Case Study: Permanent Makeup Studio
50 leads at 1.6 euros. Sales at 1,540 euros.
50 leads at 1.6 euros. Sales at 1,540 euros.
Daria Volchkova
About the project:
The client is a permanent makeup artist from Tallinn.
The purpose was to get the maximum low cost applications from women from Tallinn.
The purpose was to get the maximum low cost applications from women from Tallinn.
Stages of work before the launch of advertising:
Target audience analysis
Very often, advertising is not effective due to not knowing the target audience.
My task is to identify these segments, to find out what they are afraid of, why they are coming for the service, etc.
I do audience analysis based on reviews, comments on posts, reviews on popular sites with recommendations, forums. This is much more time-consuming, but effective work.
My task is to identify these segments, to find out what they are afraid of, why they are coming for the service, etc.
I do audience analysis based on reviews, comments on posts, reviews on popular sites with recommendations, forums. This is much more time-consuming, but effective work.
Competitor analysis
The analysis of competitors' advertising, their offers, advertising layouts and texts. Also, considerable attention is paid to the landing pages and their content, scripts of sales and response time in direct, the content on the site and profile in instagram.
Strategy writing
All inputs are gathered into one document, which will describe the initial working strategy. It's short and straightforward. Large breakdowns are also packaged and given to the client.
Audiences used:
Five audiences were tested in the ad:
- Direct interests - permanent makeup
- Narrow interests - shaving, lips
- Indirect interests - spas, beauty salons.
- Girls who have a birthday soon, wedding anniversary.
- Wide audience - no interests.
Result:
A total of €83.29 was spent.
Received a total of 667 clicks for 0.12 euros.
Average CTR - 1.70%, the ratio of clicks to impressions - 4.17%. The norm was 1%.
Received 50 leads for 1.6 euros.
Sales - 5 people. 3 girls signed up for a permanent eyebrows + correction (earned 900 euros) + 1 girl to camouflage eyelids with correction (300 euros) + eyebrow lamination (40 euros).
Total - earned 1240 euros.
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