Toptraffic: how to launch an advertising campaign correctly

The same approaches to advertising work throughout the post-Soviet space: the audience reacts positively to a set of certain images. We will talk about them, and at the same time we will offer our own view on how to conduct an advertising campaign.

1. Planning of any advertising campaign begins with creating a portrait of the client.

It is clear that ideally, even before creating a project, the developer should choose his future target audience. But in this case, it is implied that we already have a certain product, under which – upon availability – we are already looking at who exactly the project is most popular with.

2. Next, you need to collect a database of visuals.

For example, for men from 16 to 30 years old, images of girls are perfect. It will be great if you focus on such parts of the body as: legs, chest, butt, lips, tongue, shoulders and collarbones. For men from 25 to 45, images of cars and yachts also work well. The more, the better.

For women from 18 to 35, accents on young children from 0 to 3/5 years old work perfectly. For girls from 15 to 27 – images of animals (cats, raccoons, etc.) and various jewelry. The theme of any other transformation also attracts attention well: the comparison of “before” and “after”.

If you work with mobile traffic, it is extremely important to add the “Download”, “Install” button to the visual in Google Play or the App Store.

3. It is also important to pay great attention to texts. They should reflect the criteria that will interest your target audience. But the basic rules are the same for everyone:

• describe your product as accurately as possible;
• always specify the price and discount (if any);
• do not forget that you represent your product, not the company.

4. Do not forget about preparing the landing page (a preview of the product as a web page necessary for the presentation of the application or game to the end user).

For web campaigns, don’t be lazy to connect Google Analytics or Yandex.Metrica with an active webvisor and put utm tags on each ad.

If you are promoting a mobile application, then integrate and use a mobile analytics system (tracker) that is convenient for you. With proper event setup, this will allow not only optimization at a favorable price, but also improve overall quality by disabling ads and audiences with low results. Of the most convenient and widespread mobile analytics systems now: Adjust, Appsflyer and Tune.

5. After all the ads are ready, you can start testing. The optimal test volume for each ad is around 100-1000 clicks, depending on the object of your ad and the conversion forecast. Next, we analyze the results obtained (it is clear that a good result is one that pays for advertising investments) and take optimization actions.

Examples of good creativity:

1. Images aimed at the selected target client (girls) were used. The text reflects the individual features of the application. The picture shows that this is an application and it can be downloaded from Google Play.An image aimed at a female audience.
2. The color scheme reinforces the text and emotions that the advertisement should cause. App Store icon!An image for the male consumer.
3. Description of what the product can help with.The female image will arouse the interest of men.
4. Discounts are reflected and the product is described.
   Examples of bad creativity:
   

1. The images do not arouse the interest of the target audience. There is no icon that would tell you where to purchase the app. The picture reflects negative emotions and goes against the text.The application is about motherhood, but there is no image of the child, which will significantly reduce the interest of the target audience.

2. There is no icon that would tell you where to purchase the app.Images that attract no audience are not used.
3. There is no information about the discount.Does not describe the product.
4. The images are not attractive.