Case 020: 697 registrations at $2.5 per financial marathon via targeting
In total, we recorded 697 registrations by our tags, and about 50-70 registrations without tags.
And also here we don't take into account registrations by the link in the profile header from people who clicked on our ads. And that happens in 99% of launches. So my dear producers and experts - don't forget about it.
FB tech support suggested a solution to this situation: "If a user clicked on a profile and then performed an action on the link in the profile header, it should be counted in Ads Manager. To do this, the event must be added to AEM (Aggregated Events Manager). It needs to be changed to 7 days after click and day after view."
Promotion strategy through targeting free finance marathon
What's fucking important in any project at the start? It's a pixel warmed up with quality traffic, to make look-a-like work well and, of course, broad.
How to get quality traffic in the beginning? Google/yandex, bloggers and the auto marathon/course itself. That is hot traffic.
Next, everything according to the classics: divide into ios & and and start from interests and look-a-like, and then move to broad targeting.
On the topic: 5 recommendations for launching broad targeting
By interest: pick 2-3 interests and check the box to expand detailed targeting. There were few interests in the niche of financial mindset training. That's why there were only 3 groups of ads.
To go to look-a-like confirmed the domain, set up a pixel on GetCourse. And faced with the fact that fb shows events more than there are.
Proper installation of the fb pixel on GetCourse without duplicating (duplicating) events
The first problem we encountered was duplication of events. We did everything according to GC instructions, and the funny thing is that their support merged and stopped responding.
Solution: remove the pixel on the landing page. Integrate the pixel into GC according to their tutorial. Insert an open enrollment form on the landing page. It's more convertible, besides.
What's the trick? The open GC form acts as a pixel on the landing page because the java-script is loaded first.
Look-a-Like Audience
The pixel works correctly. Traffic from the blogger and his partners is coming. So is ours. Now we create a lalka and spin it too.
Broad targeting without interests. How does it work?
In my observation, it's dumb as big brother. It looks at who else has executed the Completed Registration or Lead event and any other event that you choose. It reads the texts of competitors' ads and finds similar ones by keywords, etc.
You may say that with broad targeting, it's unclear who is clicking.
In my opinion, if you write in the advertisement that it is a marathon on financial thinking, which will help to get out of financial problems - then people will register for whom it is relevant.
In a dialog with one of my clients who left a request for my service through targeting he said that he only thought he needed a new targeter and the next day my ads showed up for him.
I didn't specify any interests in my settings.
Creatives. The basis of targeted advertising in any niche
I've written before about my method of creating video invitations for webinars. It's wildly productive.
On topic: How to find the perfect online webinar video invitation?
But this case study took a different approach. I personally can't say it's effective, but it's interesting.
The salt is, instead of an invitation, we show a snippet from the free part of the marathon, which acts as a lead magnet. This immerses the person in the context and they have an interest in getting the full version.
Landing Page
The second most important success factor in projects is the landing page. Without further ado - The first one is the original one. The second - after my improvements.
