Arina is a beauty blogger and on her Instagram she’s been launching online courses in the beauty sphere following the “Launching” model.
She had a pretty concrete demand: she needed to get new audience and new followers with the help of Facebook Advertising to develop her blog and scale the number of sales at each launch of the course.
Before having contacted us, Arina had been successfully growing her blog buying advertising at other blogs. At that moment she wanted to try if targeting would work as a way of scaling her business and attracting new audience.
She followed one of her friend's recommendation to collaborate with us – we’d previously created a dozen successful advertising campaigns in the sphere of e-learning.
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.
To make the campaign as successful as possible and get the lowest CPF we suggested creating some bonuses and lead magnets to use as an offer and to give people for subscription.
The client, as a result, created and provided us with 4 different lead magnets with different topics in this or that way relevant to the blog theme, CPD in the beauty sphere and her online courses.
Having prepared 4 lead magnets, we, according to their messages, made 7-8 creatives in different formats for a broad advertising campaign.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 part, we launched testing advertising campaigns for all four 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 set 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.