Added to the community:

— The cover
— Contact with the action
— Discount coupon
— Buttons and widgets to increase conversion
— Welcome message
— Map, phone numbers, etc.

We suggested using an offer that has already been tested at other driving schools: "2 extra hours of driving in a driving school as a gift"

A welcome message was introduced in the group:

After a person wrote the words "I want a driver’s license" to the group, a chatbot intercepted him and asked for a phone number:

Target Hunter gathered the audience in the parser:

— Participants of competitors' driving schools

The Search tab, Communities, Keyword. We write a search phrase, name the task and click on play.

Next, we either load the list of groups in the ad settings, or through the parser we collect the participants of these groups (the Collection tab — Participants) and upload them to the retargeting database.

— Those who joined the competition groups in the last month/two/three.

The Analysis tab — Target entries — Click on the booklet — Select the list of groups that we collected earlier — Select the period for which we collect entries

Here you can collect not only competitors who have joined groups. Take a list of any groups that you think are sufficiently targeted and parse those who have joined.

— Active participants of competitors

The Activity tab — Communities — Click on the booklet and select the list of communities from which we will parse active participants.

Below we select the types of activities, the period and launch the task.

I also recommend setting up ads on active sites not through the TX parser, but through the ad settings.

Community Activity tab — Upload as a list

And upload a list of communities on whose active members you want to show ads.

 — Consist of 2, 3 or more groups of competitors

Tab Collection — Participants — On the booklet and select the list of groups — Set the value in the tab Stay in groups

The parser will gather participants who belong to 2 or more competitor communities.

Also advertised to the audience:

— members of groups on traffic rules
— students
mothers on maternity leave
— Members of our group
— positively responded to our advertising

+ made ads based on geolocation: those who often visit or live near the branches of driving schools.

Admins of other driving schools, social media workers, marketers, and negative people were added to the exceptions.

We are working with the client at the moment, so I can’t show all the creatives.

Here is one example of an advertisement:

This ad was made specifically for mobile devices, it looks bad on a computer)

An elongated banner occupies almost the entire screen of the phone, so its performance is not bad.

We did segmentation by gender, age, interests, etc. Specifically in this ad, the appeal goes to women.

For 13 months of work

Spent: 154,242 rubles
Applications: 1 014
The cost of handling: 152, 11 rubles

You can receive a stable number of applications at a good price even during a year of continuous operation. The most important thing:

1. Segment the audience (split by gender, age, geolocation, interests)
2. Make relevant advertisements (show ads to girls, so in the ad, contact the girls "Haven't got a driver’s license yet?", do it for guys 18−22 years old, and write "How can a guy get a license before 23 years old?")
3. Test different platforms for receiving traffic. Initially, we tried to drive traffic to the application form, but in this case the application came out 2 times more expensive.