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Why do we need a test period in targeted advertising?

In our practice, we often face a situation when the client at once wants to know how much it will cost not only to click on a site or a subscription to the community, but also the price of a call or purchase. However, it is impossible to forecast when working with a live audience. Unfortunately, many people do not understand this statement. Therefore, in this article, I decided to recount why you cannot name the price to the customer right at the first meeting, and why a good specialist will never do the same.

Test period in targeted advertising

First, let us try to understand: why this happens. Unfortunately, the SMM market (promotion in social networks) is still not formed, and there are many players who work in semi-legal or even not legal at all. Most of them do not particularly bother with such concepts as reputation and customer satisfaction, their task is to take payment from this client, and then let it be that as it may.

They promise customers a specific cost of clicking, subscribing and selling that is very low, so that the client soon paid his money. However, the promise is not always (even very rarely) fulfilled by them later. Nevertheless, as they do not value their reputation, they do not care about the negativity from the client. Many of such “agencies” do not even have names (I am generally silent about the site, case studies, reviews, etc.).

Test period in targeted advertising

Let us get back to the question why the price of a click, subscription and sale cannot be forecasted in advance. Now then, we are to start from the very beginning. Targeted advertising works exclusively with a living target audience, so it is impossible to know in advance how people will react to this or that advertisement. After all, the result is influenced by many factors, including even the weather (if it rains in the summer, then many people will sit at home by the computer, and accordingly the number of target audiences in social networks that can show their advertising will be greater, and vice versa – in sunny weather, advertising will give a lower result, etc.). There are many such factors, so there is no way to influence the targetologist. It is not possible to forecast the result in advance.

However, how can you plan your budget? Surely, this question is interested you. Is it impossible so you have to wonder whether the result will be from the promotion or not every time?

I hasten to reassure you  that it is possible.

It is possible and necessary to plan the budget, but it should be done based on statistics, and not at random or by the unreasonably methods. You would like to ask where do you are to get this statistics? A test period helps to answer these questions. Due test period, it will be possible to forecast the budget and to plan the indicators. 

What budget is needed for the test period?

The question about the budget needed for the test period remains open. There is no univocal answer: as for our agency, we take into consideration the approximate number of segments for testing and, based on this data, we determine the budget for the test month.

Now it is about 9 000 UAH. (However, I will repeat, it all depends on the client’s business and on what exactly and to whom he wants to promote).

What happens during the test period and how long does it last?

The test period lasts from 15 to 30 days, depending on the niche and the type of product / service that we are promoting.

During the test period our team:

  • Analyzes your niche;
  • Analyzes your competitors;
  • Analyzes the target audience;
  • segments the audience and tests these segments in parallel way or alternately;
  • compiles advertisements and conducts their A / B testing;
  • prepares a report on the test period with recommendations on the budget, site selection, promotion strategy, etc.

What do you get after the test period?

The main thing that you get after the test is an understanding of that (not approximately, but confirmed by statistics), whether promotion in social networks is right for you. Which audience segment responds to your proposal, and how does it react. In addition, recommendations on the budget for the month, forecasts and what exactly for this budget you will receive.

Another question, which worries many people so I cannot ignore it, is the following: “Will I be able to promote the project independently after the test period?”

There is no definite answer to this question, but a posteriori I will say that it is very unlikely that you will be able to succeed in that task by yourself without having the appropriate knowledge. To lead a targeted company is not easier, and sometimes even harder than to conduct a test company. After all, the audience is to be collected constantly and segmented permanently, so as the photos are to be selected and the texts are to be changed right along.

Therefore, if you have money only to pay for the work of a specialist for a test period, then it makes sense for you to spend this money on learning the SMM outlines and targeted advertising in order to conduct advertising campaigns of your own.

Doing targeted advertising on social networks is not an easy, though is a very interesting, affair.

It will not work to do the tuning without any knowledge. Moreover, you have to pay for your knowledge. Therefore, setting up advertising cannot cost $ 50, and if you want a high-quality promotion in social networks, you should understand this.

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