How targeted advertising on social networks works - goals, disadvantages, creation, configuration and launch

Advertisers actively use social networks to promote various areas of business. An effective tool for the popularization of goods, services and services is targeted advertising.

The dynamically growing audience on Vkontakte, Instagram, Facebook allows you to conduct an effective advertising company. Questionnaires filled with users of social networks are used in marketing to search for potential buyers. Targeted advertising settings allow you to demonstrate the product of a particular target audience.

How does targeted advertising work?

• Accumulated information about users of social networks makes it possible to conduct detailed analysis and configure narrow groups to acquaint with advertising. You can easily filter the audience by gender, age, geographical affiliation and other features.
• High -quality setting of segments allows you to achieve the desired results in the field of sales.

Targeted advertising is available to users in the form of teasers located in the side column, or advertising records in the news feed.

The effectiveness of targeted advertising depends on key parameters:

• the target audience
• placing method for a specific social network
• images
• advertising phrases
• social and demographic characteristics
• a period of time
• interaction with bets

Business advertisements allows you to cover the maximum audience and invest a minimum of finances to attract potential customers.

Before investing financial resources in advertising, you can use the service free test drive. The client will be able to clearly evaluate the effective work of social networks to solve the tasks of his business. Targeted advertising has its pros and cons that allow you to understand in more detail the principle of its work.

The main goals of targeted advertising

Targeted advertising on social networks is used for the following purposes:

• To increase the activity of the existing group
• To attract subscribers
• To increase traffic to hot events
• As an additional way to accumulate leads
• To increase the popularity of the brand
• Increase competitiveness

Favorable advertising offers are of greater interest among users, so it is advisable to connect competitions, promotions, discounts. On the recommendation of the Facebook network, the information is located on 1 \\ 5 parts of the image, the content of the text should involve the consumer, cause the desire to perform an action.

Advantages of targeted advertising

Each advertising company has its own characteristics.

Before placing advertising, it is necessary to study its main advantages:

• Advertising on social networks requires lower financial coststhan the usual advertising channels.
• Payment is removed When interacting with a potential client, at the time of a perfect and recorded action.
• The group on social networks is created at will, there is no mandatory binding.
• In comparison with other tools, Only targeted advertising has settings for a target audience.
• The ability to create individual advertising for each individual group of users.

• Fast implementation of an advertising project and rapid results, the ability to analyze each of the buyers.
• Flexible settingsallowing you to make changes in the process of work.
• Quick testing of trial options.

Disadvantages of targeted advertising

Along with a profitable financial side, targeted advertising on social networks has its drawbacks:

• Users of social networks are much weaker than the presented products and services than users using search engines. In the first place is the need for communication and entertainment.
• Advertising of third -party resources throws the user to a new dialog box, which in most cases is rapidly closing.
• The number of buyers, redirected from social networks less than from search engines.
• Targeted advertising does not tolerate errors, in a short period, you can uselessly lose the budget.

• An inconvenient policy of moderators. Features of social networks make you adhere to templates when choosing an image or text formation.
• To maintain the interest of users targeted advertising needs constant updating.
• An inconvenient payment system, binding to a certain currency.

Targeted advertising setting on social networks

The most popular among Russians is the VKontakte social network. Targeted VKontakte advertising has its own placement algorithm. The user sees illustrated ads on the left side of the page.

The VKontakte network provides the advertiser with a set of functions, including:

• Choosing a pricing model - payment for the number of user presses by ad or for the number of shows.
• Design refinement or editing the text of the ad during its activity.
• Detailed accounting of any advertising company.

For effective tuning of targeted advertising, you must adhere to a common algorithm:

• Create an account on a social network.
• Make a layout of ads. It is important to observe the ratio of text and image.
• Choose a target audience. Combine potential buyers around the interests, age, geographical position, etc.
• Choose a payment form and activate advertising. Payment for the number of shows is more effective.

Targeted advertising in VKontakte

Setting up targeted advertising on the VKontakte network occurs in 4 stages:

1. Transition to an advertising interface. On all pages of VKontakte there is a clickable advertising note.
2. The formation of the announcement. A visual representation of advertising with the selected image and text.
3. The choice of the target audience according to the key parameters of users of social networks.
4. Indication of the form of payment - accounting for transitions or advertising shows.

Targeted advertising on Facebook

Targeted advertising on Facebook focused on user interests. Ads with hostile statements or defiant images are not allowed.

Setting up the target audience on Facebook has the largest number of criteria and somewhat unique features:

• Regional restriction of targeting.
• The presence of demographic criteria that record the key events of people's lives.
• Detailed settings of behavioral manifestations of users.
• Grouping users in interests.

Depending on the gadget used, targeted Facebook advertising has different accommodation:

• For users with a PC, the ad is presented in the news feed in the middle column.
• At the entrance from a mobile device, advertising occupies the entire screen in the form of a news feed.

Users of the social network Facebook can adjust the number of intrusive advertising by pressing the target buttons.

Targeted advertising on Instagram

When placing targeted advertising on Instagram, you need to take into account the features of the social network:

• Instagram users come only from mobile devices.
• The relationship with the social network Facebook allows you to use it to configure Instagram targeting.
• When using Facebook settings, redirecting to advertising occurs using a conventional browser that reduces the number of subscribers and interest in an advertising product.
• The horizontal image of the string of the social network makes ads inconspicuous.

If you want to accompany your business with modern technical tools, then targeted advertising will become your effective assistant. Launch an advertising company, study the target audience and, using the correct adjustments, achieve your goals.

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