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. 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
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 within the fitness industry is between $3 – $10, depending on the offer. Our average cost per lead within the wellness industry is between $4 – $20, also depending on the offer and service. The higher priced intro offer, the higher the cost per lead tends to be. You can certainly get cheaper cost per leads after advertising in a specific area and have gathered data over time, but it shouldn’t typically ever go over the $20 cost per lead mark unless you’re in a highly competitive area or targeting the wrong audience. If you’re getting more expensive cost per leads,
We hope this helps give you some ideas and insight into how you can optimize your digital marketing efforts to increase your results!