We started our campaigns testing out 10 different audiences and 15 different creative variations based on making variations of the previous winning combinations,

Our testing setup looks like this per course: Campaign 1 (Copy angle 1)

ADSET 1 - Stacked Interest

ADSET 2 - 1% LLA Stack (high purchase intent) ADSET 3 - Broad

ADSET 4 - Single Interest

Campaign 2 (Copy angle 2)

ADSET 1 - Stacked Interest

ADSET 2 - 1% LLA Stack (high purchase intent) ADSET 3 - Broad

ADSET 4 - Single Interest

Campaign 3 (Copy angle 3)

ADSET 1 - Stacked Interest

ADSET 2 - 1% LLA Stack (high purchase intent) ADSET 3 - Broad

ADSET 4- Single Interest (expanded interests)

We wanted to test with high liquidity audiences. Each campaign had a different copy angle with 3 different creatives. We chose 3 creatives that were very different to one another to make for a fair test.

With hundreds of thousands spent in the account prior to us launching, we noted that there were no UGC or testimonials ran even with my client having over 200 5* reviews on trustpilot. All of the steps of the funnel had zero creative segmentation and often repeated itself.

Our first creative strategy piece was to block out a full morning and get 30 or so students to showcase why the course was so effective for them.

Our editor then managed to splice several students showcasing why it was so lifechanging for them and we made several different videos with different scroll stopping headlines showcased as text at the top, with the main positive headline / life-changing aspect of the course.

We made the video showcase many different students each saying one sentence and had the effect of showing many different users in a short video. This is our UGC stacking method and adds an incredible amount of authority that a single student UGC video can’t match.

We knew from the past campaign data that an attention, problem, solution, CTA structure of copy worked very well and we adapted on this; our course creators had a lot of authority in their niche so we made sure to bring add social proof in the scripts we made for our videos.

Our main questions in our copy implementation were:

1) Are we speaking to a particular customer andour marketing message isn’t generic?

2) Do we lead with a scroll stopping first line? 

3) Are we building urgency?

4) Do we show authority?

5) Does the copy speak to the pain of the user?

The original copy in the historical campaigns had very generic copy that spoke to everyone, and as a result spoke to no-one.

We dissected our audience into 3 main segments:

1) Those who wanted to personally develop themselves 

2) Those looking to gain qualifications to help others 

3) those that would like to do both.

Our identification of top performing creatives / audiences in the last quarter made us able to scale straight away. Beforehand there was a very scattergun approach to spending with difficult to read naming conventions and many different ad sets spending small amounts.

We decided to simplify our scaling account structure to get out the learning phase (50 conversions per ad set per week) which HEAVILY reduced the volatility in our sales.

Our scaling campaigns looked like this:

Top 3 winning creative and audience combinations

CBO (PUR)

ADSET 1 - (AD 1,2,3) ADSET 2 - (AD 1,2,3) ADSET 3 - (AD 1,2,3)

We launched these at $300 - $500 per day by pulling the post ID’s from the winning adsets (to keep social proof) - With the post ID’s we were able to generate tens of thousands of likes on the campaign which reinforced the performance over the last 3 months (starting December 2021) and we managed to really stand out in relation to our competition.