Typical Mistakes in Working with Targeted Advertising
Posted: Wed Jan 29, 2025 3:23 am
There are no set limits on the advertising budget for an ad or campaign.
Understanding the auction system of advertising payment is not easy. The main thing you need to remember is that you should not pay the entire amount at once, it is better to pay in parts. Otherwise, there is a risk of spending the entire advertising budget in the blink of an eye.
Set aside a small amount for test ads. See which ones are more effective, and only then invest the main money in the advertising campaign.
Always remember about the limits, otherwise art director email list the system can spend all your money on advertising in a few minutes, and you will not be able to get it back.
You can set different limits: limits by amount or by amount and time of display. For example, in the Vkontakte network, limits are applied by the specified amount. You can set limits on the cost of both one advertisement and the entire advertising campaign. When the money runs out, the system will suspend targeting displays and will not write off any extra money from you.
Premature exhaustion of the advertising budget or failure of the advertising campaign to meet the established deadlines.
In practice, different situations arise. For example, the campaign should go according to plan, but the money has run out. Or this option: the advertising campaign is coming to an end, but the planned effect has not yet been achieved.
How to avoid this?
The higher the bid and CTR you set, the faster the advertising money will be spent and the shorter the entire campaign will be. Accordingly, if the bid and CTR are lower, the advertising budget will be spent more slowly, which increases the duration of the event. Since it is difficult to manage CTR, it is better to work with bids.
If you need to reach a certain level of impressions or clicks in a short time, set a bid higher than what the system offers you.
If you want to get the required number of clicks over a longer period for less money, set a lower bid than the system offers you.
Focus on CTR, not conversion .
CTR is an indicator of the interest of an advertisement for the selected target audience, but it does not reflect the level of demand for your advertising offer.
Example 1:
Low CTR - high conversion (362 clicks and 107 subscriptions equals 3 to 1).
Targeted advertising
Example 2:
High CTR - low conversion (five clicks and one subscription equals 5 to 1).
Targeted advertising
From these examples, we can conclude that when setting up targeted advertising, you need to focus not on the intermediate results, but on the final result.
Focus on conversion cost rather than cost per conversion.
Don't be happy with cheap traffic if it doesn't bring the results you need.
Example:
In the first option, the cost per click is $0.26, and the cost per subscription is $0.7. In the second option, the cost per click is $0.18, and the cost per subscription is $1.1.
Perhaps at small volumes the difference is not very noticeable, but if we are talking about several thousand clicks, you will immediately see the differences.
Targeted advertising
Problems with the content of the ad.
There is not one, but several errors here. The most typical of them are:
Spelling and punctuation errors.
This is a big problem for Facebook. They don't pick on spelling or punctuation. As a result, moderators let ads through even with glaring errors. VKontakte, on the contrary, is very scrupulous in this matter and filters out all advertising messages containing errors.
The content of the ad does not correspond to the meaning of the page.
Simply put, the advertiser misleads users. If you write about discounts and sales in your ad, they should be on your website. If you advertise a contest, you should post information about it on the community page, etc.
Understanding the auction system of advertising payment is not easy. The main thing you need to remember is that you should not pay the entire amount at once, it is better to pay in parts. Otherwise, there is a risk of spending the entire advertising budget in the blink of an eye.
Set aside a small amount for test ads. See which ones are more effective, and only then invest the main money in the advertising campaign.
Always remember about the limits, otherwise art director email list the system can spend all your money on advertising in a few minutes, and you will not be able to get it back.
You can set different limits: limits by amount or by amount and time of display. For example, in the Vkontakte network, limits are applied by the specified amount. You can set limits on the cost of both one advertisement and the entire advertising campaign. When the money runs out, the system will suspend targeting displays and will not write off any extra money from you.
Premature exhaustion of the advertising budget or failure of the advertising campaign to meet the established deadlines.
In practice, different situations arise. For example, the campaign should go according to plan, but the money has run out. Or this option: the advertising campaign is coming to an end, but the planned effect has not yet been achieved.
How to avoid this?
The higher the bid and CTR you set, the faster the advertising money will be spent and the shorter the entire campaign will be. Accordingly, if the bid and CTR are lower, the advertising budget will be spent more slowly, which increases the duration of the event. Since it is difficult to manage CTR, it is better to work with bids.
If you need to reach a certain level of impressions or clicks in a short time, set a bid higher than what the system offers you.
If you want to get the required number of clicks over a longer period for less money, set a lower bid than the system offers you.
Focus on CTR, not conversion .
CTR is an indicator of the interest of an advertisement for the selected target audience, but it does not reflect the level of demand for your advertising offer.
Example 1:
Low CTR - high conversion (362 clicks and 107 subscriptions equals 3 to 1).
Targeted advertising
Example 2:
High CTR - low conversion (five clicks and one subscription equals 5 to 1).
Targeted advertising
From these examples, we can conclude that when setting up targeted advertising, you need to focus not on the intermediate results, but on the final result.
Focus on conversion cost rather than cost per conversion.
Don't be happy with cheap traffic if it doesn't bring the results you need.
Example:
In the first option, the cost per click is $0.26, and the cost per subscription is $0.7. In the second option, the cost per click is $0.18, and the cost per subscription is $1.1.
Perhaps at small volumes the difference is not very noticeable, but if we are talking about several thousand clicks, you will immediately see the differences.
Targeted advertising
Problems with the content of the ad.
There is not one, but several errors here. The most typical of them are:
Spelling and punctuation errors.
This is a big problem for Facebook. They don't pick on spelling or punctuation. As a result, moderators let ads through even with glaring errors. VKontakte, on the contrary, is very scrupulous in this matter and filters out all advertising messages containing errors.
The content of the ad does not correspond to the meaning of the page.
Simply put, the advertiser misleads users. If you write about discounts and sales in your ad, they should be on your website. If you advertise a contest, you should post information about it on the community page, etc.