The Ads Were great, the concept was totally wrong
Background:
Divorce Magazine is a resource for people going through a divorce or separation. It connects you with professionals who can help you navigate through a divorce with ease, all in one place. The client was looking to revamp their website.
The website was outdated; it didn't work on mobile and didn't reflect the brand. The client also had a Video Library with expert interviews she wanted to share with the public as well as build her email list.
Failed Experiments
Even though we turned up some good data, our campaign didn’t result in very many sales. At first, we focused on selling a library filled with videos. And then we realized that our budget was too small. In hindsight, I think that the customer experience needed more thought put into it. I’m sharing some notes on the lessons learned from this failed experiment.
The failures in this experiment:
Not having visibility on whether sales were happening within the first 72 hours.
The budget was too small to sell something that wasn’t proven out.
We should have done Video View ads, followed by Sales Ads to the people who watched the video to the end.
We eventually changed the campaign to a free offer to grow her email list. But that required a whole new content strategy and essentially doing all the work all over again. So from an agency perspective, this was a failure.
The marketing SOLUTION
Design:
Our awesome designer, Sarah, had some great ideas to incorporate in the design of the website, to create a new look for the brand.
Use the circles to mimic the wedding ring in an artistic free-flowing way.
Use photos with smiling people to show that with the right support, you can be happy after you go through a divorce.
Use a mix of women, men and children to show that divorce affects everyone.
WEBSITE
We created a website that explained the value proposition for Divorce magazine and the Video Library Offer. We also created a sales page with links to Pay Pal for the Video Library and an email building list.
ADVERTISING
On the advertising front, we set up an advertising campaign promoting the video library.
During the campaign, we noticed that the client didn’t get as many sales as we had anticipated, so we changed the campaign. We revised the images used in our ads and changed the sales page from "The Divorce Guide" to "The Divorce Video Library."
The advertising campaign consisted of some images, short videos of experts speaking, and long videos of experts speaking. And we also created some video slideshows of what the Divorce Library was about.
At the top of the funnel, we did a Conversion Campaign, sending visits to the website. At the bottom of the funnel, we did some remarketing based on people who viewed our video ads and those that visited the website.
WE'VE INCLUDED ONE VERSION OF OUR AD COPY BELOW.
Going through a divorce or separation?
All course videos for a ONE TIME PAYMENT OF ONLY $26.24
The Online Divorce Guide is a safe anonymous way to learn from over 20 Experts.
Download all the course videos for a ONE TIME PAYMENT OF ONLY $26.24
**Topics Covered by Expert Speakers in the Online Divorce Guide **
Family Law
Health & Wellness
Real Estate Matters
Finances
Insurance Matters
Legal Matters
Download all the course videos for a ONE TIME PAYMENT OF ONLY $26.24
**Common Questions Answered in the Online Divorce Guide: **
Can I afford to leave?
What will happen to our shared friendships?
Are they going to side with her?
My Ex is using our kids against me — what do I do?
Are my kids better off if I stay or if I go?
My Ex is dating someone new — how do I tell my kids?
Am I going to lose my pension if we get divorced?
I don’t want to sell our home and cause more pain for my kids — what do I do?
I was hooked on the potential of my narcissist Ex — how do I keep from making the same mistake?
Download all the course videos for a ONE TIME PAYMENT OF ONLY $26.24
RESULTS
The following were the results of the Facebook ads:
Duration: Aug 28 to Oct 14, 2019
Impressions: 43,178
Reach: 21,278
Link Clicks: 1,072
Unique Link Clicks: 935
Website Page Results:
Page views: 1048
Unique page views: 998
CONCLUSION
The new website was mobile-friendly, easier to navigate, and more on-brand. The fast-loading landing pages for the video library, supported by advertising, brought qualified traffic to her website, helped the customer build a great email list, and get exposure for her brand.