In this case study, we’ll explain how our marketing department works to help the clinic find egg donors and surrogate mothers. And we’ll be sure to share the results we’ve achieved.
Case study navigation:
- Our client
- Our team
- Stage One: Identifying needs
- Stage Two: Research
- How we achieved our goals
- Results
- Customer review
- An algorithm for handling sensitive projects
Our client
AMOR is an agency for egg donors and surrogate mothers in Kyiv. During our consultation and review of the agency, we were able to identify its distinctive features:
- programmes are tailored individually for each participant, taking into account all their personal circumstances;
- 24/7 support and advice from specialists at every stage of the programme;
- reward for donors — 35,000 UAH;
- donors’ rights are fully protected and regulated by Order No. 787 of the Ministry of Health of Ukraine;
- more than 10 high-cost tests are completely free of charge;
- all travel expenses are reimbursed upon arrival;
- the following are also covered where necessary: comfortable accommodation, childcare services and meals on the days of stimulation.
Our team
To work with the agency, we have put together the following team of specialists:
The project’s CMO is Andrii Kostyna.
Service — remote marketing department.
Stage one: Identifying needs
During the consultation, we identified the following issues with the project:
- Facebook regularly blocked the Business Manager, the ADS Manager advertising account, adverts and the client’s pages.
This was due to difficulties in complying with Facebook’s advertising policies when dealing with this subject matter. According to Facebook’s policy, advertising related to health and the body may lead to low self-esteem. It is therefore blocked by the system if certain rules are not followed. - The cost per click is over $1, which quickly depletes the advertising budget when driving traffic.
- The website’s conversion rate is less than 5% of visitors submitting an enquiry.
- The website changes recommended by the previous webmaster took a long time and were costly for the client.
To address these issues, we have decided to:
- avoid directly highlighting issues such as infertility, childlessness and earning money in advertising and on social media;
- create landing pages with a structure designed to achieve high conversion rates;
- draw up a work plan that will help bring about rapid change in other areas of concern.
Stage two. Research
At the start of a project, we always carry out research, which helps us find answers to questions such as:
Our research has provided us with the following information:
- how the client’s business works. What exactly we do and why it matters to the audience;
- who the main competitors are and what needs to be done to stand out from them;
- what to do to improve the effectiveness of your adverts and avoid being blocked by Facebook;
- how to increase website conversion rates;
- which lead generation tools are already in use, and which ones need to be introduced in the near future.
By identifying the agency’s needs and conducting market research, we were able to quickly and accurately define our service, which met all of AMOR’s requirements. The marketing department developed landing pages, created advertising copy and creative assets, and set up and launched Facebook Ads.и, створював рекламні тексти та креативи, налаштовував та запускав Facebook ADS.
How did we achieve our goals?
1. We set up and optimised our Facebook Ads campaign
The problem: Facebook blocks adverts if they mention issues such as:
- no children;
- infertility;
- various ways of making money.
Facebook also checks the website that users are directed to via the advert for any mention of the aforementioned phrases.
Solution: We have removed the restricted topics to avoid further blocking. Instead, we:
- created and launched a new Facebook business page for the project;
- created and published three posts to warm up the audience;
- created a Business Manager account and verified the domain.
2. We have created and launched the agency’s new website
The reasons why the website’s conversion rate was low:
- outdated design;
- the important information was at the very end;
- there was a lack of trust due to the absence of reviews and overly aggressive appeals to become surrogate mothers or egg donors;
- the headlines focused solely on the prospect of making money, which put potential customers off;
- Facebook also blocked adverts because of similar headlines.
We have therefore taken the following steps:
- Analysed competitors and their websites.
- Created the website using a website builder. This allowed us to get a website with a modern design, quickly and at a low cost.
- Developed and revised the website’s structure.
Examples of websites we have created:
The new pages started performing much better, and within a month, the conversion rate rose from 5% to 10%. In other words, AMOR received twice as many enquiries on the same budget.
3. Advertising copy
We experimented extensively and crafted our copy with a clear understanding of who our target audience is and what they want. As a result, the average click-through rate was 1.5%, which is a good result for a service of this nature.
