Using Facebook Lead Ads to Drive a Sales Pipeline

The Brief

Using Facebook Lead Ads to Drive a Sales Pipeline

Our client, Grit Moto Adventures, came to us with a unique opportunity to drive sign ups for an exclusive backcountry motorcycle tour. Their unique audience would be given the option to sign up for various tours in a wide time frame. Given the time commitment and niche experienced biker audience requirements, we set a goal of driving 320 leads using Facebook lead ads.

 

Highlights

707
Leads


$0.83
CPC


0.11%
Lead Conv Rate

Challenge

Due to the advanced level of riding experience needed to take part in Grit Moto Adventures tours, the target audience was niche. Interested individuals needed experience in off-road motorcycle riding, the lifestyle flexibility to travel throughout the week, and funds readily available to book a tour. Additionally, Grit Moto Adventures was a newly formed brand with little brand awareness at the time the campaign launched. Our strategy needed to include ways to build scale despite the targeting specificities, and take interested users from awareness to conversion as quickly as possible.

Solution

Our team navigated the audience restrictions by making custom third-party data segments with the largest US consumer panel, Resonate. This tool allowed us to develop and activate a scaled audience within our two primary audience personas: general Motorcycle Riders and Retired Riders with the income required for these trips. For media activation, we chose Facebook for its ability to scale, built-in lead generation functionality, and comprehensive interest targeting.

The resulting campaign drove an engagement rate of 4.54% with an impressive cost-per-click of $0.83. At the campaign’s conclusion, 707 Facebook lead ads were filled. This was a 200%+ increase from our original goal of 320 leads. These metrics demonstrate our success in reaching highly interested people at the right time.

We learned that strategically curated audiences, paired with informative creative, drove numerous leads. This found candidates for the tours while also expanding their email list. As we plan for cookie deprecation, tools such as Facebook lead generation campaigns will be important for building first-party data. This information will be extremely beneficial for Grit Moto Adventures moving forward.

Targeting Tourism Audiences With CTV Advertising Campaigns

The Brief

A state tourism client tapped Coegi to implement a CTV advertising campaign with the primary goal of driving awareness. We used a test-and-learn bidding strategy to identify optimal bid numbers across platforms. This allowed us to allocate the client’s budget across the most impactful CTV channels. Using this strategy, we achieved more even spend, higher unique views, and improved cost efficiency.

Highlights

2.75MM
Total Views


470,867
Unique Reach


$0.31
Cost per Unique Reach

Challenge

In programmatic CTV advertising campaigns, platforms will often optimize spend distribution towards total views. This oversimplification causes premium placements like Hulu to consume a disproportionate amount of the budget.

That risk was actualized when early reporting showed 99% of campaign spend going to Hulu and only 1% driving views on other high-indexing channels. As a high-impact platform, Hulu was important, but we wanted to ensure we were using other channels to expand the audience reach and maintain cost efficiency. 

Solution

Our specialists manually adjusted and optimized bids across different channels to create an even spend distribution. The goal was to identify the “sweet spot” that would give each strategic channel an appropriate amount of the budget.  Once the optimal channel mix was identified, the spend evened out to be 60% in Hulu and 40% distributed among other channels.

By serving ads to more niche channels such as Travel Channel, HGTV, and Discovery, we were able to reach key audience segments and boost overall ad performance. This generated 2,750,490 total completed video views, a cost-per-view of $0.05, a unique reach of 470,867 and a post-per-unique-reach of $0.31. 

Premium CTV channels can consume a disproportionate amount of budget. Correcting these standard optimizations with a manual test-and-learn strategy is necessary to find the ideal budget spend and maximize cost efficiency.

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Driving Crypto Fund Creation for End of Year Giving Campaign

The Brief

Endaoment, a tax-exempt community foundation focused on driving social impact, engaged Coegi and Wachsman to develop a marketing strategy that would scale their reach and drive conversions during the end of year tax season. The agency partners collaborated to create a customized media mix with a crypto-based audience-first approach that leveraged programmatic display, paid search, LinkedIn, Twitter, and a direct buy to drive exceptional results for the team.

