Selecting an advertising platform

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The effectiveness depends greatly on the location of the action.
Stages of lead generation
Lead generation starts with a clear strategy. First of all, you need to understand what applications you need, who your target audience is, what actions you expect from them. Then you can start the process of finding leads. Let's take a closer look at the entire algorithm.

Defining the goal
First of all, you need to determine exactly what action the potential client should take. This could be:

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Let's say your task is to develop an advertising campaign to sell foreign language courses. In this situation, the target action is to encourage a person to register for a trial lesson.

In fact, lead generation is a job that requires deep knowledge and experience. Therefore, in order to avoid mistakes, it is better for a manager to entrust this process to a marketing specialist.

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Studying competitors
Next comes the market research stage: see what competitors offer and how their sales process is organized. You can use special tools for this. For example, SPY services help you see competitors' promotions and offers.

Think about where you will place your ads. This depends on where your audience is. For example, if you are promoting offline English courses in Russia, Yandex will be your main platform. Google is more suitable for selling online courses. Therefore, before choosing an advertising platform, be sure to conduct a target audience analysis.

Setting up an advertising campaign
Set up your advertising campaign parameters: targeting, budget, and time frame. Be sure to test your links — check how effectively your ads and landing pages work.

Testing creatives
Even if everything seems perfect, bad creative can reduce the effectiveness of the entire campaign. Use split tests to compare different creatives under the same conditions and choose the most successful one.