Conduct testing of advertising campaigns on Facebook Ads and evaluate the effectiveness of the promotion (subscriber quality and cost).
Ensure a monthly increase of subscribers by 500 people with a minimal budget (200 euros per month).
After reaching 7 thousand subscribers, start producing and launching a course for the warm audience.
Prior to our collaboration, no advertising campaigns had been launched. The expert's profile was promoted through YouTube and partner recommendations.
TARGET AUDIENCE
Age: 23-60 years
Segments:
Patients: looking for information about treatments and medications, seeking a second opinion from a doctor.
Psychologists and medical students: delving into therapy, wanting more information for their practice.
SOLUTION
1
Profile Analysis
Advice on improving the profile to increase conversion.
Optimization of the profile header.
Implementation of engagement formats (e.g., live streams).
Improvement of highlights and navigation.
Creation of a content plan for stories.
2
Promotion Strategy
Selection of formats and messages for advertising campaigns on Instagram.
Patients: information about consultations and treatments, attracting through useful content and reviews.
Colleagues: details of a psychotherapist's work, income, and profession specifics, publication of professional articles and studies.
3
Launching Facebook Ads Campaigns
Setup based on target audience data, website, and social media analysis.
Targeting regions with the most favorable display prices, and optimization through Facebook algorithms.
Using A/B testing to determine the most effective creatives and messages.
Monitoring and analyzing campaign results with subsequent strategy adjustments to increase effectiveness.
4
Initial Analytics
Testing 12 creatives. Used photos and short conversational videos.
Testing by interests without narrowing.
Analyzing the audience by age.
Evaluating the response to each advertising creative.
Initial analytics revealed a weak response to 70% of the creatives. Decided to focus the budget on the 4 best videos, costing 0.48 euros per subscriber.
5
Scaling:
Optimization of advertising campaigns on Instagram and Facebook. Attempted to reduce the cost per subscriber to 0.35 euros.
8210
new subscribers to the profile
€0.31
cost per subscriber
163
inquiries for consultations in direct messages
€2480
advertising budget for promotion
Do you want a consistently high occupancy for your salon?