In our endeavor to introduce new clients to Caitlin's offer, we created a strategy centered around her 3-day live webinar event. We chose this strategy because it provided ample time and information for attendees, especially newcomers, to get to know, like, and trust Caitlin, while also showing them that without a doubt, her programs could provide the solutions they were seeking.

To implement this strategy effectively, we created cold and warm traffic campaigns to generate leads for the live event. We had a goal number of leads and maximum cost per lead we were willing to pay and constantly optimized the campaign to ensure that we were hitting those goals. This is critical in a live launch so that you get enough volume before the live event! 

 

Each ad set tested different ads against different audiences. The campaign was set up under "Campaign Budget Optimization", allowing Facebook to allocate a budget based on conversion likelihood. Once we identified the winning ad based on cost per lead, we launched a broad targeting ad set, which proved to be the best audience. At this point, Caitlin provided videos for us to use and after running a Dynamic Creative Test targeting the broad audience that was already converting well, it became the best converting ad set. We scaled and put the budget to only the top converting ads and campaigns!

During the ‘open cart period’ following the webinar, we ran retargeting ads to the event attendees and registrants from previous launches who hadn't yet purchased the program. We set up multiple ad sets testing out different ad versions as well as a dynamic creative version and found that one of our individual versions (shown below) performed the best.