Setting tasks for the targetologist

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No matter how experienced a businessman you are, you may only think that you know all the indicators of your project (traffic quality, average check amount, conversion percentage, optimal cost per lead, etc.). However, the real picture does not always coincide with your ideas. That is why it makes sense to divide the work of a targetologist into two stages and evaluate the results of each of them according to separate criteria.

Trial launch of a test campaign
This is just the beginning, that is, hypothetically, you can make plans, but specific results will only be obtained after a test launch. Therefore, there is no point in setting a targetologist pharmaceuticals email list the task of achieving certain KPIs if this is your first experience.

For example, you sell upholstered furniture, and the average check is 150 thousand rubles. You plan to allocate 10% of this figure to an advertising campaign so that one sale costs you no more than 15,000 rubles.

Promotion through social network pages brings, for example, 20% conversion. This means that out of five applications left, one will definitely result in a sale.

Then it turns out that one application will cost 3,000 rubles (based on the fact that one transaction costs 15,000, and to get it, you need to collect five applications). If your goal is 25 sales, then, accordingly, there should be 125 applications.

Then the target specialist is given the following KPI task: campaign budget – 375 thousand rubles, number of applications – 125, price for each – no more than 3 thousand rubles.

Second, third, fourth project (that is, constant promotion)
Having implemented a test run, you get certain indicators. Of course, these data are not 100% accurate, but you can start from them.

Which of them to take as a basis? It is up to you to decide. Practice shows that when launching targeting, the following can act as determining indicators:

Cost of application . That is, you set the targetologist the task of collecting a certain number of applications, and the price for each should not exceed, for example, 300 rubles.

Cost of one subscription . Here your goal is the maximum number of subscribed users (not submitted requests). That is, the targeter must collect as many subscriptions as possible with a minimum expenditure of funds.

Cost of one click . In this case, a traffic flow is directed to the site, and the targetologist has two indicators in his hands, namely: the cost of one click and their total number. And the conversion of the site will already show how many applications there will be and at what price.