Platforms to promote: Facebook, Instagram.

Duration of work: 3 weeks

Problems at the start

• Bottled water delivery
• Need to set up targeting for a specific area of the city.
• The main goal on this project is lead generation.

Tasks

• Analysis of previous campaigns.
• Forming an advertising and content strategy.
• Creating animated creatives.
• Checking the correctness of the Facebook Pixel.
• Identification and configuration of target audiences.
• Creation and launch of a targeted advertising campaign to attract traffic to the site, lead generation.
• Maintenance and moderation of the PK.
• Formation of reports, analytics.

Preparing to launch advertising campaigns

We have developed the strategy: defined the campaign objectives, created the grid of ads, made a schedule for the launch of the ROK, identified and configured the target audience, set the demonstration of advertising on specific points, chose the placements to show, allocated the budget.
Set up analytics tools: connected Google Analytics to the site, set up goals, installed Facebook Pixel.
We analyzed the site and prepared it for the launch of the ROK: we changed the offers, checked whether the application was correctly sent and whether the goal was triggered in analytics.

Development of advertisements

• Created static, animated, video banners;
• optimised them for the size of each placements;
• wrote sales ads;
• Writing the text for capturing contacts in the lead generation form

Creation and launch of targeted advertising campaigns

• created and launched RC to attract traffic to the site, lead generation;
• carried out MVT-testing of the ads in each campaign to select the best one by the price/efficiency criterion.

Very often after the first stage of targeting and getting results client stops the work because of the high cost. This is one of the main mistakes. After the end of the first advertising campaign, the expert should analyse the behaviour of the audience which interacted with the ads, evaluate the effectiveness of the active offers, make corrections for the next advertising campaign to achieve better results. Also, during the first campaign, the retargeting audiences are gathered, which in most cases are the most effective when setting up the next RC. These are the collected database of leads, website visitors, engaged social media users, and similar audiences.

Innovations to the advertising campaign based on the analysis data, setting up new audiences, introducing other offers, banners – all this is the key to achieving the desired results, reducing the cost of conversions. Targeted advertising is a long-playing scenario that yields very good results in the end. The main thing is not to stop halfway.