Solved: Structuring Paid Media Campaigns for Market Expansion

Hi there,

Thanks for getting in touch! I'm happy to give you some initial thoughts and guidance on your freelancer marketplace pivot. It sounds like an interesting project, and I reckon we can get you pointed in the right direction. I understand you're moving beyond just graphic designers and including copywriters, and you're wondering about structuring your initial ad campaigns. Let's break this down a bit.

We'll need to look at ad campaign structure...

First things first, on the ad campaign structure, I wouldn't over complicate it at the start. When you're testing the waters with a new market, you don't want to spread your budget too thin. If you've got a limited test budget (which is always smart, tbh), it's often better to consolidate your efforts into a single campaign. This gives you a clearer picture of overall performance, and you can gather enough data to make informed decisions. Don't create different campaigns just to have them. Think of the data.

Instead of separate campaigns for each platform (LinkedIn vs. Facebook, for example), consider grouping them by target audience initially. This allows you to test different creative and messaging approaches against the same pool of potential customers. Once you've got some data under your belt, you can then start to segment your campaigns based on platform performance, audience demographics, or other relevant factors.

I'd avoid multiple different campaigns for now so you get good data, too many campaigns and it'll be confusing to read. It'll make it easier to analyse what's working and what's not. Remember the KISS principle: Keep It Simple, Stupid.

I'd say you should focus on these KPIs...

Regarding metrics, you're right to be laser-focused. You need to quickly determine whether this market expansion is viable. Here's what I'd keep a really close eye on:

• Cost Per Acquisition (CPA): This is your holy grail metric. How much are you spending to acquire a new copywriter or a new client looking for a copywriter? This will give you a concrete sense of profitability. If your CPA is significantly higher than the revenue you generate from each transaction, it's a major red flag.
• Conversion Rate: Are people clicking on your ads and actually signing up or making a booking? A low conversion rate indicates a disconnect between your ad copy and your landing page, or that you're targeting the wrong audience.
• Engagement Rate: Are people interacting with your ads (likes, shares, comments)? High engagement suggests that your creative is resonating with the audience, even if they're not converting immediately. This is a good signal that you're on the right track.
• Click-Through Rate (CTR): This is the percentage of people who see your ad and click on it. A low CTR means that your ad isn't eye-catching or relevant enough to grab attention. If you've got low clicks, then tweak the ad.

Don't just look at these metrics in isolation. Consider them in relation to each other. For example, you might have a high CTR but a low conversion rate, which suggests that your ad is attracting the wrong type of traffic. I'd ensure you look at all the metrics so you get a good understanding.

You probably should avoid these mistakes...

A few common mistakes I've seen with freelancer marketplaces:

• Poor onboarding: Make it super easy for both freelancers and clients to sign up and get started. A complicated or confusing onboarding process will kill your conversion rates.
• Not enough communication: Keep both freelancers and clients informed throughout the process. Clear and frequent communication builds trust and reduces the likelihood of drop-off.
• Bad matching: Make sure your algorithm or matching process is connecting the right freelancers with the right clients. A bad match leads to dissatisfaction and churn.

You'll need to make this a good landing page...

Your landing page is where the magic happens. It's where you turn clicks into customers. Here are a few tips for creating a high-converting landing page:

• Clear and concise copy: Tell people exactly what you do and why they should care. Avoid jargon and focus on the benefits.
• Strong call to action: Tell people exactly what you want them to do (e.g., "Sign up now," "Get a free quote"). Make your call to action prominent and easy to find.
• Social proof: Include testimonials, reviews, and case studies to build trust and credibility. If someone reads a great review, they are more likely to buy into what you're selling.
• Mobile-friendly design: Make sure your landing page looks great and functions flawlessly on all devices. Most people will look at the page on their phone so it needs to be mobile friendly.

This is the main advice I have for you:

Scaling a freelancer marketplace can be tricky, especially when you're expanding into new areas. It's all about getting the targeting right, crafting compelling ad copy, and creating a seamless user experience. If you're struggling to get the results you're looking for, it might be worth bringing in some expert help.

We offer a free initial consultation where we review your strategy and account together, which can be really helpful for getting a fresh perspective. We've worked with similar businesses in the past, and we know what it takes to drive growth and profitability. Whether you have a B2B or B2C business, you want a paid ads specialist to help drive you forward.

I remember one software client we worked with. We ran LinkedIn Ads and achieved a cost per lead of $22 by focusing on decision-makers within specific industries. This targeted approach allowed us to connect with the right audience and generate valuable leads.

Hopefully this is a bit of help. Good luck with the pivot!

Regards,
Team @ Lukas Holschuh