It is difficult to promote franchises in the medical field: the check is large, you need a solvent audience. Competition is high, and other market players are already actively engaged in advertising campaigns.
But we have managed. Let us tell you how we received applications in a complex B2B subject matter that is twice cheaper than the customer expected.
Input data
Client: Helix lab service. Large federal network, one of the leaders in laboratory diagnostics in Russia.
Product: Helix franchise (centres and laboratory points).
Objective: to set up the analytics and provide a stream of targeted appeals within a given budget with the help of contextual advertising. CPA not more than 3000 rubles.
Competition: high; all major competitors are represented on the search.
Region: Russia.
Target audience: owners of small businesses or individuals wishing to open a business with up to 2 million rubles in start-up investments.
Advertising format: search advertising in Yandex.
Period: February-March 2019.
Preparation stage
We had to work with a new site, which was not advertised before, so we had no data about the audience and conversions. Before we started the project, we decided to thoroughly study not only the advertised product but also all available cases on this topic. It was necessary to better understand the specifics of the direction to minimize the probability of error and save the client's money.
But all the cases we found to promote medical franchises described the work with targets. This showed that it is easier to achieve the result with the help of advertising in social networks. But we faced the task of attracting leaders at a reasonable price from contextual advertising: this channel was a priority for the client.
Planning and launching campaigns
At the planning stage, we made a semantic map, dividing all potential conversion requests into three groups: direct, indirect and general thematic.
Direct requests
Direct queries included the word "franchise" and the name of the brand in all variations or words on medical subjects ("franchise Helix", "franchise laboratory", "franchise clinic", etc.).
This is the most targeted group of requests. But it was with this group that a problem arose: the frequency of keys was too low to attract enough traffic and create a flow of leads. We had to find additional ways to generate traffic.
We decided to test a non-standard hypothesis: it is possible to expand the audience with indirect requests. Looking ahead, let's say that it was confirmed: we received requests, and their price was lower than for direct requests.
Case studies
This is an atypical and therefore the most interesting group of queries. To collect them, they were based on the needs of the audience. We assumed that the CA has some kind of subinterests. For example,
- to open a medical franchise lab;
- open a franchise business in medicine, but not necessarily a laboratory;
- open a franchise business in any sphere;
- To open a business, investing up to 2 million rubles with the prospect of reaching a certain profitability.
- We have four groups of keys:
- with the word "franchise" and the names of brands of direct competitors - medical laboratories;
- with the word "franchise" and the names of franchises in other areas of medicine (pharmacies, optics stores, etc.);
- with the word "franchise" and the names of other franchises comparable in terms of investment and profitability: barbershops, delivery services, nail salons, tea and coffee shops, etc. (data were taken from open sources and ratings);
- with indication of profitability or investments ("business up to one million", etc.).
The division of semantics made it possible to separately manage the rates for each segment of the audience and get a more predictable result.
General and thematic inquiries
General inquiries cover the audience interested in starting a business. These are high-frequency queries with the word "franchise" and selling additives ("franchise 2019", "buy a franchise", etc.).
Most advertisers, regardless of the type of franchise are shown on the search for this group of keywords. As a result, there is a high level of competition and the inability to reach an acceptable bid price. Most likely, this explains the lack of successful cases in contextual advertising in the field of franchises.
In order to comply with KPI, we decided not to compete in this group of search queries and used them only in networks with minimal rates.