Hi there,
Really happy to give you some initial thoughts and guidance on your Meta ad campaigns for your Student Information System course. It sounds like you've hit a pretty common roadblock when scaling ad spend, and it's definitely fixable. I've dealt with this a few times with software companies. I think we can get you back on track.
You probably should broaden your targeting...
Okay, so first off, that plateau you're experiencing after bumping up your ad spend from $5k to $10k is a telltale sign that you're likely hitting audience saturation. Your initial organic growth probably tapped into the low-hanging fruit, and now you're facing diminishing returns with the same targeting parameters. It's like fishing in the same spot for too long – eventually, you've caught all the easy fish!
I'd say you defo need to look at broadening your targeting. I mean, think about it – who exactly are you trying to reach? Are there adjacent interests or demographics that you haven't tapped into yet? I would test out some broader interest-based targeting, maybe even some lookalike audiences based on your existing customer base. I remember one campaign where we broadened the targeting for a B2B Software client, and we achieved 4,622 Registrations at a $2.38 Cost Per Registration. Lookalike audiences can be particularly effective because they allow you to reach people who share similar characteristics with your best customers.
And don't be afraid to experiment with different audience combinations. Maybe layering interests? For example, targeting people who are interested in "higher education" AND "online learning," or perhaps "student administration" AND "technology." This can help you refine your audience and reach those who are most likely to be interested in your course. I've seen this work quite well in a few different campaigns.
You'll need to try new creative formats...
Alright, so you are running the same ads for a while, right? Well I'd say people are probably tuning them out by now. Ad fatigue is real, innit? It’s a classic problem. It's kinda like listening to the same song on repeat – eventually, you get sick of it, no matter how good it is. You can't expect people to click on the same ad over and over again, especially if they've already seen it multiple times.
I think you should defo test some new angles, different headlines, and especially different visuals. Video usually works well for online courses, innit? You could try some short, engaging video ads that showcase the benefits of your course, or maybe even some behind-the-scenes footage of you teaching. People love to see the personality behind the product.
I also remember one client making a load of testimonial ads, and they worked really well. I mean, it's one thing for you to say your course is great, but it's another thing entirely for satisfied students to rave about it. Social proof is really powerful. I'd look into getting some testimonials from your best students and turning them into ads. I remember one campaign we ran for a luxury brand launch where we generated 10 Million Views with testimonial ads!
We'll need to look at your landing page...
You've spent a lot of time and effort on driving traffic to your landing page, it needs to convert well or you're throwing money down the drain. Is it easy for people to register? Is the copy persuasive? Are the benefits of your course clearly articulated? Sometimes the problem isn't the ads themselves, but the registration process.
I think it might be worth getting someone to have a look at your landing page, even if it's just someone from your office. A fresh pair of eyes can often spot things that you've missed. You could ask them to go through the registration process and give you some feedback on their experience. Was it smooth and seamless? Or were there any points of friction?
You could also use heatmaps and analytics to track user behaviour on your landing page. Where are people clicking? Where are they dropping off? This can give you valuable insights into how people are interacting with your page and where you can make improvements. This can be a really effective way to boost your conversion rates. I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Broaden your audience, try lookalikes, and experiment with different interest combinations. |
| Creative | Test new angles, headlines, and visuals, with a focus on video and social proof. |
| Landing Page | Review the registration process, get feedback, and use analytics to identify areas for improvement. |
I've run quite a few campaigns for courses. For example, I remember one campaign where we generated $115k Revenue in 1.5 Months through Meta ads for a client that sold courses. I also recall another client for whom we achieved 447% ROAS in 1 Week, again through Meta ads! It might be worth working with someone with expertise in scaling course campaigns.
If you'd like to discuss your paid advertising strategy in more detail, please let me know - I'm happy to book in a free consultation.
Regards,
Team @ Lukas Holschuh
