Targeted advertising - rate 22,000 rub. from Teachline, training 4 months, Date November 27, 2023.

Targeted advertising

Lesson program for beginners

Introduction to targeted advertising. Let's learn how to set the right goals for advertising campaigns. We will learn how to work with internal statistics of social networks - engagement, reach, demographic data. We will be able to plan your budget and evaluate the effectiveness of your advertising campaign.

Analysis of target audience and competitors. Building a promotion strategy. What is an advertising strategy and what blocks does it consist of? Services for competitor analysis. Analysis of target audience: where to get data. How to use ready-made segments. Why make portraits and what to do with him later. How to use a ready-made advertising strategy

Preparation of accounts and landing pages. Preparing social media accounts for advertising. What is a landing page. What should be on the boarding gate? What else to check before starting.

Preparing the campaign for launch. Creation of advertisements. The goals of advertising campaigns and how they influence the choice of formats and ad composition. Basic ad formats, where and how to use them. How to write a creative ad and where to look for examples.

Working with creatives. We organize work with photo stocks to select the basis for creatives. Let's learn how to create layouts. We will create a composition and convey the idea through creativity.

Targeting on VKontakte from “A” to “Z”. Let's look at the features of the advertising account structure. Let's explore different ad formats. Let's learn how to set up retargeting. Let's analyze running advertising campaigns.

Working with the advertising account in Odnoklassniki. Part 1 - internal capabilities. Audience OK. Getting to know the site. Opportunities for promotion within OK. Let's look at how the advertising account works in Odnoklassniki.

Working with the advertising account in Odnoklassniki. Part 2 - myTarget. Let's study different advertising formats in myTarget. We will set goals for conversions and increasing awareness. We will create, test and optimize ads. Let's look at how the advertising account works in Odnoklassniki and set up retargeting.

Retargeting. What is retargeting and where to get audiences to set up. Working with pixels: installation, setting up audience collection, features of using different social network accounts in advertising campaigns. Dynamic retargeting.

Parsing. Audience parsing services. Different approaches to collecting audiences through parsers.

Analysis of the effectiveness of advertising campaigns Internal statistics, work with services. Analysis of results and adjustment of strategy. Budget forecasting.

The work of a targetologist: communication with clients, contractors, career advancement. Packaging expertise and searching for first customers. Creating a portfolio of several cases. Negotiation skills with clients and contractors. Drawing up an agreement with a client or contractor, delimiting areas of responsibility.

Targeted advertising PRO

Lesson program for PRO

Targetologist's area of ​​responsibility. Working with one project and several. Area of ​​responsibility of the targetologist in the team. The role of the target in the overall project promotion strategy. Problems that target helps solve. Correct and incorrect expectations from targets and how to arrange everything so that expectations are met.

Analysis of target audience and competitors. Audience segmentation. Analysis of competitors and target audience: where to get data. Audience segmentation: Kotler's method, Sherrington's method, Hunt's method and other segmentation methods. How to use ready-made segments. Why make portraits and what to do with him later.

Targeted advertising strategy. What is an advertising strategy and what blocks does it consist of? How does a strategy differ from a work plan, and how to draw up a work plan based on the strategy. How to use a ready-made advertising strategy, optimize and make changes to it.

Structure of campaigns in accounts, creation of UTM tags. How to conveniently distribute campaigns and advertisements if there is only one project and if there are several projects in one office. How to arrive at a unified structure. Rights, accesses, etc. What are UTM tags and how do they help maintain a unified information field among team members. Creating UTM tags. Usage.

Creation of texts. The difference between advertising texts and selling posts. Short or long? How to determine the size of texts? Models of text composition. How to test literacy and why it is important in advertising.

Creatives. We organize work with photo stocks to select the basis for creatives. Let's learn how to create mockups in Figma. We will create a composition and convey the idea through creativity. We'll work with design services to create express creatives.

Targeting on VKontakte. Part 1. Features of the structure of the advertising account. Various ad formats.

Targeting on VKontakte. Part 2. Setting up retargeting. Analysis of launched advertising campaigns. Conversion events and goals. Using saved audiences.

Targeting in Odnoklassniki and MyTarget. When to choose the Odnoklassniki account, and when to choose MyTarget. Opportunities of offices. Campaign goals. Audience segments in MyTarget. Work with different ad formats and multi-formats.

Targeting on TikTok and Linkedin. How the TikTok account works. Working with goals, advertisements, etc. Linkedin: why it’s banned, how to get there. Advertising on Linkedin.

Retargeting. What does working with retarget audiences give the project? Data sources for retarget audiences. Pixels from different social networks. Setting up pixels and events. Working with different retarget audiences.

Parsing. Parsing tools. Parsing to analyze the audience and the state of sites. Gathering an audience using standard parameters. Specific tasks that the parser can solve. Automation through parsers.

Analytics. Analytics of advertising performance within offices. How to correctly read data in offices. What to look for: signs of audience and ad burnout, signs of errors in settings. How to understand that it’s time to change the strategy as a whole.

Web analytics: Yandex. Metrica" ​​and Google Analytics. How the web analytics system works. How to build analytics within a project correctly. How to track campaign performance (what to look for, how to record it, which reports are most important).

Testing in targeted advertising. Why test hypotheses? Initial testing at the beginning of work and testing in already running campaigns. HADI cycles. A-B tests. Testing tools.

Optimization and scaling of advertising campaigns. What is optimization of the Republic of Kazakhstan. How to correctly make changes to the Republic of Kazakhstan and how to reflect this in reports. What to choose: edit the campaign or create a new one? What is scaling and how to implement it.

Reporting and KPI. What does the report include? How often should it be filled out? Types of reporting, templates. How to develop a reporting system that is convenient for both the targetologist and the client. What KPIs can be set to the targetologist. How to measure the effectiveness of a specialist.

Problems, blocking and prohibition in the target. Primary collection of information from the client. Briefing. How to correctly draw up technical specifications for a designer, copywriter, etc. What problems might a targetologist encounter: problems with analytics, problems with communication with the customer, problems with the client’s employees, etc. Blocking of accounts and accounts: prevention, how to avoid, what to do if blocked.

Freelance and agency targeting. Pros and cons of freelancing. Pros and cons of working in an agency. Prospects for the profession are both here and there.