Example:
4. Advertising creatives
We used dynamic creatives during the campaign.
Dynamic creatives are a special Facebook tool that allows you to upload various creative elements, such as images, headlines, and buttons, from which the system generates different ad variations in real time.
Facebook itself tests what its audience prefers. That’s why dynamic creatives are a simple, convenient tool when you need to test multiple hypotheses at once.
Here are a few examples:
Results from promoting a fertility clinic via Facebook Ads
Завдяки комплексній роботі нашого відділу маркетингу клієнт отримав Thanks to the comprehensive efforts of our marketing department, the client achieved the following results:
- In just one month, we built a new website for the client and increased the conversion rate from 5% to 10%.
- Reduced the cost per click from $1 to $0.2.
- Over a two-month period, we generated 318 leads. The average cost per lead was $2.90.
We have therefore set up the Facebook Ads campaign in accordance with advertising regulations and community guidelines.
Our results (1 January–24 February):
A review from the director of the AMOR agency:
Thank you to Andriy and his team for their wisdom, patience and the tremendous work they have done! Our agency, Amor, greatly appreciates this standard of work. We are seeing positive results from the landing page they created and the targeted Facebook adverts they set up. Our managers are processing dozens of enquiries a day! I can wholeheartedly recommend Andriy and his team to my partners and friends.
Yuval Shavit, director of the Amor agency, which specialises in the selection of surrogate mothers and egg donors in Ukraine
During our work with this client, we have identified certain key points regarding the promotion of such sensitive businesses. We are delighted to share with you some tips on how to make your work more effective:
Solve Marketing’s approach to handling sensitive projects
11. Account activity.
The account used to set up the ad must be active and have a profile picture showing the person’s face. The system keeps a particularly close eye on people who have only just registered on Facebook and immediately start setting up ads.
If you have just created an account, it takes three days for it to become active. Once it is active, you can create a business page. We recommend that you do not set up Business Manager until the fourth day at the earliest, to avoid incurring system penalties.
2. Follow the guidelines when writing advertising copy.
According to Facebook Ads’ advertising policies, you are not permitted to post content relating to the following topics:
- no children;
- infertility;
- various ways of making money.
We have therefore avoided these three points in our texts. However, as regards remuneration, we did mention it in the video content, which made it difficult to verify systematically.
3. How can you identify your target audience of donors and surrogate mothers?
We have already described strategies for identifying a niche target audience. However, we will expand on this information in the context of this case study.
Contextual advertising
Advertising on Google Ads helps attract people who are already interested in becoming donors or surrogate mothers. You therefore need to install the Facebook Pixel on your website and drive the first 500 visitors to your site via Google Ads. This will be enough for the Facebook Pixel to start identifying your target audience on Facebook.
Bloggers
A series of stories posted by bloggers will help highlight the key benefits and the process of completing the programme, and, most importantly, will help overcome any internal barriers felt by potential donors and surrogates. The bloggers are encouraging people to visit the website and submit a request for a consultation. After that, the Facebook Pixel AI will do the rest.
4. Which texts work better: short ones or long ones?
Our experience shows that medium-length texts perform best. The focus is on fulfilling wishes, paying off debts and financial well-being.
Here is an example of one of the headlines:
Your financial dreams can come true through egg donation. It’s safe for your health. Start with a free consultation on our website.
Below is information about the benefits of the service, followed by a paragraph listing the office address and telephone number. This inspires confidence.
5. Which is better: a lead form or a website? A comparison of advertising methods.
In our experience, it’s 50/50. Personally, we believe a website is better, as it allows us to explain all aspects and details of the procedure and address women’s concerns. A website builds trust and makes it easier for people to decide to book a consultation.
Advantages of the lead form:
Firstly, the cost of the post. It’s at least half the price of posting via the website. Secondly, the more posts you put up, the greater the chance that more people will agree. Thirdly, you can launch an advert as early as tomorrow.
Переваги реклами через сайт:
- можна розповісти більше інформації в логічній послідовності;
- можна досягти вищого рівня довіри;
- є інтеграція з більшістю CRM-систем.
We managed to achieve an average bid price of $3.68, which is considered an above-average result for this category.
