Date client joined us: Sept 2021
Clients niche: Coaching
Before us how they were struggling: High CPA for TOFU training
Their goals: Get maximum enrollments
Their testimonials if any: Nope
There are many best practices for creating a successful Facebook ad campaign. The first thing that you need to consider is your target audience. Creating an ad campaign without knowing who your target audience is, is like shooting in the dark. You don’t know if you’re going to hit a bullseye or miss the target completely.
It is a common marketing mistake to assume that campaigns that can reach people in multiple countries at the click of a button will work equally well everywhere. Clearly, it is not true as people with different locations and regions have different practices, cultures, psychology, etc but at the end of the day 99% of them have the same needs.
In addition, it’s important to set up your goals and objectives for the campaign before you create it. This will make sure that you’re not wasting time on a project that doesn’t have a clear goal or objective in mind. If you just want people to like your page, then make sure that’s stated in the goal of the ad campaign and make sure that it has an enticing offer attached to it.
Now let’s get into how we did some wonders
Here are 3 major achievements:
Taking Down CPA from INR 700+ to 400/- approx.
Increasing conversion ratio by 8x
Result Driven CRO
Here are quick learnings that may help you out
I have tried multiple ad angles. But, below ad angles works:
Adding all the features/advantages point-wise in the creative
Using words like “Disclose, secrets, etc.” in ad copy works
Meme ads also works amazing (but not for this campaign)
Above 2 ad angles have worked really well for me.
I have not done anything special in terms of ad copy testing. Followed some general tips like:
Using content-related emoji in the first line.
Mentioning all the features of the product.
Highlighting important stuff with ** & “”
Making it Short & to the point (I hate long ad copies)
PS: I wrote around 3 Ad Copies with slight variations (Basically the first line) and placed all of them in a single ad and let Facebook choose the best.
Initially, I started with interest-based audiences. Once the first 100 conversions were done, I started with open targeting.
I have done a hell lot of tweaks during the process to improvise the performance.
But one important part is don’t judge campaigns before 72 hrs of tweaking. For CBOs, it may take even longer.
CRO is something important and should not be missed. On the Landing page, we have made several changes.
Some important things like urgency elements were missing. A timer wasn’t used in the correct way.
Like, if there are 15 days left to start the event, then using a timer with 15 days countdown won’t help anyway.
So instead, we used an evergreen timer on the bonuses part and did some changes in the ad copy.
This is what we did and worked really well.
Trust me, minor changes did wonders.
During the initial phase, test as much as you can and find winners.
CRO is the most important part that you should focus on.
Don’t start with open targeting initially. First, get at least 100 conversions.
Avoid narrow audiences with >100k audience size at any level.
“Closing our data gap has allowed us to truly optimize our paid media efforts, globally.”
“In only a few months, the NP Digital team was able to do what our former agency couldn’t. Closing our data gap has allowed us to truly optimize our paid media efforts, globally. The NPD team is a pleasure to work with and we’re looking forward to what the future holds.”
VP of Digital Marketing, ConnectWise