A performance marketer wanted to build an email list for his affiliate marketer client. He hired me to write his Facebook ads copy for driving cold traffic to a squeeze page. The objective of this campaign was to generate leads at a more affordable price so he has more room for retargeting.
Niche: Dog owners
Brain Training for Dogs Course ($47) - Clickbank product
Channel: Facebook Advertisement
Traffic temperature: Cold
Lookalike Audience - 1% Worldwide,
Lookalike Audience - 1% United States,
Lookalike Audience - 1 - 2% United States
Audience & market research
Affiliate marketing offer page research (Click here to view the offer page)
Competitive research (landing page & ad copy)
Big idea generation (sales angle)
My first thought was solid audience and market research. This process went smoothly as the affiliate vendor provided most of the information I needed.
Her marketing materials helped me find the pain points of the audience. I found out that dog owners have the problem of their dogs not listening to their instructions. That's what causes troubled dog owners.
I knew I had a product to sell (client’s funnel based on this offer page). The only thing I need is a big idea that connects the audience’s pain point to the product which is the free ebook for this lead gen campaign.
The audience will enter the lead nurture funnel and eventually land on the offer page. So I read blogs, Quora Q&A, YouTube videos to pinpoint the reason why dogs won’t listen to their owners.
After reading and researching, I found out that the offer page and authority figures say the same concept that dog owners don't seem to fully understand - dog owners aren't psychologically prepared to teach dogs obedience.
Dog owners need to understand basic dog psychology to be able to teach their dogs obedience. Dogs behave differently when their owners don’t give them what they need psychologically.
In short, the dogs behave based on what they have been taught since little. Another interesting thing I found out is that dogs are able to read and sense their owner’s body language very well.
This could be the big idea I can use in this campaign so I did some competitive research on Facebook to see if the competitions are using this big idea. Below are some results from a Facebook ad spying tool I use (Visto).
Not a single competitor is using education-based content in their ads. This gives me a huge competitive advantage with my big idea.
The big idea: Dog owners need to educate themselves on how to train their dogs because their body language says everything.
The goal of my ad is to provide value through education and convert them into leads. So I came up with this video ad. I’ll leave the link to the video here. Below is the video script.
Video ad script:
If you ever search on Google how you can make your dog listen to you, this video is for you!
80% of dog owners have no idea how to handle their dog’s behavior problems when the time comes.
And they think that it has something to do with their dog.
They were wrong.
Studies have revealed that dogs are sensitive to human body language.
Dogs have a natural ability to learn people’s behavior and react accordingly.
Everything you do, conscious or subconsciously, affects how your dog will behave.
Because your actions are a direct reflection of your dog’s behavior.
When you’re confused about what to do with your dog’s behavior problems, your dog is even more confused.
The conclusion is, the problem lies not in the dog, but the owner.
Dog owners need to educate themselves on how to train their dogs on how to behave.
However, you don’t need to spend a fortune to train yourself on how to handle your dog.
You need expert guidance when it comes to training your dog on how to behave.
You can download the free ebook and learn how you can get a dog’s attention...whenever you want.
So you can train any dog into a good dog!
Link to the squeeze page here. The free ebook teaches basic dog obedience through simple, 5-minutes-a-day exercises. The dog trainer is a CPDT-KA certified dog trainer with at least 10 years of professional experience. Her dog brain training course is a front-end offer that is valued at $47.
I emphasized the benefit of the ebook offer on 1) getting the dog's attention, 2) teaching obedience, and 3) responsiveness to human commands. These three things touch on the audience's pain point which is disobedient dogs.
We ran the lead generation campaign for 9 days and the result is in the image above. We successfully generated a list of 279 leads into his client’s funnel at RM 1.26 per lead.
The campaign was a success as he usually gets RM1.80 (5% deviation) per lead. As for the email nurture, I was not responsible for the nurturing process. My only objective is to help him generate leads at an affordable price.