Innovative solutions
Three leads per month for the purchase of a capsule worth over $32,000
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01About the client
Key Resource is the team that created the health capsule. Sessions in this capsule allow you to compensate for energy expenditure, clear your thoughts, calm down, prevent emotional burnout, strengthen the immune system, accelerate rehabilitation after operations, and much more.
02Goals and objectives
Find a solution to find clients for capsule sessions in our salon and to sell capsules to other businesses
03Problems
The main problem we faced was that users didn't even know that such a capsule existed, and there were no direct requests for contextual advertising for it. Therefore, first of all, we decided to launch display advertising and YouTube advertising in addition to contextual advertising.
Result
- — Site visits
- — Customers acquired from b2c
- — Our client's turnover is possible if he has led his clients to purchase
%
ROAS
Total number of all conversions
UAH
Cost of one application
UAH
Average cost per transition
UAH
Average check value
Number of B2B clients who started negotiations
Decision
Since there was no advertising data, we had to test all types of LCDs on Google. First of all, to familiarize users with the innovative invention, it was decided to launch advertising on YouTube and on Google partner sites. Then, adjust the advertising to thematic queries in contextual advertising.
Display and YouTube advertising
For YouTube advertising, we used existing customer video reviews and explainers. For display advertising, we created a number of banners to display advertising. Such advertising did not bring us any results in the form of conversions, but we already got to know a little of our potential customers. After trying out such types of advertising for a while, we switched to contextual advertising
Advertising banners for display advertising
Contextual advertising
Contextual advertising was focused on two segments: b2c and b2b. Basically, in terms of conversion and return on investment, the b2b advertising segment performed better. However, it was more important for the client to focus on b2c, so over time, advertising for business and capsule sales stopped. For b2c, requests were mainly focused on customer problems, for example, to improve immunity, treat fatigue, and everything in that vein.
Total result from all ACs
Example of ad groups for b2b advertising and the number of conversions for them
Example of ad groups for b2c advertising and the number of conversions for them
Total number of conversions
Data Studio
Since traffic to the site came not only from Google ads but also from targeted advertising, we decided to configure Data Studio for more convenient analysis of results from a specific channel.
Data Studio view for viewing conversions
Key indicators
Conversions
AC optimization
The optimization of the AC was carried out by redistributing the budget to more effective ad groups and disabling inactive ones. Thanks to this, with an advertising budget of 28 thousand UAH, we introduced users to this technology, gained a number of new customers, and increased the interest of businesses to buy.
Optimization result according to a specific campaign
05 Technologies and tools
06 Client about the project
I searched for a very long time and tried many agencies, since our service and product are not standard on the market. During 3 months of cooperation, we found effective types of contextual advertising that worked best. At the moment, the selected options are launched, the rest were canceled to save the budget. In general, I want to say that the team is great, and I can recommend it with a clear conscience.
Anastasiia Makarenko
Marketer
07 Project team
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