Task: Get as many registrations for the workshop as possible through advertising on Instagram and Facebook
This client contacted us following recommendations, they already had a functioning e-school, they just needed a stable flow of traffic for their automatic sales funnel.
They had also already launched a couple of advertising campaigns with a different team, though they were not fully satisfied with the CPR, so our initial goal was to reduce the latest.
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.
Plus we analyzed all the previous advertising campaigns made by another team.
The domain had already been connected to the Facebook Ads Manager, just as they had installed Pixel earlier, so the strategy was clear — we’d be working with the format of ‘Dynamic Creatives’.
Basing on the analysis of all the previous creatives we went completely another way, wrote texts from the scratch, simplified the advertising feed and created a set of ten banners. We opted for the format of ‘Dynamic Creatives’.
It’s important to mention here that all the previous campaigns targeted the audience by interests and as a result the client got a pretty big CPL.
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 spent 30 dollars on each ad set.
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.
This is exactly the way we acted in this very project.
As a result, we managed to reduce the cost-per-registration in two times. We got 2,636 registrations for the auto webinar funnel with a 1.71$ CPR.