CASE
How to reach +2000 leads per day at $ 0.23 by changing the structure of an advertising campaign and save
$ 950
$ 950
Sergey Tsybulsky
Your reliable online Facebook & Instagram traffic contractor for online schools
Information about the project
The task of collecting registrations for a free webinar.
- 1ServiceSetting up targeted ads on Facebook & Instagram
- 2ClientInternational Center for Women's Development Woman Insight
- 3DivisionOnline center
- 4NicheEducational project
- 5Advertising duration5 days
- 6Result10,339 leads, $ 0.23
Initial data
Audience: cold
Budget: 3300$
Plan: 7000 registrations
Registration price: ~$ 0.47
Region: Europe
Budget: 3300$
Plan: 7000 registrations
Registration price: ~$ 0.47
Region: Europe
Building a campaign structure
We launched 8 campaigns including 144 ads.
At the campaign level
- Location - Ukraine, Russia, Kazakhstan, Belarus.
- Placement FB & IG Feed and IG stories separately.
At the ad group level
- Interests - 7 separate groups.
- Lookalike (similar audience) - 3 groups (1%, 1-3%, 3-7%).
At the ad level
- Video invitation from the speaker - 3 videos.
- Feed and stories separately
Description of the campaign launch structure
Location and placement were brought to the campaign level.
Location:
Ukraine and Russia were launched separately, due to the different cost of traffic.
In Ukraine - $ 2-3 per 1000 impressions.
In Russia - $ 3-5 per 1000 impressions for this niche.
Kazakhstan and Belarus were united into one location.
The cost of 1000 impressions in these regions is $ 1.5.
Placement:
Ad placement in the Facebook and Instagram news feed was moved to the Campaign level.
Instagram Stories were also brought to the "Campaign" level, as we used the "carousel" format, where we posted 2 video fragments.
In total, we had 8 campaigns:
1. Conv web 16.10 Ukraine | IG stories
2. Conv web 16.10 Ukraine | FB_IG feed
3. Conv web 16.10 Russia | IG stories
4. Conv web 16.10 Russia | FB_IG feed
5. Conv web 16.10 Kazakhstan and Belarus | IG stories
6. Conv web 16.10 Kazakhstan and Belarus | FB_IG feed
7. Conv web 16.10 LAL | FB_IG feed
8. Conv web 16.10 LAL | IG stories
Location:
Ukraine and Russia were launched separately, due to the different cost of traffic.
In Ukraine - $ 2-3 per 1000 impressions.
In Russia - $ 3-5 per 1000 impressions for this niche.
Kazakhstan and Belarus were united into one location.
The cost of 1000 impressions in these regions is $ 1.5.
Placement:
Ad placement in the Facebook and Instagram news feed was moved to the Campaign level.
Instagram Stories were also brought to the "Campaign" level, as we used the "carousel" format, where we posted 2 video fragments.
In total, we had 8 campaigns:
1. Conv web 16.10 Ukraine | IG stories
2. Conv web 16.10 Ukraine | FB_IG feed
3. Conv web 16.10 Russia | IG stories
4. Conv web 16.10 Russia | FB_IG feed
5. Conv web 16.10 Kazakhstan and Belarus | IG stories
6. Conv web 16.10 Kazakhstan and Belarus | FB_IG feed
7. Conv web 16.10 LAL | FB_IG feed
8. Conv web 16.10 LAL | IG stories
Description of ad groups
1. Audience: female, ages 22 to 39.
2. In total, there were 10 interest groups and lookalikes (similar audience):
- astrology
- parenting
- fitness
- brend
- trips
- marketing
- house
- lal_baza_1%
- lal_baza_1-3%
- lal_baza_3-7
1. Site visitors in the last 30 days have been excluded from all ad groups.
2. Every LAL group was excluded from the Lookalike audience.
Example: groups were excluded from the lal_baza_1% group (lal_baza_1-3% and lal_baza_3-7%)
In this way we have enough of an audience, and the cost of the targeted action won't grow rapidly.
