Intro
This is Egor Balandin, CEO of Balandin Agency. In this article media buyer Andrey Targonsky tells how we brought 300 leads for US talent visas worth 14 million rubles.
Client: a journalist who works with media in different countries, providing PR services for a personal brand or business, as well as for obtaining a US talent visa.
Task: attract leads for PR support in obtaining a talent visa
Results
Spend: $3,594
Leads: 300
Customers: 14
Revenue: $140,000
What we did
Before our cooperation the client had not used targeted ads, so we built the ad campaign from absolute zero, with no foundation of past results or groundwork.
After a short setup stage we started the project with a simple but key decision — get to launching the ads as quickly as possible. That let us test the first hypotheses to determine the next steps in building effective ads.
For that we chose a fast approach to creatives and the landing page:
To avoid spending time on lengthy editing and design, we made static creatives with bright Midjourney images and simple text. That let us quickly test messages in the ads and easily update them based on the client’s feedback. A simple landing page was also quickly prepared for the first launch.
To get better-quality leads it is better to use a landing page: if you drive traffic to messages, lead quality will be much lower, since on a landing page you can state limiting factors such as price and terms, and thus get more deliberate leads.
We actively worked with the client’s feedback:
At the start of the project it was very important to stay in constant contact with the client to get feedback and make decisive changes to the ads. So after launching the first hypotheses we managed to identify two target segments, which we focused on.
The key decision in choosing the audience segments:
It was precisely the correct identification of the hottest segments in the project’s current context that let us concentrate all our efforts on what delivers results. Having adapted our messages to the hot audience, we changed our static banners and started getting a large number of leads at a price 5 times lower than our average over three months.
We adapted the landing page to changes in the project’s context:
Besides adapting the static banners, we also worked regularly on the wording of the landing page so that it too emphasized the target segments and the information the audience needed. Because the landing page had little information, it could be adapted to new hypotheses as quickly as the ads. On the landing page we put the main emphasis on calls to action, on filtering out the wrong audience and on showing case studies that build trust in our client.
An important feature of the project was that today any activity related to immigration to the USA is fairly thin ice. More than once during the work we had to abruptly drop some wording and use other wording to avoid creating legal problems for our client. The flexible approach we chose for creating ad materials, and the simple funnel, let us react quickly to changes and not expose the client to legal problems.
Client testimonial
I want to thank you for a productive month — November was really great. Overall, since we started working together the results have been very good.
Takeaways
We would highlight the main reasons for this result:
— You need to work not only on the ads, but also on the landing page
— We focused on the hottest audience segment and got hot leads through segmentation
— Catching the trend and using the political and social context that creates extra demand in the audience
— Actively engaging with the client and promptly requesting feedback
We continue working with this project in the same flexible mode, working on the effectiveness and legitimacy of the ad campaign.
To prevent unfair competition we do not publish examples of creatives, landing pages and funnels.
