One of the August ad campaigns I ran for a client was small but mighty. It was too short, yet because it was SO targeted and filled a need within that target, it was very successful, generating a great return on investment and exceeding the client’s goals.

Details

Product: Membership – Community membership, proven product that fills a need within a specific target group

Funnel: 4 Steps (Ad -> Landing Page -> Consult -> Sale)

Call-to-Action/Sales Trigger: Deadline to join, as well as community of like-minded people, filling a need, offering a product that’s missing in the market

Channel: Facebook: I chose Facebook because I almost always do when I need a fast campaign that’ll generate results. It is still the most used social media platform and has the highest ROI, engagement, and highest quality leads, according to HubSpot.

Paid vs Organic: The campaign was almost entirely paid. Only one organic post was made. Time was the resource shortage there. Just not enough to do quality, engaging, organic, fromage-free posts leading up to the call to action/deadline. There was no warm email list to use. If there had been, the results would’ve been higher.

The Ad: Medium length text beginning with deadline, goal set was website clicks, imagery was a carousel of images, painting a picture of the vibe/culture, different captions/headlines beneath each image, all leading to landing page with details. No time to test different headlines and images. One ad to conquer them all.

Duration: 11 Days. Longer than this is highly recommended BUT when there’s a deadline as the sales trigger, it can work. Also, I was working with the client’s deadline.

Investment: $285.97 – This investment is too low buuuuut with powerful sales triggers, a proven product and great targeting, this can work too! The results speak for themselves.

Campaign Critique

  • REACH: 34,953
  • VIEWS PER $1: 122.23 VIEWS
  • CLICKS: 995
  • LANDING PAGE LEADS (SALES CONSULTS): 12
  • CTR: 2.85%
  • CPC: $0.29
  • SALES CONSULTS: 12
  • SALES: 9
  • REVENUE AFTER AD SPEND: $4034.03
  • WHAT WORKED:
    >These closing rates are higher than most mortals can realistically expect. Like OMG, holy crap, woo hoo!!!! high, which means this is a product people want, the communication was on point, and it was the right funnel.
    >The cost to get someone to click (CPC) was super low (less expensive) and the click-through-rate was super high in this campaign.
  • WHAT DIDN’T:
    >It also shows that the landing page conversion rate is pretty dismal at 1.21%. If this was ONE percent higher, it would’ve meant exponentially more sales.
  • THE MATH – PLAY WITH THE NUMBERS YOURSELF:
    Download the campaign calculator to play with the numbers and see for yourself.

*I”ll do a post about Landing Page copy and design in the near future.

Campaign Screen Shot

[Download & play with the numbers]

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