Facebook Ads For Membership Sites

ScottsBassLessons.com

1,822 New Members With A ROAS of 5.8

About ScottsBassLessons.com

ScottsBassLessons.com is the world’s largest bass guitar membership site with over 25,000 members. With over 950,000 YouTube subscribers at the time of writing, they are a powerhouse in the world of online music education.

The Challenge

We were approached by SBL to help them scale through paid ads. They had worked with previous agencies and consultants in the past but hadn’t had the best experiences. They had two main goals: to increase the number of leads (via a free lead magnet) and to increase the number of people signing up to the membership’s 14-day free trial.

Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.

Client Name, CEO Aberdeen FC

Our Approach

With the large YouTube and website audience, we focussed a lot of our efforts on clever retargeting campaigns. We segmented down the different audiences: video views, email list, website traffic etc. and targeted each with a specific message, inviting them to the 14-day free trial.

We also ran two other main campaigns:

Lead Generation - we ran a campaign inviting people to sign up to our free bass guitar toolkit. This added people to the list and into our automated sequences, which eventually sold the 14-day trial.

Video views - we found great success when retargeting people who had already consumed SBL’s video content, so we ran a lot of content promotion which directed them to the 14-day trial.

Results

This was a perfect example of our “Yatter Wheel” methodology. We reached over 7 million bass players with our campaigns, converting over 1,822 into members.

We also ran campaigns around specific promotions, achieving a ROAS above 10x on multiple occasions.