TOP-15 recommendations for scaling traffic and targeted user actions

The effectiveness of absolutely any business largely depends on how professional decisions are made at the stage of its promotion and subsequent promotion. So, even if you already have an advertising channel, if it works well and shows sufficient effectiveness, it’s clearly not worth stopping there. If there is an opportunity to allocate an additional budget for promotion, then it is worth taking advantage of it and scaling up your actions. This can be implemented even if the traffic capacity has reached its limit. It is noteworthy that by scaling you can eliminate problems such as increasing the price of an application, and at the same time attract a larger number of interested user audiences, increase the level of sales and other targeted actions.

As part of this review, we will provide 15 practical recommendations that will help business owners scale their own advertising campaigns without overheating advertising auctions. Using these tips, you can significantly increase the number of applications without increasing their cost. We will also show you how to organize the most stable and functional work on the Internet, including with personal advertising accounts, without any risks or restrictions from the system. So, let's go!

Use the affinity index

In this case, we are talking about using an index of compliance of the rating of your user audience with absolutely the entire consumer market. That is, here you determine what percentage of all consumers may be interested in your products or services. Similar analytical data can be found through services such as Yandex Metrica, Google Analytics, etc. So, if you decide to use Yandex Metrica, then go to the “Long-term interests” report. Here you will need to navigate these same interests and identify those that will correspond to the applications left on your target site. Experts recommend paying special attention to those interests whose indicator exceeded 200%. These are the ones you should focus on to attract an even larger user audience.

No one will definitely tell you what to do next with the information received. The point is that it would be useful to run several hypotheses and test their effectiveness in practice. But these actions will already be supported by certain statistics and technologies, which will significantly increase efficiency and require a minimum of time and effort to develop. Alternatively, you can take advantage of the opportunities provided by the social network VKontakte or the same Telegram Ads in order to select new channels for launching advertising campaigns, as well as thematic communities. Here you can play around with additional segments and interests that you previously did not pay due attention to. Alternatively, you can collect additional semantics from the received interests in order to launch separate advertising campaigns in the Yandex Advertising Network. The last solution gives good results in practice in Yandex Direct.

We just want to draw your attention to the fact that in this case, all your testing and launching of new advertising campaigns should be carried out separately, that is, not mixed with the work that is performed as part of the main promotion. Particular attention will also need to be paid to monitoring the effectiveness of certain activities, since it is likely that the cost of the application here will already be slightly higher. That is, at this stage you need to abstract from the main strategy and probe for something else. This way you can increase the number of contacts between your user audience and your product and, as a result, provoke an increase in traffic and other targeted actions. This way, you can be confident that your key advertising campaign metrics will remain accurate, reliable, and free from outside influences.

Attracting audiences from CRM

In this case, we are talking about attracting the attention of an audience from CRM, a purchased contact database, or email. This way you can create a completely new category of potential clients and launch an advertising campaign for them. One of the most important tasks at this stage — select the most relevant offer. One that can interest even that user audience that at the moment was not particularly interested in your products or services.

We won’t say that in this way you will be able to attract a huge number of users, but still these will be the people who will provide high-quality traffic and minimal failure rates.

Despite the fact that you plan to work in this case with the so-called “cold” contact base, there is a fairly high probability that there are still people here who may be interested in your products. So why not use a test budget to work with such databases? Practice shows that good results are obtained here in the B2B segment of the market, including in fairly complex projects. Where it will be difficult to organize good direct traffic.

Binding advertising to geolocation

Strange as it may seem, such an obvious solution in practice gives good results for different business groups and allows you to attract the attention of a large number of potential clients. As an option, try setting up advanced geo-targeting in Yandex Direct in order to attract the attention of an audience related to a particular geolocation. In this case, we are not talking about attracting people who live in a particular city, but those who are looking for goods or services in a certain locality.

As an option, let's assume that you rent cars in Sochi. Your client lives in Yekaterinburg. But at the same time, he plans to spend a vacation in your city and would like to take a car so that during his vacation he will not be tied to public transport. That is, in the end, your client may become a person who at a given moment in time has nothing to do with the real location of your business. And there can be a lot of similar examples in practice.

That is, in this case, you need to evaluate the features of your business, determine how interesting it may be for users who are not directly related to your company. Alternatively, you can run several such programs in test mode and analyze the results.

Use of near-thematic semantics

When promoting absolutely any business, a semantic core is used. It includes a set of queries that most accurately describe the features of your company’s activities, the goods and services that you offer to the market. It is these queries that the user audience enters when selecting a particular product. That is, it is precisely this set of phrases that all advertising traffic is directed to. It will be aimed at those people who may be most interested in your product or service. This approach is absolutely correct from the point of view of attracting organic traffic.

