Creatives are often the driving force of an advertising campaign in targeted advertising. According to the client, the online training school Skysmart, frequent updates are especially effective for their offers, which is at least 30 creatives per week. For the launch, they needed ones that would definitely become triggers for action for the target audience. The client gave 7 landing pages to work on with a request for at least 10 creatives for each. It was decided to launch them all, but to prepare no more than 4 creatives for the start in order to quickly analyze the tests and replace ineffective ones.
For each their own: creatives and target audience
The project team from the agency side prepared creative ideas for a free landing page, focusing on close, but with their own nuances, target audiences.
1. Creatives for the target audience - mothers.
Mom is OK. Video course in Telegram for parents: how to jiangsu mobile number database bring order to parenting, be a conscious mother, maintain the health of the child and improve things with studies.
2. Creatives for the target audience – parents.
A set of cheat sheets for schoolchildren. Hints are a lead magnet for parents who want to help their child, but do not always have time.
Wheel of Fortune. The evergreen randomizer gives useful gifts to parents, and they, in turn, get to the landing page, where they can try their luck, spin the wheel and get a guaranteed prize.
3. Creatives for the target audience – teenagers aged 10-18 and their parents
Find your way in the world of IT. Free course from industry experts.
How to help a child find himself in the most promising industry. Career guidance mini-course.
Creatives about IT are well received by those who understand that it is great and promising, and want to know more about it. In addition, it triggers the desire to help the child find himself and his purpose in life.
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Procedure
On the launch day, we launched advertising campaigns for some landing pages, and a few days later we launched the rest. The results for the first two weeks of work were lower than expected: the cost of the target action was almost 13 times higher than planned. There was not enough speed of updating by human efforts. The volume and variety of creatives could have been provided by using a neural network, but when working with it, it is important to understand the potential consumer, their problem, and the way to solve it. Before the next approach, the targeted advertising department worked out the reactions of the target audience and prepared a list of "pains" for the paid landing page, which led to a direct training page. The project team analyzed this list and identified the most pressing ones for clients, requiring priority closure by advertising:
"School is not a safe environment for my child."
"My child doesn't have any like-minded people at school."
"Additional time and travel expenses."
“I want more free time to devote to hobbies/interests.”
“School does not provide the necessary impetus for the child’s development/it inhibits his interests in some areas.”
Based on the analysis of the finished “pain” map, creatives and texts were prepared.