Almost immediately after launching our client’s Facebook mobile ad campaign, along with a simple mobile web app featuring a “tap to call” button, they started getting calls from new customers looking for a quote…
Facebook mobile ads have been the most effective form of paid advertising I’ve seen in quite some time. I realize that’s a bit of a “knee jerk reaction” to my recent experience with one of my local business clients. But folks I’m telling you, it’s hard to ignore the results that this one Facebook mobile ad campaign is delivering to my client.
The results from the Facebook mobile ad campaign
Before I dive deeper into how exactly I built this particular Facebook mobile ad campaign, and how I’m actively managing it, let me first give you some of the initial results so far.
Inbound calls: 4 inbound calls from new customers in 3 days.
Now this might not seem like a lot to you (and if it doesn’t, then you probably aren’t a local service company), but this particular client has been a dry spell for months. He’s gotten occassional calls here and there, but they’ve all been from referrals. I know referrals are key to any business and I certainly wouldn’t negate their value. But his biggest struggle has been figuring out how to generate new customers, not just referrals. And everything we’ve been trying for the past few months simply have not been generating the response he was expecting — even though is to ranked #1 in Google for his targeted keyword phrases.
To put this into perspective, this client is ranked #1 in Google for a wide range of locally targeted keyword phrases relating to his service. I’ve said it before – it’s hard to argue against the value of being ranked #1 in Google. That is, when being ranked #1 is actually bringing in new customers. But when you are ranked #1 in Google and still not connecting to new customers, then either people aren’t actually searching the phrases you’d expect, or being ranked #1 in Google for that particular phrase doesn’t hold the market share value that we were expecting. Obviously in this case, the market share value for the list of phrases we were targeting did not hold the value we had anticipated.
So when we launched his Facebook mobile ad campaign and he started almost immediately getting new inbound calls from customers, I’m sure you can imagine his enthusiasm!
A little bit about the client
Next I want to give you some insight into the service my client offers, and how we leveraged Facebook’s targeting options to refine the exposure of his ad campaign. First, my client installs invisible dog fences in Athens, Georgia and some of the immediate surrounding counties. Since my client is a locally owned and operated business in the Athens area, he’s not particularly interested in driving 100 miles to service a customer. Now, he’s been willing to make that happen in the past, but he believes (rightly so) that there’s plenty of business around the metro Athens area that can be generated – it’s just a matter of figuring out the most effective advertising to reach those potential customers.
And this is where Facebook mobile ads have come into play!
Here’s a summary of the targeting strategy we implemented:
- A radius of 25 miles around Athens: we started out by asking the question, “how far are you willing to drive to service new customers?” The mile radius we settled on was 25 miles. This means, the ads will never be shown to people who are further out than 25 miles from our targeted metro area – in this case, Athens, Georgia. The radius targeting tool is a powerful marketing tool because no matter what, your ads will not shown to people located outside of your pre-defined marketing radius, allowing your ads to run to a very targeted geographic market area.
- homeowner & home value parameters: since my client installs electric dog fences, the next set of demographics were “no brainers” for us when building out his campaign. Obviously, my client’s customer base would be homeowners who own at least one dog. With that being case, setting the “homeowner” requirement allows us to target our ad to more specific clientele. That way we know, no matter what, his ad is going to appear only to those people who are homeowners. Taking this one step further was setting a minimum threshold for home value. With Facebook, it’s pretty amazing how you can drill down and target a home value range. In this particular case, we wanted to set a minimum home value of $150,000 with no max value (I believe it’s the $1 milion and above level). It’s a bit of a guessing game here, but my assumptions were that homeowners who were most likely to be interested in an electric dog fence would be those who own a dog, and who potentially had some extra money to invest in the client’s services. So the starting home value (in my mind anyway) was the $150,000 level.
- Interests: this element was probably the easiest to establish since our objective was to reach homeowners who owned dogs. The next obvious targeting mechanism was to reach people who had an interest in “dogs”. So in the interests section of the ad targeting tool, we simply targeted “dogs” as the interest, and left it at that.
So to recap the targeting demographics, here what we had so far:
- Targeting mobile devices with Facebook ads
- Targeting people who live within 25 miles of Athens, Georgia.
- Homeowners with a minimum homevalue of $150,000 with no max home value.
- Targeting people on Facebook who have an interest in “dogs”.
The Ad Copy: Creating an incentive
First let me share with you a screenshot of the ad – this is the desktop version, not the mobile version:
The ad variation we decided to go with was a Facebook post ad. This is basically the equivalent of taking a Facebook page post and turning into an ad. And because of we were converting a Facebook page post into an ad, we had the opportunity to create a message in the text portion that would hopefully compel people to call my client for a quote. So, we went back to the tried and true method of creating a great offer and to anyone who called now to inquire.
The copy we used in the ad was this: “Call today to get 20% off your invisibile dog fence in Athens!”
By leveraging the “call to action” with an incentive, we were able to at least reach people who were somewhere interested in the idea of installing an invisible dog fence, and putting them in a position of making a decision. When people saw the offer of “20% off by calling”, I believe people were compelled to take the step to at least call and inquire.
The incentive in the ad copy – a strong, compelling reason as to why someone should call – I believe anyway, is what contributed greatly to the response my client has been experiencing from this ad.
We launched the ad campaign on a Friday, and by Monday afternoon our client had received 4 confirmed inbound calls from potential customers looking for a quote for an invisible dog fence. A pretty strong response so far from this one particular Facebook mobile ad.
What about your experience?
So now it’s your turn… have you had a similar experience with Facebook advertising? If so, I’d love to hear about your experience, your targeting strategy, and whether Facebook mobile, or Facebook desktop ads worked best for your campaign!
Founder and contributor at Bipper Media.