Background:
The objective was straightforward: generate a high volume of leads for a Point of Sale (POS) software brand. The project started in August 2022 with a lead-focused approach and underwent changes in tactics to maintain efficiency while reducing the cost per lead.
Initial Strategy: High-Value Leads
Setting Priorities:
Initially, the cost was not a significant concern. The focus was on gathering detailed leads for immediate conversion.
Execution:
We used Facebook’s ‘Lead Ads' where users could fill out a detailed form.
Outcome: These leads resulted in a high number of successful conversions.
Phase 2: Brand Awareness
New Objective:
As the brand stabilized, we aimed to reduce the cost per lead.
Execution: Introduced ‘Brand Awareness' campaigns to familiarize potential customers with our brand.
Additional Channels:
WhatsApp ads were also deployed.
Outcome: This led to a decreased cost per lead.
Customization and Segmentation
Understanding the Audience: Recognized that different industries have unique needs when it comes to POS systems.
Custom Software:
Altered the software functionalities and user experience based on end-user requirements.
Targeted Ads:
Different ads were customized for farmers, pharmacies, and supermarkets.
Outcome: Further reduction in cost per lead due to more accurate targeting.
Challenges
High Traffic:
Due to a sudden influx of users, we had to pause the campaigns intermittently.
Performance Dip:
Pausing campaigns led to a temporary decline in ad performance.
Multifaceted Approach for Goal Achievement
Variety in Ad Goals:
Tried campaigns with different objectives like ‘Messages' and ‘Traffic' alongside leads to diversify our approach.
Multiple Tests:
Continued to experiment with different campaign types to meet changing needs.
Fine-Tuning Through Comprehensive Testing
Iterative Testing:
In Facebook advertising, there's rarely a one-size-fits-all solution. Therefore, rigorous testing was an integral part of our strategy.
Variables Tested:
Time of Day:
Ads were tested at various hours to identify peak engagement times.
Location:
Different geographic locations were targeted to find the most receptive audiences.
Graphics and Offers:
A variety of visual elements and promotional offers were used to gauge which combinations were most effective.
Controlled Environment:
Each variable was isolated and tested in a controlled setting to ensure the data was reliable.
Pivoting:
Ads that weren’t delivering as expected were paused, allowing for resources to be reallocated to better-performing campaigns.
Outcome:
Through this methodical testing, we identified which ads were most effective in generating leads while keeping costs low.
Screenshots of Ads & Results:
Visuals of Ads:
Results:
Summary
The project started focused on acquiring high-value leads, later transitioning to a more cost-efficient strategy that included brand awareness and audience segmentation. Challenges were faced and addressed, including high traffic and the need to pause campaigns.
However, a multifaceted approach, combined with comprehensive testing on multiple variables, enabled us to adapt and meet the client's objectives efficiently continually. This iterative, data-driven methodology contributed significantly to the campaign’s overall success.