Introduction to performance

We come to one of the most important modules of this course. From now on we are going to fully enter the main content. So pay close attention!

To begin with we should understand the platforms and their mechanisms. These social networks revolutionized the digital market and broke all advertising structures. They democratized the arrival to the target audience without the need for large investments.

All platforms, social networks, monetize their tool through advertising. If we compare them with traditional media, their way of earning money is the same. What sets them apart is that these digital media introduced the concept of segmentation.

So far we have seen that there are different generations that use different social networks and in turn each platform allows a different level of segmentation since they obtain different information from their users.

Google was one of the pioneers in monetization through ads, it began to have growth never seen before and its main objective was to make this model profitable.

All the information that Google contains is managed in data centers, these are like the giant rooms that you see in movies where it is full of machines or CPUs with lights, they are computers that store all the information. Today Google has so many of these data centers around the planet that it intends to cover a small country.

But let’s go to what interests us… how does advertising reach all these digital channels? Can I set it up from home?

Of course!

Each social network has its advertising platform where people can create their user and charge a credit card to manage payments.

But let’s start at the beginning, what elements do we need to run campaigns?

• Budget

• a landing page

• Creativity

• business objective

1. Budget

It is important to understand that while digital platforms have given many entrepreneurs or small businesses the opportunity to go out and compete with more realistic budgets for their ads, network advertising campaigns per se are not specifically cheaper. The final cost will depend 100% on the objective and how ambitious the results we expect are.

1. Landing page 

It is a web page where the user lands to enter a site. It is different from the main page of a website, a blog or an article because it looks for the user to perform a specific action. That is, the ideal would be to redirect the ads to a landing that invites them to do something specific, a specific page that has a specific action to perform. For example, in the case of the streaming subscription, a landing page that has the action of uploading your data and taking out the subscription.

To understand the difference, think of the home page of a site, there we have multiple actions to carry out, thousands of links, while in a landing page we look for a specific action to be carried out.

Landing pages are usually effective when traffic is driven from ads or specific areas of a web page or blog related to what the user is looking for.

1. Creativity

The success of a campaign lies in the quality of the creatives. For a banner, for example, to be successful, it must attract the attention of users, be personalized and be published at the right time. And the key to improving the success of our ads is an often overlooked procedure: creative testing.

The platforms allow us to be able to load many advertising pieces and that they are displayed with the same frequency (Number of times the ad is shown to a person), with this strategy we can compare how each one performs and begin to get insights (specific data ) of what is not useful and what is.

The reality is that, as much as it is THE BEST creativity, it is 100% subjective and we do not know exactly what it is that attracts, it stops reading our target. Over time we will learn the elements that were resulting, however this continues to vary as user behavior varies constantly.

1. Business Objective 

The SMART goal that we have defined when starting to create our campaign. It is what will guide our actions.