Five steps to optimize advertising for a fitness club
Posted: Mon Dec 23, 2024 8:51 am
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Content
Client
How the client's problems were solved
How it was before
How it became
High conversion into calls does not always please telegram china phone number marketing specialists. It is very difficult to scale advertising campaigns when it is not clear which key phrase a new client comes with, and which one a regular client of the club requests the class schedule with.
Client
The largest sports club with a swimming pool in the east of Moscow. Offers all types of modern fitness for adults and children.
Tasks
Reduce the number of calls from advertising from existing club clients. They call to find out the schedule of classes or programs, so every day for 100 calls there are only 1-2 from new clients.
Get full statistics on target requests. Any request for purchasing fitness club services - a one-time visit or a membership - was considered target. At the start of work, there was data only on the total number of calls and goals.
Mikhail Priselkov, contextual advertising specialist at the integrated communications agency Upside
It is difficult to scale advertising campaigns and attract new customers when the business is already quite large and regular visitors are constantly calling. It was necessary to focus contextual advertising on new customers. To begin with, we conducted an analytics audit and began tagging calls in the CoMagic service. This helped to target advertising only to potential customers, minimize its display to existing ones and reduce the cost of a lead by 59%.
How the client's problems were solved
Step 1
We conducted an audit of the number of achieved goals (conversions) in the analytical systems of Yandex and Google, as well as CoMagic. We found that the data on goals differed in all three systems.
Number of hits to CoMagic and Google Analytics before setting up correct data transfer
We consulted with CoMagic specialists and found:
GA does not have settings for transferring goals to Callback calls,
In Yandex.Metrica, the fulfillment of the goal "Application via lead form" was duplicated - the application was counted as an event in Metrica and as a goal through CoMagic. In fact, there was one application, but the statistics showed that there were two.
We set up the correct transmission of goals and received the same data in all analytical systems.
Step 2
We started listening to and manually tagging incoming calls from ads. We set the following tags:
“Targeted” — for any requests for the purpose of purchasing fitness club services;
“Repeat” – for requests from existing clients;
"Requires call back" is a temporary tag. It means that negotiations with the client are in progress. It is assigned to missed and interrupted outgoing calls (for example, the client could not talk). The tag is removed when managers call the client and from listening to the conversation it becomes clear which of the main tags to assign to it;
“Non-targeted” – for all other calls.
This made it possible to separate calls from existing and new clients.
Step 3
We found out that the analytics were still incorrect — there was no information about outgoing calls from club managers on requests and missed calls. The fitness club number worked via MGTS IP telephony, so outgoing calls were not recorded in the client's CRM. We connected CoMagic IP telephony via MGTS to transfer data on outgoing calls to the personal account.
Step 4
We set up analytics and analyzed statistics on advertising campaigns in the CoMagic report. We turned off channels with low conversion and adjusted rates for expensive keywords. Based on conversion data, we automated bid management in Google.
The saved money was redistributed among effective advertising sources. The marketing budget was optimized and the cost of a target appeal was reduced from 512 to 213 rubles.
Content
Client
How the client's problems were solved
How it was before
How it became
High conversion into calls does not always please telegram china phone number marketing specialists. It is very difficult to scale advertising campaigns when it is not clear which key phrase a new client comes with, and which one a regular client of the club requests the class schedule with.
Client
The largest sports club with a swimming pool in the east of Moscow. Offers all types of modern fitness for adults and children.
Tasks
Reduce the number of calls from advertising from existing club clients. They call to find out the schedule of classes or programs, so every day for 100 calls there are only 1-2 from new clients.
Get full statistics on target requests. Any request for purchasing fitness club services - a one-time visit or a membership - was considered target. At the start of work, there was data only on the total number of calls and goals.
Mikhail Priselkov, contextual advertising specialist at the integrated communications agency Upside
It is difficult to scale advertising campaigns and attract new customers when the business is already quite large and regular visitors are constantly calling. It was necessary to focus contextual advertising on new customers. To begin with, we conducted an analytics audit and began tagging calls in the CoMagic service. This helped to target advertising only to potential customers, minimize its display to existing ones and reduce the cost of a lead by 59%.
How the client's problems were solved
Step 1
We conducted an audit of the number of achieved goals (conversions) in the analytical systems of Yandex and Google, as well as CoMagic. We found that the data on goals differed in all three systems.
Number of hits to CoMagic and Google Analytics before setting up correct data transfer
We consulted with CoMagic specialists and found:
GA does not have settings for transferring goals to Callback calls,
In Yandex.Metrica, the fulfillment of the goal "Application via lead form" was duplicated - the application was counted as an event in Metrica and as a goal through CoMagic. In fact, there was one application, but the statistics showed that there were two.
We set up the correct transmission of goals and received the same data in all analytical systems.
Step 2
We started listening to and manually tagging incoming calls from ads. We set the following tags:
“Targeted” — for any requests for the purpose of purchasing fitness club services;
“Repeat” – for requests from existing clients;
"Requires call back" is a temporary tag. It means that negotiations with the client are in progress. It is assigned to missed and interrupted outgoing calls (for example, the client could not talk). The tag is removed when managers call the client and from listening to the conversation it becomes clear which of the main tags to assign to it;
“Non-targeted” – for all other calls.
This made it possible to separate calls from existing and new clients.
Step 3
We found out that the analytics were still incorrect — there was no information about outgoing calls from club managers on requests and missed calls. The fitness club number worked via MGTS IP telephony, so outgoing calls were not recorded in the client's CRM. We connected CoMagic IP telephony via MGTS to transfer data on outgoing calls to the personal account.
Step 4
We set up analytics and analyzed statistics on advertising campaigns in the CoMagic report. We turned off channels with low conversion and adjusted rates for expensive keywords. Based on conversion data, we automated bid management in Google.
The saved money was redistributed among effective advertising sources. The marketing budget was optimized and the cost of a target appeal was reduced from 512 to 213 rubles.