Targeted advertising on social networks for a factory manufacturing electrical equipment for cars

1. At the initial stage, we prepared to test static layouts containing a list of open vacancies indicating responsibilities and benefits for candidates, in particular, a cutting machine operator and a cable network installer.

We created appropriate audiences: broad and by interests to identify the most relevant users. A test run aimed at obtaining leads via Facebook and Instagram made it possible to analyze audience behavior and obtain valuable information for further optimization of the advertising campaign.

2. At the next stage, given the large number of leads from other regions, we excluded all large cities from the display and directed advertising exclusively to residents.

In a month, we collected a sufficient number of leads, which allowed us to test the launch of advertising on the Lookalike Audience (LAL 1-2%), formed based on data on targeted leads. We excluded leads that had already been involved in advertising from the display.

This made it possible to more effectively reach an audience similar in characteristics and increase the effectiveness of the campaign. Thanks to this, the quality of appeals improved significantly: people began to actively take an interest in vacancies and sign up for interviews. This was the first sign of positive dynamics.

3. We continued to optimize advertising campaigns, paying attention to the effectiveness of each element, in particular, we optimized banner placement: we analyzed the effectiveness of placements and removed those that did not give results, leaving only the most clickable ones, which ensured a higher rate of interaction with advertising. These actions helped to focus resources on the most effective areas and improve the quality of the leads attracted.

4. We created a video banner, which became a key element of the advertising campaign. In the video, a company employee shares his story – from the moment of employment to his current job, talking about the benefits and bonuses that he receives in the company. This video format helps establish an emotional connection with a potential audience, inspires trust and motivates people to leave their contact information. This creative successfully complemented our strategy, emphasizing humanity.

During the first month of cooperation, we received 170 leads on Facebook at a price of $1.16 (spent $196.90).

In the following months, we continued our collaboration, focusing on scaling the results achieved. Gradually increasing the advertising budget, over the next two months, we managed to get 517 leads at a price of $1.31 each (total costs for 2 months – $676.07).

We managed to reach regular daily appointments for interviews. In total, over the 3 months, we got 687 leads at a price of $1.27 and spent a budget of $872.97.