At the end of November, the owner of a massage parlor in Perm contacted me. The salon opened in October, we needed advertising in Yandex, Google and social networks in order to attract the maximum number of guests in a short time. At first glance, nothing difficult, but the peculiarity was that it was not an ordinary salon, but an erotic massage.
The client had already set up campaigns in Yandex.Direct and Google Ads, but, according to him, they spent a lot of money, but practically did not bring any results.
After analyzing the campaigns, I made the following conclusions:
On the whole, Yandex.Direct has a pretty good campaign setup, but the wrong bidding strategy (“Clicks Optimization”) was chosen, because of this, the average cost per click was 115 rubles.
Key phrases were not collected completely, mainly high-frequency queries, therefore, we were losing cheap low-frequency traffic.
The phrases were grouped incorrectly, because of this, the ad relevance to the query was not ensured.
There are no goals configured in Yandex.Metrica.
Google Ads still has the same mistakes. In addition, only a few ads were moderated, most were rejected due to sensitive topics.
The topic of business was on the verge of what is allowed by advertising systems, the work was difficult and interesting.
Setting up analytics and context
Since I did not have access to the site’s admin panel, I decided to set up automatic goals in Metrica – for any form and call – in order to track at least the number of applications.
By the way, this setting does not work quite correctly. For example, the target of tapping on a phone number was triggered when a visitor simply swiped the number while flipping a screen on the phone, or could click but not call.
As practice has shown, clients leave very few applications, mostly call or write to chat.
To track calls, we connected call tracking, then integrated call tracking and chat with Bitrix24 CRM. As a result, all correspondence and calls fell into the CRM system, and it was convenient for us to track the number of calls.
Advertising in Yandex.Direct
First of all, I completely reassembled the keys, divided them into low-frequency and medium-frequency (“erotic massage Perm”, “men’s spa”, “erotic spa”, “erotic salon”), wrote relevant ads. We ended up with three search campaigns and one retargeting campaign.
In order to pass moderation without providing documents, I replaced the word “massage” with “relax” in the ad texts.
There were doubts whether it was worth launching retargeting, since the topic is delicate, and whether advertising constantly “catching up” with them would annoy customers. We decided to give it a try – and for good reason, retargeting showed excellent results.
Detailed analysis also showed that 80% of visitors go to the site from mobile devices. Therefore, we decided to lower the total rate and set the adjustment + 50% on all mobile phones.
To cut off non-targeted transitions and clicks (and competitors are actively practicing it, albeit with primitive methods), I made an adjustment of -100% for those who were more than 2 times on the site and less than 5 seconds.
As a result, we managed to reduce the cost of a click by almost half – to 62 rubles and to increase site traffic: traffic from Yandex.Direct also doubled.
In total, from December 12, 2020 to January 23, 2021, 109 calls and 114 chat calls were received from Direct for 330 rubles.
Advertising in Google Ads
To launch ads on Google, I created a new account, moved campaigns from Yandex.Direct, rewrote ads, launched ads. But soon the shop had to be closed.
In December, Google turned the screws on the adult theme powerfully, and within two weeks we had both the old and the new campaign rejected. Attempts to whitewash the site, a new domain, new accounts have led nowhere.
Now here you can only twist the “gray” method.
Having received good results in contextual advertising, we decided to test the popular social network. The test included 10 audiences (business owners, massage, spa, Badoo, relaxation, sexuality, speed dating, nightclubs), three ads for each. Interest in massage and Badoo showed the best results.
The site in the ad would not be missed as it contains adult content, so does the salon account. To get through the moderation, I used the salon administrator account, the ad had a call to write to direct and receive a gift.
Later, when the ads started spinning, a link to the site was added to the administrator’s profile.
For seven days, advertising on Instagram brought 149 clicks to the site for 51 rubles and five hits to direct. And only two entries. As a result, they decided to abandon further advertising on the social network.
Now the salon has advertising in Direct and advertising in Google Ads through the cloaca. When expanding, we plan to test the placement on Pornhub.
In the process of work, I found a way to attract traffic for free, there are requests and records from it, a little, but free! Who can guess how this happened?