Project information
Product:
Online seminars for business about taxes. The client sells tickets to the seminar at free webinars.
The goal of the advertising campaign :
Get the maximum number of registrations for the webinar, cost per lead is up to 500 rubles.
Advertising tool :
“Lead forms” in VK Advertising using “Split test” – an option that allows you to compare different lead forms.
That is, there will be one banner, and several lead form options.
Selecting an advertising strategy and format
The client had previously been promoted in the library shop old VKontakte account using the “Website Advertising” and “Promo Post with Button” formats. The result was not satisfactory – webinar registrations were more expensive than 1,500 rubles.
We suggested that the client test “Lead Forms” in the new VK Advertising account, since this tool showed good results in similar projects.
The hypothesis was that when using Lead Forms, the user does not need to leave the convenient social network for an external site, the lead form opens inside the platform. Another advantage of Lead Forms is that the user’s data is automatically pre-filled in the fields of the contact form, which increases the conversion to an application.
Advertising campaign structure
The advertising campaign was divided into two stages
The goal of the first is to test creatives and targeting.
The goal of the second is to scale campaigns with the best results.
Launch of the RK. Stage 1
Audiences
We tested both external audiences and our marketing audit – why your business needs it own segment from CRM. Since Aktion Marketing has been working in the B2B niche for over 30 years, we have collected our own database of 18 million employees and managers in 4.5 million organizations. Segmentation is by 100+ parameters, so we can select an audience for the client’s tasks.
Examples of audiences
Interests: small business, finance ao lists and accounting, legal support.
Key queries: tax optimization, tax consultation, etc.
Accountants’ communities VKontakte. Top subscribers collected by parser.
Own database of general directors, chief accountants, etc.
Creatives
We created two creatives with different approaches. The first one featured a speaker, the second one used a stock thematic image.
