Here are examples of two avatars for the previous target audiences:
Active user of social networks (Instagram, Telegram)
Frequently visits forums and communities dedicated to financial topics
Regularly searches for information about new opportunities to earn money on the Internet
Watching educational videos on YouTube
Actively uses specialized trading platforms
Reads financial news and analytical articles
Participates in webinars and conferences on trading
Blogs or shares analytics on social media
Goals and motivation
Learn the basics of cryptocurrency and binary options trading
Earn additional income in addition to your scholarship
Achieve financial independence
Increasing the profitability of trading operations
Mastering new trading strategies
Expanding your cryptocurrency portfolio
Pains and fears
Fear of losing money due to lack of experience
Distrust of online trading platforms
Lack of time to study complex topics
High volatility of the cryptocurrency market
The risk of incorrectly predicting market trends
Finding reliable sources of analytical information
Social media clicks are cheap
The second feature of targeting is the generally saudi arabia phone number search low cost of a click: for example, the cost of a click in the US in contextual advertising can be up to $2.5, while in social networks it does not exceed $0.8.
Also in social networks you can build advertising on a limited cost per click and still get impressions. I talked about this earlier.
You should also know that depending on the audience, the cost per click can vary significantly. Thus, the most “expensive” audience on Facebook is finance, and the cheapest is travel and recreation.
Средняя стоимость клика в Facebook
There are two bidding strategies: you can pay for clicks per 1000 impressions (CPM) or pay for each individual click (CPC).
стратегии назначения ставок
But you may notice that the average CTR in context is several times higher – on average 2%.
Whereas in social networks it varies between 1% and 0.027%.
Today, conversion also varies greatly depending on social networks. Local businesses, such as those on Instagram and online mini-shops, have much higher conversions than similar websites.
A barbershop website can have a much worse conversion rate than a similar Instagram profile.
Peculiarities of the auction
The third feature is the difference of the auction market.
The auction-cost per click in social networks is influenced by many indicators:
Bid.
Relevance of the ad text to the advertised topic (site, page).
Ad quality.
Overall % of ad interaction activity.
This is logical – the last factor is associated with the so-called audience “burnout”.
Every day your ad becomes “boring” and people like it less, discuss it less, and don’t want to share it again.
Therefore, we recommend updating it.
This advice was shared by Neil Patel. He said that posts burn out after a month, but the same recipe for checking the quality of posts in advertising will be a simple test of three versions of posts.
His recipe for success in updating social media advertising is as follows:
The first creatives you make are advertising posts (which are not published).
The first wave of advertising creatives is made for 7 days.
You make 3 ads in which several elements are different.
Within 7 days, note which creative format produced better Engagement.
Then you delete all the creatives, make a post on social networks with a successful creative and put it into advertising for 28 days. And the next post, which will be released in a week, you pass through the creative test.
As a result, you will immediately be posting posts that are interesting to your target audience.
It is the latter factor that has the greatest impact on ranking – and by constantly updating ads in advertising, you can reduce advertising costs by 30% with the same performance indicators!
If your social media budget exceeds $10,000 per month, this is a serious savings – you can buy a car in a season!
How to do it? Watch my colleague Alena Polyukhovich's video about Facebook targeting to the end and learn all the features of setting up targeting on Facebook.
Facebook Advertising: Where to Start and Setup Tips
Реклама в Facebook: С чего начать и советы по настройке
So, overall, even though you save on clicks, the return on investment is not the most profitable?
This is true.
If you look at the short term, social networks sell poorly in the “Here and Now” concept. But they have other advantages. This is covered in Chapter 3.
Benefits of Social Media Targeting
Advertising on social networks is less “targeted” than contextual advertising.
Yes, if your laptop breaks, you will definitely not look for a repairman in the Facebook feed. You will google the query “service center” + the name of your laptop and the city and choose one of the first ads in the search results.
Therefore, looking for live clients “here and now” on social networks is a thankless task.
And some types of businesses will not need it at all.
The goal is branding
As you understand, the social media channel is more focused on the following strategies: engagement and information. You can engage the audience in your business, products, goods and content. And you can also inform them about promotions, discounts, offers, new content and terms of cooperation.
In short, the goals of these advertising channels are different.
Social media targeting allows you to effectively:
increase brand influence and potential audience volume in the primary sales funnel;
collect email lists, leads and increase audience interest in your page.
таргетинг в соцсетях увеличение продаж
That is, if you remember the sales funnel, the first stage needs to be collected in bulk and cheaply. And social networks cope with this task perfectly.
How exactly does your brand grow its influence?
Roughly speaking, there are several criteria that you can increase:
The number of views of your advertising posts.
The number of interactions with your posts (likes, comments, clicks, shares – when your post was shared).
The number of subscribers to your page.
It is important to know that the Facebook algorithm has affected pages in a negative way - now it does not matter how many subscribers you have, your posts will be shown in the feed with low priority.
In the case of Facebook, we recommend always doing targeted advertising to promote your posts – both informational and commercial.
Moreover, informational ones work much better.
That is, don't try to sell the product.
And please review it.
Пример обзора продукта в таргетированной рекламе VK
Or just give him attention.
A review will work better than any advertising post!
Why is it important to pay attention to the brand?
Firstly, if you are not well known, you simply won’t be trusted.
After all, users often go to your social media profiles and try to find reviews about you.
Or he will write to you in a messenger, specifying the price and terms.
And he might be confused by a poorly designed page with no content and “dead” subscribers.
“Bought” reviews or fake likes can be even more of a turn-off.
Secondly, real readers (subscribers) of your business are the right audience.
They can ask you questions in the comments under the posts, and you will attract the client to your side with your answer.
