Contextual advertising for the medical field. How to promote a wellness course?

Effective YouTube channel management

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.

$1 609,18

advertising budget

295 569

clicks

2 464

perfect conversions

$0,65

conversion cost

Details

GEO

CIS Countries

Target audience

People who suffer from chronic back pain, people with a sedentary lifestyle, people who are active in sports or fitness activities

Nisha

Medicine

The client aimed to attract registrations to the bot, which would then redirect them to a free master class and close them at the end to purchase the course. After discussing the project, we proposed hypotheses for promoting it. The focus was on video marketing, which is the best way to reveal the message and engage the user in a short time. Therefore, it was decided to promote this course using YouTube.

The task

Client: production center
Product: online back pain relief course
Objective: Test launch of an advertising campaign with results in 500 subscribers with a price of less than $1.5
Source of traffic: YouTube

Work progress

Analyzing the product and target audience

Conducted a detailed study of an online course on back pain relief and its target audience. We identified 4 customer segments based on their specific needs and pain points. This helped to develop scenarios that most closely match the expectations and requests of potential customers.

Development of scripts and guidelines for video creatives

Developed four scripts for videos targeting different segments of the target audience. Prepared two additional scripts for remarketing. The structure of the video included problem actualization, demonstration of the solution, explanation of the benefits and a call to action. We provided the client with sample videos and recommendations on editing.

Launching a test advertising campaign

After receiving the finished videos from the client, we launched a test advertising campaign on YouTube using the Trueview for Action format. This format makes it possible to attract target users as effectively as possible, motivating them to take action.

Monitoring and optimization of the advertising campaign

During the campaign, performance metrics were regularly monitored, bids were adjusted, and ineffective creatives were turned off. It was important to adapt the campaign to reach the target conversion rate of $1.5.

Analyzing and planning further actions

Although the client initially declined our proposed deep analytics setup, we plan to take on this task by the end of the reporting period to provide more accurate tracking of conversions and improve engagement with the target audience.

Expert comment

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.

Results of working with contextual advertising for a client in the medical field

Key results

$1 609,18

advertising budget

295 569

clicks

2 464

perfect conversions

$0,65

conversion cost

The results of the work performed were as follows:

Reporting period: 18.05.2021-06.06.2021
Budget used: $1 609,18
Clicks: 295 569
Conversions: 2 464
The cost of conversions: $0.65

Overview of the advertising office:

Overview of the advertising office

Conclusions

During the period of the campaign, 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 on the PPC after we finish our work with the PPC. We plan to continue to carry out scheduled optimization work, while setting up analytics to get more volumes and reduce the cost of subscriptions.

If you need to organize similar advertising campaigns, contact 4Limes.

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