At Custom Creatives we help companies grow traffic and online sales with marketing that works. We have helped small to medium sized businesses with their marketing efforts since our inception in 2004.
When we started the agency, our goal has been to help businesses transition from traditional marketing methods to effective marketing on the web.
Every business needs a digital-media presence. It’s hard to argue against that. Simply just having a presence and aimlessly distributing content doesn’t help your business or its stakeholders. It’s a hit-or-miss strategy that, at best, produces mixed results.
This case study will show you how our AEC Method of Awareness, Engagement, and Conversion works to attract, inspire trust, and trigger our client’s desired outcome with their potential customers.
You’ll also learn how we use Facebook’s Offline Events feature to track sales and attribute ROI to our social media advertising campaigns!
When we first start working with a client, we are used to hearing something along the lines of:
“We’ve tried Facebook ads, but they didn’t show any results, so we stopped them.”
Our first response is always a simple question:
“Well…how did you set up your tracking?”
This query is usually met with silence because most small businesses don’t know how to track their sales online, and typically have to revert to an imperfect, manual system (with some automation) to track them.
Not Custom Creatives.
The first step in our onboarding process is to get all the necessary items to track every dollar our clients spend.
Why pay for traffic if you can’t see where and what that traffic is doing?
You shouldn’t. That’s why we ensure each of our client’s Facebook Pixel, Google Analytics, and Google Tag Manager is correctly configured before starting any campaign.
The main reason our roofing client chose us was due to our ability to track all sales from online to offline.
If you don’t know where you’re going, how will you know when you get there?
Once we identify goals, we determine ways that content marketing helps you reach them. Most of your goals will fit into three categories:
All too often, businesses try to accomplish each of these goals in every content piece they create, or they skip the first two altogether.
Our campaigns have components individually designed to accomplish specific goals within each of those three categories, as determined by the broad business goals our clients set out.
Awareness content helps introduce you to potential customers. These customers don’t know you, don’t care about you and don’t want to hear your pitch. Consideration content works to build trust and convert visitors into leads.
We’re still not selling here, though; we’re showcasing.
Awareness and consideration content build trust by teaching and helping your visitors.
Your best option is to entertain or educate them, which is what we did for our client with this ad:
Video ads are the most cost-effective way to build remarketing audiences. This video campaign got 119 likes, 24 comments, and it was shared 46 times!
The screenshot below shows we were able to build an audience of 6,780 people that watched 95% or more of the video.
This watch-time is vital for a few reasons. First, the average video watch time on Facebook is 0:06 seconds; so, if someone watches 95% of a 1: 13-second video, they are incredibly interested in the content of the video.
We were able to generate 12 calls and three sales from the awareness and consideration content in this campaign before we targeted people that watched 95% with specific conversion content later.
When we do well with awareness and consideration content, we notice an uptick in session duration, view-through rate and page-event or engagement metrics on our client’s websites.
We knew our campaign was working because when comparing the period immediately before us beginning our Facebook campaign, we found a 44% increase in traffic from the month prior—new user visits to the website increased 42% month-over-month, and total page views rose 49% according to Google Analytics.
These numbers suggested the traffic we are sending to the site is engaged and doing research. This is the perfect place for our conversion content to go to work because it leads to one thing: the close.
Moreover, since we know the only people who see this ad are those that are considering roofing services, we show them a compelling offer to incentivize them to act, like this one:
In addition to the strong offer of 50% off labor, we also focused our ad copy on the warranty that comes with each of our client’s roof installations as our research indicated this was one of the deciding factors for consumers when considering roofing companies.
With just $108.50 of ad spend, we generated two sales worth $45,582!
So…how is it possible for Facebook to attribute these sales to our campaigns?
We uploaded a list of all the sales that occurred since we began the campaigns. This list included the name, email, phone number, zip code, type of purchase (siding, roofing, window), and $ amount for each sale.
Facebook’s advertising platform is so advanced; it knows exactly who it served each ad; it also identifies which of those people “clicked” or “viewed” an ad but did not make a purchase at that exact moment.
A typical example is someone will see the ad on Facebook, go to Google, search for the company and check out its site before purchasing.
Remember….awareness, engagement, and conversion.