Need More Gold! How to Attract Even More Customers with Targeted Advertising

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A few more non-obvious setup tips
The name "targeted advertising" comes from the English word "target", which means "goal". This is the main feature of this type of advertising - it is shown to a specific audience according to pre-set parameters. In other words, it hits the target. How to "aim" even better and make targeted advertising more effective? Experts shared their life hacks with us.

Define your targeted advertising goals and set up analytics
Targeted advertising can perform different tasks: warm up the taiwanese telegram audience for lead generation, directly collect leads, or simply increase brand awareness. It is better to start working on upgrading advertising in social networks by updating goals and defining performance indicators by which you will track their achievement.


Victoria Malyshkina, Internet marketer, GC "Obuv Rossii"

Our sales funnel is built in such a way that we do not lead cold audiences to the site from social networks using advertising; we have other traffic attraction channels for these purposes. We encourage cold audiences to subscribe to our groups and accounts, and only after that we build interaction, forming trust and interest in the brand.

With the help of targeted advertising, we work more with a warm audience - we return to purchase those people who have already been on our site. This allows us to recoup other sources of traffic that bring us new clients. For example, CPC "VKontakte" = 3.7 rubles, and this is 3 times cheaper than contextual advertising. Conversion to sales on different social networks is different.

What to analyze first depends on the goal of your advertising campaign, but in all cases it is important to track:

number of subscribers in social networks before and after the start of advertising;
audience engagement - the number of likes and comments on social networks;
the number and cost of conversions from the website and in social networks;
the number and cost of transitions to social media accounts and websites.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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Decide on targeting and start working with creatives
The main advantage of targeted advertising is the ability to show an ad to a specific segment of users. Most targeting is the same in all social networks. For example, socio-demographic (gender, age, income level, education), geographic, by interests. Additionally, different social networks have their own targeting. For example, in myTarget you can show ads to coffee lovers or even owners of a certain brand of car.

The more carefully you approach the selection of targeting parameters, the higher the conversion of your ads will be, since they will be seen by users who are potentially most interested in your product or service. To narrow the audience even more and thus make targeted advertising more effective, you can work with collected databases and look alike audiences.