Promotion case for setting up an advertising account

We agreed with the client on two strategies. The first is the creation of a landing page and the subsequent launch of an advertising campaign. The second is a start-up with the goal of lead generation using the Facebook form. The client chose the second option, although he knew all the disadvantages of the Facebook form. Very often people say that they accidentally filled it or their child. This happens because users do it very quickly. The advertising campaign works in such a way that a person sees the button under the advertisement, clicks it, and sees what is offered to him on the first screen, and on the second screen, all the data of the form is automatically filled out when pressed. That’s why such a quality of leads occurs, but it also gives potential clients. It is better to ask a question so that the user does not just confirm, but consciously sends the form, which cuts off low-quality leads.

This is not a site that you go to and need to enter your name and phone number and wait for the site to load. With lead forms, it is important to immediately respond to the application and immediately call the person, ask what he wants and sell his services. It was important for us to understand the quality of leads, in Facebook, there is a mini-CRM system in which you can analyze the quality of leads, but it did not suit the client. We agreed that we will keep a Google spreadsheet in which we will enter comments on each of the orders in real time.

On e-commerce projects, advertising creative works very well in placement stories, which we tested first. When launching an advertising campaign in stories, we saw that when we opened almost $23, we received only one lead. The advertising campaign ran for 3 days. On the first day, the audience was colder, and after seeing such results, we thought that there might be a problem in the audience and launched the second one, which brought one lead. We turned off the experiment and launched an advertising campaign on the tape and saw that the results were not bad.

The price per lead was $3.31, but we were aiming for around $2. Since the client provides expensive individual services, they often have a minimum check of 10,000 to 20,000 hryvnias or more. In parallel with this advertising campaign, statistics were kept by the manager. We were very surprised when almost every lead was a potential client. It turned out that we did not complete the transfer of information to the client or he did not perceive it correctly. By a quality lead, they meant that you need to contact the contact and process it, and he will not be against communicating with him in the future, but in fact, we are interested in the sale and the client’s life. We asked to redo the sales script. As a result, we received fewer table potentials that were ready to cooperate. Many people found the service too expensive and left, and most likely the reason was in the script. During the call with the client, we analyzed why this is happening, that the problem was real and that it was necessary to first explain the value of the service to the client so that he would not have any objections.

We’ve made changes to our strategy, creatives, and audience to cut out irrelevant audiences. The problem was solved both on the part of the manager and on the part of the advertising campaign. For the objection “I’ll think about it”, we created a trigger that made the decision to be made more quickly.

They launched an advertising campaign for those who like famous, expensive brands, and look at fashion magazines that have a high income. The entire advertising campaign was done in Kyiv, as the project is limited by location.

To avoid a ban, the first creative was with the image of a branded item and said that if the size did not suit you, it is not in stock, etc., then we can help you with this. By changing this concept, we got relatively cheap leads at the price we wanted. As a result of the launch of the advertising campaign, we received 7 leads at a good price, while the creatives looked a little ridiculous, so we had to redo the advertising campaign and launch it again. As a result of the launch with volume opening, we received 47 leads with an average price of $2.76, which is cheaper than the previous launch. When calling these leads, we still received feedback that it is expensive, I think, even though the number of managers and clients has increased several times. In this advertising campaign, there were no clients during the recording period, and we restarted the advertising campaign for fur coats. Many variants of these products were released and the advertising campaign was launched in the form of a carousel. We got the following results.

The result was one lead, and almost $21 was spent. We were ready to go on this experiment, we informed people about the creative minimum price for which they can get this product. At the same time, they talked about the fact that plus material and work. This is our last launch, which we did since we ended our cooperation. In the report, we reported that there are two options. The first is to go further and collect new clients, or wait, and process the leads until they buy the products. Among the minuses is the very long processing of leads, sometimes it took up to a week. We were often reminded about the necessity of this process, but the manager was very busy and did not manage to do everything on time. It is bad when in business a manager is responsible for several jobs, it is difficult to control the quality of ego.

During the entire period of cooperation, $493 was spent, the average price per lead was $3.31, and the total number of leads was 149.