We were looking leverage new Facebook opportunities for ePrintFast, a high quality source of business cards, postcards, and general marketing materials.
Our initial campaign was growing leads, but we wanted more. Based on our experience, we saw that would make our campaign more targeted. So we went after real estate agencies individually, with each being served a custom set of ad creative, copy, and business card templates. We wanted potential customers to know that a perfect business card template was already waiting for them.
Change # 1: Build individual ad groups
The first step was to create new ad groups, so we could target individual agencies. By creating audiences of agents who worked at RE/MAX, Royal LePage or Keller Williams, we could specifically target them with different creative and ad copy.
Change # 2: Individualize creative and customize ad copy
Once we had our ad groups in place, we needed to customize the creative so a Century 21 agent (for example) would only see a Century 21 business card template being advertised. We applied individual creative to all the companies we were targeting. To further hone in on the audiences we were targeting, the ad copy needed to be updated to reflect the company we were speaking to. A RE/MAX agent would only see RE/MAX related copy for instance.
Change # 3: Send traffic to designated product pages
Finally, we used specific URLs for each ad group so the ads could be sent to the respective product pages of each agency. If you were RE/MAX agent you would be directed to a designated RE/MAX product page, with only RE/MAX templates. This applied to all respective brands that we targeted.
There had been month-over-month increases in leads from our general real estate campaign from launch in early February to when it was turned off in early May. Once we broke up the campaign into different ad groups, targeting individual agencies, we saw twice as many leads come in. The new ad groups have been running from early May.
- Doubled ePrintFast leads from Facebook in half the time of the previous campaign.