2023-10-29 12:06

Maximum reach of the target audience for a dance school

How, with the help of advertising in Yandex and Google, we managed to ensure maximum targeted traffic to the dance school website

The dance school is a local business. Even in a big city, if we are talking about only one school, as was the case in our case, and not a network of schools, then the reach of the target audience will not be large and only using key phrases will not collect enough traffic for calls and applications.

Decisions made

We started with geo queries (for example, dance school + street name) and launched it into a campaign with geotargeting for the entire city. We also took general queries, for example, “Learn to dance Hip-Hop” with targeting within a 5 km radius. from the location of the school. Separately, we launched a media campaign for geotags of schools and universities (since the main clients are schoolchildren and students) in Yandex and video advertising in Google to increase interest in the school.

Results

Thanks to an increase in audience coverage on the one hand and more precise targeting on the other (they did not take those who live or work far away), we increased the number of requests by approximately 100%.
The increase in targeted traffic to the site made it possible to implement the plan for seasonal enrollment of students.
Based on the calculation of average annual revenue values, it was concluded that the advertising worked quite effectively.