Do Podcast Ads Work?

Do Podcast Ads Work?

by | Oct 17, 2023 | Entrepreneurship, Facebook™ Ads, How To

Over the years, we’ve been able to work with clients on countless course launches, membership programs, product offers — you name it. Essentially, we’ve been able to see our clients make these massive, massive moves (with the help of Facebook ads), and it’s been, quite simply, the BEST.

 

Lately, though — while we’ve still been doing lots of launches, memberships, and offers — we’ve also been supporting clients on their podcasts. In fact, several System Envy clients have top worldwide podcasts (casual!), and we pretty regularly get asked about podcast ads from our audience.

 

So, here’s to the big question we’ve been getting lately: “do podcast ads work?”

 

Short answer: yes. 

 

Long answer: let’s talk about it.

 

Podcast ads work if you do them right

A consistent ad strategy can lead to hundreds of thousands of clicks to and subsequent downloads of your podcast — and when they’re done right, you can typically count on a cost-per-click of under $0.10, a high clickthrough rate of 10% or more, and a cost-per-download average of around $0.60. 

 

And, here’s why: if you run consistent podcast ads, you’re able to boost your most valuable content in a purposeful, impactful way — leading to new listeners, a more engaged audience, and, in turn, more earnings because of that podcast of yours. Plus, you can use your podcast to align with your business offers in themselves — and use your podcast ads audiences to retarget any of your aligned offers, too.

 

Win, win, win.

 

How to build a podcast ads strategy

When you’re running ads to your podcast, there are a few things we’ve found that really do work for maximum effect:

 

Keep it timely: You can reuse and re-promote old episodes, but make sure that this isn’t your focus! The more timely — AKA, new episodes, please! — the better, especially when it comes to building a highly engaged audience.
Video works well: We really recommend recording your podcasts live, and then utilizing snippets to run ads. We’ve seen great podcast ad success by showing audiences an inside look, pulling small teaching moments, and sharing the funniest pieces of an episode. 
Run multiples in a cycle: With our clients, we’ve noticed the biggest success — and ROI — by running multiple videos (3-4 at a time, typically) for about a weeklong cycle. Then, within that cycle, you can A/B test everything from video length to copy to see what’s really working and what’s not. 
Keep track: There’s nothing more important (well, besides testing) than keeping track of your ads, consistently taking note of your findings, and reporting final numbers. Don’t leave this step out, okay?!

 

So, my podcast pals, here’s your job: run some podcast ads! They’re easy to start, low-cost to run, and maximally effective with the right strategy — and you will grow your podcast with ‘em.

Ready, go!

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Launching a Course With a Personal AND a Business Brand: Content Planning Edition

Launching a Course With a Personal AND a Business Brand: Content Planning Edition

by | Oct 4, 2023 | Entrepreneurship, Facebook™ Ads, How To

At System Envy, we have a lot of clients who have 2 important things:

 

  1. A business with a successful, popular, and profitable course or product offer.
  2. A personal brand that they love just as much.

 

Chances are, you fit in that category, too. After all, you’re not just a businessperson — you’re A HUMAN! And, the way we see it… that personal brand matters just as much.

 

Here’s the thing, though: likely, your personal brand and your business brand are going to have different strategies when you’re planning for a launch — and approaching them both with different strategies is key to making an impact and staying sane… especially when it comes to content planning.

So, let’s break it down.

Courses vs. personal brands: How to plan content for each.

 

Course content planning: Business brand So, you’re prepping to launch your course — and you’re wondering how the heck to plan the content so it’s not the same as your personal brand? I got you.

 

First off, you need to have an understanding of your funnel (essentially the journey from freebie to offer to checkout). What does each step look like? What do you want each click/each engagement to turn into?

 

Then, since you’re running a business account, you need to focus — and focus heavily — on building engagement and rapport with cold audience members. Plan content that adds serious value (freebies, educational videos, small learnings, etc.), and create a schedule that pours into those who may not be too familiar with your brand yet. (Psst — any warm audience members are going to love this, too!)

 

For bonus points, get personal on your business account, too. Talk about why you created this course/offer, share testimonials, and give your audience insight into the results and wins YOU have achieved from it.