But you can expand traffic to your resource if you diversify your potential audience somewhat, if you find out what else might be of interest to your potential clients. That is, in this case you are targeting related interests. Alternatively, you work in a niche such as children's toys. It is clear here that the main category of buyers — These are the parents who purchase products for their children. But at the same time, you clearly understand that these children need to be dressed and put on shoes, they need to be fed, and offered some kind of entertainment. This will be the so-called “cold semantics”. It can be launched at minimum bets and as an experiment. Try it, and you will probably see that traffic to your site in related areas will give a good increase.

Connections to the operation of LAL segments

LAL segments, also known as look-a-like segments — These are categories of users whose profile is similar to your target audience. Such a solution can be implemented in absolutely any market niche. But here it is important to understand that accuracy and coverage — These are inverse indicators. That is, if you focus on reaching the largest possible number of similar audiences, you will get low hit accuracy rates, and vice versa, if high accuracy is required, then the coverage should be small.

This solution is being implemented through the Yandex “Audience” service. or an advertising account on the social network VKontakte. It uses built-in algorithms that analyze the user audience and select those representatives who will be somewhat similar to your target audience.

The key selection criteria here may be:

• users who left a request on your site;
• most active users from the CRM system;
• people who spent the most time on your site;
• users of social networks subscribed to your competitors’ communities;
• people similar to your VKontakte subscribers;
• users actively working with thematic communities;
• those who have already made a purchase or added their order to the cart and even placed it, but did not complete the purchase.

There are quite a lot of options for forming LAL segments. You yourself determine who exactly you would like to target in this case.

Using retargeting

Retargeting — This is one of the fairly common ways to scale advertising campaigns without any adjustments to the strategy or budget of the main company. With it you can:

• expand the number of points of contact with the target audience;
• increase the number of impressions without excessive financial investments: repeated display of advertising will cost much less;
• ensure the warming up of the user audience with the help of promotional offers;
• increase the average purchase price;
• build entire retargeting chains, which will allow the same target audience to be shown different ad units;
• attract the attention of people who have recently ceased to be interested in your products or services, etc.

Here you can use a fairly large number of different scenarios. Alternatively, if a particular client has already purchased a product from you, you can offer him some related products with an eye to the fact that they will be interested in it. If you see that a person was considering a certain item in your product catalog, but did not place an order, you can offer him analogues. Perhaps they will suit him better. It is also worth focusing here on people who added goods to the cart, but did not complete the order. Perhaps a small discount will remove their doubts. Don’t ignore those who watched your ad to the end, but did not take any other targeted actions.

That is, retargeting should be used when you want to increase the effectiveness of a running advertising campaign, attract as much traffic as possible to the site and, accordingly, increase certain targeted actions.

Launch media advertising

A solution like this should be used if you want to increase awareness of your brand or an individual product, as well as introduce a completely new direction to the market. With its help, you can conduct effectiveness research and cover fairly unique segments of interests and behavioral characteristics. In this case, you target people who pass by classic targeting. That is, those that targeted advertising, in principle, does not target. These can be representatives of quite specific and narrowly focused niches, such as branded clothing, luxury cars, and even ballet fans.

To solve this problem, the built-in tools of Yandex Metrics are used, in particular “Special pixels”, which will be built into display advertising. They are designed to track user conversion. That is, if it turns out that a person who saw a launched display advertisement, be it a video or a banner, leaves an order on your website for a certain period of time, the system will add this action to the report. You will see that it was display advertising that brought this client to your site.

Such a solution provides:

1. Expanding the audience for displaying advertising.
2. Increasing the number of transitions to the target site.
3. Receiving deferred conversions.

And all of this will happen in parallel with your main advertising campaign, that is, it will not affect it at all. If desired, the market offers paid third-party DMP segments, with the help of which you can display ads with your product specifically. This will attract the attention of those who are really interested in it.

Automatic targeting

Already from the name you can judge that in this case the work will be performed automatically. This means that they will require only basic settings and subsequent analysis from you. That is, in this case, the content presented on the landing page of your site, as well as the headings of advertisements, are used. It is on the basis of this information that the target audience is selected.

A similar solution can also be found in the advertising account of the social network VKontakte. It is used for automatic targeting. The program analyzes conversion and target actions in previously launched similar advertising campaigns and segments the audience based on this.

