I had an interesting question in a conversation with a customer about “advertising works better if it leads to the same social network where it is spinning”.
In general, yes. I agree.
But that’s still not the main thing.
I would say that advertising works better when there is an opportunity to set a goal as precisely as possible.
To indicate to the advertising system what we need to achieve, to get.
Let’s explain with examples.
Let’s say an online store where we need sales.
The main goal is to place an order. There is no problem setting up analytics for this and transferring this goal to the advertising system as the main conversion.
As well as intermediate goals (microconversions): putting a product in the cart, viewing a product or category, searching, etc.
But in the case of sales on Instagram (via messages), it may not be so fun.
We will not set up the “place an order” goal so simply. Because the sale itself is essentially made somewhere outside of Instagram.
And in the middle of it – we only have a message. As a rule, we set up advertising for it.
Although everyone understands that a message does not equal a sale. Although it can be attributed to micro-conversions.
And a completely “lottery” situation can be when we can specify a maximum of “going to the site” as the goal. A click on the link in the ad, in simple words.
Because we do not have the technical ability to do even basic analytics.
Firstly, the real number of transitions will be less than the number of clicks – some simply “do not reach” the target page and this is normal.
And then we can only guess about the behavior of visitors on that target page.
Someone left there immediately, someone lingered and left anyway, and someone still performed our target action (for which the advertisement was).
But we cannot analyze it normally. And we cannot draw accurate conclusions about the effectiveness of advertising either.
Consider these points whenever possible when building tactics for your product or brand’s online presence.
In short, advertising works best when we can set its goal as precisely as possible.