 

Course content planning: Personal brand When you’re prepping to launch your course as a personal brand, you want to approach the strategy a little differently. However, the overarching idea is the same — to encourage people to float through your funnel and, eventually, make that big-ticket purchase.

 

To do this, niche your content down to the people following your personal brand who are raving fans of yours (and will, in turn, buy from you). Focus on nurturing them, adding value to them, and simply being yourself. Feel free to share freebies and educational videos, but also take the time to invite them into your life through the lens of your course — and take the time to appeal to them through that personal connection you already have.

 

Sound simple? That’s because, my friend, it is. If you’ve been building an engaging personal brand, you definitely have people who want to support you on it — you just have to reach them in the right way.

 

Also, keep your audience in mind. This is of utmost importance when you’re balancing posting about your business, but also about your life around your business. In most cases, if you feel like you’re overdoing it, you’re probably right on the money. But do consider your audience and how well you’ve trained them to hear from you while launching. Our clients have done a phenomenal job of teaching followers that we WILL be emailing and posting about offers.

For example, if you’re currently launching a course, think about the phase of your launch, and how many posts you want to make for each phase

  • Webinar
  • Cart Open
  • Cart Close

If you create 8-10 posts for each phase, your webinar phase is a week, and your cart period is a week, then you could have the following organic content plan:

  • reel with long-form copy about the benefits and learnings from the webinar/course
  • image with short copy about how to join
  • reel with long-form copy about your personal expertise and the results from the webinar or course learnings
  • image with long-form copy sharing a sneak peek of the strategy you’ll share in your webinar or course
  • personal reel about your lifestyle, learnings lately, etc. with CTA to engage in the comments (for example: “Comment below if you agree” or “Tag that person in the comments”)
  • carousel with testimonial images for the course or webinar takeaways
  • personal image about your life and hobbies, more casual, storytelling
  • reel with b-roll footage and a thought-provoking text on image, explain the text in the caption long-form and then invite people to the webinar/course
  • reel sharing answers to any objections your audience might have about joining
  • personal reel about how you created the course content or webinar

 

This is a pretty good mix of content for your audience to digest, and not feel like they’re being overwhelmed with your offer. Keep in mind, that you should be posting consistently with your previous posting schedule. If you rarely post and then turn it into high gear during a launch, and post 3x/day, your audience miiiight notice, and not take kindly to this strategy. Post what feels right for your regular routine!

 

— And, there you have it — our simple tips for creating course-friendly content, regardless of a business or a personal account! As usual, remember: the key lies in testing, engaging, and adding value to your audience. In all honesty, THAT is what matters.

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Pinterest Ads: What We’ve Learned

Pinterest Ads: What We’ve Learned

by | Sep 12, 2023 | How To, Strategy

Soooo, I’ve made it ZERO secret that I love Pinterest.

 

Home decor, recipes, travel inspo… ah, you name it and Pinterest has it. It’s the best.

 

This year, we’ve really been digging into Pinterest as an ad platform for our clients — and to BIG results. See, while Pinterest has had a pretty big allowance for ads already, we hadn’t really made much leeway or tested too much within it.

 

We’ve changed that big-time recently, and now advertise on Pinterest consistently for our clients.

 

And, guess what? If you’re not on Pinterest already running ads, you need to be. You really, really do. It’s such a great platform for driving traffic to your launches/landing pages and for growing your audience — and while there’s a lot to learn, there’s also a lot to gain.

 

So, if you’re ready to jump into Pinterest as an ads platform BUT you’re still feeling a little hesitant about it, we’ve got you covered. Here’s what we’ve learned about running ads on Pinterest.

 

Pinterest Ads: What We’ve Learned

 

First up, remember: Pinterest ads are a long game. If you’re already running ads on Facebook/Instagram, you might be used to a shorter learning phase and turnaround than you’ll get with Pinterest — which does not necessarily matter in the long run, but is super important to know in the short term. See, on FB/IG, it really just takes hours (depending on budget) to complete the learning phase on an ad so that you can re-optimize if necessary. 

 

However, on Pinterest, the learning phase is a lot closer to 2 weeks. It’s why we’ll always recommend giving Pinterest ads more time to work (don’t pull them off platform or make changes too early)!

