Marketing Execution: Increase Focus, Ride the Election
While I haven't started with "spray and pray" campaigns, I need to improve the impression-conversion funnel
I’m satisfied on my campaign penetration in terms of impressions and CPM (cost for 1k impressions). I’m also OK with CTR, the click-thru-rate, since I expect that the number of would-be writers that are interested in an AI tool to kick off their book now is just a fraction of the vast universe I targeted, which is anyone interested in writing, creative writing, fiction writing and similar.
However, my conversion to paying customers remains low, and while I’ve been refining both message and product (bebooq.com), the cost of generating customers is higher than the revenue. I need to find more efficient ways to find my customers.
One way is to link to events that polarize people’s attention. The first one I targeted with my launch was Halloween, by offering promo codes (BOOBOOQ100) and with texts that were variations of this:
🎃 Halloween Special: Bring Your Fiction to Life on bebooq!
✨ Start FREE
💫 Then get 3 months of full access for just $9.99 (60% off!)
🚀 Promo code: BOOBOOQ100This is the current status, showing different campaigns within each platform:
From the above you can see how I:
Paused generic campaigns. with a lot of impressions.
Started campaigns with more focused targeting, each with an accompanying video:
Target the “Gen Z” age group (really an extended 18-44 age group) using a campaign with this video short
Ride the craziness around the US presidential election, replacing the Halloween promo with an “Election Dystopia” promo, DARKVOTE24, and with this video short
Insta/FB actually rejected my campaign! They saw it related to the election, and blocked it. Admittedly, the story I portray is about what happens in the next 10 years if Trump wins, however bebooq could very well be used to write a dystopian story about the 10 years after Harris wins (any takers? :-).
Here’s how the DARKVOTE24 ad looks on X:
And here’s how it looks on Reddit:
The results of the newly launched campaigns compared to the first campaigns are not too dissimilar. It may be too early to say whether they are working, especially for DARKVOTE24, however the number of people starting a bebooq free trial has accelerated.
On the product site, I’ve added the new promo code in Stripe, and changed my home page banner to point all prospects, including those coming from Instagram/Facebook where my new ad was rejected, to the “Election Dystopia” video short on YouTube:
