Promotion of the school of hairdressers and makeup artists
Service: paid advertising in Google Ads.
Client: Madame Elite Beauty School.
Working period: 5 months.
Costs: 440 $
Result: About 30 conversions per month (with an average check of $150) from google/cpc + phone calls, branded queries and conversions.
Getting clients in the first month of the school, creating branding and increasing awareness.
The structure of the advertising campaign was as follows:
- Search campaigns (separately for each course + for common words associated with the beauty school).
The division into separate campaigns allows you to control the budget, distribute by importance, average cost per click.
The display region is Dnipro (targeting people from the target location).
For all campaigns, we selected different variations of keywords (courses, training, study, school, etc.). We also collected more than 400 negative keywords for each course (including the names of competitors) in order to be shown for the most relevant queries.
Used all possible ad extensions:
- quick links;
- phone numbers;
- structured descriptions;
- addresses (for which the company was registered in the Google My Business service).
Campaigns were optimized monthly: bids were updated, search queries were analyzed, the semantic core was expanded, and negative keywords were added. Conducted A/B testing to identify more effective ads. Every month the number of conversions grew by 20%.
An important indicator is the percentage of received impressions in the search network – how many times out of 100 ads are shown (and, accordingly, how much is lost due to a limited budget or ad rank). More than 70% is conditionally considered normal in conditions of high competition.
The percentage of received impressions in the search network was more than 90% monthly, which is an excellent indicator.
Remarketing was enabled on search with bid adjustment (after the audience for remarketing became more than 1,000 people). For those who were already on the website, customer ads were shown higher, which increased the likelihood of a click, and the conversions.
Below you can see an example of statistics on search campaigns for one month of work. CTR was 10-20%. The average position across campaigns was 2.
- Display campaigns (Display + Remarketing)
Media campaigns were chosen to create a brand and increase awareness not only among those who are interested in the courses of such schools, but also among those who are interested in the field of beauty.
For campaigns on the display network, separate groups were created for each course + beauty school. Standard image ads and text ads were used (this is very important, as more than 80% of websites do not accept image ads).
We tested different targeting options for the display campaign. The best targeting option proved to be DSK (Display Select Keywords) – keyword targeting with the Content parameter.
The system scans websites, if it finds the specified keywords, it shows ads from the corresponding group. At the moment, for many clients, this type of targeting is the most effective, since many factors influence the choice of placements: keyword, website conversion rate, traffic, and others.
The Remarketing campaign also brought conversions (direct and associated). This campaign received a lot of attention, since enrolling in a beauty school course is not a momentary decision and it is important to return customers who have been on the website and still have not made any decision.
For this campaign, audiences were created for each course, as well as an audience of all visitors who were on the website but did not convert. Naturally, audiences for groups were recruited unevenly, so groups were turned on as the remarketing list was ready.
As for optimization, we tested targeting types, ad texts and images, text ads were replaced with adaptive ones. By March 8, a separate campaign was created with new ads.
More than 120,000 unique users have seen our ads every month. Below you can see an example of the account structure for display campaigns and statistics on them. Average CTR=0.25%.
Both text and image ads made sure to use the name of the school.
The right strategy in the search network, relevant traffic, use of campaigns in the Display Network led to the emergence of branded search queries and conversions for them in the next month of work.
Despite the good results, after 4 months of working with the agency, the client decided to hire a ppc specialist, which, in his opinion, would be cheaper than paying for the agency’s services.
The client came at the stage of creating a brand. Full immersion in the client’s business, creating fractional advertising campaigns (separately for each course) in the search, using all the Ads functionality for this, as well as campaigns in the Display Network, allowed us to receive conversions from the first month of work, and moreover, to receive brand queries and conversions by him from the second month of work.