Highlights

3.9M
Cross Platform Impressions


1,246
Conversions


5.76%
Search CTR

Challenge

The end of the year is a critical time for the brand. Both taxes and giving are top of mind. As such, Endaoment engaged the Coegi-Wachsman team to develop a strategic marketing approach. They needed to simultaneously build awareness, educate key crypto audiences, and drive new fund creations. Plus, they needed to build and execute this full funnel strategy within two months. 

 

Solution

Coegi started with in-depth audience research using our agnostic tech stack to determine how to reach niche cryptocurrency owners. We used research partner, Resonate, to more fully understand Ethereum enthusiasts and owners. Those insights informed our channel selection. We used display, search and social channels, while implementing sequential messaging to lead consumers down the funnel.

Display and social campaigns were a cost-effective way to support and move crypto audiences through the consideration/education funnel. We focused on LinkedIn and Twitter as our primary social platforms as they are where crypto enthusiasts tend to spend most of their time. Search, a high-intent channel, was expected to be effective in driving action and generating web page visits from qualified audiences. Using keywords related primarily to end of year tax deductible donations, this tactic proved to be successful.

There were over 3.9 million impressions served cross-platform to highly qualified audiences. The campaign resulted in nearly 7,000 key website actions. This was an over 50% success rate from the 13,000 clicks on the ads. This reinforces that the ads were being clicked by highly engaged audiences who were motivated to further understand the brand’s offerings. In several cases, they created or donated to a fund immediately. Success was reinforced with Google Analytics metrics showing above benchmark metrics related to pages per session, session duration, and bounce rate.

Overall, our campaigns performed at or above expectations and created the user involvement aligned to the brand’s goals.

Drive Travel Consideration by Leveraging Local Collaborations

The Brief

A travel and tourism client proposed a collaboration with a local chef to boost traveler consideration for their location. Using a cross-channel social media strategy, our teams saw strong results across Facebook, Instagram and Pinterest with below benchmark CPAs for this co-branded campaign.

 

Highlights

126
Tour Guide Downloads


800K
Instagram Post Engagements


2.47%
Facebook CTR

Challenge

Our travel and tourism client tasked Coegi with executing a co-branded, mid-funnel campaign to boost website traffic as well as increase awareness. We were given high quality ‘how-to’ video creative from the popular chef. By presenting this to targeted audiences in mid-funnel campaigns, we were able to drive travel consideration among key audience groups.

Solution

We used a multi-channel paid social media strategy to target each platform’s specific audiences. Pinterest encapsulated the ‘foodie’ audience, while Facebook and Instagram’s goal was to drive the large travel audience to their site. Both platforms included look-a-like and retargeting segments to reach engaged users. Success was based on key website actions such as landing page views and post engagement.

This multifaceted strategy provided strong results. The Instagram and Facebook campaign achieved a CPLPV of $0.67 that came in well below our benchmark of $1.83. In addition, we also saw a 2.47% CTR, well above the 0.90% benchmark. The Pinterest campaign, despite having a smaller percentage of the budget, generated nearly 1.7MM impressions with a post engagement rate of 1.27% including 1,365 pin saves.

Key Learnings

  • Well-curated and professional creative catches eyes. This pushed our audience down the funnel quicker than most – generating 126 Tour Guide Downloads.
  • By partnering with an authentic, trusted figure such as a local chef or celebrity, travel brands can boost their image and drive audience engagement. 
  • Using “how-to” style Pinterest posts have a higher likelihood of being saved. This ultimately drives site traffic and brand awareness.

How to Drive Job Applicants for Healthcare Recruiting Campaigns

The Brief

A hospital client tasked Coegi with developing a digital healthcare recruiting campaign to drive interest and qualified website traffic for open job positions. Using a combination of social and display tactics, we were able to generate a significant increase in website visits and drive new job applications from a niche audience. 

Highlights

1,496
LinkedIn “Apply Now” conversions


10,000
page views from Display


0.63%
Facebook CTR

Challenge

The ultimate goal was to drive maximal website traffic. But Coegi understood it was critical to ensure the visitors were qualified potential applicants. Due to restrictions on employment-based ad campaigns, the team was creative with data usage across platforms, especially Facebook. Additionally, the client was recruiting for multiple positions, each with different qualifications. This resulted in separate creatives and messaging for each job position, adding a layer of complexity to campaign execution. 

