Facebook Ad Campaign Yields 1,390.63% ROI on Internal Launch for Online Course
$2,743.70 ad spend results in $40,898.35 gross revenue
[/vc_column_text][vc_single_image image=”22572″ img_size=”full” style=”vc_box_outline” border_color=”chino”][vc_column_text]I’ll begin by saying these results obviously won’t be typical of standard campaigns targeting cold audiences at the top of the funnel as this was an internal launch targeting the client’s email list as a custom audience. But the real takeaway is that knowing your email open rates are on average only 15%, making sure you’re reaching your warm audience through Facebook Ads (and preferably other advertising platforms as well) is paramount to staying top of mind and making the sale during your campaign. Email marketing and ad retargeting need to work together to have a compounding effect that will boost your sales.Our role in this product launch was the design and build of all the funnel landing pages and orchestration and execution of the Facebook Ads campaign.
This was a longer launch that spanned in excess of 21 days. The funnel began with a typical lead magnet and followed with numerous livestreamed calls and Facebook live events culminating in a succession of cart closes.
We’ll just take a look at a few of the top performing campaigns. The lion’s share of sales came from the following campaigns:
Top of Funnel Opt-Ins: revenue – $9,443.00
We fed the funnel by offering a very attractive lead magnet. Our cost per opt-in was $2.73 but a portion of this group didn’t need much coaxing and retargeting to jump on the offer to enroll in this course.
Sales Page Visitors: revenue – $14,910.00
This ad set targeted people who had already visited the sales page but hadn’t pulled the trigger and enrolled in the course. We served up two different testimonial ads that took the user to a short video sales letter landing page offered two juicy unannounced bonuses the user could claim via a unique code.
Cart Abandon: revenue – $5,467.00
If you aren’t using cart abandon campaigns you really need to be because they simply work. We only ran one ad to people who had visited the checkout page but gotten cold feet and bailed. We didn’t offer any additional bonuses or discounts. We simply sent these visitors back to our sales page to campaign revenue – revisit the full details of the course offer.
1st Cart Close: revenue – $4,970.00
On this particular launch we used a series of cart closes and a scholarship offer to guarantee as many sales as possible at the tail end of the campaign. We only ran campaigns for the first cart close. The first cart close campaign had unique ads for 72, 48 and 24 hours until cart close. We did offer two unique unannounced bonuses to these users as well.
The cart closes on this campaign and all of this client’s launches redirect to a Course Closed landing pages so people know to take them seriously. This campaign confirmed what we all already know: we are all primarily pure procrastinators to the core! Here are the revenue totals:
- The 72 hour until close ad generated $994.00
- The 48 hour until close ad generated $0
- The 24 hour until close ad generated $3,976.00
