Effective advertising in social networks
Posted: Tue Jan 28, 2025 6:39 am
Gallup claims that consumers do not react to advertising on social networks at all. And IZEA cites data that this is one of the three best tools for promoting a business. Is such advertising really effective? Here you need to look at the field of activity and other circumstances.
Compared to paid search, social media advertising has a number of advantages:
One click here is cheaper than in Yandex.Direct occupant resident lists or Google Adwords.
In-house and external services are available for fine-tuning targeting and attracting the target audience.
Advertising on social networks also spreads naturally, which invariably improves the final result.
Often, reposting an ad or product card essentially means a willingness to buy.
The downside of this type of advertising is that it is difficult to fit into the context for which the user comes to social networks. Paid search gives an answer to a request entered by a person. And in social networks, people want to look at photos and chat. A post with an advertisement may accidentally hit the bull's eye, but in principle, as a context, it is not relevant.
Effective advertising in social networks
However, there are a number of tasks that such advertising copes with quite successfully. These are:
Fine targeted selection of the attracted audience. Among external services, Cerebro Target and Pepper have proven themselves well.
Effective promotion of public pages and groups. And if you create a group in a social network for a company or product, then, of course, these platforms need to be promoted.
Advertising of websites, services, and applications is available here.
With little investment, the audience reach is very wide.
You choose what exactly to pay for: impressions or clicks. When forming the price, the subject, coverage, competition, etc. are taken into account. In some cases, one click or a thousand impressions cost a few rubles, and in others, it costs hundreds of dollars.
You can get an idea of what the costs will be even during the campaign preparation process. In the VKontakte advertiser account, for example, there is such a feature as the recommended price per click, and it changes along with the settings you set.
YouTube is visited by over 1 billion people per month. And the Google AdWords tool will help you find your target users among them. It gives a high ROI. Because the advertising here is contextual.
Typically, any contextual ads (and therefore your PR videos) are shown both on YouTube and on other sites, where they can be seen by even more people.
Here are some of the tasks that can be solved with the help of advertising videos:
This is an effective type of targeted advertising that attracts the audience you need, selecting it by interests and demographic characteristics. Remarketing is also available.
Wide coverage of users accessing the network from mobile phones. On YouTube, their number was already equal to the number of those who watch videos on desktop computers in 2014. Wherever a mobile user is, viewing your ad is always available to them.
Expenses are strictly controlled. You need to choose the format TruView, and then money will be taken only for views or active selection of your video.
What influences the price of advertising on YouTube? Subject matter, breadth of coverage, geography of broadcasts, competition in the chosen niche and much more. Amounts are calculated in tens and hundreds of rubles.
By entering the advertiser's account, you can roughly get your bearings on the price by setting the system's daily budget and the maximum allowable cost per impression. The program will automatically give you an approximate number of impressions, which, by the way, will be different for different targeting settings.
Remember that the effectiveness of advertising directly depends on how you use it. Here you can really waste your entire budget, or you can do everything correctly with minimal expenses, expand your reach and attract a huge flow of new users.
And one more thing: always use advertising in combination with other marketing tools. Check what works best, choose formats that are interesting to your target audience.
Compared to paid search, social media advertising has a number of advantages:
One click here is cheaper than in Yandex.Direct occupant resident lists or Google Adwords.
In-house and external services are available for fine-tuning targeting and attracting the target audience.
Advertising on social networks also spreads naturally, which invariably improves the final result.
Often, reposting an ad or product card essentially means a willingness to buy.
The downside of this type of advertising is that it is difficult to fit into the context for which the user comes to social networks. Paid search gives an answer to a request entered by a person. And in social networks, people want to look at photos and chat. A post with an advertisement may accidentally hit the bull's eye, but in principle, as a context, it is not relevant.
Effective advertising in social networks
However, there are a number of tasks that such advertising copes with quite successfully. These are:
Fine targeted selection of the attracted audience. Among external services, Cerebro Target and Pepper have proven themselves well.
Effective promotion of public pages and groups. And if you create a group in a social network for a company or product, then, of course, these platforms need to be promoted.
Advertising of websites, services, and applications is available here.
With little investment, the audience reach is very wide.
You choose what exactly to pay for: impressions or clicks. When forming the price, the subject, coverage, competition, etc. are taken into account. In some cases, one click or a thousand impressions cost a few rubles, and in others, it costs hundreds of dollars.
You can get an idea of what the costs will be even during the campaign preparation process. In the VKontakte advertiser account, for example, there is such a feature as the recommended price per click, and it changes along with the settings you set.
YouTube is visited by over 1 billion people per month. And the Google AdWords tool will help you find your target users among them. It gives a high ROI. Because the advertising here is contextual.
Typically, any contextual ads (and therefore your PR videos) are shown both on YouTube and on other sites, where they can be seen by even more people.
Here are some of the tasks that can be solved with the help of advertising videos:
This is an effective type of targeted advertising that attracts the audience you need, selecting it by interests and demographic characteristics. Remarketing is also available.
Wide coverage of users accessing the network from mobile phones. On YouTube, their number was already equal to the number of those who watch videos on desktop computers in 2014. Wherever a mobile user is, viewing your ad is always available to them.
Expenses are strictly controlled. You need to choose the format TruView, and then money will be taken only for views or active selection of your video.
What influences the price of advertising on YouTube? Subject matter, breadth of coverage, geography of broadcasts, competition in the chosen niche and much more. Amounts are calculated in tens and hundreds of rubles.
By entering the advertiser's account, you can roughly get your bearings on the price by setting the system's daily budget and the maximum allowable cost per impression. The program will automatically give you an approximate number of impressions, which, by the way, will be different for different targeting settings.
Remember that the effectiveness of advertising directly depends on how you use it. Here you can really waste your entire budget, or you can do everything correctly with minimal expenses, expand your reach and attract a huge flow of new users.
And one more thing: always use advertising in combination with other marketing tools. Check what works best, choose formats that are interesting to your target audience.