PB Stock & Options Alerts, one of the flagship products of the financial publishing products in the Virtus Media Group, hired me to run a 4th of July Promo targeting customers that had interacted with the company in the past, but had yet to make a purchase.

Premise:

After talking with the CEO and creator of the product, we decided to offer a themed discount ($79.99/month → $17.76/month for the first month) in celebration of American Independence Day (July 4th, 1776).

Rationale for this decision:

• Our core demo was men aged 40 - 65 in the United States
• It allowed for creative visual marketing
• Lowered the entry-point without seriously hurting long-term profit

Implementation:

• Copy

After drafting the initial copy, I worked with the in-house graphics team to create two visuals that we could use for A/B testing to optimize the FB ad 👇

• Visuals

After A/B testing, “Image B” emerged as the clear winner, and we decided to use it for the 5-day promo.

Results:

Overall, the campaign was highly successful in driving traffic to our promotional lander. We ended the campaign with an average cost-per-result of $0.83 and CPM (cost-per-1,000 impressions) of $8.15, both well below our pre-campaign targets.

Additionally, all of our key metrics were continually being optimized throughout the campaign, which led to decreasing costs day-on-day.