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Case Study
Cracking the Code of Effective Facebook Advertising for a Coding Education Institute
Do you find yourself pouring money into Facebook advertising without reaping the rewards? If you’re nodding in agreement, you’re not alone. Many businesses miss the mark by not aligning their campaigns with the buyer’s journey. Enter the world of “Coding With Kids,” a prominent eCommerce teaching school store specializing in coding classes, which found itself spending over $2,000 a month on social campaigns with an abysmal ROAS of 0. But fear not, for this case study delves into their transformation from floundering to flourishing through strategic shifts.
Role
Head Media Buyer and Strategist
Project Goal
Project Goal: Maximizing ROAS through Targeted Facebook Advertising
Business Description: SaaS Product (Software as a Service Product)
The tech landscape is teeming with tools claiming to elevate online businesses, but this particular SaaS product rises above as a true all-in-one solution. Designed to cater to the needs of diverse entrepreneurs, this product simplifies the complexities of online business management, offering a suite of features that streamline processes and maximize success.
Top Competitors: ClickFunnels, Kajabi, Kartra, etc
In an industry where competition is fierce, this product holds its own against formidable competitors like ClickFunnels, Kajabi, and Kartra. Its unique blend of features and user-centric design set it apart, enabling entrepreneurs to create, market, and sell their products or services seamlessly.
Audiences: Entrepreneurs, African American Entrepreneurs, SME’s, etc
This product caters to a wide array of audiences, from entrepreneurs aiming to carve their niche, to African American entrepreneurs seeking inclusive tools, to small and medium enterprises aiming to scale their operations. This diversity in audience showcases the product’s commitment to inclusivity and growth.
Marketing Channels: Facebook, Google, and YouTube
A successful tool needs effective marketing, and this product leverages the power of Facebook, Google, and YouTube to spread the word. By utilizing these platforms strategically, the product ensures its message reaches the right audience, sparking curiosity and enticing action.
Campaign Objective: Generate “Start Trials”
In the journey to showcase the product’s prowess, the campaign’s primary objective was to drive “start trials,” allowing potential users to experience the product’s capabilities firsthand. This approach not only builds trust but also provides users with a taste of the value the product brings to the table.
Offer: Check out the Product FREE for 30 days – No Credit Card Asked
The irresistible offer of a free 30-day trial, with no credit card requirement, proved to be the catalyst for attracting prospective users. This risk-free opportunity encouraged users to dip their toes into the world of the product without hesitation.
Increase in CTR
CPL reduction
Increased ROAS to
Solution: The 'See, Think, Do' Facebook Ad Strategy
Mistakes were rife in the initial campaign setup. From not transitioning between funnel stages to running a paltry two ads, from targeting too broadly to letting frequency rates soar, the coding education institute’s strategy was in dire need of an overhaul. By implementing the ‘See, Think, Do’ Facebook ad strategy, the journey towards turning things around began.
The ‘See, Think, Do’ strategy is like seasoning for your ad campaigns—adding layers of precision. It’s a three-course meal of campaigns with varied targeting, creative, and CTAs, each catered to a specific stage of the buyer’s journey.
- See Phase: Start broad, gather data, and refine your audience.
- Think Phase: Tailor campaigns and messages to those moving down the funnel.
- Do Phase: Unleash conversion-focused ads on the ready-to-act audience.
Unveiling the Transformation: From 0 to 29.5 ROAS in 3 Months
Fast forward, and behold the remarkable turnaround: a ROAS that escalated from 0 to a whopping 29.5 in a mere three months. That’s nearly $30 back for every advertising dollar spent—a testament to the power of a well-executed strategy.
For instance, suppose you’re running an ad for Mother’s Day. Crafting ad copy around “Mother’s Day Sale” or “Time to Gift Your Mom” speaks directly to the audience’s needs.
URL Tags: Unveiling Insights for Informed Decisions
URL tags played a pivotal role in this success story. They offer insights into campaign efficacy, revealing what’s working, what’s not, and where adjustments are due. By meticulously setting up URL tags, you pave the way for data-driven decision-making, ensuring your campaigns stay on track.
Benefits of the 'Do' Phase
As the campaign entered the ‘Do’ phase with conversion-focused ads, the audience’s familiarity with the brand and products made them more likely to convert. This is the magic of the ‘See, Think, Do’ strategy when executed seamlessly.
Challenges Faced:
The Tactical Steps: Executing the Strategy
- Variation is Key: Craft tailored ads with diverse copy and images for different audience segments. Testing these variations helps identify what resonates.
- URL Tags Matter: Integrate URL tags throughout the journey to track sources of clicks and site visits, revealing the ROI of each campaign.
- Kickstart with Top-of-Funnel Objectives: Begin with broad campaigns to gather data and initiate audience engagement.
- The Traffic Campaign Launch: A well-planned traffic campaign drives relevant traffic and primes potential customers for conversion.
Creatives
Google Ads Results
Facebook Results
Conclusion:
In summary, effective marketing isn’t a guessing game—it’s about right message, right audience, right time. The ‘See, Think, Do’ framework nails this equation, nurturing potential customers through the funnel while fine-tuning your approach.
Ready to Transform Your Campaigns?
Are you eager to breathe new life into your digital marketing efforts? Reach out and let’s explore how the ‘See, Think, Do’ strategy can unlock a world of ROI for your business. Your success story awaits!
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