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
