The following ad strategy was created for STDcheck.com.
STDcheck.com, a national brand providing the ability to purchase STD tests online and go to a lab to get tested, had a few problems with their Facebook ads.
1. The ads were outdated and poor quality and they wouldn’t appeal to their younger target audience on social media.
2. All campaigns were targeting the same users (website visitors) with the same ads. There was no segmentation.
3. The ads dropped the user on the homepage instead of utilizing a landing page to guide the user down the sales funnel.
The biggest issue I found with the STDcheck.com ad structure was that they sold to every user, assuming that every user was ready to buy, however, this wasn't the case. Most of STDcheck.com's converted audience were one-time purchasers, and a data analyst discovered that most users did not purchase the first time they landed on the site, but the third or fourth time. Users also converted over a 7 to 30-day window. Therefore, the ad strategy needed to be adjusted.
1. Update the ads to appeal to the target audience
2. Segment users based on behavior, location, and previous purchases
3. Create dedicated landing pages that guided users down the customer journey
1. Update Ads
Update ads to appeal to the brand's target audiences
boring copy, stock imagery, bizarre colors, 1.91:1 ratio
witty copy, enticing images, neutral colors, 1:1 ratio
2. Segment Users
Segmenting users and targeting them with ads that appeal to their needs
Users were targeted based on their location, using location-based jargon to feel familiar
3. Remarketing Users
Users were segmented and targeted based on when they converted and email lists
2. "Interested" Visitors
Users were targeted based on pages visited.
Specific pages dubbed the user as "interested"
4. Cold Audiences
Users with on-brand interests but did not have a tracked interaction with the brand
3. Landing Pages
The ads needed dedicated landing pages that appeal to the different audience segments at where they were in their customer journey.
These pages needed to provide users with the information they need to continue down the sales funnel.
Audiences #1 - #3
Each website visitor was targeted with a different landing page. This provided that the user received the information they were looking for instead of being sold to when they weren't looking to buy. This also put the user on the journey to conversion, by providing a funnel towards sale
Cold audiences were targeted with seasonal ads and, because they had no interaction with the brand, were given a high-converting blog post to land on. Their continued interaction with the brand would put them into a different audience, giving them more information when they were ready