 

Next, remember that keyword testing on Pinterest will make you successful. Many Pinterest users utilize the platform like a search engine (as opposed to FB/IG), so remembering that when creating ads can make a huge difference. Instead of linking people straight to a checkout page, focus on creating and advertising with content that educates, that has search value, and that will keep potential clients or customers exploring. 

 

You can do this by educating with context and visuals — specifically, images with words linking to value-rich content — and remembering that many Pinterest users are typically on the exploratory stage of the user journey in the first place. Focus on the fact that Pinterest is a visual platform, and lean into that!

 

And then, finally, remember this: diversifying your strategy is so, so, so, so key to success. If you’ve been playing the FB/IG ads game for years and you’re a little unsure of Pinterest, just trust me: nothing but good can come from knowing and understanding your benchmarks on different platforms — you never know what magic you might encounter!

 

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If you’re a 7-figure business owner looking to launch a Pinterest ads strategy, get in touch! And, if you’re just here for their resources, stick around — we’ve got lots more coming.

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Are FB Custom Conversions Back?!

Are FB Custom Conversions Back?!

by | Aug 22, 2023 | Facebook™ Ads, How To, Strategy

Back in the day, Facebook looked a LOOOOT different than it does these days.

Was it better? Not in every way, no.

But in some ways? YEP — specifically with these things called custom conversions — which you could utilize for ALL your various offers.

See, here’s an example: for instance, you could create a custom conversion, and use it for a specific purchase confirmation page URL. You could name it “The FB Ads Method Purchasers,” and then instead of optimizing your campaign for any ol’ “purchase,” you could optimize it for that exact course purchaser. That way, Facebook could gain traffic for THAT course.

It was fantastic. However, as things do on Facebook, it changed. The iOS update and privacy changes meant that the events Facebook allowed you to prioritize were a lot less than usual (you could only choose 8 — including “lead,” “purchases,” “page views,” “add to cart,” etc) and, in a sense, made custom conversions obsolete (you could still use them but they reeeealllly didn’t work). So, everyone had to optimize for one of the broad events, meaning, you could only see that A purchase was made, not WHAT was purchased. When you’re doing a lot of sales, it was hard to report accurately and tell what was selling well. 

But, guess what? FB custom conversions are (partially) back!

 

How to create custom conversions on Facebook

While there are still some limitations (which we’ll jump into a bit), you can create the custom conversions of days past! With these, you’ll be able to think strategically for *your* funnel and where you want to track people — and you can create these conversions to do just that. Here’s exactly how to do it from our pals at Facebook!

 

However, here’s what to keep in mind

While we use these custom conversions, we don’t use them how we used to. Instead, we now use custom conversions for a different data point in our reporting. With these custom conversions, you’ll be able to really analyze traffic and make better, more data-informed decisions. This is super, super helpful if you have multiple offers and you’re trying to either see where people are going or what you should put your budget towards.

But, like I said, these changes are still kiiinda in flux. So, it is not (in any way) perfect however, they are continuing to work on this and make it better.

And, here’s the thing: while you may not be able to utilize custom conversions in the same way you used to be able to, you CAN utilize custom conversions to be data-focused…

…and data-focused is the best, most strategic way to build trust with your audience and even your clients.

So, definitely set up custom conversions for all of the events in your funnel that you want to be able to see/track. For example, if our funnel is: ads > webinar > retargeting ads > sales page, we would set up a custom conversion for the webinar thank you page (so it will track anyone who signed up for the webinar) and also set up a custom conversion for the sales thank you page if possible. This way, if I have multiple offers, I can see how many people registered for the webinar (via that custom conversion) AND how many people purchased that specific offer (again, via the custom conversion I set up), instead of seeing a generic “purchase” and not knowing WHAT was purchased. 

I LOVE custom conversions because, although, sales are great…I always want to see WHAT was sold. 

What say you? Have you brought back custom conversions in your ads manager? I’d love to hear?

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The Key to Getting off the Content Hamster Wheel

The Key to Getting off the Content Hamster Wheel

by | Jul 31, 2023 | Entrepreneurship, Facebook™ Ads, How To

Do you ever feel like you’re on a constant content wheel that’s spinning and spinning (and spinning some more), only to never really go anywhere? It’s like between Instagram stories, TikToks (ugh), the ever-elusive video content, the grid posts, and the blogging, it never, ever stops.

