Today I’m going to show you how we were able to help one company increase their revenue by 30% through Facebook ads.
Table of Contents
Who is the company?
Dentist Entrepreneur Association (DEO) is a membership community of growth-minded dentists that are working to grow group practices with multiple locations.
DEO teaches dentists how to grow into the role of a CEO and build a scalable business.
As part of their business model they hold a number of live events each year and then sell attendees into their annual membership plan
Where We Started
When we started working together they were managing their own Facebook ads to promote their live events.
They were getting some results but knew there was probably some optimization opportunities they didn’t see.
What We Did
Full Advertising Audit
We started by doing a full advertising audit on their account and reviewed 3 levels of meaningful changes:
1) quick wins – through our landing page analysis we discovered their landing page was taking over 6 seconds to load. That meant that people were clicking on their ads and not even seeing the next page
2) technical optimizations to the campaign – the way they had setup their campaign was cannibalizing their results and in some cases they were paying over $7 per click
3) strategic optimizations to the campaign – we dove into their market research and found new and more persuasive angles to speak to their ideal customer
These changes alone helped them get back thousands of dollars in wasted advertising.
After we cleaned up the major issues, we outlined a plan for them to scale up their advertising and they hired Major Impact Media to take over their campaigns.
Making A Massive Impact
Over the next 60 days we launched a number of important changes into their campaigns.
1. New Campaign Structure
The way their campaigns had been set up inside of the ads manager was cannibalizing their results and in some cases causing them to pay over $7 per click on their ads. We rebuilt their ad campaigns with a proper structure that immediately decreased their cost per click by 30%.
2. Landing Page Speed Improvements
We decreased the landing page load time from 6 seconds to under 2 seconds which decreased the bounce rate and gave us the ability to get more people who clicked on our ad to see the content
3. Lead Magnet
Previously they had just been running ads straight to the event signup page that costs over $800 to attend. We implemented a lead magnet to capture leads first and that gave us the ability to follow up and nurture leads over time.
4. Video Ads
By implementing video ads we were able to bring down the cost per click of a campaign allowing you to get more impressions and clicks with the same marketing budget.
It also gave us the ability to retarget people who have watched a certain percentage of the video, allowing us to re-engage people who have expressed interest in their offer by watching our video ads.
5. Retargeting on Facebook & Google Display Network
We built a full retargeting funnel on both Facebook and Google Display Network implementing branded ads, ads that spoke about the upcoming event, testimonial ads that showed what past clients had to say, and scarcity ads that pushed people to buy tickets before ticket price increases.
These retargeting ads had a massive impact on the number of tickets they sold because we found most people bought on the third or fifth interaction with our ads
6. Multiple Messaging Angles
Prior to working with us, DEO had been using a very similar message to promote their event. Online users were basically seeing the same message over and over with slight variations.
We crafted 7 different marketing angles that our copywriters used to promote the event with new messages, speaking to new desires and providing new reasons to sign up now.
This created a diversity of messages in the marketplace and gave people different reasons to sign up and attend the event.
Here Are The Results
Here is the before and after of the first 60 days of working together:
| Before | After | |
| Ad Spend | $4,254.24 | $5,020.13 |
| Clicks | 2,582 | 2,875 |
| Cost Per Click | $1.65 | $1.75 |
| Tickets Sold | 8 | 39 |
| Conversion Rate | 0.31% | 1.36% |
| Cost Per Ticket Sold | $531.78 | $128.72 |
| Revenue | $6,360.00 | $32,605.00 |
| ROI | 0.49 | 5.49 |
As you can see the results speak for themselves.
We were able to take them from generating only a 49% return on their ad spend to a 549% return on ad spend!
Wrapping Up The Project
All projects come to an end, as did this one.
We continued to manage their event promotions for 9 months in total.
After 9 months they decided it was best for them to hire a full-time marketing person in-house.
So we helped train them up on our changes and handed off the campaigns for them to take over.
This is something that we are very passionate about here at Major Impact Media. You should never be stuck to an agency without a way out.
We developed a transition plan to hand off full control of the accounts to their new in-house marketer and they took over.
The Final Results
After a total of 9 months working together, we were able to increase DEO’s ticket sales by 30% with Facebook ads.
Here’s what their CEO had to say about working with us:
“Brice’s and his team know their stuff! Their ad strategies were a major part of increasing event ticket sales by +30% which led to huge exposure for our company. Very happy with the results!”
Want These Results?
If you want to talk about getting these kinds of results for your business, we would love to talk to you.
Setup time for a strategy session here and we will dive into your numbers to find out if our team can scale your business with paid advertising.
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