Facebook Ads Overview
Facebook Lead forms are converting exceptionally well in this current marketing climate. Producing 10-20x better conversion rates than pushing traffic to a landing page. We work with you to decide what information we need to best pre-qualify the lead and close the client (name, location, email, phone number, etc.) while still maintaining a high conversion rate.
Geotargeting Ad Sets
Below is a brief snapshot of hyper-targeted audiences. We segment various areas and run split tests of the ads to find out the best audience to target, and hyper-target that sub-set of profitable clients.
Depending on what specific product or service we will be working to target customers for, we will find postal codes in areas containing the subset of customers you want to be working for. For example, if you would only like to be doing higher-end jobs, we will target the ads to areas such as Riverstone, Riverdale, Windermere, etc.
Ultimately the geotargeted area(s) will be approved by you to ensure the viability of each lead produced.
Scheduling Ad Sets
With an ad spend budget of $1,000/month the standard time frame from the initial inception of the first ad set to the finished split tested and optimized ad is 60 - 90 days. A larger budget in this testing period will reduce that timeframe to 40 - 60 days given each A/B split test is costing $300 - $500 dollars in ad expenditure.
We work with you to create a quarterly schedule where every 3 months we advertise your most profitable service for that time of year. Each quarter we deliver 6 ad sets/ad set optimizations, analyzing KPI's every 2 weeks or $500 in ad spend, whatever comes first.
We use the insights to hone in on the interests of your target audience and most desirable leads while eliminating the interests bringing in nonviable prospects. Ads are optimized through A/B Split Testing to increase conversion rates and drive down Cost Per Lead, while the target audience is being narrowed down to fit the profile of the leads that are converting.
Key Performance Indicators (KPI's)
Ad sets are judged off of the Key Performace Indicators (KPI's) by testing the creative copywriting and CPL (Cost Per Lead) against one another to optimize the conversion rater per impression on the lead form.
Our main goal here is to reverse engineer the ad spend allowing us to know how many converting clients we need every month in order to turn a profit after our consulting fee and ad spend has been paid for.
Cost Per Lead (CPL)
Below are two ad sets that we ran for a client who is targeting customers from around Alberta for complete timber home builds. The bottom ad set depicts week 2 of the 4-week ad optimization and testing period process.
The Top ad set depicts week 3, after going over the data and implementing the needed changes and new optimizations to the ad set.
We utilize A/B testing, implementing different variables to increase the conversion rate on leads, while bringing down the CPL through detailed audience targeting. This process provides more leads for less ad spend. Our goal for all clients is to bring that cost as low as possible while maintaining the high quality of leads to generate sales.
The picture to the left shows the next variation of optimization to the ad set where we further reduced the cost per lead down to $14.00 per lead.
Keep in mind that this is an ad for a complete timber home build which is a drastically smaller market than new home builds. The industry average CPL for said industry ranges between $150 - $300 per viable lead coming in at $130 more than our firm.
Remarketing is the act of targeting previously interested or current customers through email, banner ads, or social media ads. Remarketing is a crucial part of any high converting marketing strategy. We intend to take every viable lead that we have come in and compile those leads into a mail list that we can send monthly or weekly emails to reminding them of the other services you offer, why they need them, along with some discounts or promotions to get previously interested customers back in the sales cycle.
The Importance of Remarketing:
1. Stay Engaged with Your Target Audience - 96% of visitors leave without converting and 49% of visitors browse a site 2-4 times before they make a purchase. A Remarketing strategy paired with a targeted campaign will help to convert the prospects that are on the fence about moving forward with your company.
2. Increase Brand Awareness - 43% of companies use remarketing for online brand awareness and recognition. With remarketing you’ll be able to establish brand awareness in the early stage of the purchase process and become the authority on your product.
3. Increase Conversions on your Website - 56% of companies use remarketing to gain customers. Remarketing ads allow you to create custom messages which can remind current customers of needed service and maintenance appointments or re-attract previously interested customers with deals, promotions, and upsells. How many times your potential customers see your ad is very important when they are on the verge of buying. People coming back to your site multiple times are more likely to buy, because they have already seen your websites, so your products or services are more familiar to them.
4. Attract Your Competitors' Customers - 11% of companies use remarketing to target their competitors' customers. With remarketing, your ads pop up on a customer’s browser after they have visited your website or have searched for a particular keyword with the use of HTTP cookies. That means you can target people who’ve visited websites that are highly related to your product including your competitors.