Martins Onyedikachi Ozor

Free Trial/Consultation Brand Case Study Offering a free trial/consultation is a great way to increase revenue and to get new customers. The goal with the free trial is not to increase income/revenue but to get new prospects through the door and then once the trial is over to upsell them on memberships, subscriptions, etc. Option #1: Create a campaign that drives to a landing page where a user signs up. We setup the Facebook pixel on this particular landing page and a thank-you page after the user signed up where the Facebook algorthim was set to optimize to user’s who made it to this page to sign up. As the algorthim finds more people to make it to this tracking-page to sign up the cost per sign up decreases and the more desirable the offer the more people are willing to sign-up at a lower cost. Since location was a big factor for this client we created different ad sets around radius’s around the gym facility. We found that 10KM (6.21 miles) was the furthest distance a user was willing to travel in order to sign-up for the gym. We also used past customer lists of old locations to create lookalike audiences to help find people with similar interest and behavior traits of those who have signed up for the gym in the past. Option #2: Not every brand has landing pages setup for free-trials or has permission to install a Facebook tracking Pixel on their website. In that case the best way to generate free trials on Facebook/Instagram would be messenger ads. Messenger ads allow users to click on the ads and message the company directly. The user can ask more about the deal and someone from the company responds and has a message conversation with the user online. You can either choose to book the appointment on the messenger chat or collect the contact info and schedule the free trial/consultation over email. Option #3: Another option to get more trial signups would be a Google Search campaign. Note, just like option #1 you need to have a relevant landing page/website with a tracking page setup to know exactly when someone signs up. You also want to make sure you are in a category where there are non-brand searches for your particular product/service. The example above again is the gym client from option #1. People searched for terms such as “gym near me” and “gyms near me” and since they were offering a free gym trial membership the user converted since the offer matched the search.