Today, we’ll share an example of how you can correlate the work of a targeting specialist with the number of conversions on a website. This is necessary to ensure that the budget allocated for targeting brings the expected results.
To implement this method, we will use the following services:
- Google Data Studio for creating visual reports;
- DataFan service for transferring data to GTS;
- Paper.Ninja service for comparing your creatives with other creatives on social networks.
The technology described in the example can be used in various ways. However, for the implementation of the method in this example, we suggest using the services described above.
2 Ways to Make Targeted Advertising More Effective
When working with targeted advertising, we consider 3 main indicators:
- Spending the allocated budget within the desired period,
- Number of conversions, and…
- Cost per conversion, not exceeding a certain threshold.
The standard functionality of advertising platforms doesn’t allow us to collect this data in one place. To solve this, we’ll use the following tools:
Track Budget Spending Through a Dashboard
For this, we use the service DataFan.
This report can be created based on Google Data Studio. Data from advertising accounts will be sent to DataFan, which will then transfer it to GDS.
The first data block displays a budget summary:
- Planned budget;
- Amount spent;
- Percentage of budget spent at the current moment;
- Remaining budget.
Below, on the graph, you can track the dynamics of budget spending by day: actual spending by day and planned daily budget spending.
The second data block displays the main KPIs of the targeting specialist — the number of conversions and the cost per conversion:
- Total number of conversions;
- Minimum cost;
- Maximum cost;
- Average cost.
The graph shows the change in conversion cost over time and its forecast.
The report has 2 pages. If there are points on the first page that require attention or adjustment, the second page helps to understand what the problem might be.
The third data block displays:
- The main audiences pre-configured by the targeting specialist;
- The share of conversions broken down by placement.
After the end of the advertising campaign, I see who came to me and what kind of people they are. And I can build my presentation at the intensive, taking these points into account.
The table on this page below allows you to sort ads by various metrics. For example, by the number of conversions, cost per conversion, or budget spent.
If you wish, you can examine the effectiveness of individual advertising campaigns and ad sets using the filter at the top of the page.
This way, you can monitor the progress of the advertising campaign in real-time (data is updated morning and evening) and make timely adjustments if something goes wrong.
Monitor Competitors’ Creatives
With the help of the service Pepper.Ninja, we track the brightest creatives of competitors and draw conclusions about what the audience reacts to best.
In general, Pepper.Ninja is designed to collect audiences for more accurate targeting settings, but I was primarily interested in current advertising creatives and unique selling propositions (USPs) of competing schools. In the service, you can find promotional posts only for VKontakte, but usually, similar USPs are used in other social networks as well.
I inserted links to groups in “Quick Parsing” (groups can also be found by keywords, but I had my own links) and chose to search for promotional posts for the last month.
As a result, more than 9,000 advertising posts from these groups were found. I added filtering of ads by the keywords “SMM” and “targeting,” leaving 425 ads, then applied sorting by the number of likes from highest to lowest.
Source: VC.RU
