Advertising is the engine of the company
Advertising means information about a company, its products and services, which is distributed in order to attract the attention of potential consumers. Advertising campaign is a broader concept and means a complex of such information promotional activities to promote products and services.
Features of advertising campaigns are the limitation of the time frame of its implementation, a clear definition of the market segment, target audience and geography. Advertising campaigns are always organized within a marketing plan (after a preliminary assessment of the market and the company's possibilities) in order to achieve concrete results, indicators of effective promotion.
A well thought out, organized and directed advertising campaign is always a source of new customers, a guarantee of return on investment and increase of company's profits.
Each advertising of goods and services, even in one market segment, consists of many components, the successful combination of which defines its success.
Whether advertising will work or not depends on factors such as format and content of advertising message, its distribution channel (online, TV, radio, outdoor advertising), the amount of advertising space, the number of publications, air time and the duration of the advertising campaign. There is no universal recipe for effectiveness, but a set of the right decisions can help make advertising productive:
- To broadcast the advertising message to the target audience through the channel that is closest and most understandable to it (the advertising medium).
- To combine the size of the advertising message and the best time to broadcast it.
- To calculate the optimal number and frequency of placements (taking into account the "nausea effect").
When developing an advertising campaign strategy by brainstorming on the basis of market and audience analysis, marketers determine the purpose of the campaign, plan of action, duration, determine the budget, develop data for the creation of future promotional materials, and evaluate the effectiveness of an advertising channel such as social media marketing.
According to the theory of professor-researcher in the field of mass communication J. Bryant, it is possible to identify 10 steps in the preparation of a successful advertising campaign:
- Know, accept, and consider historical data and key concepts of advertising.
- Select and implement reasoned and relevant theories.
- Understand how all components of an advertising campaign are interconnected and how they influence each other.
- Approach the campaign plan wisely, taking into account its goals and anticipated benefits.
- Take preliminary analysis data into account.
- Research the target audience
- Analyze advertising platforms and understand their characteristics.
- Combine advertising channels and interpersonal communication.
- Consider the positive and negative effects of the media.
- Set specific, achievable goals and performance measures for the advertising campaign.
A modern approach as our principle
Strategic planning. We immerse ourselves in the area of your business, conducting an in-depth niche analysis to develop a clear step-by-step strategic plan for an advertising campaign that will work for the result.
Broad coverage of your target audience. We study the audience and its search queries, based on the analysis we form the core of the advertising campaign and get the maximum coverage of users interested in your product.
System analysis. During preparation and launch of an advertising campaign we define the aims, the points of client interaction and monitor the indicators of effectiveness on each stage of the advertising campaign.
Modern programs and tools. We use modern content management and technical website optimization tools to achieve maximum efficiency and speed of delivery.
Stages of achieving high results
Our team is guided by the main principles for the successful implementation of client projects - honesty and transparency, deep dive into the project, regular analysis and initiative, timely feedback and service support.
Preparing an advertising campaign
- Creation and approval of the project work plan
- Analysis of goods, services, assessment of competitive advantages
- Collecting key search queries
- Grouping of users who visited the site into segments according to interests
- Building the structure of the contextual advertising account, taking into account the semantic structure of the site
- Audit of the site for errors that affect a decrease in conversion
Creating the architecture of advertising campaigns
- Monitoring and analysis of competitors' ads
- Forming ad groups
- Testing the effectiveness of advertising placements in different networks. Choosing the optimal placements
Creating a plan for optimizing advertising campaigns
- Selection of campaign locations and timescales
- Direct launch of the advertising campaign
- Running a split test, testing hypotheses
- Choosing the optimal betting strategy
- Increasing the quality of ads and keywords
- Setting up software services for additional performance analytics
Preparation of the project performance report
- Analysis of the effectiveness of the campaign during its implementation
- Providing client access to services for independent verification of campaign results
- Timely conclusions and adjustments to campaign settings
- Preparing new hypotheses and updating the advertising strategy