Targeted advertising: what to check before launching

Targeted advertising: what to check before launching: what is important to understand first

Before launching targeted advertising, you need to link the offer, audience, creative and landing page. If the ad promises one thing and the site offers another, the cabinet settings will not solve the problem. Prepare a limited test with a clear evaluation criterion.

Practical work plan on the topic “Targeted advertising: what to check before launching”

Go through the steps sequentially and save the output, solutions and test results.

1. 1

   Determine the purpose of the campaign

   Define the target action and the next step after it. Check who processes the inquiry, what data they need and how the quality of the inquiry will be recorded.

2. 2

   Prepare segments

   Segment audiences by need and purchase context. For each, write down the main objection and argument; do not consider the interests in the advertising office to be an accurate portrait of the buyer.

3. 3

   Create creative options

   Make options with different arguments, not just colors. Check the reading on the phone, match the page and verify all numbers and statements are correct.

4. 4

   Configure events and evaluation rules

   Check the sending of events and absence of duplicates. Determine in advance the test budget, observation period and stopping conditions; do not announce a winner based on a few random entries.

Common mistakes and how to avoid them

• ✓Don’t confuse a goal with a metric. Views and clicks are only useful in relation to referrals and sales.
• ✓Do not introduce everything at once. Individual hypotheses are easier to test and compare.
• ✓Don’t lose context. The decision must take into account the company’s product, market, resources and constraints.

Frequently asked questions on the topic