Recently my wife ran one of her 21 Day Green Smoothie Challenges. Challenges are a great way to build your email list because when done right, the participants are getting some really good value out of it.
We used Facebook ads to find most of the participants for the challenge. This case study is going to illustrate how you can use Facebook Ads to build your list by putting your offer in front of the right people.
For this case study, the client (my wife :-)) wanted to fill her challenge and get email leads for people who were into or wanted to get healthy, eat better and lose weight.
We were promoting a 21 Day Green Smoothie Challenge. The idea was to attract people who wanted to get healthy and lose weight by giving them something simple to do each day… just drink one green smoothie. They would get weekly recipes and shopping lists to make it super easy for them.
We already had some people familiar with her brand, so we started with these:
- Facebook page fans
- existing email subscribers
- lookalike audience from email subscribers
- lookalike audience from Facebook page fans
I used audience insights to find other Facebook pages and interests to target based on people who were already interested in green smoothies, raw food and clean eating.
The Landing Page
We used LeadPages to create a simple lead generation page.
The Ad Campaign
We created an ad campaign with the objective of “website conversions”.
The Ad Sets
We used the demographic data from audience insights to narrow in on the age range and gender. As you can see, Facebook is telling us (from their very own data) that people who are interested in green smoothies and 92% female and 75% are between the ages of 35-64.
Make sure you use audience insights, this type of research data is priceless.
We decided to target females between the ages of 35-60 who live in the US, United Kingdom, Canada, or Australia.
We decided to create many ad sets for this campaign so that we could see which different targeting groups converted the best. We did however keep the demographic targeting the same for all ad sets.
We created different ad sets to target the following:
- Facebook page fans
- Friends of Facebook page fans
- email list subscribers
- a lookalike audience based on an existing email list
- a lookalike audience based on Facebook page fans
- fans of the Facebook page Fully Raw
- fans of the Facebook page Kris Car
- fans of the Facebook page Mind Body Green
- fans of the Facebook page Green Smoothie Girl
- fans of the Facebook page 100 days of real food
- fans of the Facebook page Blender Girl
- fans of the Facebook page Dr. Mercola
- fans of the Facebook page Dr. Josh Axe
- fans of the Facebook page Coconut Mama
- fans of the Facebook page doTERRA
- fans of the Facebook page Wellness Mama
We initially set all ad sets to run ads in the desktop and mobile news feeds only.
We also set the conversion window to one day, meaning someone had to subscribe within one day of clicking on the ad for it to be counted as a conversion.
For all ad groups we tested two different versions of the ad (same ad copy, different ad image).
Ad Version #1
Ad Version 2