35% of Consumers Who See a Facebook Ad Will Respond by Visiting the Store or Website
This is a longtime Facebook Ads client - one of our first clients on this product (since 2018). We’ve been through many obstacles and triumphs with their campaigns. Some of the obstacles include a client who is often traveling abroad and difficult to reach, the seasonal nature of their product and service, as well as a lack of updated assets and an outdated, complex website. In spite of these obstacles, this client’s ads consistently perform well - but not without quite a bit of attention, a/b testing, and strategizing.
This product and service is also very expensive, so the Cost Per Result would likely be much higher than our average client, as the ROI would also be much higher.
After another stagnation and creative refresh, we knew there must be some way to reignite the campaign (again) and breathe new life into it. We followed up with the DMS and asked for offer infor, specials, seasonal deals…anything that would help draw customers. Because the cost of this product/service is quite high, we knew we’d need to attract higher income clients, which was something we’d strategized before. At various times, we’d targeted golfers, dog owners, high income homeowners, business owners, and property managers, as well as retargeting customers.
The client had the idea to target certain areas and certain counties, so we honed in on counties in the state of Florida where the client had generated frequent business. We also targeted higher income homeowners in those counties and areas of predominantly higher income people.
In the end, we managed to get through the stagnation, lowered the average Cost Per Result, and increased the number of forms filled out on the client’s website significantly. Our next move will likely be a lookalike audience based on the number of website visits and customers the client has garnered over time.