TPC Leadership
Do you want to develop in the field of leadership? Then you have come to the right place at TPC Leadership. This company, one of our oldest clients, provides various programs within this topic, it is our job to provide a steady stream of potential trainees through online marketing. In this case focusing on one of the programs, namely the Coach Practitioner Program. And for TPC Leadership UK. Hence the result in pounds!
LinkedIn Ads perfectly suited for the clear target audience, but in an indirect way
As we mentioned above, we have been working for TPC Leadership for several years now, so we know pretty well what does and does not work in terms of advertising and strategy. Thus, we learned that it is a pretty big step for the target audience, without further knowledge about TPC Leadership, to book a training right away. Therefore, to effectively collect leads, it was clear that a more indirect approach is needed. Potential buyers want to be informed first, before booking directly. Therefore, together we looked at what material, content and further information was available to determine the right path.
It was soon clear that we needed to use the brochure about the program. This beautifully designed document is easily accessible, informative, and can be used to obtain contact information from potential customers. The only question was which channel we could use to reach the right target group most efficiently. That answer was also immediately obvious: via LinkedIn ads. Through this platform we are able to target the target group very specifically based on job titles, such as: directors, (senior) managers, or owners.
Finally, it was important to think carefully about the right message, and also test whether it works well (or not). Ads have huge impact, they can make or break your campaign. Therefore, several tests were run to investigate which type of expression appealed most to our target audience. Below are a few examples, in these cases with different copy. Other ads were tested with different images.
Result: £34,18 per lead
The deployment of these ads was over a limited period of several weeks. In total, we paid £34.18 per lead during this period, but perhaps more interestingly, we gained many insights into how to achieve (much) better results next edition.
As described above, we worked with different expressions. If we look at the results for each expression, we see huge differences. To give a few examples, ad A provided the most leads, but ad B provided the lowest cost per lead.
With these – and other ads – we were paying £15,25 to £20,49 per lead in the last phase. So now we know how to make sure that in the next edition we will not pay £34 per lead, but rather around £20!
This case shows that A/B testing with ads is incredibly important because it can have a lot of impact. Are you doubting whether you are doing this right? Then get in touch with us, we’d love to take a look!
