You know when you’re shopping online for something, boots for example, and 20 minutes later you’re on Facebook or Instagram and you suddenly see ads for boots everywhere?
You might think it’s creepy, but in marketing, it’s actually a game changer.
Those ads are called retargeting ads. You’re putting advertising in front of someone who has already shown interest (a warm lead) which means they’re more likely to buy.
In this case study, I’m going to showcase how I used retargeting ads to recover $41,427 in missed sales for a client’s year-long membership program.
The campaign details
The membership program had two launch periods: an early-bird or presale which offered a discounted price and then the normal launch period at full price.
The presale period lasted 30 days and the full price period lasted 37 days. There was 43 days between the two launch periods were no ads were running.
For the sake of the case study, I’m combining the results from both campaigns since they were marketing the same program.
Total ad spend across the 67 days: $1,724.86
The ads were set up to target anyone who visited the sales page, but had not joined yet as a member.
2,443 unique people clicked on the ads and 173 converted by purchasing the program.
Recovered revenue: $41,427.
Profit (after ad spend): $39,702.14.
This particular client doesn’t follow the “rules” of online marketing for her membership program. There was no sales webinar to pitch potential members (only a Q&A to answer questions) or “last chance” email on cart close day (in fact, her last email was the day before cart close!). But, she does see the value is smart investing.
In this case, her return on investment: 2,302% (!!)
If you’re interested in seeing what Facebook ads can do for your business, contact me and let’s chat!