42% lower conversion price with a new landing. Medical topics
How to reduce your cost per conversion by 42% with testing.
How did we manage to reduce the cost of service which amounted to USD 800 using Fb/Insta ads
Reading time: 3 minutes
Determining suitable advertising sites for promotion is an important step in building an advertising strategy. There can be many options, depending on consumer segments, categories of goods or services, price and cost.
In terms of digital channels, targeted advertising on Facebook/Instagram is very popular with marketers and business owners. Instagram is a great e-commerce marketplace, targeting Y and Z generations. Facebook has traditionally been considered a place to reach an audience of a wider social and age spectrum.
The reasons of inefficient advertising on Facebook
The most important thing to remember is that social networks were originally created for communication. Here advertising causes much more rejection than on other sites, because it encroaches on a person's privacy, albeit in the virtual world. Thousands of advertisers are entering an army of millions, believing that they will easily hit the jackpot, because here they are — the crowds of the desired target audience! But remember that you are not the only one who wants to “get” this audience. In reality, it often happens that the advertiser is left with a gutted wallet and disappointment.This may result from:
- poor understanding of how the audience is attracted to display ads;
- incorrectly chosen strategy (type of campaign);
- mismatch between the budget, the campaign goal and the audience;
- blind faith of Facebook, which says: “Just press” “Boost” and everything will work out!”
If you have already become disappointed in targeted advertising or are just thinking whether it is worth it or not, we assure you: It's worth trying!
But your success will depend only on how professionally the ads in social networks are built.
Not to be unfounded, we will share with you a small case. Below we will tell you what we’ve got after launching targeted advertising on Facebook costing over UAH 20,000.
Case: How did we start selling services for USD 800 on Fb/Insta and reduced the cost of conversion by 32%
Input data:
Client: surgical services (medicine). KPI: conversions (direct calls, ordering a call back, making an appointment). Goal: maximum conversions with a dedicated budget. Geo: Ukraine. Average cost of a promoted service: UAH 20,000. Background: Our agency has been conducting contextual advertising for this client on Google for more than a year (Search, Display Network and YouTube campaigns). The client did not agree to launch the target for a long time, because he believed that social networks would not be able to bring good results as compared to the contextual advertising. But they still decided to conduct testing.Results before test
For the period from May to September 2019 Google ad campaigns had showed as follows:| Average number of conversions per month | 30 |
| Conversion cost | UAH 952 |
| Conversion ratio | 0.28% |
- to “say” that we wanted to get conversions (no desired price limits were set).
- to select a targeted audience (since the budget was limited).
| Total conversions | 14 |
| Conversion cost | UAH 645 |
| Conversion ratio | 0,41% |
