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Google Ads + Facebook Ads (cost per lead $0.60 from scratch)

    Traffic channel: Google Ads, Facebook
    Project: selling of euro picket fence
    Region: Ukraine
    Period of the test: 25.02.2019 — 13.03.2019 (17 days)
    Test budget:Google Ads - 6 270 UAHFacebook - 115$Total approximately budget – 10 000 UAH ($300)
    Tasks and hypotheses:Cost per lead optimization and increasing the number of leads with the help of more flexible and involved audiences from Google Ads, which is affected by Facebook Ads.

Project features

The advertising campaign was controlled by our client himself pretty appropriate. There were profitable leads, but lack of them eventually. The problem was in the project scaling. Increasing budget and cost per click had led to more expensive cost per lead without significant growth amount of them.
There was a necessity to grow the number of leads with the current cost per lead at that moment.
Arose the hypothesis: to increase the amount of traffic from Google Ads, using other types of channels (remarketing, GDN). After that to convert all those visitors on Facebook, using remarketing audiences, that should have led to more leads with appropriate cost per one.

Ad campaing in Google Ads

campaign-google-ads

We increased cost per click, added GDN campaigns and remarketing audiences. The average cost per lead remained suitable. The number of leads was increased up to 2–3 times compared to previous results.

Ad examples:

Illustration
Illustration
Illustration

As we see (the first example), we used the GEO modifier for auto-substitution cities in the ad headline. The system detects users' geodata by IP.Media ads were made by both static banners and videos.Considering a lot of rivals in the search network, we made a lot of efforts to highlight all offer benefits.

Ad campaing in Facebook / Instagram

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Facebook showed off perfect results. The cost per lead was $0.6 on average. Facebook gave cheaper leads compared to Instagram. High CTR. Quite beneficial CPM, on average $1-1.2 per 1000 impressions.

Other details of Facebook ad campaing:

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We used 2 audiences:

    Remarketing audience
    Lookalike audience on those, who made a conversion

As the screen shows, the lookalike audience showed off perfect results, compared to remarketing audience, regardless of the fact that there seemed more interested visitors there.
More details in the lookalike group:

Illustration

There is an essential advantage of video ad on the screen. Cost per lead is pretty much better compared to ads with static banners. If we had switched off ads with banners, we would have reduced the average cost per lead more.

Look at the Instagram Ad campaign in details:

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Instagram showed off worse results in comparison. Anyway, this is a good result compared to Google Search ads in general.

Ad examples:

Illustration

CTR was near 5-6%. Also, screen shows a high involvement of the video ad, based on enough amount of reactions and shares.

Conclusions:

This approach shows that search traffic can be a “donor” of the less involved audience for Facebook Ads campaigns. This method opts out potential customers from extremely competitive places in Google Search, focusing their attention on the separate ad placed on Facebook and Instagram.
Also, we should notice the fact of more essential results of video ad, compared to banners.
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