How to Create High-Performing Multi-Channel Ads That Resonate With Different Target Audiences with Olivia Smith (GMT109)


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Get the free growth cheat sheet with all actionable tips and notes from this episode in a one-page PDF at

It's easy to launch a Facebook ad. But, optimizing your advertising and getting an amazing return is a different story. If you fail to constantly improve and maintain your Facebook campaigns, chances are that your results will start declining pretty fast. It may even happen in a couple of days after setting up a new ad campaign.
If you want to achieve a higher campaign ROI, lower your advertising costs, and increase the number of conversions, you need to listen to this episode with Olivia Smith, the Growth Marketing Manager at HopSkipDrive. HopSkipDrive is an app that provides a safe, dependable way to get children to where they need to be.
In episode 109, you'll learn:
  1. How did Olivia reduce their Facebook ad's CPA by 65%?
  2. How did they use videos to increase the performance of their social ads?
  3. How is Olivia diversifying their paid ads channel?
This episode is brought to you by Product-Led Institute. Product-Led Growth is disrupting the way businesses are selling software. It's how companies like Slack, Zoom, and Dropbox have become juggernauts in their industry. Don't get left behind. Apply now to the six-week Product-Led Growth Certification Program. The deadline to apply for the fall cohort is Thursday, September 10th. After that, this won't be back until Spring 2021.
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Key Discussion Points
  • [02:38] Olivia Smith's career journey
  • [05:01] What is HopSkipDrive?
  • [07:58] For a two-sided marketplace like HopSkipDrive, which side is harder to acquire?
  • [13:52] Why did the HopSkipDrive move their ad campaign management from an agency to an in-house team?
  • [19:10] How did Olivia reduce their Facebook ad's CPA by 65%?
  • [19:50] How did they use videos to increase the performance of their social ads?
  • [24:05] How are they acquiring parents, schools, and drivers for HopSkipDrive?
  • [26:24] How is Olivia diversifying their paid ads channel?
  • [30:34] Olivia's one piece of advice to marketers

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