Hi, it’s Denis. Are there any industries in Facebook/Instagram Ads now tougher than investing in the stock market? There is a lot of rivalry in this niche and a negative attitude of the audience. People don’t like such advertising, they often complain about it, and the cost per Lead is so high. But even in these conditions, we managed to show the result.
Spoiler.
Total spent: $1,650,000.
Total revenue: $7,850,000.
Budget: $100,000 — 150,000/Mo.
Previously, we had 6 similar investment projects in progress, so we had experience in this niche even before this project.
If you are a business owner and you need Facebook/Instagram Management on a big budget, we can help you.
We have a strong ads traffic team specializing in EdTech, eCommerce and Lead Generation on big budgets.
Write to me on Telegram (active link directly to my chat if you are reading from a mobile phone), we will discuss the situation, there are cases on the adjacent pages, I personally had a hand in each of them, as a strategist or senior specialist.
About the project
In January 2021, a client approached us with an online education project in the investment niche.
With what product: education to invest in the stock market for beginners.
The audience is those who have not yet bought shares and those who have already lost money on investing and now are ready to learn.
Let’s look at the rivalry again. Mmm.
I am a qualified investor, so I am well acquainted with the specifics.
We sign a contract with the client and start.
Our task is lead generation for the Auto Webinar + analysis of the payback of the advertising campaign.
We worked only with Instagram/Facebook Ads.
Process
In the first week, we did not hit the KPI for registration and order value.
We have a superpower that helps with complex projects. We call it ad and ad sets development.
This is when you choose the best from what does not work and improve it a few more times. Therefore, in the second week, we already hit the KPI, advertising began to pay off and we began to scale the budget.
Thanks to a large number of tests and new ideas, we manage to hit KPI. But we don’t just test everything. We conduct objective tests.
The first 2 weeks of work were very difficult. To be honest, I didn’t expect it to be so hard.
Auction CPM
Huge competition in a niche leads to high bids at auctions.
And you can’t do anything about it.
Expensive auctions give an imprint on the speed of the tests and the budget of the tests.
Conclusions cost more. Because instead of 10,000 impressions in a soft niche, here we get 1,000 impressions for the same money.
Don’t worry. Audiences that pay off well are expensive, that’s fine. Facebook algorithms work very well here, I am pleased with their work.
Distrust of the speaker, if this is not a well-known person — this is normal.
There is a lot of negativity in the ads. People like to express their opinion, insult. Every day we remove comments from ads because it negatively affects the cost of a Lead.
- Videos, live-videos, banners do not work here. Almost nothing works here. It is almost impossible to find an ad that will work in KPI at the cost of a lead and pay off.
1 out of 50 banners works. Really.
Peculiarities
Well-developed text on the banner + text under the post = 80% of the result.
Plain text on a banner “LEARN TO INVEST” will not work.
We need a BRIGHT IDEA so that it is clear why investing money, so that it is vital.
We must take examples from life, take emotions. For example, how long-term investment will change a person’s life.
An ordinary person does not want to invest, does not want to understand, is afraid to make mistakes and lose his money.
For example, there is the idea of early retirement through investment.
But simply promising to teach how to invest is not interesting to the audience.
Results
What was done
- 450 static banners – only 5 of them work.
- 25 video banners – only 2 of them work.
- 35 unique text formulations on the banner – only 2 of them work.
- 40 unique advertising texts – only 3 of them work.
This is the amount of content we needed to achieve the result.
And this is provided that we have a lot of experience, and we did not test everything in a row, but did it consciously.
But this is exactly what our team exists for, to overcome difficulties together and achieve results.
Write to me on Telegram (active link directly to my chat if you are reading from a mobile phone), we will discuss the situation, there are cases on the adjacent pages, I personally had a hand in each of them, as a strategist or senior specialist.