It’s exhausting.

But, tough love here (and I’m heavy on the love part, because I feel the same way you do)… content creation is a necessary part of growing a business today. Continually pushing out (quality) content is key to helping grow your organic traffic and followers, and it also leads you toward highly engaged audiences.

Good news, though: you can take that content hamster wheel and put it to some seriously good use. I promise. Here’s how:

  1. Use your content for between-launch ads!

Instead of just sending your content into the SEO and social media stratosphere (which, don’t get me wrong, you should still do!), integrate it into your ads content as well. We do this a ton over here with our clients by using IG posts and Reels as engagement ads — which keeps an audience highly engaged and helps the Ads Manager learn more about what works for your specific audience.

 

  1. Remember that quantity > perfectionism = key to good content

There are two important things to remember when it comes to your content: original content is being prioritized by the Facebook algorithm, and ads do fatigue. Remembering those, it’s definitely easy to remind yourself of the importance of content creation – and of creating content that your audience will love, even if it’s not professionally produced or exactly as perfect as you might want it to be.

 

See, here’s a quick case study:

One of our clients is such a content queen, and she’s always pumping out the Reels and the content for us, which gives us SOSOSO many options for ads and allows us to continually engage her audience. With that, we have so much to pull from that our ads allow for tons of testing and have much better optimization.

On the other hand, we have a (still incredible!) client who isn’t much for posting on IG. She posts maaaaybe once a month, and we have to ask for Reels pretty often. The engagement rate isn’t as high as our other client, and it is a little trickier to test.

 

But…

Here’s the thing, though: This is a common problem — because creating content can really go hand in hand with a lot of perfectionism, especially as an entrepreneur. It can be so easy to never want to post or act unless something’s perfectly branded, and done. I get that, and I’ve felt it, too (like, daily).

And guess what? Perfectionism can limit your growth opportunities. Don’t do that to yourself! Instead, create content that feels good — and then TRUST in your own expertise and in your audience.

That’s all it takes.

Hamster wheel no more. 🙂 Just have fun with it, and then put it to good use!

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Double Your Efforts with an Evergreen Webinar

Double Your Efforts with an Evergreen Webinar

by | Jul 24, 2023 | Facebook™ Ads, How To, Launching, Strategy

So, it’s absolutely zero secret that every single one of us loves a successful launch.

I mean, obviously.

But guess what’s better than a successful launch, friend?! Evergreen sales, baby. After all, launch money is great — but continual, passive sales puts the icing on the cake (and the candles, too). 

And, guess what? There’s a simple way to get you there: create an evergreen webinar.

Lemme explain.

How can I double my efforts with an evergreen webinar?

Setting up an evergreen webinar funnel after a launch — or, hey, even without one, if you want to generate passive product income — is truly one of the best tools you have in your toolbox to create constant leads and sales. By digging into the things your audience wants to see and aligning it with the work you do, you can truly create a goldmine of people who want to learn and buy from you — and then, you can direct them organically to a sales page, a booking link, or a product page… time and time again.

What do I need to create a successful evergreen webinar?

The secret to a successful evergreen webinar is simple: make it timely (for instance, what’s a topic that aligns with your latest launch or product? What’s a hot topic in your niche that people want to know about?), and then engineer it to have a strong CTA at the end. This CTA can be to buy your product at a discount,  or it can be funnelling them into an email sequence that builds on your webinar topic and leads them to purchase.

Ready to create your own? Here’s your checklist:

  • Webinar content
  • CTA options (we love to test!)
  • Ad creative
  • Sales page or other lead capture
  • Strong email funnel

 

What if my webinar funnel isn’t working?

Underperforming webinar funnels are sometimes par for the course, but they’re also diagnosable — and you can quickly transform an underperforming funnel into a thriving one. 

First, start by diving into your ad campaign’s analytics — are people clicking? If not, adjust the targeting and creative. 

Then, move on to the landing page. Are people opting in? If not, adjust your copy and make sure it’s enticing and aligned with your ad’s messaging. 

Then, go to the webinar. Are people hearing your offer? Likely, if your funnel is underperforming, this is where it starts — because people are falling off. Instead of scrapping your entire funnel and campaign, try re-recording your webinar. Include the offer earlier, pack it with more value, and make the beginning stronger so that people are hooked from the jump.

