Anna
Educational project Espanita
Task
To grow the total monthly number of leads from Facebook, Instagram and search campaigns in Google Ads.
Original information
The client had experience with contractors, but the quality of work didn’t suit them. They obtained 1100 leads from both Google Ads and Facebook Ads.
What has been done
1. Development of Facebook Ads strategy
Within the framework of cooperation we defined a range of products to be advertised:
- section fences;
- wire mesh;
- corrugated mesh;
- all-welded net;
- gabions;
- armored belt.
We developed landing pages for every kind of product, so ads were optimized to get leads for these exact products.
We picked up several audiences with relevant interests for every product.
In addition to audiences on interests, the look-a-like audience based on those who just left an application and those who have already bought company’s products, performed very well.
Having analyzed feedback from clients sales department, we defined that the female audience is active in leaving applications – they are interested in products, they do not buy. Therefore, we stopped targeting women in order to improve quality of leads and increase conversion rate.
Within the works, we received detailed analytics on sales in the context of every ad group. This helped to optimize advertising, based not just on the numbers in ads accounts, but also on real sales and ROAS.
2. Development of Google Ads Strategy
We used the following types of ads:
- search;
- media (smart-campaign, remarketing);
- google shopping.
We divided campaigns by types of products and leads. We witnessed active click out of ads in some districts of big cities. Tackling unfair competitors, we excluded these districts from ads and additionally used software to block IPs of users who had performed suspicious activities with ads. Automated bid strategies of Google allowed getting leads cheaper than using PPC.
3. Development of creatives
The client has a bright and catchy corporate style – with humor, evoking associations and positivity, which untied our hands in terms of generating creatives. For visuals, we used bright well-known images from movies and TV shows, we also enacted humorous everyday situations.
In a project where the product is simple and understandable, and its characteristics and advantages do not make sense to the consumer, the strategy of attracting attention with bright, high-quality packaging and a good offer has a right to life.
Outcome:
- 680 – duration of ads campaign;
- 35 980 — leads;
- $2,96 — average cost per lead.
You run ads in Facebook and Instagram and want to improve it?
We’ll perform an audit and offer a solution
GET AN AUDIT
