Case info business. Funnel promotion case

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A big advantage was this creativity in video format, but when we analyzed the advertising campaign, we saw several difficult moments that in our opinion did not give a good result. The first thing is that there were errors in the text of the creatives themselves. Secondly, the text was written very dryly, and concisely, without using emoji symbols and with a lot of spelling and graphic errors. Creatives didn’t make headlines and call buttons rusty, it was a “learn more” button.

It was proposed to experiment, rewrite the text, and test different conversion buttons in parallel with the information one. When we analyzed the advertising campaign, we saw that the auditor’s AI is used mainly broadly and with different interests. If the audiences worked fine, we would not understand what interest gave a positive result. So the money would be spent on unnecessary actions.

Our entire further strategy was sharpened by using a maximum of two interests of the broad plan, we gave to the test.

When analyzing the analytics, we saw that a person decides on the same day. As soon as he comes up with a creative, he must register. The strategy of 7 days after the inspection or 1 day after the click was changed to 1 day after the click or viewing. So we understood that the audience would burn out and it would be necessary to change the creatives as often as possible.

The client agreed to this and we launched our first advertising campaign. On average, our audiences were not large, about 250-500 thousand people. At the time of 2018, Facebook had not yet cut the cost per impression so much, so the audience narrowed as much as possible.

At the same time, 50% of the entire new audience that we launched for the test was Look-a-like. Look-alike was done at first targeted, that is, initially from those people who made payments, then less targeted, from those who somehow interacted with us qualitatively. For example, I wrote a message on Instagram.

There were a lot of audience and they ran for several days since the budgets of the project allowed it.

The funnel was a lead magnet format, where we offered a system for businessmen to scale the business. A person had to fill in three fields: name, phone number, and email. All three were mandatory. When analyzing the funnel, it was proposed to reduce the number of fields to two (name and phone number), but when launching an advertising campaign, we did not see a huge percentage of conversions. At the same time, customers did not have one channel of interaction. The client decided to refuse this test and we continued to advertise on the landing page with three questions. In addition, when a person received a series of letters, he came to the thank you page, where he was also invited to subscribe to the telegram, where he would receive a checklist.

After they received this series of letters, they tested different offers, offers, and series of letters to convert this traffic. Our task was only to drive traffic, so we indirectly came into contact with this topic. All the internal work was done by the client team. After a few months of conducting, an important task was analysis. Before our activity, there was no digitization of the advertising result. We have fragmented each audience with unique identifiers. The first thing we did was clean up the UTM tags. Previously, they were only used for accounting or external departments. Our job was to use UTM tags to understand which target customers would buy our product. We standardized the issue with UTM tags and when we would have UTM tags There is enough data collected.

About half a year has passed and we have begun to figure out who our target customers are. Each audience had a unique identifier. For each audience, all the budget spent was collected, as well as all the amount that we earned from this funnel. Since the funnel is a lead magnet, the minus was long decision-making. Sometimes it happened that the client decided for up to 4 months, this is bad for the advertising campaign, because the person we brought 4 months ago, this auditoria could already be turned off because it was a minus.

When we showed the first results and they were positive, the client offered to scale this advertising campaign. In this regard, we decided to merge Facebook and Instagram, just as this would be the next update of Facebook and we already had the need to make an audience of more than 1 million to pay less money for traffic.

We combined the placements and ran the ads, but we lost because before the launch we saw some traffic that came from Facebook to his ROMIs a little more than on Instagram. When we combined these audiences, we gave Facebook the choice to target certain sources and he could go as he wanted, either Facebook or Instagram. If he saw, that there are more leads from Instagram, he goes there and looks for them. Our funnel has risen in price and the difference on Facebook was $ 5 per lead and on Instagram $ 1.2. In addition, the difficulty was that at least 2 times a week creatives burned out, although sometimes it happened that the creative worked for a long time. We were looking for water material, which was sent to video production. For mounting new rollers.