Permanent makeup services | Targeted Advertising Campaign Preparation / US

About the Client and Goals The client is a permanent makeup specialist operating in Sacramento and surrounding cities, with an active presence on Instagram (@elena_kos_pm). The primary objective for this project phase was the preparation and forecasting for a lead generation campaign aimed at attracting new clients. 

Project Work

The project involved comprehensive preparatory work for the targeted advertising campaign:

• Ad Account Setup: Activities included the initial setup and configuration of advertising parameters within the Instagram advertising platform.
• Audience Selection and Targeting:
  • Preliminary audience analysis was conducted, including an examination of advertising auction statistics to inform initial audience selection.
  • Three distinct audience segments were developed:
    • Direct Interests: Targeting women aged 20-60 interested in «permanent makeup,» «lips,» «eyebrows,» and «beauty salons.» Device languages included Russian, Ukrainian, and English.
    • Lookalike Audience: A 10% lookalike audience was created based on users who had interacted with the client’s profile within the preceding 30 days. Demographics were women aged 20-60, with device languages set to Russian, Ukrainian, and English.
    • Broad Audience: A broad targeting segment was defined, explicitly excluding the lookalike audience, for women aged 20-60, speaking Russian, Ukrainian, and English.

   

Development of Ad Creatives:

• • Ad Texts: Three distinct advertising texts were developed to engage potential clients:
    • Text 1 focused on time-saving and convenience, highlighting the client’s 7 years of experience, modern pigment application technologies, and high-quality materials for eyebrow and lip permanent makeup, with a call to action for sign-ups.
    • Text 2 addressed common hesitations by presenting 5 compelling reasons to choose a qualified professional for permanent makeup, including long-lasting results, time savings, desired shape creation, water/sweat resistance, and hypoallergenic properties, encouraging consultation bookings.
    • Text 3 emphasized an impeccable appearance without effort, listing advantages such as underlined facial features, an expressive look, time/effort savings, and no irritation from water, while also assuring hygienic standards and prompting for more details.

 

• • Ad Banners: Corresponding visual creatives were developed, described as Banner 1, Banner 2, Banner 3, and a series for Instagram Stories. These visuals supported the ad copy with clear calls to action, such as promoting permanent makeup for specific areas, inviting consultations, and highlighting the longevity of the results.

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• Setup of Goals, Events, and Lead Forms: The campaign’s design for lead generation implies the configuration of conversion goals, likely encompassing lead forms or direct messaging options for consultations and appointment bookings.
• A/B Testing of Hypotheses: Details regarding A/B testing were not explicitly specified in the provided materials.

UTM Tag Creation and Basic Analytics: Preliminary analysis of advertising auction statistics was conducted to lay the groundwork for performance tracking and evaluation.