Results
Achieved.
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New Members
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Revenue from Enrollments
Case Study:
Growth Enrollment
Via Scaling Facebook Ads
Results
- ACCOUNT REORGANIZATION
- ADVANCED TRACKING SETUP
- SCALING FACEBOOK ADS
The Project
Meeters
is Italy’s largest shared experience community, unites person with a passion for traveling and meeting new people.
Through Meeters membership, you can enjoy several benefits including: 1) Access to private group and local chats to meet people in your area 2) Participation in cost-effective experiences.
The Goals
- Scaling up sales of Meeters memberships as much as possible through Facebook Ads
- Maintain a sustainable CAC (Cost per Acquisition)
Starting Situation
The Facebook Ads account has been managed from the beginning by CEO Davide Zanon, with whom he has managed to validate the project and already get the first results.
Facebook e-commerce tracking was not complete, but the Purchase event clicked.
The account structure lacked a defined organization and universal nomenclature that would make it easy to read the data.
WHAT WAS DONE
- Set up tracking to understand user behavior on each step of the purchase process.
- Next, the work of re-organizing the account began, following the Power 5 framework:
(a) We set up Advanced Matching for Web.
(b) We structured the campaigns for 3 stages of the funnel (TOF, MOF, BOF).
(c) We enabled CBOs (Campaign Budget Optimization), giving the algorithm more decision space on where to allocate budget on a daily basis.
(d) We activated automatic placements, taking advantage of the “breakdown effect.”
e) We uploaded the product feed by including all Meeters experiences in a Facebook catalog, and then did DPAs. - Once the basics were set up to scale, we tested several campaigns in discovery (TOF), of which the best performing were:
– Broad campaign on a target audience with age over 40
– Campaign on fans and friends of fans of the page (worked incredibly well in this particular case)
– Lookalike campaign on key ecommerce events (Purchase, InititateCheckout) - We created video testimonials where they told about their experience in Meeters. These were the ads with the best ROAS in retargeting.
LONG-TERM AND SHORT-TERM POSITIVE EFFECT
The new activities carried out have brought volume, turnover and new members since the first months, which have been re-invested in hiring new staff.
In the long run, the major effect has been an increase in participation in Meeters events and experiences, partly due to the activity of the entire team in ‘activating these members to participate.
We also activated new acquisition channels such as Google Ads and scaled campaigns up to a 30,000/month spend
Testimony of Claudio, CFO of Meeters
Marco enabled us to reach half a million in sales the first year
The strategy adopted by Marco enabled us to achieve half a million in sales in the first year and to attract the attention of investors who are now financially supporting the investments needed for the business to scale. Without the margin from that business, we would not have been able to hire the people who enabled us to scale the business in the beginning stage when we had to bootstrap the business.
Let's get to know each other
Do you want to scale from 100 to 1000?
If you want our team to handle the ads for you, let's schedule a meeting after filling out the form. We will analyze your current situation, goals and do a free analysis of your marketing activities.
- No commitment
- 100% Free