We got Labor Nurse Mama a 5 x return on their ad spend
(that’s including our fees)

With over 213 sign ups we got more than twice the expected results - smashing the goal!

The Client.

As Trish would say, she’s empowering women one pregnancy at a time. Trish is a former Labor nurse and mamma of 7 (yep, 7!) who has a massive social media presence (over 155k Instagram followers). Through her online presence, Trish educates, supports and empowers women to conquer a whole range of pregnancy and motherhood related problems.

As part of Trish’s offering she runs courses for soon-to-be mamma’s, and one of the ways she educates her audience about her courses is via webinars. With her webinars, Trish is giving her audience a taste of the milk, but she’s not giving away the cow for free. The goal of the webinar is to give people the information they need to understand whether or not taking a course will be beneficial for them.

The Brief.

As part of this project we were brought in to help Trish run some Facebook/Instagram ads to drive more sign ups for her free masterclass, as a way to build the ‘funnel’ for her paid courses.  Historically these webinars have converted to customers at 10.24%, so 100 webinar sign ups will usually lead to somewhere around 10 course sign ups (each course costs $297 USD).

The objectives.

Based on the advertising budget, our objective was to generate 110 webinar sign ups from the Facebook/Instagram advertising. This was based on historical benchmarks where a cost per sign up USD$9.12 had been achieved. Based on the historical conversion rate, we estimated that this would generate about 11 course sign ups for a return of roughly $3,267 USD.

As is the case with most marketing objectives, it was our goal to beat this mark and even improve on it.

The social media ad campaign strategy. 

The campaign was over two weeks and during this two week process and the set up and strategy process we undertook the following steps and preparation

• Review of previous ads / posts

  • By assessing past campaigns we can determine what type of content, messaging and targeting has had the most success and what approaches to avoid

  • We were also able to determine benchmarks and set accurate KPIs. This helped us to set realistic expectations for Trish
    

• Targeting

  • Given the incredible levels of social media engagement and all of the previous customer data that this particular client has, we decided to use remarketing audiences and lookalike audiences to engage people who already had some understanding of the brand and/or those who have similar profiles to people who have expressed interest in the past.

  • This is especially helpful given how niche her service is making it unlikely to use other methods to accurately target a new customer based
    

• Tracking set up 

  • For this campaign we needed a code to trigger for each of the webinars so that we could track the success of each ad / webinar. This allowed us to see which ads were generating the important results and adjust budgets accordingly.
    

• Conversion optimisation 

  • By definitevly targeting the ideal target we were able to train the algorithm to ensure the ads ran as successfully for the lowest cost as possible.
    

• Agile budgeting

  • This setup also allowed us to be agile with the budget, changing the allocation based on the audiences and the ads that performed best. For example, the best performing webinar ad received $380 of the budget and the lowest performing ad received $150. These adjustments were all made manually through ongoing monitoring and optimisation.
    

• Content and creative

  • For this particular audience it’s really about educating them and presenting the possibility of a ‘dream birth story’. All of the content, including the imagery really speaks to the dream of going into labour with confidence and leaving triumphant after a dream birth.

Results

By the completion of the campaign, we had dramatically exceeded our targets with 213 webinar sign ups - more than double our target.

This gave us an estimated 22 new customers, projecting an estimated return of USD$6,543.

Webinar results

• 213 webinar sign ups - exceeded previous the target by 202.7%

• USD$4.16 per sign up

• The best performing ad had sign ups as cheap as USD$2.45 - which is 3.7 x less expensive than previous benchmarks of USD$9.12

Estimated business results

• 22 paying customers

• USD$6,543 in revenue

• USD$1,000 in ad spend

What Now?

We think we smashed this one out of the park, if we don’t say so ourselves.

In the end a great Facebook / Instagram outcome comes down to doing your due dilligence (research) and setting up the appropriate tracking and audiences so that the ads run as effectively as possible. If you get that right, it’s simply about communicating your offer to the right customer.

If you’d like some help with some upcoming advertising, or if you’d like us to review your previous results please get in touch. All of the small things we did over the course of this campaign contributed to big results and much better outcomes for our client.

If you're keen to see your ad dollars go as far as possible, ask us how we can help.