 

Solution

We identified three primary channels for this healthcare recruiting campaign: LinkedIn, Facebook, and programmatic display. 

LinkedIn:

Linkedin was chosen to reach the job-seeking audiences while they were searching. Plus, because they could use job title targeting to be confident the intended audience was being reached. This tactic led to the highest number of “apply now” conversions.

Results: 1,496 application form submissions

Display:

Display was chosen to drive site traffic. Data segments allowed the team to reach niche job titles relevant to the target audience. Using custom data segments allowed for granular job title targeting, while also reaching a larger number of likely users. We ran all job titles in one campaign. Each ad set was targeting a specific job field driving users to unique landing pages. 

Display Results: Nearly 10,000 recruitment page views

Facebook: 

With Facebook, we navigated targeting limitations since employment is a special ad category. This forced a more general targeting strategy focused more on consideration, driving scale for the campaign. Like display, this was primarily used to drive site traffic and make job seekers aware of open positions. 

Facebook Results: 0.63% CTR, 5,650 interview page views, 8,783 career page views

This cross-channel strategy allowed us to target niche job titles and drive high site traffic, despite limitations. Healthcare and pharma brands often defer to brand awareness campaigns due to restrictions in targeting sensitive audiences and compliance laws. However, this campaign showed how health-focused brands can shake that mold and achieve out of the box, lower-funnel goals, such as recruitment, using strategic digital media plans.

How to Prove ROI for CPG Brands Using Loyalty & Purchase Data

The Brief

Bahlsen partnered with Coegi to relaunch their brand across six geographic locations in the United States. Partnering with Catalina, a consumer data company, the teams were able to target, measure, and optimize CTV and display campaign results in real-time across multiple platforms. This resulted in significant incremental sales lift and an increase in new buyers and repeat purchases. 

Highlights

28%
Sales Lift


38%
New Buyer Base


8%
New Buyer Repeat Purchase Rate

Challenge

Measuring marketing campaign ROI can be complicated for CPG brands. Data from online and in-store sales combined with the cyclical purchasing habits of consumers can significantly blur the lines of marketing attribution. It can also handicap a marketer’s ability to make informed optimizations throughout. Without these insights, a true understanding of campaign success can be out of reach for most brands without the assistance of advanced measurement. 

 

Solution

We knew the key to success for Bahlsen was gathering real-time sales data to inform quick optimizations and gain feedback on sales lift. It was also important to reach audiences across multiple channels to facilitate consideration and keep the brand top of mind. 

We looked to Catalina to assist with this challenge. With almost 40 years of consumer data and one of the largest in-store media networks, Catalina has built an activation, measurement and attribution model. This allows CPG marketers to build and target hyper-focused niche audience groups across multiple channels. 

Using Catalina’s measurement technology and data, we developed and activated highly segmented first-party data lists across CTV and digital display platforms. These audiences consisted of current customers, lost/lagged customers and potential consumers. These rich targeting segments were more likely to engage with and purchase the product than the broader U.S. population. This set the foundation for campaign success. 

However, the real key to driving results for our client was in the cross-channel targeting of these lists to keep the brand top of mind at point of purchase. To do this, our team activated CTV and display campaigns using Catalina’s in-house network. Simultaneously, we were targeting the same audiences on Facebook and Instagram. 

The seven week campaign resulted in an incremental sales lift of 28% (16% benchmark) with a 38% increase in new buyer base and a repeat purchase rate of 8% in those new users. For CPG brands looking to prove advertising ROI, prioritize collecting high quality customer sales data to accurately track and measure sales lift throughout campaigns. To amplify results, use segmented audience lists with a cross-channel strategy to increase reach and frequency among key consumer groups.

Driving Leads Through Consumer Education for Finance Brands

The Brief

Coegi partnered with a financial services brand to develop an education-based approach to lead generation using downloadable guides for home buying, auto financing and growing a business.

Highlights

240,227
Impressions


0.079%
Conversion Rate

Challenge

Making the decision to apply for an auto loan, mortgage, or even open a new checking account requires a significant lift on the consumer in terms of research and compiling information. Many institutions lean towards offering financial incentives for opening an account or emphasizing low interest rates. 

