Promotion of personal blog, Gabriel Kokuashvili project
Input data
Tariff
Subject
Investor and businessman
Link to Instagram:
Monthly budget:
About the client:
Goal
Results
Tariff package project
Short result
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900%
Subscribers grew by
1400%
Views grew by
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case: targeted ads for Blog GAB — Meta Ads
An editorial engine met performance discipline: Blog GAB’s stories were packaged as “readable” landings and introduced to the right audiences through Meta Ads. Necessary People reframed ads as headlines, not slogans, and built a subscription path that starts with curiosity and ends with repeat reading. The outcome is steady sessions from social, lower CPC/CPA, and a predictable stream of new subscribers.
Context & goals: a blog treated like a product
The initial challenge wasn’t reach; it was intent. Vanity impressions brought shallow sessions and few opt-ins. The objective shifted toward readers who finish articles, bookmark them, and return for new releases. Success metrics were defined up front: controlled CPC to first read, CPA to subscription, scroll-depth and time-on-page as quality gates, and ROMI from reader retargeting.
Editorial strategy aligned with paid distribution. Each rubric received its own promise, lead magnet, and ad vocabulary. Time-sensitive topics were given a refresh protocol—swap preview, tighten headline, update hero visual—without rewriting the article. This kept the catalog fresh, reduced production cycles, and protected the cost curve.
Funnel architecture: from first frame to subscription
Top-of-funnel: reels and carousels built like mini-covers—frame 1 states the topic, frame 2 names the payoff, frame 3 invites the read. Targeting leaned on interest stacks and behavior, with early negative filters to avoid cheap, non-reading clicks.
Mid-funnel: article pages shaped as landings. Clear typography, generous line-height, table of contents at the top, anchor links for scanning, and an on-page progress bar for pace. A native lead magnet appears after 35% scroll—checklist, tool pack, or a two-page summary—so attention isn’t hijacked too early.
Bottom-funnel: subscription and return-series. Retargeting prompts readers to finish a section, revisit an updated chart, or pick the next article in the series. For existing subscribers, ads announce releases and curated “read next” bundles that keep the loop alive.
Every stage holds a singular KPI: CPC/CTR for entry frames; read quality (time + depth + magnet visibility) for articles; CPA and return rate for the subscription layer. Focus on one lever per stage kept optimization fast and unambiguous.
Creatives & headlines: editorial discipline inside Meta Ads
Clarity beat curiosity-gaps. Headlines were written to pass the “glance test”: six to nine words, concrete value, no bait. Subheads delivered the outcome in one sentence. The third frame acted as proof—snippet of a table, a diagram, or a before/after micro-example. Mobile readability governed all layouts: large type, strong contrast, and finger-safe spacing.
Guide-style pieces performed best with “before/after” carousels; comparisons leaned on two-column frames; analyses showcased one decisive chart with a short legend. Calls-to-action borrowed newsroom verbs: Read the guide, Grab the checklist, Download the summary. These verbs set expectations and reduced bounce from mismatched promises.
The “reader return” series avoided creative fatigue through incremental novelty. Rather than repeating the same cover, each ad surfaced a fresh angle—new stat, answered question, or added section—keeping frequency acceptable without dropping CTR.
Measurement & optimization: metrics that move ROMI
Tracking relied on three events: ViewContent for meaningful reads, Subscribe for newsletter opt-ins, and Download for magnet grabs. UTM structure mapped the triad “creative × rubric × article,” letting revenue from retargeting tie back to the exact teaser and headline that sparked the session.
Three improvement loops ran in parallel. Loop one: headline and frame-one A/Bs to shave CPC without attracting skimmers. Loop two: reading UX—bigger body text, shorter paragraphs, clear pull-quotes, and visible anchors—lifted completion and magnet visibility. Loop three: retargeting dosage—segmented frequency caps for “readers without opt-in” versus “subscribers to be reactivated.”
Form friction was handled with microcopy and cues: sample email, promised cadence, preview of the last issue. As friction fell, CPA stabilized and the list grew with readers who actually finish content. Avoiding low-quality placements and cleansing audience overlaps protected both costs and brand tone.
Scale plan: rubrics, series, and durable traffic
Compounding growth came from serializing ideas. Each rubric received a mini-landing that groups articles, houses its specific magnet, and links to a tailored email series. Evergreens were re-launched with updated previews and “best of” bundles, generating inexpensive CPC and a long tail of steady visits.
Channel synergy extended the effect. Search caught high-intent queries for the same rubrics while social nurtured reading habits and returns. During seasonal spikes, the calendar leaned into topics with rising interest, and ads preserved an honest, useful tone. Necessary People keeps a live metric map and rotation plan, so distribution can scale without diluting reading quality.
The principle is simple: ads speak like headlines, pages read like guides, and subscriptions feel like a natural next step. When each layer does only one job, CPC stays disciplined, CPA remains sane, and ROMI grows with the audience that keeps coming back.