The company sells and installs video surveillance systems for both individuals and legal entities. The main pain point of the project are increasing costs of a targeted lead on Instagram/Facebook when working with other marketing specialists. We prepared promotional videos using the provided materials. We also developed terms of reference for the new videos based on our experience and understanding of this platform. Further, we identified the most promising audiences. Our landing page was quiz-based. Even though the product is not the most obvious to promote on TikTok at first glance, the result rocked: after the first month of work, TikTok became the main source to receive leads. The best video creatives had a clickability of 2.33% and clicks cost only 0.01$. By the end of two months the total spend was 1,510$, which brought us 1,920 leads with orders worth 22,180$.

Advertising in TikTok is great for increasing product awareness and coverage, so we decided to use this particular platform to popularize the product in Russia. The following aspects are important for the successful advertising on TikTok: a vivid creative video (the client prepared it according to our TOR) and a wider audience (as the audience settings are not as detailed as in FB and IG). Our main task was to inform consumers that the product appeared in stores plus that it could be ordered in particular delivery services. Several videos were made to be run in "waves" retatgeting users, so that the maximum number of the target audience saw each of the videos and memorized the product. In general, TikTok always generates relatively cheap traffic due to big amounts of random clicks (since the buttons in the ads aren't visible enough). A typical situation: a lot of conversions, but a very high bounce rate on the website (i.e. people visit the page and immediately close it). That makes it so important not only to create really catchy and trending videos for advertising, but also to clearly show the product, which was done in this project.

The project was being launched in a new location at the beginning of our cooperation. Since our main goal was sales and the client had a large online store, first we launched campaigns for traffic and conversions. However, it was quickly clear that users are not ready to make a purchase from an unknown brand online, specifically buy large and expensive products like beds, mattresses or gadgets like massage chairs. Therefore, we decided to shift the focus to lead forms: people from Spain and Portugal do not stand negatively towards calls as people from the CIS, so the manager could call and consult those who had submitted a request, as well as invite them to the store. Such a format allowed us to receive leads at lower costs and finally start communicating with the potential clients. Surely Lead Forms can bring a large percentage of unqualified prospects (as it is very easy to leave a form thanks to autofill), but we also took care of that complicating the forms and preparing creatives that attracted only the target audience.

Nowadays there is such a variety of educational courses, so much advertising and uninformative trainings that it was necessary to first gain the trust of the audience and prove the expertise. Therefore, the customer decided to start with a free mini-course of 3 webinars, where we attracted interested people, and already during this training informed the participants about the main program and collected applications. The first enrollment and sales we performed through newsletters. After that we decided to try auto-funnels in messengers. The efficiency significantly increased: an average cost of the registration from the first launch was 0.12-0.3$ (from a regular landing page registration cost about 0.5-0.7$). The amount of actual webinar participants increased a lot, as well as the conversion to sales after those webinars. It's worth saying that in recent launches the cost of registrations has increased, it was around $0.5-1.5$ depending on the season of the launch and external factors. It is a natural process, as the first launch was performed back in 2020, and the last one we made in 2021. However, it is in all cases more profitable and convenient than newsletters, especially considering that the new campaign was starting every couple of months and the audience had already burned out to certain extent.

We faced several difficulties, when starting our work with the project. For instance, large loyal audience, but at the same time weak sales of both online and offline courses. Also, the lack of statistics and understanding of the CPP. Our recipe for successful cooperation with any project is to avoid limiting ourselves to the work of targeted ads specialists and to never turn a blind eye on what can be improved. We always fully immerse ourselves in the study of the project, identifying all its strengths and offering options on how to build on the weaknesses. In addition to setting up advertising campaigns, we supported the client during all the stages of the launch: drafting scripts, thinking through the strategy of launching online and offline courses, implementing a new concept of selling online training, drafting a script for selling live streams, implementing a funnel via chatbot, planning the implementation of special projects to increase audience engagement in the account, giving an impressive amount of recommendations on the content. Thanks to this great involvement in the project during 5 months we were able to establish a flow of applications at 1.22$ (with an average cost of a course of 390$), bring registrations not only from Belarus, but also from Europe at 0.51$ (with an average cost of the product of 180$) and get a conversion rate of more than 30% of participating on the webinar, despite the force majeure and delay of the webinar for a week!

