Rich and Niche Academy: clicks that were not converting, fixed at the creative.
Rich runs an academy for people learning to sell online. He had an ad running and wanted it to do better. I rebuilt the image and the copy around the person seeing it, and the same account, same audience, did more than twice the work.
- Client
- Rich and Niche Academy
- Sector
- Online education
- Built
- Ad creative, ad copy, split test
- Channel
- Meta ads
The brief.
I was part of a small cohort working with Rich to get better at making ads. He had one running that was getting clicks and little else, and he wanted it improved. Not a new campaign, not a new audience. The same ad, done properly.
What changed.
The original creative was about the academy. The rebuilt one was about the person scrolling past it: someone at a laptop on a Monday evening, a payment notification on their phone, the life the academy is selling shown rather than described. Something they could see themselves in. The copy followed the same rule. Then the two versions ran against each other and the numbers decided.
The numbers.
Same account, before and after:
Cost per click fell while clicks more than tripled, which is the combination that tells you the creative is doing the work rather than the budget.
In his words.
Definitely give Gareth a try if you're looking for a full stack marketer.
What I would tell anyone running ads.
- Make the ad about the person, not the product. Show the moment they want, not the thing you sell.
- Change the creative before you change the budget. Most underperforming ads are a picture problem.
- Split test the rebuild against the original. Opinions are cheap; the account keeps score.
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