While offers such as receiving $200 for refinancing or opening an account can act as a compelling call-to-action, the consumer needs to be educated on the process ahead of receiving this messaging for it to be effective. Offering monetary incentives to an uneducated audience can lead to abandoned applications and a higher cost per lead. Educating your target audience with branded collateral positions your brand as an industry thought leader. This also builds trust with your audience and leads to greater conversion activity, and ultimately higher customer lifetime value. 

Solution

This financial services client regularly offers e-books on various financial topics. They observed the benefits of this educational approach to campaign messaging. This client promoted guides on home buying, auto financing, and growing a business. Coegi adjusted their target audience based on the topics to ensure relevancy. 

The campaign uncovered that paid ads related to e-book downloads outperformed campaigns focused on monetary promotions. In Q4 2021, their Fall Homebuyers ad was given a quality ranking by Facebook and served more frequently than its counterparts. Users were 125% more likely to download the guide and request more information compared to messaging offering a discount. This campaign positioned the client as an expert in their industry and built trust among their target audience. 

Messaging Homebuyer Guide Closing Cost Discount
Impressions 240,227 14,417
Conversions 190 5
Conversion Rate .079% .035%

Education-based advertising is often viewed as an upper funnel marketing tactic utilized to build awareness and inform potential users. However, this campaign showcased the down-funnel impact educational materials can have on conversions. Our client was able to use educational guidebooks to empower their customers when making financial decisions. It was effective in building trust among the core audience and leading them to request more information.  Brands in the financial services sector should prioritize educational materials to create trusting consumer relationships and efficiently nurture leads.

Snapchat Swipe-Up Ads for Retargeting Teens

The Brief

Coegi developed a social strategy for a higher education client using Snapchat swipe-up ads to target potential students. Despite tactical challenges of targeting restrictions, this social campaign resulted in benchmark-breaking performance.

Highlights

1.88%
Peak Swipe-Up Rate


0.91%
Avg. Swipe-Up Rate


6,345
Total Swipe-Ups

Challenge

For colleges and universities, advertising to potential students can be a tactical challenge. Most social media platforms allow targeting of individuals under the age of 18, but some severely limit advertisers’ ability to retarget to this key demographic. Potential students spend their time across several platforms. So determining where to most efficiently invest marketing dollars for this age range is not always clear.

With these challenges, higher education advertisers often pivot to target parents instead. While this can be effective, our client wanted to reach the students directly. 

Solution

After completing a strategic review of our options, we determined that Snapchat was the best option for two reasons. First, the platform allows advertisers to retarget the under 18 demographic, removing that tactical hurdle. Secondly, the target audience for our higher education clients are highly active on Snapchat. Beating out TikTok and Instagram, 35% of teens say Snapchat is their favorite social media app. With 87.3 million US monthly users, almost 30% of total internet users and 69% of teens and young adults, Snapchat quickly became the clear choice for this consideration campaign.

Snapchat swipe-up rates were the primary KPI. The benchmark for success was a swipe-up rate of 0.5%. With a budget of $3,300, the campaign generated 6,345 swipe ups, for an average rate of .91%. At its peak, the campaign generated a remarkable 1.88% swipe up rate. 

Part of this success was due to our use of lookalike audiences. This allowed us to scale and reach a broader audience and achieve a swipe-up rate of 1.05%, once again outperforming the 0.5% benchmark. 

Takeaways for Snapchat Swipe-Up Ad Success

An analysis of these high-performing campaigns leads us to believe that a significant portion of the success is attributable to the tactical strategy. The ads were being served to the right audience, at the right place, with the right technical execution. Both campaigns had different approaches to their creative design. This leads us to believe the visuals contributed less to performance than tactical execution. We hypothesize that with optimized creative strategy, similar campaigns would see even greater success.

To get started with Snapchat campaign optimizations, we recommend the following: 

  1. Focus on strong, front-loaded storytelling to hook the attention of the viewer. 
  2. Keep videos short. Snapchat recommends 0:03-0:05 seconds long. 
  3. Place your branding, offer and CTA in the first few seconds to ensure it is seen.
  4. Catch viewers’ attention with movement at the beginning of the video. 

