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Case: targeted advertising for international bus transportation

Correspondence in Direct and Messenger
Bus transportation between countries
 

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Progress

Project

1

Bus transportation between countries, bus transportation for both business and tourist purposes.

2

The purpose of advertising

"Lead generation" — obtaining leads using direct correspondence on Instagram and Facebook.

A person who is interested in your advertising offer clicks on the interaction button and gets into a direct chat with your account.

In Instagram it is Direct.
On Facebook, it's Messenger.

Where a person immediately receives a welcome message from your company and a clarifying question. This can be a clarification or an immediate bonus for the started correspondence.

Plus, you can lay out different options for questions and answers that the client can ask, for example:

  • Customer "What payment and delivery options do you have?"

  • Auto-reply "There is delivery through: Ukrposhta, Nova poshta. To send, please specify your phone, full name, city, post office number. There are the following payment options, etc."

You can set any auto-responder to receive an instant response (even at late hours)

Budget

3

In the first month, $100 was spent on the test.
Then the advertising budget was $270 per month.
Advertising is done in Romania, Moldova and partly in Ukraine.
The average price for starting correspondence on Instagram or Facebook is $0.15

4

Settings

More than 6 different audiences and 29 interests were used .
The time frame for launching an advertising company is 48 hours, during which time 4 creatives for 4 companies, a check for compliance with Facebook rules and a full launch of the company were made.

What were the goals set for the carrier's advertising campaign?

The goal of the advertising campaign was to promote international bus transportation and increase the number of online ticket bookings. Main objectives:

  • attract new passengers through Facebook and Instagram;

  • increase brand awareness among travelers;

  • to form a stable flow of applications for flights across Europe;

  • reduce the cost of the lead and optimize the budget.

How we developed an advertising strategy for a transport company

The campaign was built to reach a wide audience of passengers and create a comfortable path from advertising to booking a ticket.

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Preparing advertising infrastructure

  • Meta Pixel is connected to track conversions and applications.

  • End-to-end analytics are installed to monitor all stages of the funnel.

  • ​

Creatives and advertising messages that work

  • Banners and videos were created that demonstrate the comfort of buses, affordable prices, and popular destinations (Poland, Germany, Czech Republic).

  • The offers used were: "15% discount on the first booking", "Convenient flights to Europe", "Online tickets without queues".

  • The visuals are built on a combination of emotions (travel, comfort) and benefits (price, convenience).
     

Segmentation and targeting settings

  • Main target audience: men and women aged 20–55 traveling to Europe.

  • Additional segments: migrant workers, students, tourists.

  • Look-alike audiences based on the company's customers were used.

  • Retargeting has been launched for users who visited the site but did not complete the booking.

Results of the advertising campaign for bus transportation

  • 500+ ticket requests within the first month.

  • The CTR of the best creatives is 4.5%.

  • The average cost of a lead is from $1.3.

  • Increase in the number of followers on social networks by 35%.

  • High percentage of repeat bookings from new customers.

Which tools showed the best results?

  • Video reviews of buses and popular routes.

  • Banners with the call "Book a ticket online."

  • Retargeting to those who viewed the booking page but did not complete the action.

Recommendations for further development of the campaign

  • To further increase efficiency, we recommend:

  • run dynamic ads with current flights and prices;

  • add passenger reviews in stories and video format;

  • connect a chatbot in Messenger or Telegram for quick booking.

Conclusions

  • The International Bus Services case proved that targeted advertising can ensure a stable flow of passengers, reduce the cost of the application, and increase the visibility of the transport company.
     

  • Thanks to the strategy of the "Necessary People" team, the carrier gained hundreds of new customers, increased online sales, and became more recognizable on the international market.

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