After you’ve locked down your webinar, look into your emails. Are people opening your emails? Are they clicking? If not, you either need a stronger offer or a stronger email sequence.  If you’re unsure of what needs to be changed, it’s a great time to poll your audience. 🙂 

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Whether you’re building a new evergreen webinar funnel or trying to strengthen an existing one, trust me on this: if you do this right, it can totally change the game for your sales.

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The 411 on Dynamic Creative

The 411 on Dynamic Creative

by | Jul 6, 2023 | Facebook™ Ads, How To, Strategy

If you’ve been around the Facebook ad world for even, like, 5 minutes… you know the term “ad creative.” Basically, you hear it again and again — because these images, captions, videos, and graphics form the visual cornerstone of all things ads.

Plus, if you test your creative the right way, you’ve unlocked a gold mine.

But, guess what? There’s a lot more to creative than just, well, creative. Typical, huh?

Enter: dynamic creative.

What’s dynamic creative?

Dynamic creative is a newer Facebook feature that automatically mixes up your ad creative to serve different audiences. This was built to avoid the same audience seeing the same creative mix time and time again in your ads — and designed to help you continually test which creative mixes work the best with your unique audience.

When you have dynamic creative turned on in the Ads Manager, Facebook will continue to adjust your ads and create different variations — while all the time learning from the different variations, impressions, and performances. It can be immensely helpful for testing, and it also typically leads to a better cost per lead.

Here’s the thing, though: dynamic creative has its pros, but it also has its cons. Often, the optimizations end up not making a ton of sense — so sometimes, you’ll get cut off text or cropped images. This is because we typically run square images (1080px by 1080px) and story images (1080px by 1920px), and good ol’ Facebook might swap these on someone’s feed.

Should I use dynamic creative in my ads?

So, here’s the thing: dynamic creative is definitely worth trying, and Facebook will encourage you to use it. It can lead to a significantly lower cost per lead, and it can help you test. However, we’ve seen just as much success from breaking out ads the traditional way with Facebook — AKA, testing our separate versions of ad creative on our own.

Also, it is a personal choice. For obvious reasons, some of our clients care about their image and how they show up on your feed. Depending on how FB wants to crop an image, it might cut off some all-important text, and the ad isn’t as compelling, or just doesn’t make sense. On the flip side, some of our clients don’t mind. They’d rather have the lower cost per lead and let FB do its thing. The FB algorithm picks up on the winning combination fairly quickly, which will help optimize the campaign.

To decide which you’d like to use, I’d recommend, well… TESTING (my favorite word!) both of these in your own ads. Try out dynamic creative, but keep an eye on things like image text and variations — because it might get a little funky, which you (and your clients) probably won’t love. Alternatively, try testing different versions of your creative (our go-to practice over here at System Envy).

Want to give dynamic creative a try?

Go for it! Just proceed with caution if you’re particular about your creative. 😉 To try it out, go to the ad set tab right above the budget section and toggle the switch to on! You’ll then be prompted in the ads tab to upload all of your image versions, copy and headline versions into ONE ad. And FB will do the rest!

 

Looking for more ad tips and insights? Stay plugged into the System Envy blog — my team and I will be diving into all things ads over here, as usual.

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Your Guide to Advertising on TikTok vs. FB/IG

Your Guide to Advertising on TikTok vs. FB/IG

by | Jun 2, 2023 | Facebook™ Ads, How To, Strategy

To say that TikTok has become a HUGE FREAKIN’ DEAL is a bit of an understatement.

There are over a billion active users on the platform (!!!), users spend an average of 95 minutes per day on the app, and it’s become a thriving spot for people to grow huge numbers and followings.

Basically, it can be a goldmine in a lot of ways.

We’ve been knee-deep in learning the TT ads platform for the last year over here at System Envy, and we’ve been diving into the ways that our clients and readers can make big money via advertising on the platform.

Here’s the thing, though: when it comes to ads, there are some big-time differences that you need to understand, especially when compared to Facebook and Instagram ads.

You curious? Let’s dive into the pros and cons of TikTok advertising vs. Meta advertising (AKA, Instagram and Facebook).

