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B2B Case: -60% of the Lead cost for 30 days!
The choice of an effective promotion channel is one of the main points of the company's marketing strategy.
For one of our clients, we use a fairly popular combination i.e., advertising in Google Ads and Facebook. But the unique nature of this case is that our client’s product (CRM for travel agencies – “My Tourists”, B2B segment) is designed for a fairly narrow audience.
Now both promotion channels are working successfully, but at the beginning everything was not so good. Facebook consistently lagged behind Google Ads. We were on the verge of abandoning this advertising channel. A PPC specialist who led this project tried with all his might to get Facebook out of this situation by testing creatives, optimizing campaigns, groups and placements.
Our friendly team came to give a hand! We brainstormed and collected ideas. Given the business specificity, the strategy of narrowing the audience reached the final. This step was quite risky, since Facebook recommended not to narrow the target groups too much and let the system's algorithms find the audience themselves.
Based on the additional statistics we requested from the client + ours we’ve studied those visitors who performed targeted actions on the site more deeply, i.e., converted and “painted” a more accurate portrait of the target user. Then, we created segmented advertising campaigns with narrowly tuned targeting, strictly (!) adhering to the user's portrait. We launched campaigns and as a result, within a month the number of conversions increased significantly and the cost of conversion reduced by ... 60%!
Conclusion: there are no “silver bults” in marketing and advertising, everything is decided by testing - we assume, try and evaluate the result.
It's always good to take a critical look at your advertising strategy and try to find alternatives. In our case, the strategy did work out: ads on Facebook began to bring results on a par with other advertising channels and we did not have to abandon it.
Hooray! B2B advertising on Facebook has a right to live.
We wish you stable conversions at a favourable price! :)
How did we manage to reduce the cost of service which amounted to USD 800 using Fb/Insta ads
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%
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.
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
In October, we decided to launch advertising on social networks in test mode. We chose Facebook/Instagram, without splitting the campaign into these 2 sites. In this case, it was important for us to set 2 parameters to the advertising system algorithm, namely:
to “say” that we wanted to get conversions (no desired price limits were set).
to select a targeted audience (since the budget was limited).
The rest of the work i.e., finding an audience and purchasing ads impressions for it was entrusted to the Facebook algorithm.
It is worth noting that a campaign aimed at getting conversions will only bring results if the goals on the site (conversions) are correctly configured, as well as if the Facebook pixel is set.
Then, we prepared several ad options for each group and rolled out the training campaign.
As a result of the first test period, we received:
Total conversions – 6; Conversion cost – UAH 1,037; Conversion ratio - 0.4%
In November, we carried out the first optimization of campaigns and continued to observe. By the end of November, we received:
In addition, we received 8 assisted conversions.
As a result, the Facebook campaign performed well, and the investment in targeted ads paid off. There is only one small thing left - to scale by adding a budget, analyse the results carefully and carry out optimization. ;)
This is just one example of many successful cases. We assure you that targeted advertising can be effective!