The app has a unique concept of helping users to improve their skills for getting a job: to practice before the interviews, to improve CV, to pin-point where they have gaps in the knowledge to find a dream job, and what their strengths are and how to highlight them with competence. Our goal was to test ads for app installs, using different audiences and creatives to provide the client with an accurate assessment of what worked and what didn't. The weakest results were shown by look-a-like audience (mainly due to the small size of source audience) and static
visuals (as creative alone is not enough to explain the idea of the app). The best results were achieved in the audience of major UK cities with the interests related to personal growth and job search, also video ads worked great. In the creatives we tried to "hook" users with non-standard messages: the advertising was launched in Christmas time, when many people were ready to "change their lives", "start with a clean slate" (a new job is as good as ever). These people might have been as well close to the relatives who constantly asked how things were at work, what are the plans, etc., which of course affects people in a bad way and encourages them to look for better job options, and our app helps them with it.

That was an international conference held in English, so it was important for the organizers to attract as many foreign visitors as possible. The target audience was not only people interested in IT, but also startups that could present their projects to investors during the conference. We did advertising in several formats: announcement, early bird ticket sale, price increase alert and an "X days left" ad. After some time we realized that the reaction of the audience was not as good as we had expected and identified the reason. Foreigners simply did not understand why they should go to an unknown conference in Minsk. So we shifted more on outreach, making advertising with stories about Minsk, revealing its advantages: a city that is visa-free, democratically priced, beautiful, etc. Also we highlighted the star speakers with a detailed description of their topic (one of the speakers, for example, was Natalia Vodianova). For the second conference next year (2019), we already prepared "how it was" videos, and those performed the best. As a result, the 2019 conference attracted 2,100 participants from 43 countries. It is important to mention that in addition to targeting, many other tools were used, such as viral marketing, advertising with companies and opinion leaders, as well as speeches by founders at other events.

The target audience of medium and large offline businesses was the main difficulty of the project for us. The product advertised is a service that allows businesses to manage reviews and keep geoservice data up-to-date. Considering the specifics of the project we understood, that we can not rely on classical business interests for targeting, so we started to look for another approach. And we have found it!
Analyzing the essence of the project, we came up with the idea, that our audience is businesses that work on their reputation and realize its importance. Most likely, such a business already implements other effective marketing tools, which is how we formed one of our key audiences. Also based on our experience, we knew that one of the most effective audiences for B2B is look-a-like. To build it in our case we used the existing customer base of our client.
Indeed we didn't just stop at two audiences. After creating several audiences, spending many hours with in-depth analytics of results not only in Ad account, but also out of it, analyzing different combinations of creatives and advertising goals, we achieved a stable result. Unfortunately in this case we can't boast the CPL of 1$, it's much more expensive. But here it is important to understand the scale and complexity of the promoted product. We are not allowed to disclose the figures, however more than 7 months of cooperation with the project with a renewed contract, speak for themselves.

The goal of the salon overall was to stand out from the competition, to communicate the value of the service to clients (since the salon prices are quite high on the market) and to get new clients at a favorable cost. The first thing we did when we came to the project was implementation of deep analytics to understand all the basic metrics how much an appointment costs, how much a client costs and how much a new client costs. From advertising we were getting very low-cost clicks and a lot of traffic, however the conversion from click to reserving an appointment was quite low. We started looking for weaknesses and realized that the content in the account didn't look "expensive" and the client when coming to the page from the ads may wonder: What makes this salon different from so many others? Why should I overpay? After this analysis, a strong content team was brought into the project and the conversion rate from clicks and conversions to reserved appointments increased. In advertising aspects we identified the most effective ad formats: messaging and traffic campaigns with the right offers and appeals. For example, engagement increased strongly when we introduced special client days or showed a “before-and-after” hair condition.

