Advance of services and goods is impossible without advertizing, and these are high expenses and investments: street, television, radio. The most part of the population is Internet audience today therefore so there was demanded a targeted advertizing aimed at a certain segment of people.
What is targeted advertizing?
Targeted (targetingovy) advertizing (from English target - a target, the purpose) – rather new advertizing tool allowing to allocate target audience for display of concrete thematic advertizing. Targeting is subdivided into types:
- thematic;
- geographical;
- on display time;
- social demokrafichesky;
- behavioural.
Targeted advertizing has a number of merits and demerits. Advantages of targeted advertizing:
- coverage of specific, target audience;
- control of efficiency;
- personalisation of announcements;
- set of channels for distribution.
Minuses:
- high cost;
- moderation of advertizing by social network;
- personal data of the user can be doubtful;
- AdBlock is blocked;
- needs frequent updating;
- the individual setting for each separate resource is necessary.
Targeted advertizing and contextual – a difference
In modern Internet space two directions of advertizing are in the lead. The contextual or targeted (targeting) advertizing – to what to give preference? Many beginning businessmen ask this question. To see a picture in general, it is important to have an idea of each type of advertizing. The contextual advertizing is focused on the contents of the Internet page and interests which are crossed with subject of the website. Contextual and targeted advertizing – differences:
- Difficulties in advertizing control. Targeted advertizing is simpler in settings, demands creative approach with the purpose to interest the potential client, to study his requirements and interests. The contextual advertizing works already with the users interested in purchase at whom the inquiry is created.
- Coverage of audience. At contextual advertizing coverage smaller, but big conversion (vypolneniye of actions by the user), targeted advertizing is focused on bigger coverage, conversion at the same time is less, but there is a great advantage: involvement of people who did not think of the offered service yet.
- Cost. Targeting costs cheaper than contextual advertizing, but it is individual process therefore the businessman should try both types of advertizing to see that it works more effectively.
Targeted advertizing on social networks
The efficiency of targeted advertizing depends on many parameters. The analyzed target audience, the attractive text of the announcement, competently used budget (big publicity expenses do not guarantee success yet) and the correct setting up the advertisement supplement of the concrete social platform which has the features.
Targeted advertizing in Instagram
The Instagram – the platform which recently is actively developing accustoms increasing number of ordinary people and business owners. By results of statistics, users of Instagram click advertizing links more often by 2.5 times, than in other social networks. Control of targeted advertizing in Instagram same, as in Facebook.
Features of advertizing in Instagram:
- the binding to the Facebook platform assumes reliability of personal data of users that does use of advertizing by more aim;
- the possibility of users to use Instagram, directly from mobile devices and several times in the course of the day leads to frequent "collision" with the advertized announcement.
Targeted advertizing in VKontakte
The social platform of VKontakte popular today collects a huge number of users and if was considered earlier that the age audience of VK is limited by school students and students, then now is an uneven-age category of people. Targeted advertizing in VK gains steam. Moderators registered the following requirements to targeted advertizing in VK:
- simultaneous visibility of 2-3 announcements (for avoiding of persistence) that the user saw everything, it is necessary to press "all announcements";
- the announcement consists of heading, the image and the short description;
- in the text the polite form of the address to the user has to be used.
Targeted advertizing on Facebook
The social network Facebook is very attractive to businessmen - it is an excellent opportunity to offer the services to the whole world. The reliability of personal data causes trust and allows to influence audience purposefully. Control of targeting is more difficult, than on other social networks, but it does not do it less attractive to advertisers.
Targeted advertizing of Facebook, steps on control:
- Creation of the account in Facebook and Instagram. To connect both accounts among themselves in settings of the business manager of Facebook.
- Choice of the purposes. The announcement in the Ads manager panel is for this purpose created, tactics and strategy (recognition, leads, conversion) are chosen.
- Control of the company. When the purposes are chosen the window with settings of the company where characteristics of the user step by step are chosen opens: sex, age and so on.
- Editing placements. Control of places of display of advertizing (personal computer, mobile phones).
- Budget and schedule. Control of parameters of the budget (how many and what it is paid for) and advertizing durations (time up to a minute).
- Announcements. Creation of the announcement which will be scrolled in a news feed. Choice of a format (ring gallery, one image, one video, canvas, slideshow). The text is written, the reference for transition to the page is inserted, and published.
Control of targeted advertizing
The specialist in targeted advertizing, building process in a certain community, works step by step:
- creation of a portrait of the consumer and search of CA;
- execution of the selling page;
- writing of advertisements;
- spleen tests of announcements for selection of the most effective;
- start of advertizing campaign.
Control of targeted advertizing of VKontakte
When the budget is limited, there is a question how to adjust targeted advertizing independently? For a start information on CA gathers, it is analyzed and further steps are taken:
- In the left part of the panel there is an advertizing parameter, all process begins with pressing this point.
- To create the announcement. Advertizing sends on the external website of the advertiser or community with the description of goods, service.
- Already written text and the qualitative image which looks "appetizing" is inserted, and its most there is a wish to press.
- CA control (to whom: men, women, sex, age, interests, geography, education).
- The following parameter "control of the price and arrangement", it is necessary to choose from 2 offered ways here: payment for transitions or displays then to choose the advertizing campaign which is already existing or new. And the finishing button "create the announcement" completes process.
How much is targeted advertizing
The price of targeted advertizing depends on many factors and social the Internet of platforms. On average, as of September, 2017 the prices following:
- Facebook. The minimum rate for click (SRS) – 30 kopeks. The price of 1000 displays begins from $3. Expenses in a month fluctuate from 8 to 15,000 r, and above.
- VKontakte. For transition or click a rate from 0.5 - 30 r For 1000 displays – from 0.1 rubles.
- Instagram. The cost of transition begins from $0:01. On average the publication of a post in group from 100,000 subscribers will cost the advertiser 10,000 rubles.
Books on targeted advertizing
Training in targeted advertizing is very demanded, and it is still a little literature on this subject, but the books given below completely disclose subject and give answers to all questions interesting users:
- "Guide to targeted advertizing" / Pavel Beskhitrov. The specialist of the company "4 satellites" imparts experience how to work with advertizing in social networks with the maximum return and not to spend at the same time the fabulous sums.
- "Targeted advertizing on social networks" / Rustam Nazipov. The book is designed for freelancers, individual entrepreneurs. Well about control of targeted advertizing in popular networks.
- "Advertizing on the Internet. Course of the young fighter" / Andrey Tolmachev. Technical subtleties of mechanisms of different Internet advertizing, recommendation and step-by-step instructions for work with each type of advertizing.
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