 

Using Non-Media Data for Agile Tourism Marketing

The Brief

Coegi collaborated with sister agencies, RADaR Analytics and True Media, to create a proprietary tool that allowed our tourism client to shift marketing dollars in real-time based on COVID-19 infection rates and consumer reception to travel. This offered our client a unique data set to inform marketing decisions – maximizing their dollars and promoting safe travel.

Highlights

124MM
Impressions


3%
Lift in New Website Visitors


20%
Lift in Time Spent on Site

Challenge

COVID-19 had a substantial impact on the travel and tourism industry, including one of Coegi’s tourism marketing clients. Spring and summer, historically their largest promotional period, came to a rapid halt as COVID-19 rapidly spread in 2020.

The tourism client’s ongoing objective is to support the travel and tourism industry throughout the state. However, as a government-funded organization, they also had to avoid promoting unsafe travel that could contribute to the spread of COVID-19. As a result, they tasked our team with developing a targeting strategy that continued to grow the industry in a responsible and innovative way.

Solution

We collaborated to create a proprietary tool that responded in real-time to both the COVID-19 pandemic and consumer interest in travel to allow for effective decision making and dynamic campaign adjustments. The end result was the COVID-19 Scoring Model. This model crossed weekly CDC level data regarding COVID-19 (case levels, 7 day rolling averages, death rates) with real-time interest indicators (Google trends data, website activity, on-site conversions). This gave each county in the state a score from 1-4 that indicated the level of opportunity in each market. 

Using this tool, we had a unique data set to inform decisions regarding geotargeting, messaging, and frequency to ensure the strategy aligned with likelihood of travel as well as safety. Coegi and our traditional media sister agency, True Media, collaborated to automate information collection and efficiently apply it to our digital media buys.

We were able to continue our omnichannel approach and expand awareness against a general traveler audience, as well as passion audiences based on preferred activities in the state. We also placed location data on top of our persona targeting in lower-funnel campaigns to ensure we were not reaching users who were strictly isolating.

Despite these challenges, we were able to drive strong results for our clients in the second half of 2020, fluidly shifting audience, geographic, and messaging strategy as data became available. Our campaigns cumulatively delivered over 124 million impressions, 61% above initial projections. We were also able to achieve a 3% increase in new website visitors and a 20% increase in time spent on site. 

Driving Marketing Results for Cryptocurrency Brands

The Brief

A cryptocurrency brand challenged Coegi and our partner, Wachsman, a communications-based strategy consultancy, to drive segmented audiences to register for an online event. Primary KPIs were event site visitations, measured on-site clicks, and ticket purchases. The main challenge was to identify and capitalize on the appropriate social media platforms to align with the brand’s niche audience segments.

Highlights

4,720
Site Views


.96%
Click Through Rate


757,279
Impressions

Challenge

Emerging fintech brands, especially those in the crypto space, face unique challenges not commonly found in the traditional finance sector. There are ever-changing societal, economical, and psychographic trends along with advertising regulations. Fintechs can often struggle with not only identifying and garnering the interest of niche customer segments, but also in harnessing the power of digital advertising.

Solution

Due to digital advertising restrictions set on crypto brands by a variety of social media platforms, Coegi and Wachsman were not immediately able to leverage the platform most widely used by the brand’s audience. Through internal research and creative strategy, we were able to narrow down to Facebook and Instagram – with Reddit as an added opportunity for topic-based targeting. With Facebook and Instagram, we leveraged interest targeting, retargeting, and look-a-like audiences. Each targeted ad was backed up by months of research and brand exercises completed by the Wachsman team, and supported by Coegi.

The campaign performed above average, concluding with 4,720 site views and a .96% CTR, compared to our .3% industry benchmark. In addition to strong social media ad engagement, the target audience proved further interest in the brand. The site experienced 191 on-site action clicks. 183 of those clicks were attributed to the “Get Tickets” button denoted on the social media ads. This was achieved while maintaining an average CPM of under $4 and CPC under $3.

During the campaign, the addition of a website retargeting and look-a-like audience improved the overall performance. We drove a CTR 41% above the campaign average and the highest on-site conversion rate at .028%.

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