### Technical assignment (TA) for creating targeted advertising on Facebook and Instagram
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#### **Campaign Goal**
- Attracting clients for car rentals in Barcelona and Catalonia.
- Reaching the Russian-speaking audience located in the region or planning a trip.
#### **Target Audience**
- **Geography**: Barcelona, Catalonia, Spain.
- **Language**: Russian.
- **Age**: 25-55 years.
- **Interests**: Travel, car rental, tourism, airport transfer.
- **Behavior**: People who frequently travel in Spain, recently moved to the region, or often visit tourism websites.
- **Devices**: Mobile devices and PCs.
#### **Campaign Structure**
1. **Campaign 1: Attracting a New Audience**
- **Goal**: Awareness.
- **Ad Formats**: Videos, carousel, images.
- **Content**: Presentation of car rental services, benefits of renting in Russian, special offers.
- **Placement**: Facebook News Feed, Instagram Feed, Instagram Stories.
2. **Campaign 2: Remarketing**
- **Goal**: Conversions.
- **Target Audience**: People who interacted with the website but did not make a booking.
- **Ad Formats**: Carousel, dynamic ads.
- **Content**: Personalized offers, discounts for repeat visits.
- **Placement**: Facebook News Feed, Instagram Feed.
3. **Campaign 3: Retention and Repeat Sales**
- **Goal**: Traffic.
- **Target Audience**: People who have already rented a car.
- **Ad Formats**: Carousel, images.
- **Content**: Special offers for repeat customers, service updates.
- **Placement**: Facebook News Feed, Instagram Feed.
#### **Content and Creatives**
- **Tone and Style**: Friendly, informative, trust-oriented.
- **Text**: Short, concise texts, emphasis on the simplicity of renting, availability in Russian.
- **Images and Videos**: High-quality images of cars, views of Barcelona and Catalonia, satisfied customers.
- **Calls to Action (CTA)**: "Book now", "Learn more", "Contact us".
#### **Targeting Setup**
- **Location**: Barcelona, Catalonia.
- **Language**: Russian.
- **Interests**: Travel, car rental, tourism.
- **Demographics**: Men and women, 25-55 years.
- **Behavior**: Frequent travelers, recently moved.
#### **Budget**
- **Daily Budget**: Set a daily budget depending on the goal of each campaign. It is recommended to start with testing small budgets and adjust as results come in.
- **Campaign Duration**: Set for 2-4 weeks with the possibility of extension.
#### **Testing Plan**
1. **A/B Testing**: Develop several versions of ads with different images and texts.
2. **Optimization**: Weekly analysis of campaign metrics and adjustment of targeting, budget, and content.
#### **Success Metrics**
- **CTR (Click-Through Rate)**: Ratio of clicks to impressions.
- **Conversions**: Number of bookings made through the ad.
- **CPC (Cost Per Click)**: Cost per click.
- **ROI (Return on Investment)**: Return on investment from the advertising campaign.
#### **Reporting**
- **Report Frequency**: Weekly reports.
- **Report Content**: Analysis of key metrics, recommendations for improvement, test results.