First things first… understanding this about TikTok is key:

When new platforms launch — especially super popular ones — it’s human nature to want to start advertising on them… and quickly. However, it’s always, always going to be a better practice to do your due diligence on the platform in question — especially since no platform is the same.

TikTok is no different there.

See, here’s the thing: Facebook and Instagram are known quantities in the ad world. While we see big algorithm changes on the platforms from time to time, the way people behave on both of these platforms has stayed fairly consistent for years now. When it comes to TikTok, though, we have a different beast.

Unlike the Meta platforms you’re likely more familiar with, TikTok is really more of a discovery platform (think: Pinterest-esque). The users on TikTok are likely familiar with being advertised to on Facebook and Instagram, but they’re certainly not expecting that type of advertisement when they scroll down their For You Pages. To create ads that actually make an impact, you have to understand this — and, in turn, create entertaining, engaging, short, and snappy videos that feel in line with the type of content they’re already expecting from TikTok.

This is why we always, always recommend that you spend a nice chunk of time in a research and discovery phase before advertising on TikTok. What is your ideal audience looking at? What are the kinds of things that attract their attention? Repel it? This matters.

Now, for the PROS of advertising on TikTok (and, uh… the cons)

We advertise on TikTok for quite a few of our clients, and we definitely foresee continuing to do so in the future. However, just like with annnyyyy advertising platform (trust us… any of ‘em), there are pros and cons.

Pros of advertising on TikTok

So advertising on TikTok is pretty freakin’ effective (makes sense, huh?), and we’ve actually seen a cost-per-lead that’s competitive with FB and IG ads. Plus, there are a few benefits to TikTok advertising that we really love.

First, you can set up events in TikTok with your URL, which is super handy. For instance, on FB or IG, you have to set up an event by adding a pixel tag to your website code — and even though FB/IG has an event set up tool, TikTok is a lot more seamless for this. It’s so, so easy, and gives more authority to the ads team to set up the code.

Next up in our fave pro of TikTok is a SUPER efficient feature that lets you reply to allll ad comments… which is so nice. You can filter, select certain ad groups, and find out info about the comment (for example, you can see whether the comment is positive or negative, and you can even see if it contains a question). Meta has nothing like this, and it’s SO freakin’ helpful for organizing comment moderation when you have multiple campaigns running.

Cons of advertising on TikTok

Nowwww, with pros come cons. ‘Tis life. And, in our opinion, TikTok kinda has a big con: the difficulty of setting up audiences. Basically, TikTok doesn’t let you set up audiences in the same way FB/IG does (with matching email addresses and names), which is a pretty big bummer. 

It only allows you to upload Apple IDFA (Identifier for Advertisers) or GAID (Google Advertising ID) IDs, which isn’t available from most email marketing software — making it pretty much impossible to set up custom audience lists and lookalike audiences. This is a huge con, since creating those types of audiences is a really big marketing tool… and one we find highly successful for our clients. They perform really well, and make a pretty stark difference.

Apparently, TikTok is working on this (whoohoo!), but for now, it’s a massive limitation on targeting capabilities. Whomp, whomp.

So… should you advertise on TikTok?

Short answer? Yes, you should advertise on TikTok.

Long answer? You should advertise on TikTok in conjunction with FB/IG ads, and not on its own — at least, not right now. By diversifying your ads, you’ll be able to reach more people AND take advantage of things like custom audiences on the Meta platforms.

Have more q’s about this? We’re your team, always — just let us know!

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How We Made $1.4M With a New Client’s First Launch

How We Made $1.4M With a New Client’s First Launch

by | May 24, 2023 | Case Studies, How To, Launching

We’re big proponents of FB ads over here. (Duh.)

But here’s why: because they WORK. They really, really work. And today we’re diving into a new case study with one of our clients to show you a super successful launch that’s basically, well, a MIRROR into what can happen with a killer ad strategy.

You ready? Let’s go!

Who: System Envy client who has a successful personal brand and was prepping for a new course launch (at a $997 value). This new client had onboarded riiiight before their launch, so we didn’t have a ton of time to build audiences and lists — and the course was brand new, too.

