How Teamwork Affects Targeted Advertising Results Using Tourism as an Example
Posted: Sat Jan 18, 2025 9:02 am
In this article, we talk about how we launched targeted advertising in VK for a client in the tourism industry on a minimal budget. It will be interesting!
Hi, I'm Anatoly Politsyn, technical director of the Internet marketing agency " Sinaps ". We create websites from scratch and help companies attract customers using SEO, contextual and targeted advertising.
A client contacted us - a travel company that algeria b2b leads organizes tours to the Caucasus. The request was targeted advertising on VK. During the first call, the account manager saw that the client did not quite understand what he wanted from advertising his services. Therefore, our manager tried to find out as much information as possible from him in order to clarify the request and thus offer the most effective solution.
So we found out that the client:
Provides several tours that he wants to sell;
Keeps very competitive prices for tours, but has doubts about whether to show them;
Ready to display tour dates in advertisements;
Has a minimal advertising budget.
After the conversation, the client went to fill out a brief, based on which our team proposed the following strategy at the start of advertising:
Focus on promoting a specific tour;
Make an advertisement with and without price (for comparison);
Take high-quality photos for creatives from the client, and not from photo stocks.
Also, our targeting specialist, while studying the information from the brief, saw that the client needed applications for the Tour to Chegem, so we decided to set up the advertising campaign specifically for this tour.
What did you do?
We identified target audiences - we ended up with 5 groups in total.
We created two ads with different offers: one was a tour with a 10% discount, and the other was a tour with a price.
We prepared 2 lead forms for each offer.
In the end, despite the small budget, we still managed to get quite good results.
Launch results
We realized that the chosen strategy works, as the client received requests for a tour to Chegem from potential buyers. It could safely be continued…
But the client unexpectedly refused to work with us. He expected that hot clients would come from the advertising, ready to buy a tour right away, but this did not happen. Why?
Usually, targeted advertising brings a colder audience, with whom you need to conduct several touches for them to make a purchase. The target worked as it should have, but the client expected something else and was not satisfied with the results. We stopped working together, and after analyzing the entire situation, we made an important conclusion.
Important conclusion
In order for advertising on VK to bring financial results to a business, it is important to discuss at the stage of the first call how the client builds the sales process and how he or his managers understand that they are dealing with a target buyer.
At the first launch stage, we should not only monitor rates, number of impressions and budget spending, but also receive feedback from the client on the quality of requests every three to four days. This way, we will be able to adjust advertising in time, filter out non-target audiences and work more precisely with the target audience.
We also found that it is necessary to explain to the client that in the first days, advertising will not bring a flow of applications for one simple reason - advertising campaigns need time to be promoted, and we need time for testing and finding working links. It is important for the client to prepare for working with incoming applications from advertising, for example, to train employees in new sales scripts, since leads from advertising channels are less warm than applications from word of mouth.
Hi, I'm Anatoly Politsyn, technical director of the Internet marketing agency " Sinaps ". We create websites from scratch and help companies attract customers using SEO, contextual and targeted advertising.
A client contacted us - a travel company that algeria b2b leads organizes tours to the Caucasus. The request was targeted advertising on VK. During the first call, the account manager saw that the client did not quite understand what he wanted from advertising his services. Therefore, our manager tried to find out as much information as possible from him in order to clarify the request and thus offer the most effective solution.
So we found out that the client:
Provides several tours that he wants to sell;
Keeps very competitive prices for tours, but has doubts about whether to show them;
Ready to display tour dates in advertisements;
Has a minimal advertising budget.
After the conversation, the client went to fill out a brief, based on which our team proposed the following strategy at the start of advertising:
Focus on promoting a specific tour;
Make an advertisement with and without price (for comparison);
Take high-quality photos for creatives from the client, and not from photo stocks.
Also, our targeting specialist, while studying the information from the brief, saw that the client needed applications for the Tour to Chegem, so we decided to set up the advertising campaign specifically for this tour.
What did you do?
We identified target audiences - we ended up with 5 groups in total.
We created two ads with different offers: one was a tour with a 10% discount, and the other was a tour with a price.
We prepared 2 lead forms for each offer.
In the end, despite the small budget, we still managed to get quite good results.
Launch results
We realized that the chosen strategy works, as the client received requests for a tour to Chegem from potential buyers. It could safely be continued…
But the client unexpectedly refused to work with us. He expected that hot clients would come from the advertising, ready to buy a tour right away, but this did not happen. Why?
Usually, targeted advertising brings a colder audience, with whom you need to conduct several touches for them to make a purchase. The target worked as it should have, but the client expected something else and was not satisfied with the results. We stopped working together, and after analyzing the entire situation, we made an important conclusion.
Important conclusion
In order for advertising on VK to bring financial results to a business, it is important to discuss at the stage of the first call how the client builds the sales process and how he or his managers understand that they are dealing with a target buyer.
At the first launch stage, we should not only monitor rates, number of impressions and budget spending, but also receive feedback from the client on the quality of requests every three to four days. This way, we will be able to adjust advertising in time, filter out non-target audiences and work more precisely with the target audience.
We also found that it is necessary to explain to the client that in the first days, advertising will not bring a flow of applications for one simple reason - advertising campaigns need time to be promoted, and we need time for testing and finding working links. It is important for the client to prepare for working with incoming applications from advertising, for example, to train employees in new sales scripts, since leads from advertising channels are less warm than applications from word of mouth.