Just a case study on how we got a client to get clicks on her ad for £0.09 and highly targeted leads for just £0.52.
Let’s start off with the client’s business. She sells a premium coaching product for £500 and upwards. Her target market is people aged 40-65, who are looking to transition careers. Assuming she converts just 1% of her highly targeted leads, that’s a RoAS of 1500% or more. Sounds like a pretty effective and profitable campaign to me!
Here’s some proof from Facebook’s mobile ad manager –
How did we do it?
1. We always start off by researching a client’s campaign goals and target audience.
We’ve got a set of questions we like to ask over a 30-60 minute interview. If we don’t think the client has a product or service that can succeed on Facebook then we don’t take them on. In this case, we had worked with similar businesses before and I was pretty confident we could get her results. And we did!
We crushed her targets for CPL and are on track to hit her goal number of leads on time. Plus there’s been some solid engagement with her Facebook page which is always nice.
2. Audience targeting
I recommend using a few different tools to really dig into who your audience is.
We use Facebook’s audience insights tool, Google Trends, Wolfram Alpha, competitor websites/blogs, Amazon reviews, and basically anything that can give us some insight into how the audience behaves and thinks.
This step is absolutely crucial if you want to succeed with your ads. It played a huge part in getting our ads a relevance score of 10, which means lower CPC and more leads!
Basically, you want to put yourself in the mind of your customer. To do that, reading as much as possible on psychology and marketing is a must. But you also have to research intensively until you know the details about your audience. Don’t stop at the surface level – dig deep!
3. Craft a compelling offer.
Okay – on Facebook your offer has to immediately resonate with your target audience. You have maybe 1.5 seconds before people lose interest.
How do you capture their interest? You have to know your audience first and foremost. Specifically their motivations. In this campaign, we used a question in our headline to immediately capture attention and get people thinking.
Questions are engaging. They get you to start thinking. Our question also touched on a deeper desire that the audience had – not wanting to experience regret.
Once we had that initial pain point brought up (experiencing regret), it was time to offer a solution.
That solution was-
A) super specific
B) available instantly after filling out their email
People want to know you’ll solve their problem. Being specific helps you to show that you can solve their problem. They also don’t want to wait in most cases. So we reassured them that we’d have a solution sent to their inbox. A solution that would only take 5 minutes to start helping them.
Quick note – originally the client was calling the lead magnet she offered a “guide”. We changed the wording to cheat sheet and saw much better results immediately. Why? People don’t want to browse through a guide. They want to scan something quickly and get value out of it. By making the lead magnet less of a time investment, we saw conversions jump up. Try it yourself!
4. Use the right imagery!
Okay so let’s think about why we use Facebook. Is it to look at ads? Nope. It’s to consume content. So don’t use images that look blatantly like ads.
We tested 5 different images to see which one would get the best results. Of those, two got us really good CPCs and conversion rates so we stuck with them. They were pictures of normal looking people. No crazy graphics or anything like that. Just simple pictures that could be found on a friend’s feed.
5. Test and optimize
We always test and optimize our campaigns to squeeze out every bit of performance. Here are a few quick things you can look at –
A) does one age group convert better?
B) do men or women convert better? Does one offer work better on one group?
C) which images get the most attention?
D) which offer converts best?
E) does mobile or desktop provide better results?
F) which placements are most profitable? (Hint – it’s rarely Instagram for new advertisers!)
We tested all of these and used the data to improve the campaign. The above numbers are actually before most of our optimization had a chance to show results. We’re expecting to drive costs down even lower over the next few days.
Q and A
This is awesome thanks! £0.52 was Your average CPC? That’s awesome! I am trying to run a SEM marketing Campaign for a Local moving company… I think of using Bing since Clicks there are cheaper, or should I go with Google ads? Also, do you think it’s a good idea to Convert with Phone extensions or Focus on Website Clicks? And finally, I just started with SEM recently and never worked with call extension ads, I seem to get impressions on my ad but the Call extensions got 0 Impressions. I have set up the ad for calls I don’t know maybe the algorithm is learning the ad?
A/Yep! £0.52 is our average right now and should drop further because we cut out an underperforming segment (was at around ~£0.80 CPC)
Your question has nothing to do with Facebook ads, but luckily for you, I’m well versed in AdWords and Bing too.
First thing – call extensions are a MUST. Have as many extensions as make sense. They’re great at making your ad stick out and that will lead to a higher click-through.
If you aren’t seeing results from your Search Marketing it could be any of 10000 reasons. Maybe you forgot to add negative keywords. Maybe you don’t have right targeting. Maybe you’re a dance studio bidding on “facebook audience insights” as a keyword (true story).
The point is, I can’t really diagnose this without knowing more about the problem. So instead, I’ll give you three tips –
1) write very specific ad copy for a very specific audience
2) have very tight ad groups that are all closely related to each other
3) use a designated landing page for each ad group
[bonus]4) use negative keywords to make sure you aren’t showing your ad to people who wouldn’t convert anyway
How many keywords should I have per ad? Should I go for low competition low search ads but have a ton of those?
It’s better to have 10 very closely related keywords in each ad group than to have one ad group with 100 unrelated keywords. The key is making sure your ad copy answers the question being asked by the searcher.
With your keywords, don’t worry about competition and volume as much as what the searcher is thinking when they input them into google.
“Buy orange Lexar USB 4gb free shipping” might be a low competition keyword with only a few searches a month, but if you sell that product and offer free shipping then you should bid on it. Same if it’s a high volume and high competition keyword. Your ads can be placed higher than ads with higher bids if they’re more relevant than your competition!