Valeria Krylova, an Internet advertising specialist at E-Promo, talks about how to launch advertising campaigns correctly.
The structure of an advertising campaign is often not given enough attention when setting up the promotion of a product or service on social networks. It would seem that it does not make a huge difference whether to include different offers in one campaign or to split them into several. Is there a difference and what is the significance of the structure? Let’s figure it out in this article.
As an example, let’s consider an advertising campaign for several similar products for the B2B segment. We define the target audience through relevant interests and launch offers into rotation. We always remember about competitors from the outside, but at the moment of launch we do not think that we can compete with ourselves. How does this happen?
How Advertising Campaigns Work
From the point of view of collecting statistics, it is more convenient to create offers in separate full-fledged campaigns. Advertisers do not really like to combine offers into a single whole, because each offer for them is a separate direction and a separate budget.
For the platform, it doesn’t matter from which account the campaign is launched – it doesn’t matter that these campaigns belong to the same account. What matters is who the advertising is aimed at and who pays more for this audience.
If the same account or cabinet sends 10 offers to the same audience, then for the platform these are 10 competitors. It does not matter that all these campaigns belong to one client: each individual campaign competes with all the others that go to the same audience.
You can divide the target audience in offers: for example, we show one advertisement to small businesses and individual entrepreneurs, the second to medium businesses, and the third to directors and owners. But all three of these interests will intersect with each other, since any of the interests may belong to the user in combination with the others.
Optimization of the advertising campaign structure
The structure of an advertising offer should be based on targeting or a segment of the target audience,
and not on the offer itself. When launching, we should ask ourselves – who are we targeting with the next message? If it is the audience with which we already interact, then such a message should be
“attached” to the current campaign, and not “opposed” to it as a parallel independent launch.
The second, third or fourth independently launched offer will compete with the others. We are talking
exclusively about products or services of the overseas chinese database same focus. For example,
when promoting different brands of cars, we can place them all in one campaign, but it is not worth
placing cars and bicycles in one campaign.
This is what the dynamics look like with a change in structure:
Example of a chart of intersection in auctions from the Facebook account (Inspector function)
The graph shows the intersections in auctions of three separate advertising offers, launched in parallel
by separate campaigns in one period (July). Since the launch, the intersection rate has not fallen
below 20%, and the average rate is 45.65% – quite high.
Example of a chart of intersection in auctions from the Facebook account (Inspector function)
After combining similar advertising offers into although expired domains may be one common
advertising campaign, there is a strong decrease in auction overlap, namely from 45.65% to 7.26%. All
offers are no longer independent campaigns, but are structured as ads within one campaign. We grouped offers as separate ads within one common campaign.
You can view the intersection graphs at any time using the Inspector function – it is available at the ad
group level by clicking the edit button.
Example of setting up a campaign in your Facebook account
Optimization results
Initially, we see the cost at the level of 590-595 rubles, belgium numbers during this period we
launched one advertising offer in the auto sector. We added about 5 offers in the same sector (auto)
but with other brands through separate advertising campaigns.