How to work with HiConversion system
The main objective of our service is to help people place advertisements in social networks, with the most profitable cost of attracting a client (CPA).
We will succeed if we show advertisements of our product to narrow groups of people who are most interested in using our offer. At the same time, for each of the groups you need to find the most appropriate message.
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It's hard to say in advance which of these ads will work better for which audience. Therefore, we will test each ad for several audiences.
If you know in advance which audiences can be your customers, then it is better to split the already known audiences into smaller ones.
Now, it is important for us to understand exactly how we will measure the effectiveness of ads.
For online stores, the goal is usually the sale of goods. For car dealerships or banks - applications for a test drive or loan. In our case, the goal will be to sell the ticket. The more tickets we sell, the more effective our advertising campaign will be.
If you have already set up goal tracking in Google Analytics or Yandex metrics - great! We will be able to import statistics from there. In other cases, you will need to install the HiConversion code on the site.
In the first two steps, we got 7 ads and 24 audiences, respectively, in the end we got 7 * 24 = 168 advertising teasers.
But not all of them work equally well. Run them and see what happens.
Part of the ads found their age and region, clicked well, and showed a large number of tickets sold. Other ads spent the budget, but sold very few tickets.
The difference in the cost of selling a single ticket between the best and worst ads is usually 10 times.
Our goal is to keep only 10% of the best ads, and the rest - to disable. This way we can spend the budget as efficiently as possible!
Now we know for sure which of the ads, in which city and for which age it is better to show. If we need to further improve efficiency, we can shatter the remaining segments more finely, or test several new creatives.
All this is easy to do through our system!
And here is a link to a similar tool for FB
We will succeed if we show advertisements of our product to narrow groups of people who are most interested in using our offer. At the same time, for each of the groups you need to find the most appropriate message.
1. Create several different advertisements.
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It's hard to say in advance which of these ads will work better for which audience. Therefore, we will test each ad for several audiences.
2. We will shatter the entire audience into several pieces.
If you know in advance which audiences can be your customers, then it is better to split the already known audiences into smaller ones.
3. Set up goals
Now, it is important for us to understand exactly how we will measure the effectiveness of ads.
For online stores, the goal is usually the sale of goods. For car dealerships or banks - applications for a test drive or loan. In our case, the goal will be to sell the ticket. The more tickets we sell, the more effective our advertising campaign will be.
If you have already set up goal tracking in Google Analytics or Yandex metrics - great! We will be able to import statistics from there. In other cases, you will need to install the HiConversion code on the site.
4. Leave only the most effective ads
In the first two steps, we got 7 ads and 24 audiences, respectively, in the end we got 7 * 24 = 168 advertising teasers.
But not all of them work equally well. Run them and see what happens.
Part of the ads found their age and region, clicked well, and showed a large number of tickets sold. Other ads spent the budget, but sold very few tickets.
The difference in the cost of selling a single ticket between the best and worst ads is usually 10 times.
Our goal is to keep only 10% of the best ads, and the rest - to disable. This way we can spend the budget as efficiently as possible!
Now we know for sure which of the ads, in which city and for which age it is better to show. If we need to further improve efficiency, we can shatter the remaining segments more finely, or test several new creatives.
All this is easy to do through our system!
And here is a link to a similar tool for FB
Source: https://habr.com/ru/post/205022/
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