Launching traffic to the collections of trading-related channels yielded good results at first. However, after a few days, the combinations started to burn out quickly. We realized we had encountered the same issue that the previous contractors had faced.
We then decided to implement the second hypothesis and shift traffic to more narrowly targeted segments. We first tested the audience actively using the Pocket Option service. The results were excellent. This combination showed high effectiveness, and we didn’t observe rapid burnout.
We then began scaling this hypothesis, sequentially adding other channels whose audiences were linked to different trading services. The results were quite stable, with final result differences between channels in the 10-30% range. Again, no significant burnout was observed.
Once we found stable combinations, we proceeded with additional testing of creatives. Keeping potential audience burnout in mind as a key challenge, we paid special attention to testing ads with custom-colored emojis. We did this to overcome potential banner blindness and prolong the viability of the combinations.
As a result of additional testing of text and the inclusion of emojis, we managed to increase the conversion rate by another 20-25%.
Here are the results after one month of testing:
⠀⠀Total budget: $6,180.54
⠀⠀Number of subscribers: 6,794
⠀⠀Cost per subscriber (CPS): $0.91
⠀⠀Number of leads: 1,497
⠀⠀Cost per lead (CPL): $4.13
Before contacting us, the client had already been promoting their project via Telegram Ads. At first, the results of the campaign were satisfactory, but they soon encountered audience burnout. The previous contractor couldn’t return to consistently high results.
The former contractor fed the client promises and suggested that the problem was likely with the quality of content in the channel, advising a complete overhaul of the posts and warm-up approach.
The client was willing to accept this opinion. However, they decided to try working with an alternative agency that could bring a fresh perspective to the task.
The client tasked us with quickly scaling traffic, lowering the cost per subscriber, increasing conversion, and reducing the cost per lead.
The client approached us through the founder of a major online school that offers trading education and assists clients in forming investment portfolios.
Traffic was directed to a Telegram bot, which warmed up the audience through automated scripts:
- Introduction to the topic of trading
- Demonstration of student success
- A call to subscribe to the main channel for valuable information
After warming up with content in the channel, the client would then send a request and purchase the training.
1․ We decided to use the previous work done and launch the creatives that had performed best during the client’s previous ad campaigns.
2․ We then decided to test driving traffic to collections of channels related to trading. This was a basic step that the previous contractor likely tried. However, we wanted to see for ourselves what results this solution would yield.
3․ We also formed an alternative hypothesis for audience collection. We planned to test gathering an audience from thematic Telegram channels related to trading on popular platforms such as Pocket Option, Quotex, Binomo, IQ, and others.
What solution did we choose?
How did we prepare to work?
We asked the client for all the collected data on the target audience.
Fortunately, they had plenty of high-quality information:
- A well-defined target audience profile
- 15 text files with detailed customer interview data
- Files containing statistics and results of previous ad campaigns
- Files with all the texts used and their performance data
Our team carefully studied the client's project. We concluded that the Telegram channel and landing pages were well-optimized, and it was unlikely that the low results of the previous contractor were due to issues on the client’s side.
We also reviewed the advertisingcreatives from the previous contractors, and they seemed well-done as well.
As a result, our main hypothesis was that the previous contractor simply hadn’t found a sufficiently high-quality target audience.
What conclusions did we draw from this case?
- It’s important to thoroughly review the client’s data from previous campaigns. Using the previous team’s work, even if the final results weren’t ideal, helps drastically reduce testing time and quickly find a working hypothesis that will bring results.
- If broad audience combinations burn out quickly, narrowing the focus through collecting an audience from a specific group of Telegram channels can be very effective.
- Even if the promotion results are satisfactory, it’s always a good idea to continue testing new creatives to improve conversion even further.
- Custom emojis in ads can significantly increase conversion and slow down the burnout process by reducing banner blindness.
The client was very satisfied with the results from the first month. They completely ended their cooperation with the previous team and invested a significantly larger budget for the second month of promotion to scale the project.
We are continuing our work on the project. Our next task is to maintain high-quality traffic while greatly scaling its volume. To achieve this, we have developed an unconventional plan. But we’ll share the results of this plan in the next article about this project.
Hello, this is Stas Yagupov, the founder of the advertising agency SMIT.LINK. In this article, I’ll tell you about an interesting case we worked on for a well-known project focused on trading education. This case is especially dear to me because we successfully solved a problem that a large competing agency had failed to tackle. I am proud of the professionalism of my team. But let’s go step by step!
How We Generated 1,500 Leads at $4.13 Each for a Trading Education Project