SOCIAL NETWORK ADVERTISING CAMPAIGNS: TOOLS FOR INCREASING EFFICIENCY

Abstract

The article summarizes the concept of advertising effectiveness in the light of recent marketing trends. The features of running advertising campaigns on social networks Facebook and Instagram are considered. Targeting audience segmentation prerequisites for targeting is explored. The main factors (age, gender, revenue level) that influence the creation of the advertising layout and the choice of advertising settings are highlighted. A set of ways and tools for brand awareness are identified. According to the updated policies of popular social networks, research into the communication or information effectiveness of advertising has been conducted. There are identified situations where it is advisable to optimize the reach of consumers, taking into account the features of today's audience. The research revealed that advertising campaigns should aim not only at instant contact, quick sales and increase of the average check amount, but also at formation of preconditions for stable development of user interaction with brands, formation of close emotional connection, empathy, appearance organic ambassadors. It is advisable to promote the implementation of a set of marketing measures that further influence the formation and development of a customer base in Ukraine or the world, in particular: social evidence and the affinity of brands to consumers, permanent research of the target audience and bilateral relationship with it, which should influence the activity of the enterprise. and facilitate the expansion of leads; promotion of innovative marketing activity through a set of promotion tools and advertising offices; ensuring steady growth in the reach of posts through the introduction of a number of measures and the formation of a reliable system of interaction with users of social networks .