In order to increase overall subscription numbers YoY and improve YoY CPA efficiency, we needed to build upon and continue our retargeting efforts, ensuring we closed the loop on as many users who visited, but did not subscribe. However, this group is a finite pool of users who we didn’t want to oversaturate, and this tactic does not lead to the sort of growth we wanted to deliver.
We identified that to achieve these objectives and drive meaningful growth, we needed to launch prospecting activity at scale with a focus on cold traffic (no prior engagement with the New Scientist website or social properties). We aimed to find users who we could both directly convert with an appealing ad, with the added benefit of increasing our retargeting pool with those we couldn’t convert immediately.
Strategy and Key Tactics
We launched new prospecting campaigns based on the wide range of subjects New Scientist covers on a weekly basis, targeting only new users who are not familiar with the brand.
To scale our audiences, we used a combination of Facebook Audience Planner supplemented with the Facebook API interest recommendations. With the wealth of content New Scientist covers, this enabled us to target a huge range of niche interests that we would have otherwise never uncovered, hugely increasing our reach and our performance.
Initially we targeted a wide range of placements with Facebook Ads, however we quickly found Instagram in-feed and Story ads outperformed other placements. Remaining agile, we doubled down on this, pushing Instagram formats across all our ad sets, helping to drive growth and decrease CPA simultaneously. We also tested the impact polls had on our story ad performance, both on engagement and a subscription level.