The client’s business is selling manicure-related goods and the task was to develop the profile, attract new audience through content in Stories and sell products.
Before this project we had already been successfully developing another project for the same client and, seeing this, she just decided to entrust us with promoting this shop as well.
To attract subscribers for the lowest possible price we decided to use the strategy of giving a lead-magnet (free of charge useful content related to the shop’s niche — in our case to homeware) for subscription.
We would always start our work with the Market Research and Competitors analysis, we figure out what types of ads our competitors launch on Facebook and Instagram and what offers they give. Moreover, we get all the necessary info from the client to take the next step.
The strategy we suggested was really appreciated by the client and she immediately got to creating those free of charge goods we would use as hooks to stimulate a person to subscribe to the profile.
Those pdfs made, we started to make creatives.
To automate the lead magnet receiving we connected a bot to the Instagram page to automatically check if the person is following the page indeed and only then send a lead magnet.
The uniqueness of the bot was that it was built like a landing where we could install Pixel and launch the conversion event seeing the whole analytics and each CPL.
We built a bot for each lead magnet and verified each domain in the Facebook Ads Manager, setting the “Lead” event.
Judging by our experience, it optimizes the subscription to the blog.
Having prepared all the technical parts, we launched testing advertising campaigns for our lead magnets.
We have learned from our big experience that it’s not a bad idea to use the strategy of ad sets at the initial ads launch when we don’t use interests at all and give the system the full freedom of campaign optimization.
In this particular case we opted exactly for the same way. We launched ten takes on agreed geos not using interests and placing it on Instagram only. We spend 30 dollars on each adset.
Having launched 10 ad sets at 30 dollars each, we in some way told Facebook: “Look, you have 10 doors here, go ahead, open all of them at once and check it out where there are people who would be interested in our offer in these areas”. As a result, following this strategy we get the first results from all 10 active ad sets in the first couple of hours even at the learning stage. Normally we’d get about 2 or 3 leads from 2 or 3 ad sets out of 10 and, consequently, we’d just stop all the rest in order not to waste the budget. Next we’d focus on working with those having shown the result.