PR Community: how to create effective advertising with minimal costs: insights from the webinar from Kharkiv IT Cluster
IT ClusterIn the modern digital environment, targeting is one of the key tools for reaching the target audience. But is it possible to achieve high efficiency of advertising campaigns while spending a minimum of money? The answer is yes! And this is exactly what Anton Lipsky, Head of PPC Department at Netpeak Ukraine, proved during the PR Community webinar organized by Kharkiv IT Cluster.
What is targeting and how to use it effectively?
Targeting allows you to customize advertising in such a way that it is displayed to the most relevant audience. This personalization helps to increase the effectiveness of campaigns and reduce costs. But for this you need to understand how to work with tools and approaches to customization competently.
The webinar presented practical cases and insights that will be useful for businesses of various scales. Here are a few key points that deserve attention.
Geotargeting: looking for where our audience lives
What is it?
Geotargeting is a setting that allows you to broadcast advertising only to users from a specific geographical region: a city, district, or even a specific address.
Geotargeting capabilities
- Attract only the relevant audience.
- Save on advertising budget by excluding irrelevant impressions.
- Increase audience engagement through local offers.
Case study
A sushi delivery restaurant used geotargeting by setting up advertising only for residents of a single area. Thanks to simple but appetizing images of dishes, the campaign had a high level of engagement, and advertising costs were minimal.
The correct combination of local geography by city and area, combined with other settings and simple but appetizing images of dishes, allowed the sushi delivery restaurant to achieve a high level of audience engagement, while advertising costs were minimal.
A/B testing: optimization at every stage
A/B testing allows you to find the most effective combinations of settings and creatives, which allows you to optimize your advertising in the future
Why it’s important:
- You can test any settings and advertising elements
- This allows you to determine quality combinations in advertising objectively, not by eye
- And it allows you to better understand your target audience and what they want to see
Retargeting: returning an interested audience
Retargeting helps you return users who have already interacted with your website or business pages on social networks, but did not take the target action.
Why does it work?
- You optimize costs by using only communication with a “warm” audience that has already interacted with you.
- Return an audience that is already interested in your product.
- Find the optimal audience for your company.
Shoe sales case
Thanks to A/B testing, the team was able to find the best audience settings, and retargeting returned users who left the site without making a purchase. This allowed us to significantly reduce the cost of customer acquisition (CPA) and increase conversion.
Practical recommendations for business
- Know your audience. Understanding the needs and behavior of your potential customers is the key to success.
- Optimize costs. Use tools such as geotargeting, retargeting, and many others to avoid irrelevant impressions.
- Constantly test. A/B testing will help you find optimal solutions even for small budgets.
- Use simple but effective creatives. Clear images and understandable offers work better than complex formats.
Kharkiv IT Cluster continues to create platforms for sharing knowledge and experience to help businesses effectively adapt to the conditions of the digital economy. Follow our events to learn even more about effective promotion methods and innovative tools for your business.
