The most striking event of this year in targeted advertising is the "move" to VKontakte and myTarget. The ArrowMedia team and the Samolet team did it without significant losses in efficiency. How? Details are in the article.
Acute stage
The situation of the shutdown of the most “working” social networks in the subject was further complicated by the fact that:
in March, the budget was significantly reduced, since at that time it was not clear how the site would work, and in addition, the demand for real estate was falling;
Due to auction overheating associated with a sharp influx of advertisers, all campaigns with lead optimization showed low efficiency. Conversion to a target call in March was close to the same indicator from Facebook (banned in the Russian Federation) in February, but CPL increased by 4.5 times.
And then we moved on to actively searching for combinations conduit cn mobile number database of formats and optimization of advertising campaigns to receive targeted calls at the planned cost.
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Launch Details
channels
VKontakte and myTarget
formats
record with button; universal record; carousel; stories; clips
optimization
lead form completion; ad clicks; ad views
tools
lead form; traffic campaigns leading to the site; quiz
Identified effective connections
Targetings
Primary target calls at the lowest cost are brought by audiences directly related to real estate (real estate, mortgages, etc.). Indirect ones bring an additional volume of calls, but most often slightly more expensive than the plan (families with children, children's goods, income level, etc.).
VKontakte
myTarget
The best combination on the platform was local targeting with contextual targeting. These targetings showed excellent results even without a joint tandem. Additionally, the audiences of groups brought their share of success: business communities.
Here, the most effective combination was also the combination of local targeting with interests, separately: contextual and local.
Formats
The absolute leader is the "Recording with a button with a banner and video", which, thanks to the button, helps to push the user to quickly perform the target action and reduces the time for making a decision. And for storytelling and detailed product descriptions, the "Universal recording with a banner" is better suited.
Separately, I would like to note the "Clips" format, which has shown itself well in terms of months: in April, it attracted calls at an affordable price.