Change of strategy

[sohanuzzaman57]

In Kazakhstan, we managed to repeat the best results in terms of the application price and in total we received 424 leads with a cost of 24 rubles per piece. At the same time, the clients were approximately equally divided among different regions.

As a result, during the first test month, the client recouped the costs of our services, the advertising budget, and also earned money. Considering that the customer's sales department was not yet working in the optimal mode, we understood that we could improve the results in the future.


Statistics for the first month of work in the direction of the Russian Federation
However, as it turned out, the client was not satisfied with spain phone number list everything. He also really needed applications from Crimea, but it is impossible to set up a normal advertising campaign on Facebook, and they did not want to contrive various “gray” methods in order not to get blocked. Therefore, we had to change the strategy...


We decided to try moving to VKontakte to cover Crimea as well. Initially, we suggested the client to leave the current advertising campaign on Facebook and test only a few regions with poor results, including the peninsula, on another social network. But we couldn’t reach an agreement, so it was decided to completely move the work to VKontakte and launch advertising in all cities from scratch.

The method of attracting applications was left the same - they used a quiz, but made a detailed breakdown by cities, only combining Belgorod, Gubkin and Oskol into one company, since the audience there was very small. At the same time, they decided not to launch advertising in Kazakhstan for a test period.

As an audience, we decided to test segments by interests, by key queries and by subscribers of competitors/similar topics. Advertising budgets were evenly distributed across all cities, except for Crimea, where more emphasis was placed.

For the advertising campaign, we used the carousel and promo post formats with optimization to get the maximum number of clicks on the site. We also prepared different versions of creatives, texts and calls to action. After the first week of testing, we disabled targeting by communities and key queries, as they brought in much fewer leads than targeting by interests. In addition, we optimized the creatives. The most effective ones contained an approximate amount of money that a client can receive for handing in their catalyst.