Lack of account structure and tracking: Both paid social Meta and paid search Google ad accounts originally lacked structure and suffered from poor tracking which was hurting the performance.
Limited range of creatives: The team was testing a limited range of static and video creatives that were not native to the FB and IG feeds.
Non-optimized homepage and funnel: Paid traffic users were firstly directed to the homepage which lacked critical information such as the key benefits of Hertility treatments, social proof elements such as reviews and testimonials as well as the technical elements justifying the £150 kit price (vs a simple free visit to the NHS which many people assumed was enough)
All those elements combined were resulting in a CPA above investors targets that was preventing us from scaling.
Restructured the ad account to follow Meta post-iOS14 best practices of consolidating campaigns, implementing CAPI tracking and targeting broader audiences. More importantly, we structured the campaigns into two main sections:
One campaign optimised to generate qualified leads (quiz completed) to increase our TOF reach and increase the spend without impacting the CPA of our main prospecting campaign.
The second campaign converting prospect audiences into purchasers.
Tested more consistently a larger range of ad creatives
Brand and UGC static
Performance PR ads
Whitelisted influencer content
Founder podcast clips
CGC
Tested new landing pages such as listicles, covering our top-performing CGC angles.
Restructured entirely and scaled the paid search campaigns with:
more keyword inventory, splitting out campaigns by relevant keyword grouping and match types (exact, phrase & broad)
focusing on building out the exact match keywords to maintain control on the account
using more broad to allow for more keyword discovery.
continual ab testing with ad copy, landing pages and bidding
Video Ad Creatives
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Lucy Button
Director of Growth, Hertility
