How to increase applications in the field of fitness and medicine using targeted advertising in VK?

[shammis606]

In this article, we talk about how we brought a client 65 targeted applications for group aqua aerobics classes using VK Advertising and why targeted advertising may not immediately lead to an increase in real sales. Read on! It will be interesting.

Hi, I'm Anatoly Politsyn, technical director of the Internet marketing agency " Sinaps ". We create websites from scratch and help companies attract customers using SEO, contextual and targeted advertising.

The multidisciplinary medical and rehabilitation center " Govorovo " thailand b2b leads contacted us with a request for targeted advertising on VK , wanting to receive applications for group aqua aerobics classes.

Our work began with carefully filling out a brief together with the client, based on the results of which the personal manager transferred all the necessary information to the technical specialist in the targeted advertising department.

What did the advertising campaign consist of?
Initial data:

The minimum starting advertising budget is 10,000 rubles (including VAT).
The campaign duration is 2 weeks.
Based on our experience, this is the optimal time to test ads and get the first results.

Where do we lead users who click on the ad - to the lead form.
A lead form is a contact form that a user fills out.

We settled on this version of the landing page, as we had repeatedly seen its effectiveness. We also decided to test it in two versions to find a more effective combination (audience-offer-lead-form-application).

One of the lead forms we created:



Target audience.
At the beginning, we collected an audience by key queries, but it turned out to be too narrow (less than 1000 people). This is not enough for a full-fledged campaign, because the narrower the audience is, from the point of view of the specifics of VK targeted advertising, the higher the probability that the advertising will work poorly. So we decided to target "the simple way", namely to collect an audience by geo.

Geotargeting is the process of targeting ads based on geography to show ads to users in a given location.



Advertisements we have prepared:



Results of the advertising campaign


Overall CTR - 0.67% - on average for the market, a high value.
CTR is a ratio that indicates how often users click on your ad after viewing it. The CTR value can be used to judge how interested users are in your ads and the information about the product.

Overall CR - 12% - on average for the market, a high value.
CR is the conversion rate, i.e. the ratio of the number of users who performed the target action (left contact information) to the total number of views. Companies use this indicator to evaluate the effectiveness of advertising.



As a result, during the launch of the advertising campaign, the client received 65 leads worth 132 rubles each.

In our case, leads are people who filled out the lead form, that is, showed interest in aqua aerobics classes.


Our other materials on the topic:
How we brought the site to the top positions in Google and Yandex using SEO in a narrow b2b niche
Case: Setting up targeted advertising for iPhone cases
From 9 to 142 leads: how to increase traffic to a workwear store website by 15 times through SEO optimization
In addition, during the launch of the advertising campaign, we discussed with the client the quality of applications and the number of real sales. What did we get as a result? Only 1 person came to the aqua aerobics classes.

The client suggested that this result was due to favorable weather conditions during the advertising campaign, as people would most likely want to spend their free time outdoors to enjoy the last warm days of autumn.

Overall, the client was pleased with the result of targeted advertising, since all 65 incoming requests were targeted, so we continued our cooperation to promote other areas of the medical center.

What conclusions can be drawn?
VK Advertising is an effective promotion channel with small investments in the field of fitness and medicine.
Something as simple as geotargeting can be a great way to reach a large audience in terms of numbers and get targeted leads.
To increase sales through targeted advertising, it is important to consider the entire customer journey: it does not end with joining a group or filling out a lead form. By expanding the base of target contacts and accompanying them until the moment of purchase, you can turn potential customers into real ones.
It is necessary to receive feedback on the quality of applications and regularly discuss the results of the advertising campaign with the client in order to draw conclusions about the current situation and adjust the advertising settings.