Bubblefish is a Spanish lead generation agency that managed to gain 11,900 completed enquiry forms by running a Facebook lead ad campaign to find and engage high-intent potential car rental customers.
Fishing for leads
Founded in Madrid in 2013, digital marketing agency Bubblefish specialises in lead generation and sales performance. With a particular interest in expertise in the automotive sector—it has even partnered with a fleet company to offer car rentals through its Rentingcarfácil.com website. Bubblefish wanted to increase quality sales leads for Rentingcarfácil.com. The aim was to motivate prospective car renters to complete an enquiry form.
Showing lead ads to multiple audiences
Working alongside technology partner Adbibo, which specialises in paid media optimisation, to reach potential renters and generate leads in the most effective and cost-efficient way possible. Therefore the natural choice for this particular campaign would be Facebook’s lead ads due to the fact that they make the enquiry process quick and easy for people who are interested in knowing more about a product.
Firstly, the team created a series of ads featuring images and information about popular car models on offer. When people clicked the “More Information” call-to-action button in the ads, a form instantly opened that made it quick and easy to submit details and request a callback.
Rentingcarfácil.com’s typical customers are individuals, companies and freelancers. The campaign initially focused on this broad customer profile across Spain before optimising ads towards people in priority locations like Madrid, Valencia and Barcelona later in the campaign. Bubblefish also showed ads to a Custom Audience of people who had visited the website or rented from Rentingcarfácil.com previously, as well as a lookalike audience based on people with similar demographics and behavioural characteristics as the Website Custom Audience. It then used Facebook’s exclusion feature to avoid overlaps in the audience.
People saw the ads across Facebook, Instagram and Audience Network placements, which were selected for this campaign to ensure better ad-buying efficiency. The campaign budget was also optimised, meaning that Facebook automatically allocated budget to the highest-performing ad sets.
Changing up a gear
Bubblefish’s May–December 2018 campaign accelerated leads for Rentingcarfácil.com and ultimately led to more sales:
- 26% decrease in cost per lead
- 4% of leads converted to sales
This blog was originally taken from Facebook.
Read how GANT the international clothing brand boosted their returns on ad spend with a simple three-phase Facebook campaign.
This global fashion retailerbased in Norway with headquarters in Stockholm, Swedenreached a 4.4X return on ad spend in Germany and Austria with a multi-stage Facebook campaign that focused on reaching a broad audience before retargeting ads to likely customers.
Preppy icon
GANT’S mantra is “never stop learning” which stems from the life of its founder Berl Gantmacher originally from Ukraine and arrived in New York City as a teenager before setting up a shirt-making business. GANT enjoys very strong brand awareness in Nordic countries. It wanted to use digital marketing to maintain this strong brand connection with its audience in Germany, Austria and Switzerland as well while boosting sales in a cost-effective manner.
Creating a well- planned journey
Working alongside media agency Precis Digital, GANT focused on three KPIs (key performance indicator): reach, conversions and catalogue sales. The first portion of the campaign focused solidly on reach. GANT directed their attention to ads in order to broaden their audience of men, women 18 and older, living in Germany and Austria.Phase two of the campaign focused on people who had previously engaged with the brand. Facebook pixel helped it find people who had visited the website or made a previous purchase.Finally phase three of the campaign, target ads to people who had looked at products on GANT’s website within the last week. Ad sets were divided into four product categories (men, women, kids/teen and home) also people who viewed or added products to their cart but didn't follow through with purchases. A variety of ads were used, including single image and video ads as well as the carousel and collection formats. All assets were optimised to work on mobile devices as well as desktop. The campaign also used automatic placements to run ads across Facebook and Instagram in the most cost-effective way.
The results
GANT’s campaign running from May 30–June 30, 2019, proved to be well-targeted helping reach a larger demographic while driving sales in a cost-effective way. During this time the campaign achieved a 4.4X lift in return on ads spend and a 52% lift in conversions. Proving that this was a well-tailored campaign. This post was originally taken from
Facebook. Check out
GANT's website for more.
The Austrian sports retailer achieved success with Facebook resulting in a 27X return on ad spend. Using Facebook’s dynamic format and creative options to reach prospective customers with retargeted ads that were automatically adapted to audience interests.
