Facebook advertising offers some great targeting options – interests, age, location, behaviours – but these can be unreliable. Make them very specific and the audience is too small. Too broad and response rates can be disappointing. However, Facebook also offers the option to create a target audience for your adverts based on your existing customers – called a Lookalike Audience.
I recently ran a Facebook advertising campaign for a wedding industry client using a Lookalike Audience to generate new leads and had some great results.
We managed to reach a large number of target customers and achieved really good response rates.
Creating a Lookalike Audience
To create our Lookalike audience we extracted the email addresses of previous customers.
I then used Facebook Power Editor to create the Lookalike audience – basically Facebook carries out a matching function to find people with similar characteristics to those on your email list (it doesn’t tell you who these people are – just allows you to target them).
This produced an audience nearly 100 times the size of our original email list. I then qualified this audience using demographics including age and relationship status which reduced it to around 10 times – still a large pool of potential leads to target.
Running the Adverts
We ran adverts on both Facebook and Instagram. Great graphics and split testing were the key to getting a good response.
I ran A/B tests on ad copy and images in order to find the best combination.
We only used fixed images for this test – in future we may try out video or animations.
The purpose of the ads was to get people to the client website and make an enquiry. They would then be followed up through a well-defined email process to convert that enquiry to a sale.
The campaign generated 1,300 new website visits with 30 new enquiries – a conversion rate of around 2.3%. As a side benefit the client also received more than 100 new Likes for their Facebook page and a significant boost to their Instagram followers.
We found that the cost per click for Instagram was almost twice as much as Facebook – but the conversion rate was more than double. So in terms of cost per conversion Instagram did perform slightly better. But Facebook had higher volumes.
The conversion rate and cost per conversion were similar to those achieved for broad search queries via Google Adwords.
Of course, the final proof will be the conversion of those enquiries into sales. Being the wedding industry this can be a long process, but overall the results have been very positive.
These are cold leads so make the first step easy – an enquiry, request a sample or brochure, subscribe to email newsletter. Something that gives you the email address so that you can follow up. If you are an ecommerce store you could offer a discount voucher in return for the email.
A good follow up process to convert leads to sales is vital. Paid advertising campaigns usually fail due to poor conversion rather than poor response.
Know your customer and create your campaign around their social media preferences and buyer behaviour.