Synergy of channels for promoting B2B companies
Top managers have their own decision-making criteria, their own pain points and needs, which are different from HR and accountants. Testing offers will be more effective after you have received sufficient data on the best-performing creatives. This way you can test several offers at once and with a minimum budget. The order in which hypotheses are tested is arbitrary and depends on the specifics of the project and the objectives of the advertising campaign. Also, the sequence and number of hypotheses depends on the budget. Test hypotheses in parallel if resources allow. How to make performance decisions based on statistics Testing each hypothesis, determine the key metric on the basis of which you will make decisions about the effectiveness of the campaign: When testing creatives, the primary metric is CTR.When testing audience segments - CPL, qualification and failure rates. Email List When testing offers and the site, the percentage of conversion and the percentage of qualification. We determine what specific value each metric should have individually in each project, depending on the plans and unit economics of the project. Every month for each project we create a list of hypotheses for testing in order to find successful mechanics and scale the results of the best combinations. This is what a fragment of a real table with hypotheses for one of the projects looks like: We are testing 2 parameters: a new offer and different landing options In conclusion, let's highlight a few key points:Our experience has shown that without the support of other tools and comprehensive work with the audience, VKontakte advertising works less effectively. With the help of targeted and contextual advertising, we separately work with the audience at each step of the Hunt ladder. Context - brings more warm and hot traffic to the site, VK retargeting - when touched again, it allows you to bring the client to a transaction using a different offer and message.
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Segmentation not only by type of decision-maker , but also by the degree of awareness of the audience to purchase a product/service. This will allow you to effectively interact with those who already know you and warm up and arouse interest among those who have not yet heard about your company and product. Scaling the result. To successfully launch advertising campaigns and scale the results in VK, it is necessary to conduct a large number of tests at the level of the advertising account (targetings, creatives, advertising formats) and beyond (offer, website). Segmentation at the creative level. One of the effective hypotheses in our case is segmenting the audience not only using settings, but also using text on banners and ads. The creative indicated that the offer was only valid for businessmen with a monthly turnover of 2 million rubles or more. There are fewer clicks, the cost of the application has increased, but the qualification percentage has increased.
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