The fourth month is the Sabbath: the RCs worked only until mid-March. During this period, we left only the most lead-generating campaigns in operation, while limiting the geography of promotion to settlements located a maximum of four broom flights away from the Sabbath.
"In addition, one of the hypotheses with creatives that we tested unexpectedly took off. We compared how ads with the Sabbath date in the title worked and ads with a daily changing title (indicating how many days were left until the Sabbath). As a result, the CPL for campaigns on the fourth day decreased almost 2 times. We also observed a similar increase in conversion."
Maria Maltseva, contextualist (specialist in queries to the magic ball) Ingate Group
Targeted advertising
Since we initially considered targeted advertising as a reach conduit cn cell phone number list channel, we did not have high expectations for leads. At the start, we planned to launch only MyVurdalak, which accounted for only 10% of leads in the overall media plan.
The campaigns were launched for the following audiences:
similar audiences of visitors to coven sites;
interests at the highest ranks;
interest "witchcraft" and keywords for each sabbath;
interest "retail" and "wholesale trade";
interest in "witchcraft" with a narrowing focus on trade.
Despite the rather narrow settings, these advertising campaigns did not bring even the minimum number of expected leads.
Results
For the first month
Throughout the month, we adjusted and tested various settings in MyVurdalak. The platform gave its first results already at the beginning of the second month, when interests from the "payment in blood" section were added to the current interests. Then the advertising campaign brought the first 5 leads.
For the second month