But in operation this tool is quite, let’s say, interesting. It all depends on the niche in which your advertising campaign will be launched. The main thing here is to get the match as accurately as possible, otherwise the program will not be able to automatically select appropriate advertisements.

In order not to waste money in this case, it is recommended to constantly monitor the cost of a particular target action, regardless of what stage sales funnels your potential customers are currently located. The main difficulty here is that, like any other automatic tool, auto targeting can attract not customers, but bots, fraudulent traffic, that is, something that ultimately will not provide you with the desired targeted action, but will only waste your advertising budget.

That is, the tool itself is good, but its operation must be constantly monitored and the necessary adjustments made.

Use of programmatic platforms

In this case we are talking about a method of purchasing online advertising, which is based on robotic means and uses special algorithms. With their help, a decision on a transaction can be made without involving a person in this process. Such algorithms are based on behavioral factors of both site visitors and advertisers themselves. That is, in order to put this solution into operation, you must have access to one of these sites. To choose the right solution, be guided by what geo-advertising you have running in this case, your own budget and a number of other parameters.

We would like to draw your attention to the fact that, at its core, advertising on programmatic platforms has much in common with media advertising. That is, initially you must understand that in this case you will not get a large number of targeted actions with minimal material costs. You also need to be extremely careful here, since such sites are characterized by low quality traffic, which is largely due to the presence of a huge number of bots here. That is, to implement the task, it is worth choosing a specialist who is well versed in these platforms and will be able to segment traffic as correctly as possible, remove junk sites, and ultimately obtain a high-quality target audience. Even if there won’t be too much of it, there will be high results with minimal financial investments.

Please note once again that the experience of the performer — this is a key factor in the effectiveness of the implementation of this idea. Otherwise, you're just wasting your money and getting no traffic or conversions. In addition, you should resort to this method only if you have already used all possible advertising strategies and channels and received the maximum traffic possible in your case with reference to each target region. Otherwise, there is no point in spending advertising budgets, because the risk will be very high.

Launch advertising on competitor sites

We are talking about launching advertising on websites, social media accounts, and thematic communities of your competitors. Practice shows that many business representatives save significantly on their advertising budget. By doing this, they open up opportunities for you to literally steal the “warmed-up” ones from under your nose. clients. What will be required of you at this stage? Just a well-prepared offer and a landing page for it.

Today, advertising systems provide the following types of targeting by competitors:

• thematic communities on social networks;
• semantic queries that competitors use to promote their goods and services;
• visitors to the official websites of your competitors.

It is important here not to mix all these strategies into one, separate them into separate groups, use different types of advertising campaigns and allocate separate budgets for each of them. This way, you can ultimately analyze all this in relation to sales funnels and types of promotion, determine which of these strategies has shown the best results in practice, and then focus on it in subsequent work.

That is, to expand your existing advertising campaign and if you have additional budgets that you can allocate in this case, you should probably use advertising aimed at competitors.

Using placements in advertising networks

The fact that placement is not used within advertising networks — one of the most common reasons for low channel scalability. This is relevant for cases when 1-2 images with the same resolution are used.

So, in the Yandex advertising network you can clearly see how many different resolutions can be used on one site. If you upload just one image without providing for its division into different placements, then your advertisement will not be displayed in the site’s advertising block in the resolution that would be optimal in this case. That is, by doing this you literally reduce the amount of traffic yourself.

There is a risk that your picture will be cropped, that is, part of the creative will simply be lost, the person will not understand what exactly you wanted to show him and, as a result, your idea will not justify itself at all: the person will not go to the site or place an order .

That is, such a little thing as working with images in advertising networks is given very little attention today, and completely in vain. From the very beginning, you should carefully consider the number of pictures that will be placed in your advertising, formats, and even segmentation by a particular category of users whose attention you would like to attract. It will be enough to launch at least one combination of an offer with a picture, which will show its high effectiveness in practice, in order to take it as a basis and use it in subsequent creative ones. Next, you will simply scale up a reliable and proven solution, covering more and more resources within your advertising network, be it Yandex or VKontakte.

Similar recommendations are also relevant for advertising that will contain video content. Unlike ordinary images, this solution looks more vivid and memorable. In addition, you will have every chance to get featured in prelogues in videos, which will open up another opportunity to attract the attention of the user audience. That is, in your work, set yourself the task of maximally covering all available display locations in the advertising systems with which you work. Thanks to this, you will receive detailed statistics on all your placement points and a significantly increased number of applications.

