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Michael was unsure if there was a viable market opportunity to provide virtual dermatology to Americans. He needed a viable way to test his business idea quickly. He turned to me to build out a paid ad program to gather leads for Clear Health.
The two of us needed to determine viable benchmarks of the cost per lead to determine whether or not this was a profitable business venture to supplement Nefaire. Additionally, we needed to determine the best ad platform to reach people interested in online dermatology.
Before running any ads, I completed a complete Web Tracking & Analytics implementation across the Clear Health website. We set up our analytics tracking to measure key behavioural indicators of potential interest to help find the highest quality leads and optimize our landing page. Once we ensured a high level of sophistication in our web tracking, we were able to make educated, data-informed decisions. Data cleanliness should be ensured before any ads go live.
In terms of ads, Michael and I determined that the best channels to approach were on the Google Search network, YouTube, and Facebook/Instagram Ads. We launched ads on all platforms simultaneously and measured the performance of each platform using the KPI of cost per lead.
Decrease in Cost per Lead
Monthly Unique Reach
Decrease in CPM
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Stock Fragrance sell professional fragrance oils to DIY candle makers or soap makers etc. This audience are a very engaged audience specifically on Facebook and Pinterest, so finding the audience was easy but convincing them to spend top dollar on the best quality fragrance oils, in bulk was harder. We spent alot of time on education, building brand awareness and website traffic, we then followed up with a lead gen campaign with a lead magnet that offered free smelling samples and this made all the difference. We had an audience that was primed to convert and offering a lead that was useful to them and convinced them to buy was a win for everyone.
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