You talk about personnel, but only one can say, how to realise.
Lokomotiv does not have reliable universal advertising campaigns. We come to the eyes of the skin skin, to encourage the owner, to advertise, how to speak to the user.
In fact, our new strategy will be based not on hypotheses, but on a deep rozuminny: who you are working for and why you can live.
Classic advertising campaigns, motivated on template months and universal propositions, spend efficiency. More than a few years ago, the business would be a stable flow of applications, using basic targeting tools in Meta chi Google Ads. But this is not enough today.
The algorithms have become the most reliable, and the most effective ones have become the most powerful. People find that ads are “talking” to them in their own history. If the proposition is not relevant, as it does not represent the emotion of the moment or the need at the moment — the user just flips through further. And not to something like a toadstool advertisement, but to something that's not about new.
As far as we know, campaigns without personnel may have a 45-60% lower CTR, or, to deal with specific pain, that context. And in PPC strategies, this means a higher price class, a lower conversion and a return on the budget.
The reason is simple: universal advertising can't make the information noise anymore. Hundreds of people are stunned. And more than that, what exactly answers their situations, adhere to respect.
Explain two different phrases:
You don't just sell a friend's servants—you can't just talk about a particular person. The very same advertising personnel: exactly, what kind of feedback, I think your audience is joking.
In fact, Lokomotiv no longer has universal campaigns. In the form of a personal digital strategy, advertising does not just show itself to the user — it also speaks to yoma.
The advertising market is undergoing a major transformation. With one-piece intelligence algorithms in Meta, Google and TikTok, you can accurately study the behavior of users, but the paradox is that this is also not enough. You can fight for uvaga, these business people, as they are not just vicorist automation tools, but also able to talk to people in their language.
Moreover, Lokomotiv changed the pidhid to the development of advertising strategies. The composition of universal answers has developed a vlasna personnel system, as it is based on analysis, nishuvanna and deep rozuminny business.
Advertising personalization is not about changing the name of the title and the dynamic distribution of the product. This is about the pain, the context and motivation of people, how to make you stunned.
Before launching a campaign, we must:
This is the form of the structure of advertising messages in the format: “problem → reason → solution”. Such a pidhid allows you to create a lot of emotions, and not just turn it around.
For example, the universal “24/7 Online Consultation Service” will be the community “If the trivogue doesn't let you sleep, talk from a doctor, like a rozumie”. This is another time for a dialog, he does not sell advertising, but pidtrim.
The result: higher CTR, lower lid value and, above all, brand access, which does not depend on metrics, but directly affects sales.
One of the key developments in our strategy is from universal risks. We work hard with the medical field, in addition to the special features, barriers and behavior of patients.
Nishuvannia allows us to create not just advertising, but ecosystem for a specific industry. This means that the skin campaign is curdled with rubble:
At the same time, we can also compare, as eCommerce, SaaS, B2B services can be potentially strong for us. For the skin market, the structure of communication develops, a set of trigerives and tone of voice.
This allows you to quickly adapt the PPC campaign to the context of a particular party, rather than launch “something for everyone”.
Another important part of the new strategy is the significance of major business losses. Earlier, advertising texts were often published all at once. Now we concentrate on less than 1-3 arguments, which can be used to form a dovir.
For these competitive analysis, the position of the client and the feedback of the customers. After this form, chitki reports, as they dub at all points of contact: advertising, website, articles, management communication.
This has the effect of brand strength: if a user goes to the site with ads, he feels the very logic, that very message. And then, the river is growing, and the path to conversion is fast.
Personnel advertising is more practical than that, if there is a system robot behind beautiful words. Lokomotiv has more than just creative support for the target audience — we are ready personnel architecture, this method of analysis may be more practical to sell in the campaign.
Before launching ads, we conduct an Internet session with the customer, vivivating the special nature of the service, the stages of accepting the decision of the user and the barrier, who buy or write.
Meta is not just a “nobility of business”, but zrozumiti, which in fact collapses his clients.
This step helps to help you hallways insites, as often not included in the brief. For example, the medical project told me that they were joking not “a clinic at home”, but “a city, let's not be afraid and invisible.” This itself became the basis of the entire advertising community.
The next stage is to select the audience into the microsegment. We are not working with “women 25—45”, not an audience, but statistics.
We make a profile type:
The skin, through these portraits, gives you your message, your creativity and your own screenwriting. PPC has the same effect on children — from the title structure to the choice of the page, where to spend the usual pisla clika.
We are not interested in “vichny creativity”. Personnel is a living process.
The skin's message is tested for a small audience, and then they scale more than you can imagine emotive feedback and may stable CTR, CPC, conversions.
Medical campaigns, for example, have the best practice of being stunned, which means trivoga: “Pediatrician, who simply explains.”
The B2B segment has a message about rationality: “We are not an object of magic, we show numbers.”
And the service sector has a social proof: “Over 100 clients have already rejected the result — the axis of the butt.”
This is not a template, but proof that the skin code is not the only one, and even more staff members allow him to be found.
We do not see advertising as an instrument. For us, this is part of systems, and all channels work on the same idea.
Advertising texts, website pages, email, articles — all talking at the same time, what to do with the logics and postponement.
This is the pidhid, which allows the brand to look steadily, and not “due to the campaign context”. In fact, our customers will grow no more than an application, and th brand awareness, make an additional deposit from the media.
Personnel management is not a one-time tool, but a strategic tool, directly promoting everything with advertisements.
Lokomotiv also protested against this system at the medical level and stable growth for all metrics: high CTR, lower price per lead, more customers to the brand. Now we are ready to scale the pidhid on a different page.
Our goal is to change, as personalised advertising model practical sales in areas related to different behavior, rational emotions and a long funnel.
For this, the team is developing a test plan for new nish, the skin with which we will be able to form the power of community scenarios, tone of voice and the structure of advertising messages.
The next steps of Lokomotiv's strategy:
The next stage — transfer from personnel on the regional campaigns to all systems of individual marketing, de analysis, creativity and strategy practice as a single mechanism.
And this is the way, what kind of an open agency that simply sets up advertising, from the agency, as a partnership with the client.
Digital advertising is not the one who spends more time on the budget, but the one who better estimates its audience. Personalization is not an option, but a mentality of efficiency. It converts advertising from a set of clicks to a communication system, de tanning my sense, logic and input.
Lokomotiv has a campaign that does not just show off to users — they stink talk to them. We compare, test, adapt to the skin until advertising ceases to be the background and becomes an argument.
If you pragnete, marketing is not working for a template, but for the logics of your business, we are crashing all at once.
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