Case Facebook/Instagram
1863
leads for
campaign
8
working
days
$0.26
for lead
Project description
Customer:
School of earnings on mobile games
Task:
1000 leads for a webinar worth $0.45-$0.60
GEO:
CIS
Perhaps we should start with the fact that the client filled out the brief quite well and in detail. Creatives were thought out and created that successfully passed Facebook moderation. Although it was not without difficulties.
Progress of work
Our target audience was men, but Facebook considered this discrimination against the weaker sex and did not approve the ad. As a result, we were forced to run on men and women.
For the test period, a campaign was launched for Russia, with age segmentation on Instagram. Facebook did not perform segmentation, as it was necessary to understand whether it makes any sense to show ads on Facebook. On the first day of the test, there were 8 leads at $0.89 per lead. On the second day of the test, 9 leads at $1.17 per lead. By the way, on the second day of the test, we tried to duplicate adsets and exclude women from them, as a result, voila, it worked! Time was running out, it was necessary to scale the AC.
And… On September 27, we segmented ad impressions primarily by country (Russia, Belarus, Kazakhstan, Azerbaijan). Russia is additionally segmented by age. Other countries did not segment by age due to not very large audiences.
We launch our rocket and observe the results: On the first day, we received 183 leads at $0.28 each.
In the following days, the indicators grew and until October 3, they steadily reached 250+ leads per day at an average price of $0.29. The only thing worth working on was disabling ads that gave a high cost per lead or were generally weakly shown by Facebook.
It is worth noting an important detail, the relevance coefficient of the ads was basically 10, on some 9 and completely on single instances 7. This indicates the high involvement of the target audience in the ads that we showed them.
On day X (10/3) we made 1863 leads, which could not but please us, and even more so our customer.
Summing up
We have shown excellent results!
1863
leads for
campaign
8
working
days
$0.26
for lead
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