Try changing your advertising strategy

Often in practice there are cases when several advertising campaigns are launched at the very start of work. Next, their effectiveness is analyzed. And in the end, the one that attracts the most customers is determined. They take it as a basis and then work, let’s say, according to the rules. And everything is fine, but only until the effectiveness of such automatic strategies begins to decline. The point may be that in this case the system you are using will strive to comply with all the CPAs that you set in the settings. You also cannot exclude the possibility that manually set bids do not withstand the competition and as a result your ad ends up at the very bottom of the search.

That is, auto advertising should be constantly monitored, in particular its effectiveness. If you see that the daily budget has stopped being worked out, if funds are not being spent, if positions in the search results have gone down, you need to make adjustments, and as quickly as possible. Alternatively, you can add a budget, allowing the program to withstand competition, reconsider the key queries for which promotion is carried out.

You may need to lower your goal in the sales funnel, thereby giving your campaign the opportunity to learn better. You can also try connecting a batch strategy for several running advertisements simultaneously, and switching from automatic to manual ones. That is, here it is advisable to play around and understand how to revive a frozen advertising campaign, get conversions from it again and increase user traffic.

We are launching segmentation of advertising campaigns through VK Ads

Using the capabilities of VK Ads – This is another opportunity to scale traffic and user conversion actions. It is used as a supplement to your main strategies and does not have any impact on them. In this case, it is recommended to use the clearest possible segmentation. The following can be used as the main indicators:

• gender of your potential clients and their age;
• countries, cities and specific regions;
• pictures and video content;
• deep study of interests;
• thematic communities;
• creatives and groups;
• type of landing pages to which advertising will lead;
• sales funnels.

With this detailed breakdown, you can catch the traffic that your main campaign, which covers all segments of the consumer market, failed to attract. So, as an option, if you are launching advertising on the American market, then a completely appropriate solution would be to break down the strategy into individual states. If you are working with the age group of 35-50 years, then perhaps it would be more rational to provide a breakdown into separate categories, such as 35-40, 40-45, 45-50. This solution will be relevant when selling cosmetics, fitness center services, etc. That is, in this way you will saturate the narrowest market segments with your budget, which will ultimately allow you to attract really high-quality customers who are ready to make a purchase.

Monitor the conversion

All work carried out with advertising campaigns aimed at one result — getting conversions from custom audiences. That is, you need to control such an indicator as the conversion percentage. It can also become an option for scaling an advertising channel. In particular, we will show in numbers what the result of your work will look like with an increase in conversion from traffic.

Let's assume that your traffic conversion is 3% and the cost of one click is 60 rubles. What do we see from this? That attracting each lead is very expensive and there is no way to increase the bid any more, because we won’t get an increase in traffic, since the conversion is at a fairly low level. As a result, the price of the target action simply increases, but there is no result from it. That is, the fact that you increase the flow of the audience here will not give the desired result: you will not receive real orders from here.

What to do in such a situation? You can try optimizing your landing page and adjusting your advertising. If you manage to increase the conversion to at least 6%, then you can automatically increase the bid on clicks up to 100 rubles. And this action will fully justify itself in practice, since you will receive not just an influx of audience, but also a higher number of targeted actions. That is, the increased budget in this case will be completely justified.

Detailed analysis without hasty action

When working with the optimization of advertising campaigns, a situation often arises when it is simply removed from advertising platforms, adjustments are made according to parameters such as gender and age, solvency, type of user device and many others. On the one hand, such a decision is correct, since in this way you revive your strategy, modify it, and increase efficiency. But what is important here is how all this is implemented in practice. For the most part, deteriorating advertising performance requires the fastest possible solutions. And what is done too quickly is fraught with errors and other problems.

If you look at all these nuances in more detail, you can see that the reason for the deterioration of indicators was, as an option, the disabling of one or another category by gender or age, the refusal to display advertising on desktop devices, the loss of sites in Yandex advertising networks , that they spent more than the budget, but did not achieve too high a conversion, etc. That is, the main thing here is not to take hasty actions, but to carefully check the operation of your advertising campaign and identify problem areas. Only then can you choose the best method for optimization. It may turn out that such phenomena are temporary and associated with some external factors, and you will suddenly remove everything, and simultaneously with the conversion.

That is, this recommendation — This is a kind of work on mistakes. That is, if you see that the effectiveness of your advertising campaign has decreased, then first of all you need to check your own actions. Perhaps you mistakenly disabled those elements that provided an influx of user audience.

To summarize

As you can see, there are many, many ways to increase traffic and target actions from your user audience. But in any case, you need to experiment to choose those strategies that will be most effective in your particular case. As a result, you will be able to increase conversion rates, sales, and with them the average check amount and income level.

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