Case study for setting up an advertising account

We agreed with the client on two strategies. The first was to create a landing page and then launch the advertising campaign. The second was to launch with the goal of generating leads using the Facebook form. The client chose the second option, even though he was aware of all the drawbacks of the Facebook form. Very often, people say they accidentally filled it out, or their child did. This happens because users complete it very quickly. The advertising campaign works in such a way that the person sees a button under the ad, clicks it, and then sees what is offered on the first screen, and on the second screen, all the form data is automatically filled out upon clicking. This is why the quality of leads is as such, but it still provides potential clients. It is better to ask questions in a way that encourages the user to not just confirm, but consciously submit the form, which filters out low-quality leads.

This is not a website where you go in, enter your name and phone number, and wait for the page to load. With lead forms, it’s important to immediately respond to the request and call the person right away, ask what they want, and sell your services. For us, it was important to understand the quality of the leads. Facebook has a mini CRM system where you can analyze the quality of leads, but it didn’t work for the client. We agreed that we would maintain a Google Sheet where we would add comments on each order in real-time.

In e-commerce projects, advertising creatives work very well in story placements, which we initially tested. When launching the advertising campaign in stories, we saw that with almost $23 spent, we received only one lead. The campaign ran for 3 days. On the first day, the audience was colder, and after these results, we thought there might be an issue with the audience, so we launched a second one, which also brought in one lead. We turned off the experiment and launched the campaign in the feed and saw that the results were better.

The cost per lead was $3.31, but we aimed for around $2. Since the client provides expensive personalized services, they often have a minimum check of 10,000 to 20,000 UAH or more. Alongside this advertising campaign, the statistics were managed by the manager. We were very surprised when almost every lead turned out to be a potential client. It turned out that we hadn’t completed the transfer of information to the client, or he misunderstood it. By “quality lead,” they meant that they needed to contact the prospect and process it, and that person wouldn’t mind communicating with them in the future. However, what we were actually looking for were sales and customer commitment. We asked to revise the sales script. As a result, we got fewer leads from the table who were ready to cooperate. Many people considered the service too expensive and left, and the most likely reason was the script. During a conversation with the client, we analyzed why this happened, realizing that the problem was real and that it was necessary to first explain the value of the service to the client, so that there would be no objections.

We made changes to our strategy, creatives, and audience to exclude non-target audiences. The issue was resolved both from the manager’s side and from the advertising campaign side. To address the objection “I’ll think about it,” we created a trigger that accelerated the decision-making process.

They launched an advertising campaign targeting people who like well-known, expensive brands and read fashion magazines with high income. The entire campaign was run in Kyiv, as the project was geographically restricted.

To avoid a ban, the first creative featured an image of a branded item and mentioned that if the size doesn’t fit or it’s out of stock, we can help with that. By changing this concept, we obtained relatively cheap leads at the desired price. As a result of launching the campaign, we acquired 7 leads at a good price, although the creatives looked a bit silly, so we had to redo the campaign and launch it again. As a result, with a broader launch, we got 47 leads at an average price of $2.76, which was cheaper than during the previous launch. When calling these leads, we still received feedback saying that it’s expensive, “I’ll think about it,” although the number of managers and clients increased several times. In this campaign, there were no sign-ups, so we restarted the campaign for fur coats. Many variations of these products were released, and the campaign was launched in a carousel format. We received the following results.

The result was one lead, and almost $21 was spent. We were ready to go with this experiment, informing people about the minimum price of the creative, at which they could get the product. At the same time, they mentioned the material and labor costs. This was our last launch as we concluded our cooperation. In the report, we stated that there were two options: first, continue and gather new clients, or wait and process the leads until they buy the products. Among the drawbacks was the very long lead processing time, sometimes taking up to a week. We were often reminded of the necessity of this process, but the manager was very busy and couldn’t complete everything on time. It is problematic when a business manager is responsible for multiple tasks, making it difficult to control the quality of their work.

During the entire period of cooperation, $493 was spent, the average cost per lead was $3.31, and the total number of leads was 149.