Case Study: 26x ROI with Facebook Ads

 Now I Lay Me Down to Sleep is a non-profit organization that provides what they call “Remembrance Photography” for those with infant loss. It’s a beautiful way to memorialize and child, so when they asked for my help in filling some of their events I was honored.     First up we focused on filling a workshop that trains the volunteer photographers for Remembrance Photography specifically.     Situation: They had 2 upcoming workshops and were finding it a little challenging to fill at first. So we put some targeted ads around them to help give the push they needed.

Now I Lay Me Down to Sleep is a non-profit organization that provides what they call “Remembrance Photography” for those with infant loss. It’s a beautiful way to memorialize and child, so when they asked for my help in filling some of their events I was honored.

 

First up we focused on filling a workshop that trains the volunteer photographers for Remembrance Photography specifically.

 

Situation: They had 2 upcoming workshops and were finding it a little challenging to fill at first. So we put some targeted ads around them to help give the push they needed.

 

Key Metrics:

 

Because of their tracking system and after some testing for best results, we focused on getting traffic to the pages versus conversions for the ad point. ARoughly 300 people were driven to the workshop page from the ads and the workshop filled within a couple of weeks with the ~30 people they needed.

 

1. Location targeting became our best friend.

 

We knew going in that we could get hyper-specific with our targeting. Knowing the workshop locations, we were able to target based on that PLUS we targeted with the interest “Photography” as we wanted professionals and those just jumping in because the workshop would train them in this style.

 

2. We also created different creative for those already familiar with the brand.

 

This meant that we gave a more intimate experience and spoke to our “warm” audiences in a different way -- recognizing that they were familiar with us. These were people who engaged with their page, on their email list, etc. with the location targeting built in.

 

3. Not being afraid to shift the strategy and scale up what’s working.

 

At first, we created another short + targeted reminder ad to those who hit the landing page but hadn’t signed up yet. Though slightly more expensive, these performed decently. But once we saw the results from the other ads, we actually decided to turn this off and focus on the other audiences.

 

4. Emotion is everything.

 

This is no surprise, but emotions are a key part of every decision a human makes. Now I Lay Me Down to Sleep focuses on an emotional topic and allowed us to stand out in the feed with beautiful images and a powerful mission. Who wouldn’t want to do work like this?

 

Second, we focused on a campaign to drive more signups for their Remembrance Walk, where parents and family can come together to honor their lost children.

 

Situation: The registrations for their walk had slowed and even stalled out. They were looking for a way to ramp up the registrations to meet their goal of at least 400 people in attendance.

 

Key Metrics:

 

  • Total registrations 636
  • Registration value of $35
  • Estimated revenue on registrations {doesn’t include t-shirts or other items involved} $22,260
  • Total ad spend $825.37
  • Return on ad spend 26.12


 

1. Test everything.

 

We tested two key things: 1) creative {video, carousel, single image, etc.} 2) audience interests.

 

We started low and slow to see what worked, then we put everything behind what worked best for each audience. We were able to narrow down the targeting that worked best and we were able to see that different audience temperatures preferred different creative. That made replicating the system for future walks super helpful too.

 

2. Keep your custom audiences updated.

 

After a couple of weeks, we noticed that the warm audience did not seem to be responding well. It turns out their custom audience wasn’t updated. Once we uploaded more recent customer lists, we saw the ad perform way better overall.

 

3. Layering custom audiences and interests.

 

The interests for this non-profit were likely to be hugely broad. So we tempered that in two ways to get a great cold target audience. First, we again focused on geographical location because the walks are in a specific area. Second, we used a lookalike audience. This way we were able to find those who were most like theirs from the start.

 

4. Measure, refine, and double down.

 

After a couple of weeks, it was clear that the ad actually performing best was the cold audience -- which is surprising in general. So we pulled money from the other ads and put more into this one and slowly scaled it up over the last few weeks and saw great results.

 

5. More views equals better results.

 

Essentially, the more dollars we pumped into the one ad that was working, the more optimized the ad became. Yes, Facebook loves when you pay them, but they also love data to work with. So it helped inform our spending in this ad but also in future ones. And if you've got a page that's converting, all you need are more eyeballs for more conversions.


 

Want to see how we can use these insights to help fill your events or sell your products and programs? Sign up for a free ads consultation to see how we could work together to see results for you too.