Generating a 248x return of investment for this client was accomplished through a series of steps that we refer to as campaign optimization. They had been running campaigns previously with their in-house marketing team, and we analyzed the data and metrics and made adjustments for them to reach a new level of return.
Split Testing –
We ran a series of split tests to drive down this client’s cost per lead, while maintaining the quality of leads. Split testing between the ad visual, colors, headlines, ad copies, landing pages, and more will help you determine what combination will produce the best & most profitable results for a business.
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 or customers, so by placing retargeting pixels on your website/landing
Signs That Your Facebook Ads Could Be Doing Better
When determining how successful ad campaigns are, we look at a few key indicators. Our average cost per lead will range between $1 – $20 depending on the industry, offer & brand.
- Your cost per click shouldn’t exceed $1 per click
- Your click through rate should be 1% or less
- Your opt in rate should be a minimum 20% (1 in 5 landing page visitors becoming leads)
We hope this helps give you some ideas and insight into how you can analyze & optimize your digital marketing efforts to increase your results!