target audience.
After the initial testing of advertising (5-10 days), we collect statistics. We track analytics on primary advertising indicators – cost per 1000 impressions, cost per click, cost per lead, number of sales. We draw conclusions and adjust the work of campaigns – restart, accelerate existing ones, create new ones, or stop some due to low efficiency.
For proven advertising campaigns, we need to conduct detailed analytics, review all the indicators – the number of orders, the ratio of costs to leads, the cost per lead, the response to advertising, etc. Based on this data, we draw a conclusion about the effectiveness of the selected types of advertising, the efficiency and correctness of the selected hooks and creatives. We fill in the decomposition table with real indicators and compare them with the predicted ones. Draw conclusions.
Based on all the analyzes and results, we prepare reports on the campaigns and work performed. We create a work plan for the next month.
Types of reports:
- one large monthly report with a list of all work, decomposition and media plan;
- interim reports every Monday on the results of a week of campaigns by key advertising indicators.
The cost of targeted advertising consists of several components, so it is impossible to calculate the budget accurately at once:
- Payment for the work of a targeting specialist.
- The amount of budget you are willing to give to Facebook to show your ads.
- The cost of creating creatives, video creatives are more expensive, but their conversion rate is many times better.
- The cost of third-party specialists and services: programmer’s work, SMM specialist’s work, photo shoots, etc.
That is why, even for the initial calculation of the cost of work and the preliminary budget for advertising, you need to know all the information as accurately as possible. This will also allow us to properly evaluate the project, understand its prospects and development strategies, and make a basic decomposition.
Therefore, we need to get initial information from you on lead generation indicators, access to your account and analytics, at least for review. Then, based on this data, your wishes for the development and expansion of sales, we will create an appropriate strategy and calculate budgets.
In this type of advertising, after clicking on the call-to-action button, a form opens that the targeting specialist creates from the necessary fields – Name + Phone, Name + website, etc. That is, you can specify all the necessary fields to process the order.
Advantages
Convenience for the user, since there are no transitions to other platforms and there is an auto-complete of fields. You can collect all the necessary data.
Disadvantages
Traffic is not directed to the website, so it cannot be collected for remarketing audiences in other ads.
When you click on the call-to-action button, a window opens where you can send a notification to direct mail. This type is suitable for Instagram and for niches with inexpensive purchases.
Advantages
Convenience for the user, as there are no transitions to other platforms, everything is in the familiar interface and all correspondence is saved.
Disadvantages
The method works only for Instagram and only for inexpensive goods or services. More expensive and premium products and specialized services are usually not bought this way.
Clicking on the call-to-action button opens the page of the website specified in the advertisement. The logic of transition from the social network to a separate website is applied.
Advantages
The ability to create remarketing audiences for further PPC. This method allows users to get more information about a product or service.
Disadvantages
High dependence on the quality of content and website structure for successful conversion.
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Social Media Marketing means promoting a brand, product, or service by creating and managing social media groups or communities, paid advertising, audience engagement, and analyzing results to improve engagement and convert visitors into real customers.