Develop an advertising campaign
Posted: Tue Dec 17, 2024 6:24 am
As an example, let's take a plan for creating an advertising campaign for the sale of children's clothing.
First, we form an offer, or communication message.
We define the geography we want to cover, analyze the target audience and segment it. We develop a landing page.
We study competitors and their advertising activities: what offers they offer, how they attract users. Such work can be done using SPY services.
We select advertising platforms taking into account the GEO that we have defined for ourselves. Let's say we sell clothes in Kazakhstan. Then the main platform will be Google. If we needed a target audience in Russia, then it would be advisable to choose the Yandex search engine and the VKontakte social network.
We set up an advertising campaign and check the links.
Testing creatives
Lead generation is not only analysis and launch, it is targeted industry database constant testing and verification of hypotheses. Let's say the goal is chosen correctly, there is demand for the product, and the advertising budget too. But the creative turned out to be low-converting, and the work did not go according to plan. It is better to test creatives in advance using split tests.
A split test allows you to compare two tools under the same conditions. For an advertising campaign, we select two creatives and launch them simultaneously. Using the test, you can determine which tool's campaign is the most successful.
Create a capture script
Many may think that an advertising campaign is the only guarantee of successful lead generation. But this is a misconception. Attracting a client with an offer and bringing him to the site is half the battle. The main thing is to retain him and bring him to the purchase. These tasks are taken on by capture scenarios. They come in several versions.
pop-up banners with a feedback form to fill out;
limited-time or limited-quantity special offers and promotions with discounts;
trigger headlines, landing page structure that covers all potential client objections;
bonus for completing the target action: “Subscribe and get an audiobook as a gift.”
First, we form an offer, or communication message.
We define the geography we want to cover, analyze the target audience and segment it. We develop a landing page.
We study competitors and their advertising activities: what offers they offer, how they attract users. Such work can be done using SPY services.
We select advertising platforms taking into account the GEO that we have defined for ourselves. Let's say we sell clothes in Kazakhstan. Then the main platform will be Google. If we needed a target audience in Russia, then it would be advisable to choose the Yandex search engine and the VKontakte social network.
We set up an advertising campaign and check the links.
Testing creatives
Lead generation is not only analysis and launch, it is targeted industry database constant testing and verification of hypotheses. Let's say the goal is chosen correctly, there is demand for the product, and the advertising budget too. But the creative turned out to be low-converting, and the work did not go according to plan. It is better to test creatives in advance using split tests.
A split test allows you to compare two tools under the same conditions. For an advertising campaign, we select two creatives and launch them simultaneously. Using the test, you can determine which tool's campaign is the most successful.
Create a capture script
Many may think that an advertising campaign is the only guarantee of successful lead generation. But this is a misconception. Attracting a client with an offer and bringing him to the site is half the battle. The main thing is to retain him and bring him to the purchase. These tasks are taken on by capture scenarios. They come in several versions.
pop-up banners with a feedback form to fill out;
limited-time or limited-quantity special offers and promotions with discounts;
trigger headlines, landing page structure that covers all potential client objections;
bonus for completing the target action: “Subscribe and get an audiobook as a gift.”