The Situation

Our startup client came to us looking to drive potential customers to their website, introducing a new product not available in stores yet and wanting to see if there was even interest in the concept. Having embarked on their first Facebook ad campaign with somebody else their initial results were extremely disappointing.  They were achieving a very low Click Through Rate and it was costing them a lot to bring somebody to the landing page. For a small start-up where every marketing dollar counts, this was frustrating. They needed advice on how to bring their costs down and their traffic up!

The Solution

We worked closely with the client to develop a strategy for paid social campaigns going forward, one that focused heavily on identifying the correct audience, aligning their business objectives to their advertising objectives and one that involved continual testing, monitoring and adjusting.

Step 1: Audience Fine-Tuning recommended

Facebook’s greatest asset is its ability to reach super-specific audiences and our first step was to look at the client’s existing campaign to see who they were targeting.  What we found were ads that were being sent to a generic audience group of nearly 90m. We embarked on a project to truly understand the clients’ customer persona, gaining key insights into their demographics and shopping behavior.

Result: A more relevant group of people that would be interested in the product...and therefore more success driving them to the website. With more people now clicking on the ad the cost to advertise to each individual became lower, they were now seeing increased results at a far lower cost.

Step 2: Ad objective redefined

Facebook uses its massive amount of data collected on people to decide who should be given priority to receive your ads within your target audience based on your business objective. Identifying what stage your company is at and what your objectives should translate to in the platform is a very important step. By selecting an objective geared to customers who are much further along on the customer journey than your company is ready to deliver, is an easy mistake to make. With this particular client, the product was not even available so the ads needed to grab the attention of people entering the funnel so that the client could nurture them through to sales when ready.

Result: Redefining the client’s ad objective reduced the Cost per Landing Page Arrival by 97%.  Lowering the cost of attracting each person to the landing page meant we could bring in far more people to the website for the same amount of budget.

Summary

Getting the audience right was one of the most important and powerful things we could do to help maximize the results. Marketing to a niche really does pay off.  If you don’t know who you are advertising to you can’t scale, can’t optimize, and can’t convert.

For a small start-up launching it’s first campaign, we shifted the campaign objective to prioritizing an audience who was likely to arrive at the landing page.  In just one campaign we generated thousands of potential leads who are now along for the ride. This group now forms the basis for retargeting and nurturing campaigns and programs.

If you are thinking about advertising on FB and don’t know where to start we offer a free campaign checklist to help you get started. https://www.springhilldigital.com/ihaveaplan