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We were able to drop their average cost per membership purchase down about 45%. So from $200-$210 down to $115-$125 within the first 2 months of working together. We're now managing to hit sub $100 purchases.
Puremix is an established brand in the music production industry, teaching new producers how to master, mix and manage records. The main problem that they were facing was that the cost per conversion was too high for them to manage profitability long term, and they needed someone to come in and drop the CPA.
After doing an initial audit on the account, we've noticed that a majority of their ads were centered towards conversion purely, which was very inefficient when it came down to cost per conversion (avg $200-$210).
While running conversion ads has helped us a lot in the past, the cost of the membership ranged from $60-$200 so our theory was that the customer didn't have enough trust in the brand before buying, that's why they were seeing really high conversion numbers, because people were not familiar with the brand.
So we came up with a solution that involved an audience step down technique. We first hit audiences with engagement ads, introducing the brand to them. This is basic videos, quotes, etc. They had a plethora of content surrounding their product so this helped us a lot. We then retargeted those engagers with traffic ads, and these ads led to insightful guides and articles about music production, really valuable stuff. Lastly once they've been through all that we hit them with conversion ads that were more Call To Action based.
Setting this system up and getting it rolling full steam took about a month, but after that it was smooth sailing, dropping conversion costs significantly.
We were able to drop their average cost per membership purchase down about 45%. So from $200-$210 down to $115-$125 within the first 2 months of working together. We're now managing to hit sub $100 purchases.
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