At Dotti Media we’re always being asked what’s a good result for people’s campaigns, what type of images work best, should you use long or short copy… and no one ever likes our answer of ‘Test, Test, Test’. But what we are finding more and more, is that people are responding to Facebook ads that are less ‘salesy’. Ads that show businesses as real people, not just some corporate entity.
We recently ran two different campaigns at Dotti Media, and I want to share with you the results to show you how we did it and what worked / what didn’t.
First Campaign: Retargeting Guide
#1 Retargeting Guide – Angela on Computer
This was set up as a Conversion campaign with a goal of people signing up for our Retargeting Guide. We started off testing one image with different types of copy.
This was the initial ad set up. The copy was pretty ordinary* (we’re allowed to say that about ourselves) but it did tell you what you were getting in for, as did the image. The average cost per click was $2.52, and our goal is to be under $2 so we thought it could use some improvement.
- Total Leads: 13
- Cost per result: $3.29
- Link Clicks: 17
- Av. cost per click: $2.52
- Total Ad Spend: $42.82
#2 Retargeting Guide Ad – Miranda with PDF
Next up, we had a refresh on both the copy and image. We included emoji to capture attention and language that people might use in their own Facebook posts to their family. While we know what ROI (Return on Investment) means and a lot of our customers know what it means, we could possibly have avoided using an acronym so it didn’t alienate those who didn’t.
- Total Leads: 42
- Cost per result: $2.90
- Link Clicks: 50
- Av. cost per click: $2.55
- Total Ad Spend: $122.16
#3 Retargeting Guide Ad – Instagram Post
Finally, this ad an interesting one. This originally started as an Instagram post which I created using the Wordswag App. It essentially was me raving about how I was going on to people’s websites and noticing that they didn’t have the Facebook Tracking Pixel installed. Seeing as it went well on Instagram, I decided to share it to Facebook. It then had a good response on Facebook so I decided to run it as a Conversion Ad. It doesn’t look like an ad, and it’s tone is very conversational. I think this has a lot to do with the fact that this ad had a lower cost per conversion at $2.40.
- Total Leads: 36
- Cost per result: $2.40
- Link Clicks: 48
- Av. cost per click: $1.80
- Total Ad Spend: $86.46
While it may not be ‘right’ to always run an ad that looks like this, I wanted to show you that you can be a lot less formal in your ad copy and images. And it works!
Second Campaign: Retargeting & Ecommerce Webinar
#1 Webinar Campaign Ad Fun Speech Bubble Image
To me, I think this is a good ad image. It captures people’s attention. It stays true to our branding and is a lot of fun. However, it didn’t prove as popular with the general public in terms of conversions. Although we did have a few people tell us that they thought – wow 700% ROI! So it must have been good at capturing attention, possibly not so good at conversions. The copy appealed to people who were applying social media strategy & Facebook ads. The average cost per conversion was $4.11.
- Total Leads: 23
- Cost per result: $4.11
- Link Clicks: 37
- Landing Page Conversion Rate: 62.16%
- Av. cost per click: $2.55
- Total Ad Spend: $94.50
#2 Webinar Campaign Ad – Geometric Pink & Yellow with Text
In this ad image I wanted to use something simple to attract a different type of person. It’s completely off our branding, which I would encourage you to try out sometime if you’re testing different ads.
Even though there is a lot of text on this ad, it was checked with the Facebook Text Overlay Tool and came out fine. This is slightly different copy, and plays on a tagline that we’ve been using for a while ‘Are you looking for ways to make your Facebook ads actually work?’ It’s a question which is easier to answer compared to the one above.
While the cost per conversion was slightly higher than the image below ($3.27 compared to $3.14) the conversion rate was also higher – 68.18%. This means that we were attracting the right type of people to convert with this ad.
- Total Leads: 90
- Cost per result: $3.27
- Link Clicks: 132
- Landing Page Conversion Rate: 68.18%
- Av. cost per click: $2.23
- Total Ad Spend: $294.14
#3 Webinar Campaign Ad – Miranda & Angela on a Dotti Background
I didn’t think that this ad performed as well as it did, and that the cost per conversion was actually the lowest for the whole campaign. It’s not now that I look at the results again that this ad came in slightly under the Geometric Pattern one. This is why it is so important to review your stats at the end of every campaign.
- Total Leads: 55
- Cost per result: $3.14
- Link Clicks: 92
- Landing Page Conversion Rate: 59.78%
- Av. cost per click: $1.88
- Total Ad Spend: $172.84
Overall Campaign Wrap Up & Revenue
We ran these campaigns over 6 week period. Spending $1188.69 all up, Facebook reports that we had 335 conversions or ‘sign ups’ during this time. This is an average cost of $3.54, which is at the lower end of what you could expect to pay for a lead.
The webinar converted at a slightly lower rate of $3.48 compared to the Retargeting Guide of $3.63. A similar amount of approximately $600 was spent on each campaign.
We were also tracking the Upsell Offer of the Facebook Ad Account Audit, which is $99 and offered when you signed up to the Retargeting Guide. There were 6 purchases of the Audit, totalling $594 in revenue. Interestingly these all were attributed to the webinar ads, however we offered the Guide as an free opt-in on the webinar thank you page. By offering an upsell, we were able to offset the amount we spent on ads.
What would we do differently next time?
We didn’t use any video ads and we definitely believe that our conversion costs could have lowered with these. The Cost Per Click we’re aiming for is more around $1, so we’d also try different audiences to see if that would make a difference. We can also different offers once people signed up to the Retargeting Guide or Webinar at different price points.
This was mainly a list building campaign and we’re happy with the results. We’ll be trialling some other offers using ads and look forward to sharing the results in future.
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