КЕЙС: 7 заявок по 428 рублей на услуги косметолога через таргет ВКонтакте

Опубликовано Дек 9, 2023

Обо мне:

Всем привет! Меня зовут Алёна Беркун и сразу хочу сказать, что это мой ПЕРВЫЙ ОПЫТ настройки таргетированной рекламы. В августе-ноябре 2023 года я проходила своё первое обучение по таргету у Нины Матвеевой, и в рамках этого обучения взяла первого клиента, о результатах работы с которым я расскажу Вам в этой статье.

О проекте:

Ко мне обратился косметолог, имеющий свой кабинет в салоне красоты г. Петрозаводска. Клиент был такой же «зелёный», как и я) Не имел опыта в таргете, и опыта в СММ так же было недостаточно. Косметолог хотел познакомиться с таргетом и его возможностями, привлечь новых клиентов. Она предлагает стандартные косметологические процедуры (чистки, пилинги, карбокситерапия, парафинотерапия), комплексные программы по уходу за лицом, аппаратные методики, неинвазивные процедуры и т.д.

Сроки проведения рекламной кампании: 8 октября — 14 ноября 2023 г.

Какие были сложности:

Отсутствие лицензии. По правилам рекламной деятельности ВК, рекламировать некоторые косметологические процедуры без лицензии запрещено. Поэтому пришлось чистить группу на предмет не разрешенных услуг, а также продумывать рекламную стратегию таким образом, чтобы не были нарушены правила рекламной деятельности.
Проблемы с модерацией. Мне, как человеку новому в таргете, с первого раза пройти модерацию не удалось. Так как ниша для таргета сложная, несколько раз я боролась за одобрение рекламы и в итоге всё получилось.
Кабинет косметолога находится в, так сказать, очень благополучном районе, наполненном раскрученными студиями косметологии, которые сложно «переплюнуть».
В косметологии достаточно долгий цикл принятия решения о посещении специалиста, особенно не знакомого. На процедуры с лицом и телом «за пару минут» решиться сложно. Поэтому передо мной стояла задача помочь упаковать сообщество ВКонтакте таким образом, чтобы заполучить доверие потенциального клиента намного быстрее.

Что было сделано по сообществу ВКонтакте:

Сообщество ДО:

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В процессе общения с клиентом и просмотра сообщества мною было принято решение, что группу нужно однозначно и основательно переупаковывать. Клиент был открыт к изменениям, поэтому я сделала следующее:

— разработала понятную и логичную структуру сообщества, с действительно нужными разделами, которые будут конвертировать приходящие с таргета лиды в клиентов

— создала новые обложки сообщества для мобильной и ПК версий

— создала меню сообщества и обложки для них

— настроила приветственное сообщение (для клиентов, кто пишет сразу в сообщество)

— помогла клиенту написать пост-знакомство и закрепить его на стене сообщества. Этот пост получил очень хороший виральный охват в 200 пользователей, а также 64 перехода в группу и 3 новых подписчиков

— кроме этого мы написали 5 свежих постов на стену, которые продолжали раскрывать тему наших рекламных объявлений

— создала чат-бот, с помощью которого мы выдавали скидочные купоны, на которые вели в рекламе

— поменяла обложки для некоторых услуг, оформив их в едином стиле

Сообщество ПОСЛЕ:

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Что было сделано в рамках разработки рекламной стратегии по таргету:

— проанализирована целевая аудитория, выделены сегменты ЦА, которые гипотетически заинтересованы в услугах косметолога

— выделены все конкуренты и их аккаунты ВК

— разработано 2 рекламных оффера на тестирование: скидка 25% на два дорогих пилинга (выбрали именно пилинги, так как осень самое актуальное для них время) и 10% на первый визит для каждого клиента. Каждый из офферов был предложен разным сегментам аудиторий

— создана подробная майнд-карта с потребностями и запросами ЦА

— собрано несколько видов аудиторий под каждый сегмент, в том числе через парсер

— протестировано несколько рекламных связок

Купить рекламу Отключить

— под каждый оффер и аудитории написаны рекламные посты и создана визуализация (картинка)

Сейчас читают

Как написать хорошее холодное предложение b2b–клиенту

Аналитика рекламы для взрослых: как не слить бюджет из-за…

Что сработало:

В рамках очень ограниченного бюджета мне пришлось очень тщательно продумывать, какие аудитории тестировать и какие офферы кому предлагать.

Лучше всего сработали связки:

— 25% скидка на пилинги + аудитория недавно вступивших к конкурентам

— 10% скидка на первый визит + аудитория всех подписчиков конкурентов

Результаты:

Упаковка сообщества:

20 сентября был выложен закрепленный пост и закончено оформление группы ВК, выложены новые посты в сообщество. В результате этих действий на сообщество подписалось 10 новых подписчиков.

Настройка таргета:

Потрачено бюджета — 3 000 рублей.

Привлечено — 7 лидов.

Стоимость лида — 428 рублей.

Из 7 лидов дошли до процедуры 6 человек, которые оплатили услуги на 15 350 рублей.

ROMI = 411,67%

Дополнительно за время рекламной кампании на сообщество подписалось 8 человек.

Показатели в рекламном кабинете:

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Рекламные креативы:

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Отзыв клиента:

Сертификаты о прохождении обучений:

Имею сертификат о прохождении обучения по дизайну инфографики. Благодаря ему имею возможность делать оформление сообщества без привлечения дизайнера. В данном кейсе все обложки и рекламные креативы сделаны в программе Figma.

Так же после завершения курса по таргетированной рекламе получила подтверждающий сертификат от преподавателя Матвеевой Нины.

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Как со мной связаться:

Если вашему бизнесу нужны целевые заявки, а также ответственный таргетолог, пишите мне ВКонтакте:

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Источник: vc.ru