2. In total, there were 10 interest groups and lookalikes (similar audience):
- astrology
- parenting
- fitness
- brend
- trips
- marketing
- house
- lal_baza_1%
- lal_baza_1-3%
- lal_baza_3-7
1. Site visitors in the last 30 days have been excluded from all ad groups.
2. Every LAL group was excluded from the Lookalike audience.
Example: groups were excluded from the lal_baza_1% group (lal_baza_1-3% and lal_baza_3-7%)
In this way we have enough of an audience, and the cost of the targeted action won't grow rapidly.
Launch hypothesis
For the testing period, we calculated the daily budget based on the set KPIs:
Duration - 5 days
Budget - 3300 $
Leads - 7000
Planned:
Attract 1400 leads / day
Investing $ 660 per day
Budget per ad group $ 10
Duration - 5 days
Budget - 3300 $
Leads - 7000
Planned:
Attract 1400 leads / day
Investing $ 660 per day
Budget per ad group $ 10
Launching campaigns
1 DAY
Lead - 2184
Lead price - $ 0.21
All hypotheses worked.
Lead price - $ 0.21
All hypotheses worked.
DAY 2
We did not touch the campaigns, allowing the groups to collect a sufficient amount of optimization data.
Lead - 1814
Lead price - $ 0.22
Lead - 1814
Lead price - $ 0.22
DAY 3
We increased groups that got more than 50 conversions.
How:
1. We expanded Geolocations to cover the entire country (before that, only regions with a population of 500 thousand or more were selected for Ukraine and Russia).
2. Interests were added to each ad group (they took interests above 1 billion).
3. We added $ 5 for each ad group with more than 50 conversions.
Lead - 2331
Lead price - $ 0.19
How:
1. We expanded Geolocations to cover the entire country (before that, only regions with a population of 500 thousand or more were selected for Ukraine and Russia).
2. Interests were added to each ad group (they took interests above 1 billion).
3. We added $ 5 for each ad group with more than 50 conversions.
Lead - 2331
Lead price - $ 0.19
DAY 4
We optimized the daily budget for each ad group:
1. We reduced the budget of ad groups by $ 5, the cost of a lead of which began to rise compared with the third day.
2. For ad groups with a stable lead price, we added $ 5-10 each, depending on the group lead price.
Lead - 2577
Lead price - $ 0.22
1. We reduced the budget of ad groups by $ 5, the cost of a lead of which began to rise compared with the third day.
2. For ad groups with a stable lead price, we added $ 5-10 each, depending on the group lead price.
Lead - 2577
Lead price - $ 0.22
Day 5 - webinar day
We added $ 5-10 of budget each to ad groups with a stable price.
Lead - 1433
Lead price - $ 0.33
(Advertising ran until 18:00)
Lead - 1433
Lead price - $ 0.33
(Advertising ran until 18:00)
Overall result
Lead - 10 339
Lead price - $ 0.23
Budget - $ 2350.78
Conclusions
The cost of the result can be reduced if we build the structure of the advertising campaign correctly.
Key points:
1. Bring Geolocation to the campaign level.
2. Separate interests and LALs into different campaigns.
3. Exclude audience that was already on the site.
4. Get 50 conversions for 1 ad group.
5. Analyze numbers for scaling.
6. Add a budget of 20-30% per day.
The results exceeded expectations:
- the number of registrations increased by 43% (+3339 in comparison with the plan)
- the price of one registration fell by 100% (plan $ 0.47, fact $ 0.23)
- advertising budget saved by $ 950
The cost of the result can be reduced if we build the structure of the advertising campaign correctly.
Key points:
1. Bring Geolocation to the campaign level.
2. Separate interests and LALs into different campaigns.
3. Exclude audience that was already on the site.
4. Get 50 conversions for 1 ad group.
5. Analyze numbers for scaling.
6. Add a budget of 20-30% per day.
The results exceeded expectations:
- the number of registrations increased by 43% (+3339 in comparison with the plan)
- the price of one registration fell by 100% (plan $ 0.47, fact $ 0.23)
- advertising budget saved by $ 950
Sergey Tsybulsky
Targetologist
Do you want to calculate the launch of your webinar?
Email me on Telegram