Case #1 - online course "Personal brand on TikTok"
PRODUCT
The client was Mykhailo Khrystosenko's SMM-Academy online school.
The main product was the online course "Personal brand on TikTok".
Free first step in the funnel - master class.
TASK
The client was already spending $ 2,000-2,500 per month on an advertising budget with ROAS of about 300%, but could not scale traffic without losing payback.
The main task was to scale traffic without reducing ROAS.
PROGRESS
Hypothesis #1 All men and women 20-45 years old, who are interested in developing a personal brand on TikTok were selected as the target audience.
Usually, at the start of a project in the infobusiness niche, I test both static creatives and videos that an expert records according to my scripts. In this project, the expert could not physically record video, so we started the tests only with static creatives.
Banners with titles targeted to the selected target audience were created for testing:
Test results from 11.05.21 to 19.05.21:
Although we received a good Cost Per Lead at the start, but the campaign worked "in the red".
Hypothesis #2
After analyzing the results and talking to the client, I decided to narrow the target audience and focus on experts and entrepreneurs who can use TikTok to find new customers for their product or business.
I created creatives with new titles and ran the test:
Test results from 20.05.21 to 31.05.21:
- amount spent - 340$
- received - 146 registrations, 2 applications and 1 payment
- cost per lead - 2,33$
- revenue - 305$
This time we received both applications and payment, although the cost per lead was more expensive than in previous tests.
Conversion from registration to payment was 0.7%, which is a very low figure, but a narrow audience of experts showed the best payback result, so we decided to continue working with it and test new banners.
Hypothesis #3
I was able to get a few videos from a client designed to "warm up" the audience in the newsletter. I made video creatives out of them and continued to test the audience of experts:
Video №4 showed the best Cost Per Lead for 01-07.06.21, so I left only it and gradually began to scale the budget.
Test results from 08.06.21 to 16.06.21:
- amount spent - 988$
- receiver - 974 registrations, 63 applications and 26 payments
- cost per lead - 1,01$
- revenue - 6909$
We received a record low CPL and ROAS of 699%, the conversion from registration to payment increased from 0.7% to 2.7%.
So, after a detailed analysis of the results, it was decided to further scale the campaign and parallel testing of new hypotheses.
RESULT
I worked on the project from 11.05.2021 to 09.03.2022
General indicators of the advertising campaign:
- total spent - 44 611$
- received - 28 456 registrations, 1431 applications and 912 payments
- cost per lead - 1,57$
- revenue - 212 595$
- ROAS - 476,6%
Screenshot of the analytics table:
Screenshot of advertising account №2 (unfortunately, I have no longer access to account №1):