Frozen meal kit deliveries were already gaining popularity when the project was launched, but what made this delivery unique was that the food was actually homemade, which made it also suitable for children. This is not diet food, but the meals are made from farm products. In the ads it was necessary to show the benefits of ordering several items at once plus to increase the percentage of new customers, because the client return rate was quite high. That explains why we actively promoted sets (a set of 5-7 items with some benefit or gift) and a discount or gift for the first order. Since most of our audience are families, the ads often showed children on the creatives. Also in advertising it was important to show not beautiful ready-made food, but on the other hand, containers with frozen food, so that we did not have a lot of traffic, but no orders. All that due to the fact that often when seeing a photo of ready-made food, people think that it is an advertisement of a cafe or recipe and click without reading the text. Already during the first month of cooperation with an empty Instagram we managed to attract 77 requests for 3.15$ and acquire 50 new customers, who surely ordered several items.

While working with this project, it was important for us to reach the Russian-speaking audience, excluding cheapest countries for target and financially struggling audience. Before FB restrictions were introduced, the main audience was located in Russia, but what happens after the ban? This was the question of the client to us. Per client’s request we excluded Belarus, Ukraine, Kazakhstan, Uzbekistan and other countries from the audience, as during previous launches these countries brought many cheap registrations, but the number of end sales from there was minimal.
Bottom line: Russian geo is not available for targeting and all russian-speaking countries are also excluded by default.
We shifted our focus to Europe, which is a rather expensive region to target. In order to reduce the cost, while reaching the actual target audience, we personalized the layouts of ads so that the right audience could not pass by. Thus we reached clickability above 2.27%. Also, based on our experience, we know for sure that narrowing the audience by language increases the cost. That meant we had both an expensive European region and cost-increasing customizations. We decided not to narrow down the audience by language, but applied new settings in Facebook that allowed us to reach both the Russian-speaking financially stable audience living in Europe and those who live in Russia and access IG and FB via VPN.
As a result, we got more than 3700 registrations for the marathon, including some from Russia.

Promoting projects on Kickstarter is always a difficult task, we have to motivate users to pay on the spot. Loads of text in the description sometimes drag the attention from the true benefits of the product. We launched several advertising campaigns with an appeal to follow the project and help it on Kik for 15% off the first models. However, the ads didn't succeed: we got lots of conversions, but hardly any new subscriptions. We decided to launch a separate mini-landing, where we offered a discount for subscription, but without any payment. There the product was briefly described, the benefits highlighted, etc. It appeared to be effective and we started receiving much cheaper subscriptions. An important goal of our ads was to hook the audience with the uniqueness of the product: not an ordinary underwear, but an eco-friendly product. In our banners and short texts we dwelled upon this topic using static creatives and videos, narrow audience settings with interests in ecology and startups, and a multi-touch strategy with the help of retargeting.

This modeling school is quite well-known, so we did not have to worry about conversion from click to a signup. Our main task was to attract as many talented interesting children as possible, with target coverage of parents and children of a certain age in the right regions. To improve the results every season we stick to the following rules: we launch in advance to avoid the "hottest" season, we try to make new banners and professional videos constantly, because this product is about beauty and aesthetics, we prepare bright visuals to attract attention and stand out, we do our best to cover all the pains of the target audience in the advertising texts and on landing pages. We have run campaigns on website traffic and conversions as well as on Instagram traffic. The great advantage of this project is that we've been running co-op ads for over 4 years by now and the pixel in the ad account got trained so well that the ads consistently show amazing results.

Work with the project was made difficult by the necessity to generate demand for an optimal number of orders: firstly, people had not seen this format of food delivery before, and secondly, they perceived it more as a holiday food rather than an every day option to substitute pizza and sushi. Therefore, an important goal of advertising was not only to ensure sales and applications, but also to popularize the product. Apart from traffic campaigns, we also used advertising on coverage (with a link) and surely added retargeting, as the product is quite expensive and perhaps a person will not decide to order a box from the first glance. In addition, of course, we created some ads devoted to holidays with corresponding advertising settings, as for such events people generally ordered not one box, but several at once. This is much more profitable in terms of the cost per purchase of a box. We also identified an additional audience - office workers, who often ordered the boxes in the companies for lunch or as a gift for colleagues. For this audience we also actively launched ads with matching appeals and settings. Apart from that the promotional offers approach has worked well in this niche: it is easier for people to go ahead with the purchase when there is a promotion with a deadline. So sometimes we launch "1+1=3" and similar promotion campaigns. In order to increase the number of orders also from regular customers, we additionally introduced limited edition boxes that appear on the menu for holidays and new seasons, and advertise them with retargeting campaigns.

