The task of collecting data about your target audience and reaching only interested buyers is greatly simplified if you useadvertising in social networks, because the users themselves have provided you with their data by filling out their profiles. Marital status, place of residence, interests and religion - all this is already indicated on their pages, and you can use this information to get the maximum effect from targeting.
With the right settings, you can achieve maximum results from your advertising, increase conversions, and avoid unnecessary spending.
Why is targeted advertising effective and how does it work?
The whole point is that a targeted advertisement is initially aimed at an audience formed according to the parameters you set in advance , which means that your advertisement will be seen by people who are most likely interested in your product.
Obviously, to increase the chance of conversion, your luxury cosmetics ad should be viewed by a woman.
Choosing gender settings.
Does an eight-year-old girl who uses Vkontakte for games need lipstick?
We set the age limit from 16 years.
Are you advertising a new promotion “Gift set, mascara + eyeshadow at a super price”?
Add to your settings users whose friends are about to celebrate their birthday.
Everything is clear and obvious, isn't it? The importance of properly targeted advertising is beyond doubt, but what can make it less effective? How to avoid a failed advertising campaign on a social network?
Let's look at two popular sites that are similar in a number of ways and determine how to use their resources most effectively.
Vkontakte
This site has many options for creating targeted advertising.Targeting settingsavailable for banners, promotion of posts, communities, applications, that is, adapting advertising to your potential client is not difficult, you just need to know a few nuances and understand the specifics of Vkontakte as an advertising platform.
Let's look at how targeted advertising is created.
First, you need to go to the advertising section and select “targeted ad”.
Then you choose the most successful format for your product.
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Let's say you want to advertise a community where a Kharkiv photographer offers his services and posts his work. Your goal is to attract subscribers who will then be able to use the services offered by the community. The ad formats available to us are community promotion (banner) and a special format (appearance of your community in the "recommended" section).
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Next we proceed directly to the targeting settings.
For example, in the interests column, we select categories that demonstrate the user's interest in your product. People interested in photography and modeling are more likely to become your clients.
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In addition to interests, you can set up many other options that you consider key for a potential client. Gender, age, operating system or mobile phone brand - it all depends on the product you are promoting.
You choose the payment method and prevent your ad from becoming “tired”. This should be done in order not to waste impressions on users who have already joined your community and so that the banner does not become “familiar”. Remember that for maximum efficiency, you need to change the ad often, making it more competitive.
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The function will also be available to youretargeting- the ability to contact users who have already dealt with you.
You create retargeting lists yourself, for example, by phone number or email address.
This way you can notify customers about new promotions, convince them to make a purchase or come to an event.
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You will be able to preview how your ad will look to the users it is targeted at.
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Users will see such a banner on their pages, they will have the opportunity to join your community simply by clicking on the “Join” button.
Targeted advertisingVKontakte will be effective for you if you promote:
product for wide categories of users
game or application
establishment (club, cafe, shop)
event (party, meeting, training)
B2C business is more likely to find its client on VKontakte, and B2B representatives should think about an advertising campaign on other platforms.
Creation algorithmtargeted advertising on facebookIt is quite similar to what VKontakte offers, but with the help of Facebook options you can create even more narrowly targeted advertising, thanks to a more diverse set of targeting tools.
You can start creating your ad by simply following the link on your Facebook page.
When you decide to create an ad, you must clearly understand what goal you are pursuing. Moreover, you must set it before creating the ad.
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Based on this, you choose the format of your advertising. The formats that Facebook offers are original and suitable for advertising different products.
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Facebook targeted ads are placed in users' news feeds on computers, other devices, and in the right column of Facebook, as well as on Instagram and Audience Network.
After going through a couple more setup steps, you can begin setting up targeting.
Here you have the opportunity to customize your target chinese overseas europe phone number list audience in the most detailed way using a large set of options. Using detailed targeting, you can carefully filter your target audience, for example, by behavior: offer repair services or furniture to people who have recently moved, and souvenirs and flower delivery to those in new relationships. Facebook allows you to make your advertising as effective as you know the approximate portrait of your client - how he lives, what he buys, how much money he is willing to spend, and what design will attract him.
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Just like in Vkontakte, you can exclude certain categories of users who will definitely not be interested in your products. For example, advertising a kebab shop to vegetarians hardly makes sense.
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Once you've finished setting up your targeting, you'll be able to view a summary of your ad.
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While creating an ad, convenient infographics and an analysis of your settings are displayed on the side.
Generally,Facebook targetingmore detailed than VKontakte , which allows you to make excellent advertisements of various formats and attract the maximum number of interested users.
How to make targeting work for you?
Here is a list of general recommendations that are suitable for both social networks, but each of them should be configured based on the specifics of both the platform and the product.
1 To issue
Properly designed ads will significantly increase response rates, and you simply cannot fail to take advantage of this when creating ads.
2 Update
Don't use one ad for too long, as it will lose effectiveness over time.
3 Customize
Make the most of the opportunities provided by the sites, clearly imagine the addressee of your advertisement.
4 Divide
Segment your target audience by creating identical ads and running them in groups of users based on different criteria, this will allow you to analyze the results for each group and figure out which categories to look for your buyers in the future.
Targeting is an effective way to find new customers, increase conversions and improve the effectiveness of your social media advertising campaigns.
With the right targeting settings, you save money, because the chance that your ad will be seen by a person who is completely uninterested in your product is significantly reduced.
Targeted advertising is a powerful tool when used correctly , and with social media networks tending to grow and add more features, it is likely that targeting will remain a viable method in the hands of advertising professionals for a long time to come.