For the love of sport
Part of the worldwide INTERSPORT family, INTERSPORT Austria is the country’s leading retailer for sports clothing and equipment. Serving almost two million customers online and in stores across the country.
Prospecting and targeting with dynamic ads
INTERSPORT Austria has been actively advertising with Facebook for a number of years. In 2019 they joined with experts Bacon & Bold to take their marketing to the next level. Implementing a brand new strategy with a focus on sales. Exploring the use of dynamic ads converting interest into sales. They began to set up a broad product catalogue to populate dynamic ads with suitable products. In order to reach the mass audience, they decided to target both English and German speakers.With Facebooks dynamic creative tool they were able to create ads featuring products
in the carousel and collection formats. Showing images and video of relevant products from the catalogue alongside text.
Success with Facebook
INTERSPORT Austria’s dynamic ad strategy turned in a strong performance. Throughout the first few months of 2020. The business now plans to optimise future campaigns with branded templates. So far, the campaign has achieved:
- More than 1,200 purchases from dynamic ads in one month
- 20X return on ad spend with broad audiences
- 27X return on ad spend with retargeting
This blog was originally taken from
Facebook. For more blogs like this visit our
website. To learn more about INTERSPORT Austria
here.
Reaching audiences less exposed to TV with Facebook video ads
Meliá decided to adapt their TV campaigns to work as Facebook video ads, resulting in a significant increase inreach among a high-value audience that is less likely to watch TV.
Led by leisure
Meliá Hotels is one of Spain's largest domestic operators of holiday resorts founded in 1956. Currently operating in more than 380 hotels in 40 countries on 4 continents under the brands Meliá, Gran Meliá and Sol Hotels, it is the 17th biggest hotel chain worldwide. Meliá wanted to expand their demographic, and create a campaign offering attractive discounts at all their destinations. It hoped to reach a high-value audience that is less likely to watch TV.
High-value targeting
Meliá wanted to target audiences that were more likely to make a booking in its hotels and make them aware of its Wonder Week offering. Using Facebook Custom Audiences targeting allowed Meliá to reach out to some of its clients who had previously made purchases during Black Friday campaigns. It then used that audience as the basis to create a lookalike audience. Facebook identified common qualities of people in the Custom Audience, such as demographic information and interests, so that it could deliver Meliá’s ads to people likely to make bookings.Drawing on assets from its concurrent TV campaign, adapting creatively to suit placements across square and vertical formats. The campaign used Facebook and Instagram Stories, video ads on Facebook and Instagram feed, and Facebook collection ads. These formats had performed well in the past and gave Meliá the space it needed to display high-budget creative, while also showing some of the hotels advertised. The campaign also used automatic placements on Facebook and Instagram to generate optimum results at the lowest average cost.
A week of wonder
Meliá Hotels drove significant interest in its Wonder Week deals by carefully targeting its Facebook ads campaign. Running from June 4–11, 2019, the campaign achieved:
- 65% of people reached on Facebook had not been exposed to the TV campaign
- 10-point lift in ad recall
- 11.8% lift in sales (representing 311 incremental conversions)
- 7.8X return on ad spend for incremental sales
- 10-point lift in message association of Wonder Week to Meliá
This blog was originally taken from
Facebook.
This German home and furniture shopping portal measured 150,000 incremental sales and a 15% lower cost per click over a two-week period when testing out a consolidated campaign structure by taking advantage of Facebook Conversion Lift.Moebel.de is Germany’s largest furniture and home furnishings shopping portal. Bringing together 250 online shops and inviting customers to search and browse over 3 million products on their site. It truly is a homeware giant.
Campaign structure
The main goal; to improve ad campaign performance and efficiency by challenging whether consolidated campaign structure (one campaign per goal and one ad set per target group) would outperform its usual campaign structure.
