The company had already been generating leads with the help of Google Ads and got their feet on the ground, they just wanted to expand ways of getting traffic and first they wanted to try out Instagram and Facebook.
From time to time we launch campaigns to promote ourselves and search for new projects. This was just the way this particular client contacted us. By that moment we hadn’t had any cases in the niche of heating installation though we had some in the sphere of renovation and related areas. We had our first call and suggested to the client various strategies appropriate for their business. The client without hesitation agreed to try collaborating for two trial weeks — as a result, we’ve been collaborating for 2 years already.
We would always start our work with the Market Research and Competitors analysis, we figure out what types of ads our competitors launch on Facebook and Instagram and what offers they give. Moreover, we get all the necessary info from the client to take the next step.
Given the specific niche we had to do our best for the leads to be as qualified as possible. What we chose here was the quiz marketing strategy.
It’s an easy way to entertain oneself and learn something new. Brands will use the gaming quiz dynamic to attract the audience's attention and not scare them off with the direct advertising of their projects.
The research shows that Instagram users click on 82% of quizzes their feed shows them and actively share the results afterwards. The reason of the obvious success of the format is that it doesn't require the user neither effort nor time but helps them to entertain themselves not putting their phone down. Having taken the quiz the person gets personified recommendations, alternative solutions to their problem with the help of the advertised project; a gift or a discount. Marketing specialists can cut the cost-per-lead twice thanks to this option.
Together with the client we agreed on five questions for the quiz and created a landing with the test. Having taken the test, the potential client got a bonus — “Free of charge field service and a calculation of the heating installation cost”. This exactly was our offer for the initial communication.
We created the website, connected the domain with the Facebook Business Manager, installed Pixel and UTM. The client had also already had a system of through analytics and the technical support connected it to Facebook for a more detailed analysis.
Next, using the very same messages we incorporated into the landing and the offer, we made videos and pictures for advertising creatives.
The client also had an actual client base which we could upload into the Facebook Ads Manager — it helped us to generate a lookalike audience.
The client was also posting quite actively on Instagram which people would follow organically and those who came from Google Ads. We also collected data about anyone who would contact with the profile in the previous 365 days to create one more lookalike audience to avoid retargeting.
Having collected all the bases, we set the conversion event “Request” we targeted the campaign to the landing with the quiz using the goal “Conversion”
During the trial period we were testing several ads groups at the same time
— lookalike audience
— broad overlapping audience
— audience reached by interests