Targeted advertising on social networks Setting up targeting is a powerful tool for attracting customers. But without proper targeting, even the most creative advertising campaign can fail. Today we will talk about the main mistakes when setting up targeted advertising and how to avoid them.

Many newcomers to targeting try to reach as many people as possible by choosing criteria that are too general. But the wider the audience, the lower the conversion. After all, your offer will be seen by people who are not interested in it at all. As a result, you will simply waste your budget.

The solution is simple – narrow your audience. Create a portrait of your ideal client: age, gender, interests, online behavior. And set up a target specifically for this segment. Yes, the reach will be smaller, but the ad will hit the mark.

Retargeting is showing ads to those who have already interacted with your brand: visited the site, subscribed to a public page, liked posts. Such an audience is already “warm”, it is familiar with you and is more likely to perform the target action.

So don’t ignore retargeting. Create audiences from website visitors, subscribers, active community members. And launch separate advertising campaigns with a more aggressive offer.

Often, marketers create beautiful creatives, but do not take into account the characteristics of the audience. But what will appeal to schoolchildren may repel adults and respectable people.

So before you launch an ad, think about:

Based on this, create creatives that will appeal to your audience.

People don’t like to read much on social media, especially advertising. So don’t overload your ads with text. Instead, focus on a bright picture or video and keep text to a minimum. One catchy headline and call to action are often enough.

If you can’t do without details, put them on qatar email list  the landing page. And in the ad, leave only the essence of the offer and a motivating CTA.

More than 80% of social media traffic comes from mobile devices. Therefore, your ads must be adapted for smartphones.

Check how the creative looks on different screens. Make sure the text is readable, the image is not cut off, and the call to action button is clearly visible. Otherwise, there is a risk that users simply will not see or understand your ad.

Each social network has its own requirements for ad formats. Some allow only square images, while others have restrictions on video length or the number of characters in the text.

Don’t try to fit one creative to all platforms. Study the specifications of each social network in advance and prepare materials taking them into account. This way, you will avoid a lot of technical problems when launching advertising.

A classic mistake – a cool creative leads to a standard page of the site, where there is no connection with the advertising offer. The person simply does not understand where he ended up and closes the tab.

Create separate landing pages for each ad. They  maldivian lads should fully correspond to what you promise in the creative: design, text, offer. Ideally, the first screen of the landing page should completely duplicate the ad.

The purpose of a landing page is to push a person to a target action: an application, a purchase, a subscription. Therefore, you should not complicate his life with unnecessary elements.

Landing page navigation should be extremely simple and intuitive. The call to action should be in the most visible place, application forms should be short and clear. Remove everything that can distract attention: menus, links to other sections, unnecessary graphics.

Many marketers judge the effectiveness of targeting by clicks, likes, and reach. But in reality, these metrics mean little. A person can accidentally features of the matrix structure  click on an ad and immediately close it, and likes are worth nothing at all.

Track the metrics that really impact your business:

Connect call tracking, set up goals in Yandex.Metrica and Google Analytics. And analyze the effectiveness of campaigns based on this data.