Targeted advertising is an official tool for promotion on social media. If you learn to use it correctly, excellent results will not keep you waiting. Such type of ad is much more effective than offline one, the ad on television or the ad from influencers who can broadcast your special offer. However, in order for an advertising campaign to be justified, you must know the 3 important elements that a successful consumer promotion consists of.
1. Correctly selected target audience.
Perhaps this is the basis everyone should understand. If your advertisement is shown to a person completely uninterested in the product, most likely it would bt useless, no matter how creative the post is. Not every woman would respond to the image of fishing rods, and man – to the dress, agree?
Therefore, first conduct a research to find out who your target audience is: age, gender and interests of people you will show the advertisement to. Facebook offers a fantastically large selection of criteria that you can specify when creating a consumer promotion. If you want to save a budget, make sure you know everything about your potential customers.
The more data you have about your audience, the easier it is to make adjustments to the advertising campaign and the more tools you can use. For example, you will be able to change the design of the advertising image in time or suggest a different slogan.
2. Running tests and analytics on a regular basis.
Unfortunately, setting up an advertising campaign once and hoping that you will not need to come back to this issue will not work out. Targeted advertising is a continuous process that includes regular tests and ongoing analysis, which must be taken into account when you plan future campaigns.
It is important to understand that a successful consumer promotion is not a matter of chance, but the result of long term experiments and restarts. There is an extremely small chance that the first ad will skyrocket and you will receive a lot of applications at a low price. For this reason, make sure to turn off advertising campaigns and change the settings as soon as you notice that the cost of the lead is too high.
In order to analyze the results, we recommend launching several campaigns with different images and messages, as well as make sure to use UTM tagged links. The latter helps understand where users come from to visit your website, who stays and who leaves immediately. This is how you form an opinion about correctly chosen target audience and the advertisement itself.
3. Thoughtful landing area.
This paragraph will deal directly with your website, landing page or any other page you send users to with the help of targeted advertising.
You must clearly understand that even the best targeted advertising will not bring the desired results if the person you are interested in is brought to a mediocre website. Nowadays people buy first of all with their eyes, which means the packaging should be no less quality than the product itself.
Carefully analyze your website:
- How easy is it for a user to navigate?
- What objects fall into the field of user vision most often?
- How fast is it loaded and how well is it adapted to the format of a smartphone?
It must be as simple as possible and understandable. Give users answers to all the questions they have about you and let them get the benefit. If necessary, request an analysis from a specialist who will help identify problem areas on the web page.
Treat these elements with due attention and the result, that you expect from targeted advertising, will not keep you waiting. Well, I remind you that any skill takes time, so please be patient or use the services of experts in the field.