Phase 3: Creating Conversion Ads and Gaining Leads and Engagements
We created a conversion campaign with a researched landing page, targeting, and ads. We also installed a pixel to track conversions and other events happening through the ads, such as clicks, likes, and engagements. The idea is to generate leads and capture cookies of people who are not filling out the form and bouncing from our landing page.
We will further target them through remarketing and create a lookalike audience based on click, engagement, or form fill events. Note that engaging video ads were provided to us by the client in the initial stage.
Phase 4: Targeting Bounced Audience and Lookalikes of the Lead Form-Filled Audience Through Conversion Ads
In the initial month of December, we received around 15 leads with a CPR of $20 per lead and a lot of engagements. Our target for the next month was to increase the number of leads and reduce CPR.
We applied a strategy to launch a new ad group in which we started targeting remarketing audiences. Later in the same ad group, we targeted a lookalike audience to capture an engaged audience. For interest-based targeting, we made changes in the targeting settings and enabled a detailed targeting option. By doing both of these activities, leads started to increase, and CPR began to reduce.
Our solution is to target “Tree Care Companies” through Facebook and Instagram conversion ads with a given location and targeting interests like “Landscape Maintenance” and job titles like “Tree Trimmer or Tree Planter.”
We will use remarketing, lookalike, and detailed targeting in the audiences once we get enough data to remarket, create a lookalike audience, and target users through an optimized landing page. This approach will help us generate leads at a minimum cost.