The distribution of work with channels by working with channels periods was as follows:
- collection and testing of channels;
- retargeting with parallel collection of new channels and their testing;
- focus on retargeting: we took only industry email list successful channels from previous periods.
Selection method
In terms of reach, we aimed for 5,000 views of working with channels an advertising post in 24-48 hours. Testing larger and more reachable options was risky — we could waste time and money without getting the required number of subscribers.
For placements, we considered channels from the following topics:
Business, finance, investments, economics, psychology, startups, books. An important nuance: in order to set up targeting, it was necessary not only to micro-moments: what they are and how they can help determine the topics of the channels in which the target audience could be, but also to select them. Therefore, in parallel, we also assessed the quality.Quality assessment
Our team studied not only user activity, post views, and subscriber engagement in publications, but also the content. The channels we planned to post on were not supposed to include posts with topics such as “below the belt,” politics, and profanity.
The channels were collected using the TGStat mobile lead service. The service is convenient because it has built-in analytics, statistics, thematic selections of channels and filters.
More practical recommendations for working with channels in other Houp Group cases
Development of creatives
We prepared 11 creatives for seeding . Traffic working with channels from ads was either sent directly to the channel or to specific posts in the client’s channel. As the campaigns progressed, when the ads stopped working, we either edited the ad texts or updated the posts to which we sent traffic.
We consider it important to note: the customer regularly published posts in the channel, discussed relevant topics for subscribers, held webinars, to which we led the audience from the ads. High-quality content from the client allowed us to interest the users we attracted.