Case Study: Social Targeting Ads for Lead Generation
What does an effective lead-generation campaign look like on Facebook? This vacation time-share management company gives us a perfect example.
Social targeting ads on Facebook need three things to be effective.
- They need to be contextualized to fit into organic posts (they can’t blatantly look like ads)
- The content should be something that entices people to react (share, like, etc.)
- The call to action should be easy to complete and low-risk
With these three things in place, a well-targeted Facebook ad can generate a lot of leads.
We ran a social targeting ad campaign for a Marketing 360® client that offers great deals on time-shares and manages time-share rentals for owners.
The goals of the campaign were to build out their email list and get more likes on their Facebook business page. The conversion strategy is to then make offers via email and targeted Facebook ads that get people to book vacations.
This post was boosted to their 11k followers:
As you can see, through shares and reactions, the post reached over 100k people. The enticing component, of course, is the vacation giveaway. People are more than happy to share this post with their friends.
The results of the post were:
- 35% conversion rate
- 4332 Conversions
- 99 cent CPA (cost per acquisition)
Over 4k new emails to add to their list that they can apply to their highly successful email marketing campaigns. These are targeted emails from people who’ve opted in because they’re interested in taking advantage of the vacation deals.
For lead-generation goals like getting more emails, Facebook likes, or other contact info, a contest like this run through Social Targeting Ads can be really effective.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
