It’s easy to launch a Facebook ad. But, optimizing your advertising and getting an amazing return is a different story.
If you fail to constantly improve and maintain your Facebook campaigns, chances are that your results will start declining pretty fast. It may even happen in a couple of days after setting up a new ad campaign.
If you want to achieve a higher campaign ROI, lower your advertising costs, and increase the number of conversions, you need to listen to this episode with Olivia Smith, previously the Growth Marketing Manager at HopSkipDrive. HopSkipDrive is an app that provides a safe, dependable way to get children to where they need to be.
In episode 109, you’ll learn:
- How did Olivia reduce their Facebook ad’s CPA by 65%?
- How did they use videos to increase the performance of their social ads?
- How is Olivia diversifying their paid ads channel?
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To improve the performance of your social ads, you have to think outside the box. – @hioliviasmith from @GrowthToday podcast. Get the full podcast episode 👇 Click To Tweet Pinterest ads are really interesting because you have the opportunity for them to be super high level but still drive conversions. – @hioliviasmith from @GrowthToday podcast. Get the full episode 👇 Click To TweetOur sponsor for this episode
This episode is brought to you by Product-Led Institute.
Product-Led Growth is disrupting the way businesses are selling software.
It’s this exact go-to-market strategy that companies like Slack, Zoom, Dropbox, and Hubspot have used to become industry juggernauts and dominate their markets.
To learn the step-by-step process to apply product-led growth strategy to transform and accelerate the growth of your business, Wes Bush, the author of best-selling book Product-Led Growth, and I put together two new certification programs
The Product-Led Transformer Certification Program is for teams who are looking to go from sales-led to product-led.
The Product Onboarding Certification Program is for teams who are looking to scale and optimize their product-led business.
We put these programs together because there’s nothing worse than guessing what you need to do to help your users become successful.
Like realizing that you should have had a free trial vs a freemium model. Or realizing that you shouldn’t have been sending new users so many push notifications.
I’ve made these expensive mistakes before. So Wes and I put these certificate programs together so that you won’t make them as we did.
Download the full curriculum and get on the waitlist for the next cohort.
Key Discussion Points
- [02:38] Olivia Smith’s career journey
- [05:01] What is HopSkipDrive?
- [07:58] For a two-sided marketplace like HopSkipDrive, which side is harder to acquire?
- [13:52] Why did the HopSkipDrive move their ad campaign management from an agency to an in-house team?
- [19:10] How did Olivia reduce their Facebook ad’s CPA by 65%?
- [19:50] How did they use videos to increase the performance of their social ads?
- [24:05] How are they acquiring parents, schools, and drivers for HopSkipDrive?
- [26:24] How is Olivia diversifying their paid ads channel?
- [30:34] Olivia’s one piece of advice to marketers
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About Olivia Smith
Olivia Smith is the Director of Program Operations at Nike Valiant Labs. Previously, she was the Growth Marketing Manager at HopSkipDrive. She’s focused on diversifying away from Facebook in light of upcoming changes to targeting regulations, developing a multi-channel approach to paid advertising, and how to create high-performing ads that resonate with different target audiences.
With a mission to use technology and operational expertise to solve a market need, HopSkipDrive provides a safe, dependable way to get children to where they need to be. Embodying a ground-up approach to purpose-led marketing, HopSkipDrive is effectively solving a problem many parents and guardians face by providing a network of reliable and trustworthy on-demand drivers altruistically committed to the cause. Operating within a two-sided marketplace, HopSkipDrive is effectively acquiring both drivers and riders through a sophisticated multi-channel marketing approach. Tune in to learn how!
Links
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About The Growth Marketing Today Podcast
Whether you’re a marketer, founder, or consultant, gain a competitive edge by learning the battle-tested marketing strategies in-detail from today’s smartest marketers such as Rand Fishkin, April Dunford, Hiten Shah, and Val Geisler.
Each week I uncover the proven step-by-step marketing processes and systems from each guest so you can apply the lessons to accelerate the growth of your company.
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