A premium class beauty co-working with its own equipment and free of charge supplies for those who would rent the booth.
They contacted us with the goal to attract beauticians for booth renting.
They addressed us in the very beginning, the moment the coworking had just been opened with the task to get the client base for booth renting as soon as possible. As nobody knew at that very moment they were located there they opted for Facebook ads and Instagrams as means of promotions.
They opted for us for a reason: the client whose coworking was to promote had previously worked with us: we had launched a successful campaign for her to promote her esthetic services. And now, two years later, the client had her beauty coworking opened and came back to working with us — this is exactly how we started collaborating.
As the business was just taking off, we didn’t have any data in Facebook ads manager, the initial goal was to test different strategies to check out the cost-per-lead and the lead’s quality for a better campaign optimization
We would always start our work with the Market Research and Competitors analysis, we figure out what types of ads our competitors launch on Facebook and Instagram and what offers they give. Moreover, we get all the necessary info from the client to take the next step.
Later on we decided on what advertising goals we’d set and what could possibly work based on the research and our previous experience. We opted for two advertising goals.
Why these two? Because from our experience these two work the best in the beauty niche and help to get the best results.
The client provided us with a good offer for the first touch — two first hours of renting free of charge. It was done for beauticians to be able to get the impression about the quality and comfort of the booth and decided on the further rent.
We asked the client to make a video — room tour of the booth so we could produce the impression and show the atmosphere in the coworking in the first five seconds so the potential clients could see what to expect from it. The client made videos, we edited it and made a 15-sec creative, added the text, an offer and a call to action, then we launched the campaign.
The lead generation turned negative the very first day and we decided not to waste the budget and switched to the DM goal.
We have learned from our big experience that it’s not a bad idea to use the strategy of ad sets at the initial ads launch when we don’t use interests at all and give the system the full freedom of campaign optimization.
In this particular case we opted exactly for the same way. We launched ten takes on agreed geos not using interests and placing it on Instagram only. We spend 30 dollars on each adset.
Having launched 10 ad sets at 30 dollars each, we in some way told Facebook: “Look, you have 10 doors here, go ahead, open all of them at once and check it out where there are people who would be interested in our offer in these areas”. As a result, following this strategy we get the first results from all 10 active ad sets in the first couple of hours even at the learning stage. Normally we’d get about 2 or 3 leads from 2 or 3 ad set out of 10 and, consequently, we’d just stop all the rest in order not to waste the budget. Next we’d focus on working with those having shown the result.
— prepared two Facebook ads campaigns, each for a different goal