Before we started working on the project the cost of the request was quite high, so our goal was to make it cheaper without quality loss. We decided to create and develop three landing pages with different calls to action: using the first you can calculate the costs, with the second - download the catalog of designs, and with the main website you can just leave a request. All of that was for us to see which of them would be more effective. With the end of the test period we closed down the main site and built our strategy around the remaining landings. The average cost per bid throughout our cooperation is kept at a very competitive level considering the budgets we are implementing. Mainly we could achieve that, due to the constant generating of new ideas for ad banners, targets in the audience, and improving current advertising through pixel optimization, updating retargeting and lookalike data bases. We’re continuously working to increase the quality of bids through creatives and landing page tweaks. In addition, we keep a close eye on what our competitors do, which helps us understand where the market is moving, and create our unique image. Another tool we use is the introduction of new tools. Generally, in all of our projects we offer to implement innovations of Internet marketing before our competitors did that. Thereby we can stand out on the market and reach new audience.

Before we came into the project, the registrations were collected manually by managers and contextual advertising. Targeting was hardly used and geography was limited. Our goal was to distribute the budget efficiently and get targeted registrations at the best price. We chose several audiences for a test and ran these trial campaigns simultaneously with an identical budget to see, which of them would work best on the basis of an A-B test. One of the campaigns had to be stopped, as for the rest – necessary adjustments were introduced depending on the results (if the registration was getting more expensive - we investigated the issue and solved it). We regularly updated the audience settings and creative content, additionally rebuilding campaigns to improve ads’ performance.

The competition in the niche is intense, and the budgets spent are enormous. Thus we had to approach ad creation with caution. At the start it was important to secure the flow of requests to Instagram page instead of web-sites, though in the end we combined them nicely. Advertising on Instagram using Facebook account revealed one problem - the direct link opened the browser instead of an Instagram app, which looked unappealing. To avoid this, you can use special deep links, which are officially forbidden by FB and therefore are often blocked or do not work properly. Such a strategy is obviously unreliable. This brought us to a decision of distributing some budget on promotional IG-posts (advertising directly from IG), and keeping some of the budget for the Facebook account. After a couple of experimental budget distributions, we figured out the ideal formula of the budgeting between the channels. The frequent blocks of the account due to a large amount of messaging in DM became another distinctive trait of the project. To minimize the risks we kept in touch with Facebook support and tried to resolve these issues as quickly as possible.

Before any holiday advertising costs raise, since seasonal advertisers enter the market and all businesses increase their advertising budgets. Christmas time is no exception. We have been working on this project for years, so we were able to thoroughly study the subject: it is important to start as early as possible. At that time many are still preparing their ads, though people are ready to make a purchase. Your banners and calls for action must stand out on the market, as winter holiday season usually is filled with similar ads. Thus we thoroughly investigated the competitors’ choice to create something outstanding. We can’t but mention the importance of segmenting the target audience: people are ready to buy not only home decorations but also office decor (for instance, HRs and office managers), while other people are searching for decorations fitting large private houses, etc. Campaigns targeting the latter two we started earlier - around November, and ads for the first segment could already be launched later. It's also important to figure out the visual content that catches the attention of the viewers most and to build the strategy around it. For example, in this project we realized that beautiful Christmas lights sell themselves perfectly. There is no need in inventing extra creative ads, as they could only distract attention from the magic of original pictures. The most important thing is to show them to the right audience with the help of detailed targeting settings, dynamic retargeting and lookalike.

