Overview
Olami Souled is an organization dedicated to helping young, single Jewish women rediscover and reconnect with their Jewish roots. Through an online video series featuring educators and experts in Judaism, as well as personal coaches (Souled Coaches), Souled addresses the contemporary issues and questions that these women face. Unlike organizations targeting devout Jews, Souled focuses on reaching those who have grown away from their Jewish heritage and are seeking a path back.
Challenges
Targeting Jewish women on Meta proved challenging due to the platform's restrictions on religious and ethnic targeting. Initially, the strategy involved combining various Jewish-related audiences that seemed promising. However, this approach led to an unacceptably high CPA.
Additionally, Olami Souled faced an internal challenge with their sign-up flow. After completing a form, leads were required to choose a "Souled Coach" to fully complete the sign-up process. This extra step led to some drop-off between the initial form submission and the final sign-up completion.
To overcome this challenge, the strategy shifted to a more granular approach: individual ad sets were created for each Jewish-related audience interest we were confident in. This approach proved to be a game-changer. By isolating individual audience interests, the campaign allowed Meta's algorithm to better understand and optimize for each audience, resulting in a more efficient learning phase and improved CPA.
In addition to refining the audience targeting, multiple lead generation methods were tested. These included in-platform lead generation forms, traditional lead forms, and even messenger chats and Instagram DMs. While these methods generated some traction, the quality of conversions was not sufficient to justify their continued use.
Key Performance Indicators (KPIs)
Leads
Cost Per Acquisition (CPA)
Platforms Leveraged
Meta Ads
Strategy
Souled's goal was to generate leads within specific audience parameters using Meta Ads, with a primary focus on maintaining an efficient CPA. Given Meta's audience targeting restrictions, particularly concerning religious demographics, the campaign required a nuanced approach.
By focusing on single-interest audience ad sets, the campaign successfully reduced the CPA and generated higher-quality leads. The refined strategy allowed Souled to effectively reach young Jewish women who were looking to reconnect with their roots, aligning with the organization’s mission.
The work with Olami Souled highlights the importance of audience segmentation and strategic targeting in overcoming platform restrictions. By testing and refining the approach, Souled was able to achieve its goal of generating leads while maintaining a focus on cost efficiency. The lessons learned from this campaign can serve as a valuable reference for future digital marketing efforts in similar contexts.
