Solved: Targeting Pro Video Editors with Ad Spend on Platforms

Hi there,

Thanks for getting in touch! Happy to give you some initial thoughts and guidance on targeting the right audience for your advanced video editing masterclasses.

We'll need to look at platform specific targeting...

You're right to be concerned about wasted ad spend. It's easy to burn through a budget targeting the wrong people. The key is to be hyper-specific with your targeting and to continuously monitor and optimise your campaigns. Lucky for you, choosing YouTube, LinkedIn, and Instagram is a pretty good shout, the pro's hang out there.

Let's break down each platform:

• YouTube: Keywords are king here. Think like a seasoned video editor searching for very specific training. Don't just target "video editing." Go granular: "Advanced DaVinci Resolve colour grading techniques," "Avid Media Composer workflows for feature films," "Motion graphics workflows for broadcast television." The more specific, the better.


• LinkedIn: This platform is a goldmine for reaching professionals, but it can be more expensive than other platforms. Use LinkedIn’s targeting options to their fullest extent. Target by:
  • Job title: "Senior Video Editor," "Post-Production Supervisor," "Motion Graphics Artist," "Colourist," "VFX Artist," "Director of Photography."
  • Industry: "Film & Television Production," "Post-Production," "Advertising Services," "Marketing and Advertising."
  • Skills: "DaVinci Resolve," "Avid Media Composer," "Adobe Premiere Pro," "After Effects," "Final Cut Pro."
  Layer your targeting! Don't just target "video editor." Target "Senior Video Editor" AND "DaVinci Resolve" AND "Film & Television Production." You might wanna experiment with LinkedIn groups as well, find industry specific groups that might be filled with pros.
  
  Also, consider LinkedIn Messaging ads (if your budget allows). These can be highly effective for reaching a very targeted audience with a personalised message. But they are a bit pricy.


• Instagram: This is where high-quality visuals are gunna shine. It's gonna be a little bit trickier compared to the other platforms, but it can be done. Use relevant hashtags such as #videoediting, #postproduction, #motiongraphics, #filmproduction, #tvproduction, #colorgrading, and #vfx. Target influencers in the filmmaking and video editing space. Collaborate with established video editors to have them show off your content and courses to their followers.

I'd say you should implement a retargeting strategy...

A retargeting strategy can drastically improve your ROI. Here's how you can approach it:

Website Visitors: If someone visits your landing page but doesn't sign up for a course, retarget them with ads that highlight the benefits of your masterclasses, showcase success stories from past students, or offer a limited-time discount.

Video Viewers: On platforms like YouTube, you can retarget users who watched a certain percentage of your promotional videos. If someone watched 75% of your video, they're clearly interested, so hit them with a retargeting ad that encourages them to enroll.

Engagement: Retarget people who have liked, commented on, or shared your posts on social media.

One campaign we ran for a client who was selling software really benefitted from retargeting. Anyone who visited their website was put into a retargeting list, which meant we could show them ads that were even more specific and relevant. Made a real difference to the results.

You probably should run tests to get it right...

A/B testing is crucial for optimizing your campaigns. Test different ad creatives, headlines, copy, and calls to action to see what resonates best with your target audience. Run seperate campaigns to test one thing, like a specific ad creative, against your old ones and compare. You wanna give each ad some budget to allow it to generate clicks and conversions and then you can make an informed decision whether to keep the ad running.

I think you'll find that A/B testing can really help to optimize your campaigns and improve your ROI. The key is to test, test, and test again.

Also, continually monitor your campaign performance and make adjustments as needed. If you see that certain keywords or demographics are not performing well, pause them and reallocate your budget to more effective areas.

You'll need to monitor your metrics...

Keep a close eye on these key metrics:

Click-Through Rate (CTR): Indicates how often people who see your ad click on it. A low CTR suggests that your ad copy or creative isn't compelling enough.

Conversion Rate: Measures the percentage of people who click on your ad and then complete a desired action, such as signing up for a course. A low conversion rate could indicate problems with your landing page or offer.

Cost Per Acquisition (CPA): Represents the cost of acquiring one new customer. It's a critical metric for understanding your ROI.

Return on Ad Spend (ROAS): Measures the revenue generated for every dollar spent on advertising. This is the ultimate metric for determining the profitability of your campaigns.

This is the main advice I have for you:

I hope this is useful! Paid advertising can be difficult, especially when it comes to launching a new product. It takes time and effort to get it right, and it's easy to waste money if you're not careful. Tbh, you may benifit from working with someone with expertise in scaling course campaigns.

We've worked with clients that have launched new online courses and masterclasses. I remember one client we helped generate $115k in revenue in 1.5 months selling course sales using Meta ads. If you recall, we also helped another client drive a 447% ROAS in one week using Meta ads. These are just a couple of examples of how we've helped clients launch new courses and masterclasses.

If you'd like to explore how we can help you achieve similar results, feel free to book in a free consultation.

Regards,
Team @ Lukas Holschuh