If you're already doing some level of Facebook advertising, you've probably found it to be a good way to generate leads, and drive brand awareness and ROI. But like any other advertising channel, there are often some challenges along the way. Let's take a look at Precision Dialogue's story, and the best practices we can glean from their experience.
Precision Dialogue is a leading customer engagement firm focused on leveraging customer insights to drive relevant communications and improve marketing ROI. Based in Cleveland, they manage the search, social, media, and display advertising programs for approximately 12 advertisers spanning 8 different countries. They turned to Marin when they were tasked with redesigning and growing the Facebook marketing program for an industry leading retailer of kitchen supplies.
When diving into this project, Precision Dialogue identified a few challenges. First, there was increased competition to advertise on the platform. Second, they had to keep up with the many and frequent changes to Facebook's UI. And third, they needed to find the retailer's ideal target audience.
Precision Dialogue tackled these challenges head-on, crafting a smart strategy and letting the Marin platform do the heavy lifting. Here's how they made it work:
- Campaign Wizard - The team used the Campaign Wizard to easily create hundreds of different ad combinations organized by target audience.
- Intraday Creative Rotation - Precision Dialogue used this feature to automate creative testing and pinpoint the top-performing audiences, images, and call-to-actions based on lifetime value. They set things up so it would automatically change out ads when CTR dropped below a desired level. This saved the agency about 10 hours per week, and was ideal for keeping ads fresh and CTR high throughout the day.
- Analytics to Action - After running the campaigns for 3-6 weeks, the agency used the analytics to action workflow and multi-edit capabilities to identify and take action against under-performing ads across their entire program in just a few clicks.
Happily, Precision Dialogue was able to exceed the Facebook advertising campaign objectives, cementing a strong partnership with the retailer. Specific improvements included 33% lower cost per conversion, 36% higher cost per click, 4% higher conversion rate, and 30% higher CTR.