Task: Get as many registrations for the workshop as possible through advertising on Instagram and Facebook
The client contacted us with the demand to get his first ever traffic for his online workshop in public speech. They addressed us, as many others, following the recommendation of other clients.
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.
Then we connected the domain with the Facebook Business Manager and installed Pixel. Logically we opted for the goal “Conversion”
We had a huge advantage here — the client had already created much content to use for video banners. We wrote messages, selected some videos to use for video creatives and agreed on them with the client. We also thought that a video with a personal invitation to the workshop would work well.
The preparation for the campaign launch took approx. seven days. With the team working on it consisting of a PM, target specialist, video maker and a designer we could react to client’s corrections quickly and prepare everything as fast as it can only be.
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 just like in the majority of our other projects.
What we did, as a result: Prepared an advertising campaign that is to be further used for automatic sales funnels from the scratch
Here is what we got: 971 registrations with a 1.73$ CPR in 3 days
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