How To Use Unique Selling Points To Increase Facebook Ads Revenue To Over
$100,000/mo
Industry
Fitness / Digital Products
Results
$54,236.50/mo in ad spend and revenue of $106,595.72
When it comes to optimizing a Facebook ad campaign, many brands will fall into the trap of creating more and more Facebook ads, hoping something will eventually work.
Usually, this doesn’t do the trick and now inexperienced social media executives are tempted to start throwing money at Facebook marketing in the hope that it will turn a profit. Without any coherent strategies, it’s a futile effort and now their client is left with a big bill and no results to show for it.
So if you want to generate a healthy Facebook advertising campaign instead, you first need to consider the brand and its unique selling point, and second, identify the target audience online.
Continue reading below to see how we used this strategy to significantly improve fitness brand Hard To Kill Fitness’ social media ad campaigns, profitably scaled the ad spend 5x, and finished May $106,595.72 in revenue!
Brand history
Hard To Kill Fitness has helped former and active SOF members, private military contractors, and celebrities strengthen their mind, body, and soul.
Offering both online and in-person workouts and tactical training programs, Hard To Kill Fitness uses a mix of lifting, calisthenics, and conditioning following a clear plan of attack to get you into shape as fast as possible.
Project Goals
Hard To Kill Fitness started working with us, after becoming unhappy with the results being generated by another agency.
Since they could offer both gym and at-home programs, they were well-positioned to take advantage of the growing number of people who preferred to workout at home.
At the time, they were only spending around $10.000 per month, with a meager return on ad spend of 1.4. Barely breaking even, one of their biggest worries was that with rising ad costs, having any kind of dip in performance (which they experienced regularly) would mean they were now losing money on their ads.
After a consultation, we developed a number of project goals and a strategy to quickly fix their problems with their Facebook ads.
Here’s what we did…
- Identified a unique selling point that will help position their fitness brand as an industry expert and above their competitors.
- Created Facebook ad copy and high-quality targeted graphics that would appeal to their unique target audience online and increase engagement and leads, therefore optimizing the ROAS.
- Scaled up the Facebook advertising spend to generate a healthier return on investment and give the client the opportunity to work on new areas of the business.
However, there were some hurdles our team had to overcome in order to succeed:
- The client was competing in a highly competitive market online.
- They had a low lifetime click-through rate on the current Facebook ads.
- The client was unable to use before and after images of previous customers.
Results
- From less than 10k barely profitable ad spend to $54,236.50 ad spend and $106,595.72 revenue while everyone else’s performance tanked thanks to the IOS update.
- The Unique Selling Point cased rapid improvement in performance to over 100k revenue a month.
- Increased ad spend 5x with improving ROAS
- Client reached 6-figure monthly revenue for the first time with reliable results, allowing them to focus on other parts of their business.
Kickstart Audit
Here’s our step-by-step process in detail…
At Macedo Marketing, whenever we form a new relationship with a client, we carry out an in-depth business analysis, so that we fully understand the client’s services, products, and needs.
By investing this time at the start of the project, we are able to minimize any miscommunication between our team and the client, as well as review the work that has previously been done, and reveal any missed opportunities or potential areas that we can help improve to achieve the client’s project goals.
Our team quickly realized that we needed to help the client develop a unique selling point, in order to attract their target audience. This is also down to how saturated the market is online and how competitive Facebook marketing can be for fitness brands.
So by focusing on a niche, we would be able to give the client’s fitness workout programs a new lease of life online and start bespoke ads that would appeal to certain customers likely to be interested in the client’s services
The audit also revealed that many of the client’s ads were outdated and remained unchanged for a long time. So we obviously needed to create fresh ads with relevant offers and hooks to improve the engagement rate.
We also found that by connecting the client’s fitness brand with the U.S military and special forces, our team would be able to develop a unique selling point and niche angle that would highlight target audience pain points and service benefits, and trigger an emotional response when viewing the creatives.
Extensive Audience research
After completing the kickstart audit, we moved onto audience insight to nail down potential customer groups and forge a strong connection between this fitness brand and the power, performance, and fitness levels of military personnel and navy seals.
This research would form the foundation of all ad copy creation and Facebook advertising targeting, helping us to create highly targeted Facebook ads to improve the client’s cost per click and ROI.
Differentiate From Other Fitness Brands
We differentiated Hard To Kill Fitness from other fitness brands by developing and implementing a strong visual connection between the services on offer and special forces, military personnel, and navy seals.
We, therefore, successfully created a relevant and unique selling point. Not only did this help attract users with shared interests to the Facebook ads, but it also gave the fitness brand an anchor to tie itself to in such a competitive and overcrowded market, and use to create relevant and consistent marketing material for use online and throughout social media.
Using terms such as ‘tactical’, ‘training’, ‘fighting elite’ and ‘drill sergeant’ our ad creatives lend themselves to military marketing campaigns and challenge the user, daring them to try out the services, testing their mental and physical strength.
Lookalike Audience & Retargeting Ads
We also created many lookalike audiences based on pixel data to generate more engagement online and optimize our own Facebook ad targeting further still.
Our team implemented a retargeting Facebook ad campaign, which involved dynamic product ads, which the client had never used before. This type of ad strategy works by targeting a user, who has recently viewed a specific product and is then retargeted with the exact same image to encourage conversion. We have found this particular technique highly effective in the past and was undoubtedly impactful for Hard To Kill Fitness too.
To keep Facebook marketing fresh and innovative, we also used specific programs and challenges to keep new and interested customers engaged. From ‘Built With’ to ‘Carb Cycling Challenge’, this promotional content generated a high level of success and brought a return of over 4 ROAS.
What you can learn from this Case Study
- Minor adjustments in how a campaign is set up and executed make a huge difference in performance.
- Focus your messaging around a strong and distinct Unique Selling Point like the military angle we used in this Case Study.
- Use this to create high-quality Ad copy and especially creatives that appeal to your target audience, increase engagement & leads and most importantly, stand out.
- To increase ROAS, try dynamic product ads for your retargeting.
- Regularly implement new engagement strategies like challeges, programs etc…
