With the Webinar Funnel, there was a concern of being able to scale without the cost per complete registration spiking. Keenan and Daniel wanted to increase the ad spend while keeping the cost per complete registration at about $10 or less.
We set the webinar funnel up to target cold interest audiences, with each unique interest in its own campaign. This is a very niche industry and so there are specific interest audiences to target:
Real Estate Agents
We also tested warm and lookalike audiences.
For each audience, we tested a variety of creative versions. One of the biggest keys here was not only did we segment the audiences we targeted but we segmented messaging to each audience.
Using different versions of videos, (including testimonials) carousel ads, and text only images we maintained the cost per registration we were aiming for with each category.