Generating a 248x return of advertising spend for this client was accomplished through a series of campaign optimization steps. We took a look at the digital marketing metrics that their in house marketing team was managing and made adjustments to increase their leads while cutting their cost per lead down.
Split Testing –
We ran a series of split tests to drive down this client’s cost per lead, while maintaining the quality of leads. First beginning with various different images versus video ads, we then narrowed down our split tests to various images, and then further narrowing our split tests down to colors used to stop scrollers and capture more attention. We then tested short ad copy versus longer ad copy. For this particular client, we found using a bright green headline on the image ad with a longer form copy resulted in significantly cutting their cost per lead. Every client’s audience is different, but we find the best colors to use in ads are bright green, orange and yellow. Make sure to split test everything in your campaigns as the smallest changes can make the biggest differences, even as simple as the color of the opt in button on your website/landing pages have shown a difference in conversion rates.
Landing Page –
Versus sending traffic from the advertisements to this client’s website, we sent their traffic to a landing page that was optimized for more conversions. This helped us to control the behavior of the website traffic. Websites having social media links and various pages to navigate through can distract the lead from doing the one thing you want them to do – sign up/apply to talk to your team. If you find that you’re getting less than 20% of the website traffic from digital marketing campaigns to convert into leads, then we’d recommend switching to a landing page and watching how that changes conversion rates!
90% of the time, we see companies driving traffic to attempt getting clients, but fail to retarget the people who showed interest and took a look at the website! By placing Facebook Pixels onto this client’s website, we were then able to generate conversions by remarketing to these organic website visitors that hadn’t converted on their first website visit. Less than 2% of your organic website visitors will convert and become leads, so by placing retargeting pixels on your website/landing pages you’re able to now place a cookie on that user and create retargeting ad campaigns. Have you ever looked at a product online and then begin seeing their ads everywhere online? That’s what this allows you to do. The reason why pixels are responsible for driving more revenue for companies is since most brands don’t use retargeting pixels, for the companies that do, they’re able to really dominate their area by having multiple touchpoints with that user, staying top of mind, and standing out more than competing brands. Once you place your pixel on your website, you’re also able to begin collecting data on the users, create audiences, and other important digital marketing pieces that come in place to get better results. If you’d like more information on retargeting pixels and how to install them, check out our blog post here showing a step by step approach to getting it done!
Signs That Your Facebook Ads Could Be Doing Better
When determining how successful ad campaigns are, we look at a few key indicators. The average cost per lead within the solar industry is between $20 – $40 on Facebook/Instagram. You can certainly get cost per leads for cheaper after advertising in a specific area and have gathered data, but it shouldn’t typically go over the $40 cost per lead mark. If you’re getting more expensive cost per leads there’s a few things to look at. If your cost per click is over $2, that indicates to us that you need more interested viewers and you’ll need to create more engaging ads to get more of the Facebook audience to click your ad onto your website/landing page. Split testing the ad’s image/video, the text, the campaign objective on Facebook’s Ad Manager, and the audience can help give you some insight into what’s going to work better in your area.
We hope this helps give you some ideas and insight into how you can optimize your digital marketing efforts to increase your results!