To get some traffic for our launch event I decided to experiment with ads on Facebook, Twitter, LinkedIn and Reddit.
AdWords didn’t seem like a good fit at the moment because push marketing feels a bit counterintuitive for the product in question. Google Keyword Planner shows that “freelancer marketing decals” or “marketing for freelancers” just doesn’t get searched all that often. I might experiment with it later on though.
For these ads I wasn’t focusing too much on incredible optimization and segmentation, this kind of stuff could be improved later on. I just wanted to get things underway and see if people enjoyed seeing these things pop up in their news feeds.
Targeting always focused on freelancers in specific countries. This means that on Facebook I’d aim for people that ‘liked’ the bigger online freelancing websites. On Twitter I’d target people that followed the big freelancing accounts and on LinkedIn I’d focus on people that have the word ‘freelance’ in their job title.
Nothing special happened on Facebook. Low interaction rates (compared to other campaigns I’ve ran) and not really worth the CPC in my opinion. They could definitely be improved but I think it’s probably not worth the time investment at this point.
LinkedIn was expensive as hell! I had read that their prices were very inflated since they have such specific targeting options and are of course a B2B platform but still, €5 CPC was a bit over the top in my opinion.
I assume it can work for companies selling $20k ERP solutions but it’s definitely not a good fit for my $35 stickers!
(Yeah LinkedIn, sure)
I have to wait until ad space becomes available in my targeted subreddits but I hope to provide you with an update on Reddit as an advertising platform later.
Then there’s Twitter… (DUN DUN DUN)
I need to give you guys some more info before we get underway.
Let’s start with the ad setup. I told you about the targeting but what about the creative part?
These were the scheduled tweets:
Focusing on the launch event/discount with some clean mock-ups.
Focusing on the problem it solves with a picture of a decal in its natural habitat.
Negating price concerns, also using an action shot as the image.
Attractive marketing copy with a collage image of mock-ups.
Awesome right? Let the clicks flow and may Dick Costolo’s blessing shine upon me!
Decide on a budget (€35/day) and see what happens.
These are the results (total cost, impressions, interactions, interaction ratio and cost per interaction) :
Not that impressive. The two 4% ones seem okay-ish but you have to keep in mind that Twitter measures interactions and not clicks. This also includes someone just opening your tweet to see the whole image.
So then you just have to … WAIT WHAT’S THAT? IT’S A SURPRISE PLOT TWIST!
I failed to mention one last tweet I added.
I figured I’d might as well try something a bit different and see if something out of the ordinary happened.
After all, what did I have to lose? We just launched and I’m handling all the marketing myself.
I know I won’t be able to keep a serious business tone all the time so I might as well get my audience used to it from the start.
The last tweet:
Bad lighting and an Iphone camera. The result?
Over a 250% increase of the interaction ratio. That’s crazy!
In a weird way it does make sense.
Don’t you just hate it when you go to a networking event and people start droning off their company’s mission statement? Tell me something real!
Tell me how you guys effed up your last project but managed to make it right in the end.
I think everyone’s getting tired of the super clean marketing approach with perfect images and a stern business tone.
So I figured, why don’t I experiment with some other stuff?
People will probably grow tired of seeing my face pretty quickly but memes have been around for ages and everyone (ok not everyone) still loves those. They’re easy to make so it was worth a try.
Here’s a collection of the images. Guess all that time redditing finally paid off.
And the results?
3 ads that were close to 10% int. ratio and 2 (Kanye and Picard) that hit 20%. I’m not really seeing a pattern in why some were more successful than others but I assume it’s heavily impacted by the popularity of the image used and the creativity of the byline.
These aren’t the biggest budgets but I feel like most people could apply these tactics to their own business.
Now the million dollar question.
Did these ads actually make me any money?
Any advice on why they didn’t convert on the website itself is appreciated. I did not use custom landing pages and just linked everything to the homepage.
That could make a difference. I feel that the homepage is pretty well optimized for conversions so there should be at least some sales coming from the Twitter ads (tracking pixel is installed and activated).
Any feedback is appreciated! For now, I’ll take my small daily victory of these Twitter ads and live to optimize another day!
Hope this helped people out that were considering advertising on Twitter (or other platforms).
Share your thoughts in the comments below!