The cost of leads is so low! Beauty training information flow delivery case

The National Day is coming soon. This article will share with you two cases of beauty and makeup training information flow promotion. Both cases were advertisements carried out during the same period of National Day last year. The specific delivery strategies can be used as a reference for industry advertisers.

Case 1

Beauty industry advertisers obtained leads through activity plan placements, and their click-through rate increased from 1.45% to 1.96%.

Main business: beauty store management training, offline centralized teaching, mainly promoting on-site management courses

Core group: store owners or managers who already have beauty stores and want to improve store performance.

▋Delivery background

We started advertising last year. After the ads went online, we learned in advance through the backend search terms and consultations that there were a lot of searches for activity plans for the crowd and that the intention to sign up was strong. We decided to increase the budget, expand traffic, and obtain consultations and forms before National Day. Get the main activity plan .

According to the search term report of the past thirty days, 5 of the top 7 search terms for consumption are related to activities, which indicates that the main business promoted on the eve of National Day is activities .

Marketing goal: Obtain consultation and registration leads through wide-scale advertising exposure.

▋Account Strategy

Plan logic:

According to the business differentiation plan of the beauty industry, we differentiate between hairdressing, nail art, beauty and brands, and test the differentiation plans of forums, venues and search terms.

Units follow:

Segment the word categories to distinguish between activity, management and traffic words, making it easier to manage budgets and adjust bids

Creative Logic:

Mainly engaged in activity-related creative work, refining creative ideas and matching pictures for major customer groups to attract clicks

Account structure:

Targeted strategy:

▋Advertising creativity

Beauty stores improve their performance plans to attract target groups; activity plan creativity focuses on breaking through customers who pay attention to activity plans.

Landing page:

The landing page is consistent with the creative idea, reflecting the receipt of the activity plan. In the middle, it uses questions to arouse the resonance of netizens, and finally uses the activity price to stimulate netizens to leave clues and inquire.

▋ Delivery data

The budget was increased in mid-to-late September, and the account's overall display, clicks, consumption, click-through rate and average click price all increased, with the click-through rate increasing from 1.45% to 1.96%.

Case 2

Beauty and makeup training institution , the lead cost is only 43.7 yuan.

Main business: Hubei Zui Ai Beauty and Hairdressing Training School, a professional beauty and hairdressing training school

Core groups: those who want to learn beauty and hairdressing, those who want to start a business and find a job, those who want to learn a skill. There is not much difference in age, gender and education level.

Marketing goal: Target the customer group who wants to learn makeup training and obtain leads.

▋Account Structure

Plan logic:

According to the customer's business type and creative type planning, it is mainly divided into styling, beauty, nail art, makeup, target population and brand population.

Units follow:

The units are mainly divided according to intent words and interests so that different types of image creatives have different bids.

Creative Logic:

The pictures are selected from real photos taken in the school, and the text highlights the school's teaching advantages and current comparison methods, such as: professional colleges, small class teaching, one-on-one teaching, and now everyone is learning makeup training, etc.

Each plan within the account is basically divided into units of intent words and intent words + interests.

Targeted strategy:

▋Advertising creativity

Creative Strategy:

Analyze user pain points in a rhetorical way, arouse netizens' nervousness and stimulate demand;

Highlight the discounts, offering free courses, and take advantage of netizens’ love for discounts to boost registration demand.

Landing page:

The landing page is consistent with the creative idea, highlighting the discount information, highlighting the brand, and emphasizing business protection.

▋ Delivery data

The promotion started in late September, with the ACP of information flow being 0.34 yuan and the cost of leads being 43.7 yuan, with the effect exceeding expectations.

The above sharing is for reference only.

Author: Baidu Marketing Center

Source: Baidu Marketing Center