Adventures in paid traffic:
I’m running Twitter ads to grow my Morning Brew-like health newsletter. The same batch of ads in different ad groups, using different ways of targeting people.
Terrible results. The best I could do was targeting a bunch of keywords naturally connected to the topic of my newsletter.
New subscriber cost? $14.04. Scary.
I then went and looked at a bunch of profiles of people who signed up. Their Twitter descriptions, what they were sharing. It wasn’t health. It was investing.
So I created a new ad group, targeting investing keywords entirely unrelated to my newsletter.
New subscriber cost? $1.99.
The usual caveats apply:
The quality of any of these subscribers is not clear, since I haven’t tried selling anything to them yet beyond the optin. It’s not even clear if they will stay engaged and open my newsletter in case I sell ads in the future.
Still, if you’re running paid traffic for your newsletter, consider the above 1-2 approach. It might help you find entirely new, unexpected segments of the market that might be a good fit for what you do.
Also, if you are running paid traffic to grow your newsletter or email list, and you’ve spent $500 or more, write in and let me know. I have something you might like.