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MenoLabs is a women-founded company with a mission to create the best research-driven all-natural solutions for treatment of menopause and improve society’s understanding of menopause.
Co-Founders Danielle Jacobs and Vanessa Ford, who are both mothers, wives, and successful professionals, launched MenoLabs in February of 2020 with Co-Founder John P. Konhilas, Ph.D., Associate Professor with the Department of Physiology and Sarver Molecular Cardiovascular Research at the University of Arizona.
Starting from zero with the company’s formation in late 2019, MenoLabs struggled to find a consistently effective Facebook ads strategy.
At the same time, Tony’s responsibilities as Chief Strategy Officer were larger than Facebook ads. He oversaw other lead sources including email, lead-generating quizzes, a company blog, and an Amazon storefront. Consequently, the complexity of designing and running consistently successful Facebook ad campaigns demanded more time than he alone could give to it.
He needed assistance, but finding a team who could get results was challenging. He hired and fired three agencies, because none of them could do better than himself:
“Every time I hired an expert, performance would tank. I kept thinking there had to be somebody out there who knew more than us. I’m pretty good, but you can’t coach yourself. And Facebook changes every 10 minutes.”
To scale MenoLabs sales and meet the company’s goal of an acquisition, Ford needed assistance with up-to-date Facebook compliance, a strategy of rationalized systematic testing, and the daily intensive work of executing the strategy.
“I thought I knew Facebook Business Manager pretty well,” he said. “I spent two or three 1-hour sessions on the phone with Ethan. I was watching him navigate Business Manager and I realized there’s stuff in here I didn’t know you could do. There are things I didn’t know existed.”
Ethan Bence, the founder of 4080 Marketing, has a background in statistical data analysis and works with e-commerce brands and information product creators to scale their businesses via comprehensively systematic, data-driven Facebook Ads.
The rapid scaling success that happened next with MenoLabs could only have occurred with the help of someone like Ethan, running a team such as the one at 4080 Marketing.
Ethan Bence, the founder of 4080 Marketing, has a background in statistical data analysis and works with e-commerce brands and information product creators to scale their businesses via comprehensively systematic, data-driven Facebook Ads.
The rapid scaling success that happened next with MenoLabs could only have occurred with the help of someone like Ethan, running a team such as the one at 4080 Marketing.
Solution
1. RESTRUCTURING AND OPTIMIZING THE AD ACCOUNT
4080 Marketing’s first move was systematically restructuring and optimizing the Facebook Ads account. To structure the ad account properly, 4080 Marketing sectioned it into a 4-part funnel:
- Top of Funnel (Cold Traffic)
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Middle of Funnel (Warm Traffic)
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Bottom of Funnel (Hot Traffic)
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Retention (Past Purchasers)
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This accomplished two objectives:
First, it made clear where they were getting good ad performance and where they weren’t.
Second, it made sure they were delivering the right messages to individuals in each section of the funnel.
“If you don’t get those properly broken out,” Bence explains, “you’ll be showing ads designed for cold traffic to people who have already been in the cart. That’s common. But that’s what you don’t want to do, because those are two different kinds of potential buyers.”
Meeting those two objectives allowed MenoLabs to scale their ad spend with confidence, and see it pay off extremely well.
2. SCALING THE SPEND
Soon, MenoLabs was running 17,000 MenoLabs ad variations across 500 ad segments a month. At one point, ad spend was $460,000 per month. Even at that level, the ads were paying off with very high ROI, for two reasons: First was 4080’s expertise in creating and running the ads. Second was MenoLabs’ subscription model.
Here’s Why:
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And that wasn’t all. 4080’s holistic approach created synergy that accelerated the growth.
3. HOLISTIC TOTAL BUSINESS APPROACH
Ethan and the team asked questions including:
What’s the cost?
What’s the margin?
When do we get into brand fatigue?
How can we get a halo brand lift in other channels?
What’s the cost?
What’s the margin?
When do we get into brand fatigue?
How can we get a halo brand lift in other
channels?
The Amazon subscription prices needed to be rationalized vis a vis their website prices, so that the lowest price was always from their website directly. This improved the bottom line significantly by growing the subscriptions faster on the website than on the Amazon storefront.
Although that’s an obvious move to make, a critical point is that 4080 Marketing takes a holistic approach. For business owners and CMOs whose bandwidth is stretched extremely thin, the team helps them coordinate and rationalize all their marketing efforts for synergistic scaling.
4. COMPREHENSIVE AND GRANULAR SPLIT TESTING
At the beginning of the relationship, MenoLabs was sending all traffic to the product pages – not bad, but an opportunity for significant growth. 4080 Marketing coached the creation of purpose-built landing pages, and also the building out of product pages for better conversion. Then everything was split-tested consistently.
This split-testing of destinations completed the loop of data, and proved highly effective when combined with the data gathered from optimizing and testing the ads. The system put into place even enabled the detailed testing of longer-form funnels.
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Result
“That’s a fast two years,” Ford says. “We scaled very fast, from launch to mid-seven figures and a substantial exit in about 24 months.”
They did it with aggressive pay per click marketing, the majority of it spent on Facebook, with 4080 Marketing creating the strategies, the ads, directing the spend, and closing the data loop with landing page split-testing.
“Here’s the truth,” Ford says. “There are a lot of snake oil sales people out there. Everybody and his bro from college are in their garage slinging Facebook advice. But there’s nothing that beats fine-tuned understanding of this.”
The future looks even brighter. MenoLabs is charged by Amyris, the company who bought it, with taking business to 5X next year. Amyris is funding the expansion, and MenoLabs in turn is expanding its relationship with 4080 Marketing.
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DISCLAIMER: The sales figures stated on this landing page are our personal sales figures and in some cases the sales figures of previous or existing clients.
Please understand these results are not typical. We're not implying you'll duplicate them (or do anything for that matter). The average person who buys "how to" information gets little to no results. We're using these references for example purposes only. Your results will vary and depend on many factors including but not limited to your background, experience, and work ethic.
All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT PURCHASE THIS PACKAGE.
