What the client came to us with:

There were promotional post launches on the salon's Instagram profile, as well as traffic launches through the Facebook advertising account. The result was disappointing - with a minimum CPC of $0.97 and the average conversion rate was 2%. The client wanted to find an expert to test other ways of setting up advertising campaigns with a goal of direct sales and the possibility of scaling up.

 

 

Choosing the first services for an advertising campaign

Since the salon provides many various beauty and care services, we decided initially to choose the 3-4 services that are most in demand. These are:

• SMAS Lifting
• RF Lifting
• Mobile massage

 

 

The objective of advertising campaigns

The client also ordered a website from us and it was only at the development stage, but the salon's Instagram account was actively maintained, so we decided to test "Messages" in Direct.

The advantages of this campaign objective are some sort of optimisation, a rather low price per CPM and the possibility for the user to write in 1 click one of the template questions.

Of the disadvantages, the user passes over the social network profile and is at a lower level of awareness. So, there is a high probability of invalid direct messages, spam and so on.

But everything has to be tested and seen in practice, so we set about creating advertising creatives and developing campaign structure.

 

 

 

Structure of advertising campaigns and audiences

As 3 main services were previously selected for the first launch, we had accordingly 3 different advertising campaigns. In each of them 3 groups of ads were created:

• Broad - women 24-45 years old, Dubai

• Beauty interests (Beauty, Cosmetology, Beauty salons, Personal care or Beautiful Skin, etc.) - women 24-45 years old, Dubai
• LAL audience - engaged in Instagram profile 1-5% in 365 days

The CBO function was enabled, so the budget was allocated to the ad groups at Facebook's choice.

 

 

Why did we choose this structure of advertising campaign?

 

It's quite simple: since we needed to promote all services equally, our main task was to find the types of creatives, offers and audiences that would bring us results within the set KPI.

If we were to place creatives for all services in one campaign and one adset, Facebook would choose 1-2 creatives and show them spending 1-2$ on the rest and forget about them forever.

The division at adset level didn’t satisfy us either, because we wanted to work with CBO and it was important for us to distribute the budget at least approximately evenly (yes, we could spend much more on those services that bring the best results, but we couldn’t spend zero on one service and everything on the second one). This option is therefore also ruled out.

The easiest way to scale and make changes is to take the service to the campaign level. This way we test different types of creatives, different audiences and in parallel we compare services independently - everything becomes very clear.

 

 

Advertising creatives

 

Three types of advertising creatives were used for the first launch:

• • Static banners
  • Animated banners
  •  Video creatives where a master performs a procedure and a voiceover comments on the video + video feedback from the client at the end

Also, a promotion for each service was written to attract the attention of users, for example:

• X% discount on first treatment
• Discount on purchase of X% treatment package
• With the purchase of treatment X, treatment Y as a gift

Optimising ad campaigns

Three days after the first launch, it was already clear what was working and what wasn’t. Fortunately for us, the CBO worked perfectly, Facebook allocated the budget correctly and the campaigns generated messages within the KPI.

The campaigns were also "trash-cleaned", in other words, all static and animated banners were removed, as video creatives proved to be the most effective

The client filmed several more videos for each service, which were also added to the advertising campaigns.

 

 

Scaling up

Since the advertising campaigns are consistently producing results with conversion from a message to a qualified lead of 8% which is completely satisfactory to the client, we started scaling up

As Facebook rules have not been working as reliably as we would like lately, we have had to manually raise the budget on active campaigns by 15-20% per day if the result remains within KPI

We also began to horizontal scale and started preparing advertising creatives for the minor services based on what worked for the main ones

 

 

First working month result:

✅ Spent - $3,416

✅ Total messages received in Direct - 890

✅ Average price per initiated conversation - $3.83

✅ Average conversion to a qualified lead - 8.6%

✅ Income according to client report - $9,274

✅ ROMI on client report – 2.71