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If you don’t want to get into the intricacies of launching an advertising campaign, but you need to gather and warm up as many potential buyers of your service as possible.
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Case:
Profitability:
Timeline:
Collected leads:
Niche:
We received a request from Olga Chistova to collect at least 4 thousand registrations for her online master class.
Olga is a stylist with 9 years of practical experience, trained at the Italian school of fashion and style in Milan.
Now she conducts webinars and does courses where she teaches ordinary women how to dress.
Read below how and what we did to accomplish the task.
Olga already had a landing page ready and a funnel completely lined up.
This is what the first screen of the webinar landing page looked like:
Our goal was to collect 200 leads a day and to make ROMI 200+%. There was no goal to follow the cost of the lead because the payback is more important. A cheap lead will not always buy, just like an expensive one. So you need to “pour” where there will be a good return.
Initial data:
The target audience: Women aged 26-42 years.
Timeline: 20 days.
We assumed that the purchase would be made by these 3 target audiences:
1) The business segment – women who are always “out in public”, they always need to look beautiful, concise and spectacular. At the same time, they need to pack quickly to save time.
2) Marketers – they have money and interest in fashion.
3) Potential employees – they want to change their style to feel confident and find a new job easier and faster.
We wrote texts, designed images. Made a total of 36 creatives (unique combinations of text and images).
Why it is necessary:
– The quality of the ad determines the price of the lead and whether he or she will buy the main program.
– We need to prove why this workshop is necessary now.
– It’s important to show the speaker’s expertise so that a quality audience that trusts him or she will come.
– To pour in big budgets and keep the price of the lead, you need to do a lot of creatives with different messages and approaches.
Examples of ads that were designed for the launch:
We set up the targeting, chose the interests, and launched the ads.
Ads started at 00:00 to better optimize the budget. For example, if we run ads at 23:00 with a daily budget of $50, this money will be spent in the remaining hour.
To set the parameters of the target audience on Facebook, we used an intersection of categories: interests, positions, age, GEO, gender.
An example of one of the settings:
Why it’s needed:
To get an audience truly interested in the topic and ready to buy.
Made a data summary: Which ads bought the best.
Why it’s needed:
Advertising should not only pay for itself but also make a profit for the client. Therefore it is important to monitor sales and turn off unprofitable creatives.
At first, on small budgets, we cranked out ads and saw who was buying. Since webinars were held every day, the data on the payback period was obtained regularly (we collected feedback from the sales department) and adjusted our work.
1. Payback traffic with ROMI 323%.
2. The expanded base of potential clients can be heated and make presales.
3. Summary of advertising, from which there were purchases – no money wasted.
4. 5251 registrations and recognition.
Screen-confirmation from the advertising office with the number of registrations:
To sell a product, you need the right approach: an analysis of the target audience, high-quality creatives, and accurate targeting.
To achieve high ROMI, you require constant communication with the sales department. This makes it easier to predict results and understand which ads should be turned off and which should be kept running.
A lead that is too cheap or too expensive does not always mean they will buy. The price of a lead can be as much as 30-40% higher than the normal cost.
With each launch, the speaker’s recognition grows, and the base of subscribers to whom you can make presales grows.
Did you like the case? Thank us for liking it. And we in turn will often share the results of cases and tricks in the work, so you can take them, implement them and get better results.
If you don’t want to get into the intricacies of launching an advertising campaign, but you need to gather and warm up as many potential buyers of your service as possible.
Order test traffic