Contextual Advertising for the Medical Field. How to Promote a Wellness Course?

PPC Campaign Management Services

Our agency was contacted by a production center that had launched a new direction - an online course on how to eliminate back pain on your own. We signed an NDA with the client, so we won't disclose the name of the company.

$401,61

advertising campaign budget

2 220

clicks

490

conversions

$0,82

cost per conversion

Details

GEO

CIS Countries

Target audience

People with chronic back pain, office workers and freelancers, people seeking alternative treatments

Niche

Medicine

The client was interested in attracting registrations to a bot that would then redirect them to a free master class and convert them to purchase a course. After discussing the project, we proposed hypotheses for its promotion. The focus was on video marketing, which is the best way to reveal the message and engage the user in a short time. That’s why it was decided to promote this course using YouTube.

The task

Client: production center
Product: an online course on eliminating back pain
Goal: test launch of an advertising campaign with results in 500 subscribers with a price of up to $1.5
Traffic source: YouTube

Work progress

Product and target audience analysis

We started by studying the online course to better understand its unique features and benefits for potential customers. We identified 4 key audience segments that experience different types of back pain and might be interested in the course. This stage made it possible to determine more precisely what the advertising message should look like to effectively engage the audience.

Preparation of advertising creatives

Based on the product and target audience analysis, we developed 4 scenarios for lead generation videos. Additionally, we prepared 2 scripts for remarketing videos. We provided the client with a ready-made video structure, texts, and examples to guide them when creating content. The client prepared the videos, following our recommendations on how to present the information.

Launching a test advertising campaign on YouTube

After receiving the finished video material from the client, we started launching the advertising campaign. For lead generation, we chose the Trueview for Action format, which most effectively motivates users to take targeted actions. The campaign was launched with a focus on major Russian cities (Moscow, St. Petersburg, Yekaterinburg, Novosibirsk, and others). We offered the client to customize the analytics in depth to track the entire sales cycle and train the neural network to work with those audience segments that are most likely to buy the course. However, since the client already had an analytics contractor, we did not participate in this process.

Managing and optimizing an advertising campaign

During the campaign, we monitored metrics and adjusted advertising settings to reduce the cost of conversions. Thanks to a detailed analysis of the audience and adjustments to the settings, by the end of the reporting period we managed to reduce the cost per conversion and achieve the required number of registrations.

Working on the production center project

First, we studied the online course itself and identified its target audience. We identified 4 segments of customers who would be interested in the product due to their specific pain requirements. We had to create four video scenarios for lead generation, as well as two videos for remarketing.

We prepared the structure of the videos themselves, the text for them, and attached examples of videos to guide the creation. The client had to shoot all the proposed material based on our recommendations for its presentation.

After receiving all the footage from the client, we launched a test campaign on YouTube. TrueView for Action was chosen as the main campaign format for lead generation.

In addition, we offered the client to set up deep analytics to be able to track sales in the future, as well as to train the neural network to interact directly with the audience segment that was ready to buy right away. However, the client already had a contract with a third-party contractor, so they refused to use our services in the area of analytics.

Results of promoting an online course on self-management of back pain

Key results

$401,61

advertising campaign budget

2 220

clicks

490

conversions

$0,82

cost per conversion

The results of the work done were as follows:

Reporting period: 18.05.2021-06.06.2021
Budget used: 29 882.06 rubles / $401.61
Clicks: 2 220
Conversions: 490
Cost of conversions: 60.98 rubles / $0.82

Overview of the advertising office:

Conclusions

During the period of the campaign’s operation, we had problems with the growth of the cost of conversions, but towards the end of the reporting period, we managed to reach the volume and reduce the cost of conversion.

The lead generation format we chose played an important role, as the advertising campaign turned out to be relevant thanks to TrueView For Action.

The client was satisfied with the result of our work. Since their contractor failed to properly configure the analytics, which caused the aforementioned problems with the cost increase, we will take over the work after our work on the PPC is completed. We plan to continue to carry out scheduled optimization work, while setting up analytics to get more volumes and reduce the cost of subscription.

If you need to organize similar advertising campaigns, don’t hesitate to contact 4Limes.

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