При работе с взрослой аудиторией в одноклассниках есть важная особенность:
необходимо вызывать доверие, иначе люди не будут покупать. Было принято сделать
акцент на коммуникацию и совершать основные продажи в личной переписке. Трафик мы запускали на посты с фото лучших товаров, мотивируя оставлять комментарии, если модель платья приглянулась — так мы получали много активности под постами, что вызывало доверие у других пользователей, которые видели этот пост в рекламе. Если под постом уже есть 100 комментариев, пользователям легче оставить 101-ый. С пользователями в переписке клиент общался от имени девушки, личную страницу которой также правильно оформили, чтобы она вызывала доверие и целевая аудитория могла разглядеть в ней «себя». А реклама запускалась не на весь день, а только вечером на большой бюджет, чтобы сразу обрабатывать «плюсики» под постами, что также повышало конверсию.

Основной продукт — именные халаты с индивидуальной вышивкой. Товар очень хорошо продавался в Instagram, стояла задача проверить как будет реагировать на него аудитория Одноклассников. Мы выбрали стратегию, которая исходя из опыта должна была сработать наверняка — взяли лучшие публикации из инст, добавили лучший из работавших офферов, опубликовали одинаковые посты как «скрытые» и настроили каждый на разную аудиторию, то есть запустили А/Б-тест. Таким образом мы быстро вычислили какая из аудиторий для нас успешнее всего (по стоимость перехода и количеству комментариев). В одноклассниках очень легко получить много обращений, а вот сконвертировать их в продажи — более сложная задача. Очень важно быстро отвечать пользователям и уделять много внимания консультированию в сообщениях, тогда конверсия из обращения в заказ будет максимальной.

При работе с тематиками, в которых есть большая конкуренция главное определить
уникальность вашего продукта. В этом проекте уникальность заключалась в огромном количестве реальных отзывов и основателе программы, который сам похудел на ней на 20+ килограмм и освещал это в блоге. А сложность проекта заключалась в том, что к моменту старта работ аудитория уже была «выжжена» огромным количеством рекламы и нужно было придумать посылы и креативы, которые смогли бы пробить баннерную слепоту. Мы делали тематические надписи на визуалах (например, худеем к лету, худеем к новому году и т. п.), триггерные (влезть в то самое платье, без проблем надеть «контрольные» джинсы), активно следили за конкурентами и делали яркие креативные баннеры, непохожие на то, что делают они. Лучше всего работали до/после с механикой «ставь + под постом», но у таких визуалов есть проблемы с модерацией. Однако их тоже можно обойти зная как общаться с поддержкой соцсетей и зная «фишки» рекламных кабинетов.

В данном проекте мы тестировали много форматов рекламы: трафик и конверсии на сайт, рекламу на сообщения в группу, промопосты и т. п. Самыми успешными оказались лид-формы. Поскольку продукт очень дорогой и требует долгого обдумывания и обсуждения, наилучшим вариантом оказалось сразу получить номер телефона заинтересованного пользователя и далее уже менеджер по продажам консультировал его и вёл к покупке. Со стороны рекламы
желание купить мы «подогревали» ретрагетом с успешными кейcами построения домов в кратчайшие сроки за небольшой бюджет, например с оффером «дом по цене машины» (это основные преимущества компании, которые закрывали боли целевой аудитории). Также в этом проекте хорошо сработал парсинг по группам конкурентов и группам со смежными тематиками (это довольно сильный инструмент, доступный в соцсети вконтакте) и аудитория look-a-like (люди, похожие на тех людей, кто уже совершил покупку или оставил заявку).

У данной компании несколько фишек, которые нужно было показать в рекламе: помощь в подборе и бронировании, лучшие санатории Беларуси для Россиян — партнёры компании, готовые предложить спец. условия. Также в этом проекте интересна аудитория: 45+. Поскольку бюджет позволял, мы сделали несколько посадочных страниц под разные санатории и на подбор места отдыха, а также тестировали лид-формы и все соцсети. Сложность проекта заключалась во времени запуска — оно пришлось на события 2020 года в РБ из-за чего жители России негативно воспринимали рекламу и не хотели/боялись ехать в Беларусь. Поэтому было принято решение быстро переориентировать компанию на Российские санатории. Этот проект хорошо показал, что даже если приходится поменять и позиционирование, и всю стратегию рекламной кампании из-за внешних факторов — это лучше, чем совсем отключить рекламу и остаться без трафика, и, соответственно, без дополнительных продаж в сложное время.