Case study
Stop the Ads! When Advertising Is Almost “Too” Successful
Problem: Without the ability to track sales, how do we know our ads are working?
We will explain HOW we tackled this issue in collaboration with Medicina Volovec, an experienced beauty centre specialising in aesthetic procedures and surgeries.
Let’s paint a picture:
Our first step was: Increase the quality of website traffic
Using Meta and Google advertising, our strategic approach intends to drive interested customers to the website.
With Google – to make people click, we regularly analyse trending keywords and combine them with KSP of Medicina Volovec (e. g. “We Mastered Fillers For Your Perfect Look – Trust 18 Years Of Experience“)
With Meta – we launch targeted ads for specific procedures or events to increase traffic depending on our client’s capacities
This ad outlines aesthetic procedures to improve skin complexion for the matura high school dance. Many teens want to look their absolute best for one of the most memorable nights of their lives.
Increasing trackability
First approach
With ads in place, our first idea was to use coupon codes. Without a complete website overhaul or a proper system in place, we had to rely on the customers to remember them. Even with perfect memory, coupon codes still serve as merely an approximate source of information.
Second approach
Customer feedback allows for direct and more nuanced responses – the user can precisely explain what convinced them to make an appointment.
The downside of self-reported feedback is the variance of responses. Each customer will interpret the questionnaire differently, so the data is not objective and is hard to draw concrete conclusions from.
We brainstormed additional systems for tracking, such as user registrations or a subscription service. Suddenly, we receive the following message from the client:
Results
The website traffic increased by 30 % over the course of our partnership.
More importantly, the quality of website visitors also increased.
Self-optimised ad campaigns are very effective at driving new traffic to a website. However, obtaining quality leads has become increasingly more difficult.
Excellent targeting and relentless optimisation allowed us to reach this difficult milestone – we increased the proportion of visitors who took action.
An overbooked client is a clear sign that our tactics were successful. We immediately started with the next step of our plan – retaining interest and maintaining interested customers.
The conclusion
When working with service-based companies, communication with our partner is crucial. We have learned that trackability is a multi-faceted process and that sometimes, the best measure is direct feedback from our partner.
Invest in us if you are tired of agencies that do not represent their results. Our agile approach allows us to quickly adapt and implement ideas that work for you and your company.
PIKA.DIGITAL D.O.O.
Feel free to leave us a direct message at hello@pikadigital.eu
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