How: We immediately launched engagement videos right away to start building awareness and engagement audience via ads — and then we had to move quickly to complete the ads onboarding for iOS, to get her domains verified, to install her pixel, and to prioritize events. Once it was time for launch, we followed this strategy:

  • Free training invite ads
  • Free training reminder ads
  • Cart open ads
  • Cart close ads
  • Final day/urgency ads

The numbers:

  • Estimated return on ad spend: between 725% and 825% (a whopping $1.4M)
  • Purchases attributed to ads: 1,200+
  • Cost per lead: 137K+ leads for $0.81/lead — an insanely good CPL
    • Note: typical launches are around $4-8 CPL
  • Cart close ad tripled cart open in purchases

The takeaways:

To say that this ad campaign was successful is an understatement — it was a big goal crusher for our client, and here are a few things we’ve been able to take away from that:

  • Engagement ads WORK — and they work well. In this launch, warm and lookalike audiences performed best.
  • Pushing urgency can be a huge winner when it’s done right
  • — and for us, this showed up big-time in the cart close phase (which tripled the sales of cart open).
  • Boosted posts are fun to play with! In this campaign, we utilized Instagram and Facebook lives of the client inviting people to her free training and to take part in her course.
  • The backend setup matters, and it matters big time. Taking the time to get this client onboarded quickly and efficiently — yet successfully — was a big win for us all.
  • A killer launch makes for a yearly repeat — and our client is now making this course a yearly drop!

So, there you have it — proof that an engaged, warm audience can make ALL of the difference (and then some!) with a launch. This launch showed that being intentional about warm audiences — regardless of how long you’ve been launching — is a big marker for success.

Also, 725-825% return on ad spend?! Yes, please! 

We can’t wait to see you scoop these strategies for your next launch.

Stay tuned — we’ll be back with a new case study so soon!

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How We Made 1,741% ROAS Launching a New Product

How We Made 1,741% ROAS Launching a New Product

by | May 17, 2023 | Case Studies, How To, Launching

Did somebody say CASE STUDY?!

Yes. We did. 🙂 We’re back for another installment of our new case study series, and today we’re putting the spotlight on another one of our clients: a photographer client who runs courses, has a monthly membership, and also creates tons of other content. I thought this would be a fun study to highlight as the budget for this launch was tiny but the return was huge. I think a lot of times people hear launch and they think it has to be 10’s of thousands of dollars. It doesn’t! Especially if you’ve been consistently and strategically building your audience and engagement as part of your overall marketing strategy. 

 

Let’s dive in!

 

Who: System Envy client who’s a photographer with courses, a new guide for photographers ($297 value — but on sale for $147 for this launch), a membership, and photography resources, plus has an established warm audience.

 

What: This client has a lot of offers, and we’ve run ads for a lot of those offers — particularly, though, we’ve spent a lot of time running engagement campaigns and launches for her photographer courses. This launch was specifically for a sale inside of her shop and to launch a guide for photographers. 

 

How: We approached this ad campaign with a huge focus on engagement and connection, especially: 

  • Repurposed video content from her YouTube channel for engagement ads
  • Evergreen engagement ads
  • New videos, launched weekly
  • Carousel testimonials 

 

The numbers: 

  • The launch revenue from our ad strategy was +$34,000
  • Return on ad spend: over 1,741%
  • Around $5/purchase return (on a $297 offer)
  • 33% of sales came from testimonial ads (they were queen!)
    • Note: these are wonderful to be used as a selling point — they’re so powerful!
  • The “last day!” ad we ran was responsible for almost 50% of sales

 

The takeaways:

This ad campaign taught us a lot, but also really cemented some strategies we focus on big-time over here:

  • Last-day ads are always worth a try (and they were a huge win in this case and in most cases)
  • Testing creative is super effective — by testing carousels, longer-form videos, *and* our regular, static image ads, we had a great opportunity to both educate the audience and gather sales (and data!) from all types of creative and content
  • You don’t always have to reinvent the wheel! We repurposed an older YouTube video for this campaign and it went insanely well
  • Testimonial ads are very often the best way to launch products like this — people want to hear from other people!

 

My friends, there you go — a new case study for ya! This one is really such proof that engagement and social proof matter massively and you don’t have to run a huge budget to see big wins! Put these strategies to the test for your next launch!

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