How to get the most out of VKontakte advertising Maxim Kovalev

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The content of the article Creative testing How to break through banner blindness Hypotheses based on audience segments and targeting settings Where to start: Focus on your audience Testing offers and landing page Let's show with a case example How to prioritize when running hypotheses Let's look at the example of one of the projects How to make performance decisions based on statistics When working with projects, we pay special attention to generating and testing hypotheses and finding the best combinations - combinations of targeting settings, content and ad visuals. Targeted advertising specialist at Completo Maxim Kovalev spoke about the types of hypotheses that he tested on Completo projects and showed how they worked using case examples.

He also shared his opinion on whether it is worth investing in Email List targeted advertising now and how effectively this channel works in isolation from other tools. The types of hypotheses discussed are related to: creative testing; selection of audience segments and detailed targeting settings; testing landing pages and offers. Creative testing Each specialist has his own approach to the selection of creatives: some, at the client’s request, rely on the brand’s corporate style, while others consider it effective to use more text in the image to convey the idea. But this choice is not always confirmed by real numbers. We, in turn, always rely on statistics, testing different headlines, images and color schemes. The primary task of any creative is to break through banner blindness and then convey the value of the product/service.

   


If a person didn’t pay attention to your creative, then it doesn’t matter how cool your product is - the audience won’t know about it. How to break through banner blindness There are no clear principles here, which is why we classify this as a hypothesis. But there are factors that clearly affect the click-through rate of an ad: Color. We always test creatives in different color options - a correctly selected creative background affects the effectiveness of advertising. If you can move away from your corporate identity or it has not yet been finalized, then I recommend testing 3 primary colors: red, blue, green.