Optimizing a DR campaign using measurement approach

Objective

Sezim is a Kazakhstan online therapy service. The brand Sezim was launched in 2022. The company specializes in providing psychologists and psychotherapists consultations online for its customers.

Increase brand awareness in the market
Boost registration rates
Decrease cost per click (CPC)
Increase in conversions to purchase

In a collaboration with Sezim, Admixer Advertising conducted a performance audit of the advertising account.

Solution

Post-audit recommendations proposed to include Look-alike (LaL) targeting for expanding the audience, and two audiences were created for this purpose:

Audience with 1% difference from those who are already registered on Sezim platform (main hypothesis)
Audience with 1% difference from those who have previously interacted with Sezim ads (additional hypothesis)
A/B test was used to analyze the effectiveness of the audiences and the current approach to advertising placement

Results

A/B test proved the effectiveness of audience expansion with the help of LaL algorithms. As opposed to the main hypothesis, the more effective audience was LaL audience with 1% difference from those who previously interacted with Sezim ads. As a result:

16% increase in registrations
21% decrease of CPC
14% increase in conversions to purchase

Using several audiences and testing them allowed the advertiser to more correctly determine the placement strategy and optimize further advertising activities.

Brand	Sezim
Industry	Services
Geography	Kazakhstan
Tools	Meta platforms