Scaling communities with targeted advertisingreading time - 2 minutesJanuary 2023Maria Petrushina, Leading Manager for Targeted Advertisingdownload pdf
E-commerce continues to grow rapidly: the e-commerce market volume will reach 7.2 trillion rubles by 2024. And in order to further develop, businesses are actively testing new channels and promotion tools. Together with an online store of designer furniture, we were among the first to test the new VK Advertising platform, and having found ourselves in “low competition”, we were able to reduce the cost of a subscriber several times.
Our task was to test the effectiveness of the new VK iran mobile database Advertising platform to increase the number of subscribers to the community in the social network. We already had active campaigns in the VKontakte account and at the initial stage we continued to test hypotheses, segmenting the audience by age: 25-70 years old in targeting by interest in “Interior Design”, and 46-60 years old - by interest in “Furniture”. In parallel, we tried to place special creatives on the subscribers of competitors.
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The next step was to disable VKontakte and launch a new VK Advertising account, where we tested the hypothesis on indirect interests: "Household appliances" and "Real estate", adding to the latter an additional breakdown of the audience into regions and large cities. Over the next two weeks, we did not make any changes to the campaigns and gave them time to optimize. After that, we stopped targeting "Household appliances", the campaigns were optimized and began to issue a lower CPF.
At the final stage, we continued parallel testing of indirect interests, and also redistributed most of the budget to the campaign with the direct interest "Furniture".