marketing research book At the stage of launching an advertising campaign, advertisers often have questions: which goals, formats and purchasing models to choose. There are so many options in targeted advertising systems that it can be difficult to decide. Using Instagram as an example, we'll show you where to look for clues and why the most obvious purchasing formats and models don't always bring business value. The choice of effective purchasing models and formats for advertising purposes was made on the basis of a study of more than 130 thousand advertising campaigns conducted in 2018. Despite the sample size, the data for individual advertising campaigns may differ from the figures in the study. Before you think about the colorful creatives and copy for Instagram and Facebook ads, whi...