Сonfirmed applications with cost 33$ for a medical training worth of 10220$.
At the start of our work on January 11, 2020, there were 690 followers. The link in the profile lead to a very inconvenient overloaded site, it was difficult to find specific information on this training.
There were no client databases, pixel data for use in advertising. From October 2019 to January 10, 2020, 507$ were spent on target, 3 applications for training were received.
Client request: lead to the instagram account, receive 5 applications for training in Nizhny Novgorod and Novosibirsk for 40$. The target audience should be searched within a radius of 1000 km from these cities.
On my advice to sell such training through free webinars/ seminars, and to target them, I received the answer that there was no one to lead them.
I advised to make a separate landing page for training, since getting leads for a product of this value through an account is unlikely (the account itself is small, there is little trust, the site is inconvenient, requests to yandex.direct are time-consuming due to finding out details). The client sent a blank for a similar product on Tilda, quite suitable for work, but requiring adjustments.
They didn't give me access, because an Internet agency deals with these processes (I have basic knowlege of Tilda as well). We decided to keep it on the account while waiting for lending pages.
On January 22, 2020, an account target was launched. Selected areas near two training bases in Novosibirsk and Nizhny Novgorod.
The client had ready-made videos with reviews, so for creatives I took 3 reviews and one general video, led to the feed and Instagram stories.
Audience: only by interests. Lal, taking into account the limited geo, turned out to be very small.
A Google spreadsheet has been created to track the reaction to ads for joint filling.
Recommendations given: to meet each new follower with a greeting and proceed with the dialogue for sale.
The result: not a single request for 26 days, account growth - 45 followers (including unsubscriptions). 150$ were spent.
By February 17, the landing page was ready, the bindings were connected. Access is given to the general table of applications and tables of curators by region, where they fill in the status of the received application from the site.
Three campaigns have been created with the goals of reach, conversions and traffic.
Geo: the whole of Russia with the exception of the southern non-converting regions, with the ability to choose a convenient city for training.
Audiences: who interacted with the account for the purpose of Coverage, interests medicine, lal who saved posts.
Creatives: the review that showed the best response at the first stage, a promo video about the school, one of the profile posts with good statistics.
As a result of testing, the conversion campaign was left as a working one.
Total for 12 days of February:
156$ were spent .
28 applications (yandex.metrika report)
Confirmed applications for the training of 10220$ value - 5 pieces (33$ each)
Instagram Account growth - 108 people (Livedune service screen)
Further work:
1. The client was satisfied, we continued.
2. We increased the budget twice
Further on as a result of campaign adjustments, the cost of the application decreased to 862 rubles (11.5$). Applications were received from the subscriber base attracted by the target.
