Frequently asked questions
At Jellop, we run ad campaigns, mainly on Meta and Google and through email marketing, to promote Kickstarter projects. We keep it simple and risk-free for Kickstarter creators to boost their projects by offering a pay-per-performance model, advanced yet transparent reporting, and no long-term contracts.
Since the beginning of 2015, we’ve worked with over 5,000 Kickstarter campaigns with more than $1.3B raised between them.
Our rates start at ~15% of the pledges attributable to our efforts (usually ~5% of a project’s total raise), with discounts for high daily ad spend that can decrease the fee to as low as 10% for the incremental pledge. There are no setup fees and no hidden fees. The creator pays for the ad spend and sets the budget.
Actual ad budgets vary significantly between projects. However, most creators spend around 10% (usually 7.5% to 12.5%) of their total raise on ads. The most critical variables are usually conversion rates, pricing, cost-per-click, and how daring/conservative the creator is with ad spend.
The best and fastest way to contact us to see if we can work together is to fill out our contact form at the top of the site.
No. We have a strict policy against running ads in parallel with other agencies as it hurts performance (ad fatigue + internal bidding war).
You can run ads with other agencies before we jump in or after you’ve asked us to pause, but to do our job right, we will need total exclusivity on Meta and Google and ideally start the ads on Day 1.
While you’re working with us, you can work with others on other areas of the campaign that don’t involve paid ads during the live Kickstarter project, like pre-launch list building, video production, newsletters, etc. We’re also okay with you running paid ads in-house even while we’re running ads.
No. We don’t produce video or graphics, page design, marketing messaging, etc. Our exclusivity policy only refers to paid ads and email marketing so that others can help you with other areas.
As part of our onboarding process, we’ll ask you to share your video and image content. With the help of our copywriters and graphic designers, we’ll then create some 20 Meta variants and some 20 Google variants to compete against one another. We’ll share the Meta ad variants with you right after we launch.
No. Our specialty is promoting the best campaigns on Kickstarter, and this is where our team is currently focusing all of our efforts.
During your campaign, we will do everything within our power and the parameters of your budget to ensure its success.
In the unlikely event of you not hitting your funding goal, we’ll still be entitled to our fees – but when we send our invoice, the fee will be discounted by 25%.
Please note that our fee would be low even before the discount, as we carefully and constantly monitor campaigns. If you (or we) see that your funding rate is slow and you won’t be hitting your goal – we would suggest to pause the ad campaign early in the game carrying a small fee.
No. You won’t be charged fees for canceled pledges. All pledge adjustments (upgrades/downgrades/cancellations) made before the campaign ends are automatically taken into account in our fee calculation and reported on our dashboard. Once the project has ended, our fee is final regardless of uncollected pledges.
We use two tracking methods:
-The Kickstarter dashboard that undershoots – it gives us less credit for pledges than we deserve (especially on mobile traffic and pledges).
-Jellop Analytics, which is our best estimate given the many different factors we keep track of. It’s a learning algorithm that needs to adjust per project.
To charge around our fee of roughly 15%, we take the lower of the two: 22.5% of what the undershooting Kickstarter dashboard shows or 15% of what Jellop Analytics shows.
Please note that since we take the lower of the two – our analytics calculation can never raise your fees, only lower them.
No. We don’t commit to being able to achieve or maintain any specific ROAS, as it’s impossible to know in advance the performance that the ads will have. We’ll do our best to try and get you the best performance we can.
No. Our ads don’t stop running automatically when your ROAS falls short of your requested minimum. The requested minimum ROAS you provide us is a guideline that helps us understand when to increase or decrease our ad spend. When we are unable to reach the minimum requested ROAS for a few consecutive days, the suggestion to pause ads can come up (either from you or from us), but we will only pause them once we get a request/confirmation from you that this is what you would like to do.