Lisa Nichols | Scaling a Best Selling Author & Speaker 🦄
Summary
Motivating the Masses (MTM), led by Lisa Nichols, needed to transition from engagement-driven campaigns to a focus on lead generation and high-conversion sales. By leveraging Google Search and YouTube Advertising, we optimized ad performance for $250,000+ advertising dollars - and we decreased CPLs, and drove profitability across evergreen and launch-specific campaigns.
Tactics & Strategies
Targeted Audience Segmentation:
Utilized YouTube affinity audiences, keyword-based targeting, and remarketing to high-intent viewers.
Layered lookalike audiences with website and video remarketing for maximum reach and conversion.
Creative Optimization:
Developed video ads with CapCut, integrating stylized captions, b-roll, sound effects, and music to enhance engagement.
Repurposed top-performing social media content for YouTube, reducing costs and amplifying omnichannel impact.
Campaign Strategy:
Ran evergreen campaigns for products like "28 Days to Results" while launching seasonal promotions such as "Ignite" and "Elevate."
Designed YouTube and Search campaigns to target niche keywords like "public speaking courses" and "abundance mindset."
Content Collaboration:
Created video scripts and strategic content outlines for Lisa Nichols to align her unique speaking style with campaign objectives.
Tested aspirational messaging hooks, such as "What would you do if you were unstoppable?"
Execution
Campaign Development:
Launched highly targeted YouTube and Google Search campaigns focused on generating leads for MTM’s workshops and digital products.
Transitioned from engagement metrics to goal-driven performance campaigns.
Optimization:
Reduced CPLs through iterative A/B testing and ongoing adjustments to targeting and creative strategies.
Improved tracking mechanisms with Google’s automated bidding tools to enhance conversion rates.
Diversification:
Reduced dependency on Meta ads by reallocating budget to Google Search and YouTube, ensuring consistent performance even during downtime.
Collaboration:
Partnered with the MTM team to refine promotional calendars, optimize funnels, and align ad creative with event timelines.
Results
+47.99% Reduction in Google CPC: Dropped from $10.08 to $5.24 in 2023, improving cost efficiency.
$2.86 Consistent CPL: Achieved during December 2023 for evergreen YouTube campaigns.
5.41 ROAS: Recorded during the Ignite launch, showcasing the profitability of Google campaigns.
Higher Lead Conversion Rates: Stylized YouTube captions increased CTR from 0.97% to 1.43% and boosted conversion rates from 3.57% to 6.37%.
Seamless Omni-channel Success: Combined Google Search and YouTube campaigns created multiple touch points, increasing both leads and sales.
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Posted Dec 15, 2024
Managed $250,000 in ad budget for Lisa Nichols, of Motivating the Masses. 5+ ROAS campaigns. Strategy | Paid Media | Growth
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