Tag: Lead Generation

Using Facebook Lead Ads to Drive a Sales Pipeline

Posted on by Coegi

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.

Driving Leads Through Consumer Education for Finance Brands

Posted on by Coegi

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.

Driving Action from a Niche B2B Audience

Posted on by Coegi

The Brief

Coegi helped to drive leads from a highly niche B2B audience by pairing LinkedIn’s on-platform lead generation with the clients onboarded first-party data. The results exceeded client expectations and established foundational data for future campaigns.  

Highlights

292
New Leads

$36.55
Cost Per Lead

0.41%
Click Through Rate

Challenge

Our client needed to drive leads from a niche B2B audience – but they meant niche niche. They were only interested in reaching European film, gaming, and television licensing professionals who were in-market to connect with American content owners. They hosted a magazine and website portal where global licensing professionals could make connections and discover new opportunities. The client challenged Coegi to provide a solution to drive this audience to their website, where they would be prompted to share their email address to access the portal. 

Solution

We recognized this request necessitated using an audience-first approach to inform our channel strategy. LinkedIn proved to be the channel with the widest reach of second-party data. Historically, the fewer steps to conversion asked of your audience, the higher the ROI. Knowing this, we used LinkedIn’s on-platform Lead Generation creatives to encourage our audiences to share their contact information without needing to visit the site.

Our client offered two products: an industry magazine and a website portal. The media objective was to drive 150 new email contacts over three months. 

Prioritizing budget on LinkedIn allowed Coegi to craft a strategy that balanced the need for some awareness while focusing on the lead goal. Pairing LinkedIn’s data, lead generation objective and creative, and the client’s first-party data allowed us to nearly double the goal of 150 new email contacts. 

Coegi Partners

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