We Spent $100,000 on Facebook Ads. Here s what We Learned

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1 We Spent $100,000 on Facebook Ads. Here s what We Learned Jonathan Taylor Senior Marketing Manager Let s start at the beginning... 1

2 We re a scrappy, lean digital marketing team Challenges: Need to grow I Sustainability I Measureable I Low CPAs We d heard of success But it seemed remote. 2

3 Case Study: PageCloud s Facebook Presale Quick Stats Epic Presale $1.2 million USD in revenue Video! Used video from successful TechCrunch Disrupt pitch 25 million video views Most successful pre-sale campaign for a Canadian software company May st Experiment Accepted into Facebook s Startup program Committed $10,000 on initial program Launched a small number of landing pages 3

4 Defining Success Generating trials at a rate that is acceptable to the business What is Cost-per-Action? Action defined within Facebook For us, Action = Trial CPA maps nicely to Cost-per- Lead Target: $50 / Trial Initial Success Average CPA: $49/trial Landing page conversion rate: 12% Total trials: 205 Program was a success 4

5 Time to celebrate, right? What if... Facebook Ads was a sustainable avenue of growth Our success got noticed Challenged by business to grow trials within target CPA A home run campaign Given $100K 5

6 Check Point Launch CPA Target: $50 0$ 100,000$ BOOM We started spending like mad men. 6

7 Big problem... CPAs would double and triple overnight. Two major issues: 1. Ad frequency 2. On-page conversion rates Check Point Launch CPA Target: $50 0$ 10,000$ $100,000 Week 4 CPA: $75 7

8 Our scrappy team needed a system We looked at the data, and saw something interesting... 8

9 Ad Frequency What is Ad Frequency? The average number of times someone sees your ad Calculation: Impressions / Reach Annoyance factor Ad fatigue Ad frequency is your empathy metric 9

10 We forgot something Facebook is an interruptive advertising platform. Unlike AdWords, you don t have intent on your side. You re competing against memes, your mom, and political discussions. Ad Frequency and CPAs are closely related Ads launched. Frequency = 1.7 Ads go stale. Frequency = 4.5 New creative launched. 10

11 Solution: A creative refresh Lesson: Build a process for creative refreshes Our process Week 1 Design new creative Week 2 Test new creative Week 3 Pick winning variants Week 4 Analysis and deconstruction 11

12 Check Point Launch CPA Target: $50 Week 6 CPA: $55 0$ $20,000 $100,000 Week 4 CPA: $75 Of course, we wanted to set our sights even higher 12

13 On page conversion rate What is Conversion Rate? The number of conversions on your landing page Calculation: Visitors / Conversions Audience-Product fit Ad parity Initially, we were happy with our LPs Solid 12% on-page conversion rate Follows industry best practices Featured in Unbounce s Q Lookbook 13

14 What if we turned CPAs into a lever of growth? Budget CPA Trials 100, , ,000 55* , , , Always be CROing 14

15 Tested everything on the page from headlines to button colours 15

16 We drove up conversions Improved conversion rate to 14% But we also ticked off our customers... 16

17 Check Point Launch CPA Target: $50 Week 6 CPA: $55 0$ $50,000 $100,000 Week 4 CPA: $75 Week 8 CPA: $40 But customers unhappy! Use Video 17

18 Check Point Launch CPA Target: $50 Week 6 CPA: $55 Week 9 CPA: $50 Customers are =) 0$ $60,000 $100,000 Week 4 CPA: $75 Week 8 CPA: $40 But customers unhappy! Incremental Results Add Up 18

19 And can influence developments elsewhere Check Point Launch CPA Target: $50 Week 6 CPA: $55 Week 9 CPA: $50 Customers are =) 0$ $70,000 $100,000 Week 4 CPA: $75 Week 8 CPA: $40 But customers unhappy! Week 10 CPA: $48 19

20 Video Converts! Check Point Launch CPA Target: $50 Week 6 CPA: $55 Week 9 CPA: $50 Customers are =) Week 12 CPA: $45 0$ $100,000 Week 4 CPA: $75 Week 8 CPA: $40 But customers unhappy! Week 10 CPA: $48 20

21 Take me to the results! Final Report 21

22 Lessons Fully commit to your process Half-hearted campaigns get half-hearted results Singles and doubles win the game Test, test, test Build a process and stick to it Creative refreshes are essential Dig into the data Understand correlations and how they relate to your audience s perception of you Engage with video Video is critical for conversion Measure and analyze everything Identify problems and report your success Useful Tools Unbounce High converting landing pages made easy. Vidyard Video engagement and rockstar video analytics Klipfolio Metrics monitoring, KPI tracking, and dashboard reporting 22

23 Ask me anything at the Post-Presentation 23