Running conversation lift tests
The original structure of the campaign that Moebel.de had been using involved runningseveral campaigns at once with corresponding ad sets. While this approach does yield some success there can be slight overlap across campaigns making it inefficient. In order to accurately compare the effectiveness of this approach against a different campaign structure, Moebel.de ran a Facebook conversion lift test. A lift test involves tracking conversations,including standard and custom events, to understand the true value of your Facebook advertising and how well it performs independent of your other marketing effortsDuring this two-week test, Moebel.de ran ad campaigns in the original campaign structure and in a consolidated structure. To ensure a fair comparison, both campaigns used broad targeting and good-sized budgets give the Facebook algorithm plenty of opportunities to find the right people to deliver ads to, at the right price. In each case, people saw carousel ads, optimised for conversions, across all placements. The ad creative showcased Moebel.de’s partner retailers and encouraged people to click through to their website to explore products lines in more detail. People also saw dynamic ads that were automatically populated with relevant products from the product catalogue.
The results
The test groups were then compared against one another and against a control group of people whom did not see any of the campaign ads, to show the true impact of each campaign structure and allow Moebel.de to identify the best-performing one. The conversion lift study results also provided insights into other advertising challenges—was a result of this campaign, Moebel.de spotted an opportunity to rethink its attribution window selections and try other, potentially more effective options in the future.
Bringing it home
The Facebook conversion lift study helped Moebel.de to not only identify the best approach for future campaign performance but to also increase return on ad spend by 15% over the two-week campaign period:
- 15% lower cost per click with the consolidated campaign structure
- 15% increase in return on ad spend
- 150,000 incremental sales measured with conversion lift study
- Up to 50% decrease in audience overlap
This blog was originally taken from
Facebook, to shop Moebel visit their
website.
Getting people motivated across the globe with facebook video ads.
How this fitness company recruited potential fitness instructed around the world with facebook video ads, encouraging them to sign up to a training program, encouraging a 3X return on ad spends, 80% of new recruits were a direct reaction to facebooks marketing, encouraging 5X more instructors through facebook than campaign goal.In June 2017 STRONG by Zumba was born, the perfect blend of fitness and dance, combining high-intensity workout moves with exclusively produced musical tracks. The goal was to recruit potential instructors, figures showed that at least 15% of recruits were coming directly form facebook ads, to sign up for STRONG by Zumba instructor training from around the world. Since STRONG by Zumba is revolutionising its more famous parent Zumba, the team wanted to start by creating awareness and building momentum around the initial idea to encourage people to give it a go eventually encouraging fitness instructors to consider taking the training and signing up.Phase one, the tester video for Facebook and Instagram to entice the audience. When clicked, the ads opened to a lead form. Phase two brand testing this included posting third party articles about STRONG by Zumba, and a mixture of educational videos and promotional videos created to inspire instructors to commit to a training session. Through the testing, the team discovered that videos with text overlays outperformed static images. The main demographic targeted by these ads were people with an interest in fitness, as well as those with experience in being a trainer, coach or instructor. By installing Facebook pixel on its website, the company tracked and retargeted people who visited the STRONG by Zumba “Become an Instructor” web page. The team then used that data to build a Custom Audience from the site visitors and the newly acquired STRONG by Zumba instructor list.It also created a multi-country lookalike audience based on this group so it could recruit instructors around the world. For this type of audience, Facebook finds people similar to the advertiser’s source audience who reside in the countries the company wants to reach. In this case, the Zumba team chose 2 regions (EMEA and APAC), layered on English (to reach an English-speaking audience) and targeted the following countries: Germany, Mexico, Argentina, Spain, Italy, France, UK, Australia, Portugal, Indonesia, India, Denmark and Korea.By taking a more organic approach in raising brand awareness STRONG by Zumba’s video lead ad campaigns exceeded its goal the June 2017 campaign directly resulted in:
- 3X return on ad spend
- 80% of new instructors recruited through Facebook
- 5X more instructors recruited through Facebook than campaign goal
This blog was originally taken from Facebook, to learn more about Strong by Zumba visit their
website.
The Israeli mobile gaming company Playtika boostedsales with facebook campaign budget optimization and manual bidding. Resulting in a21X lift in incremental purchases—and at a lower cost per incremental purchase. This is after using manual, rather than automatic, bidding with Facebook’s campaign budget optimisation tool.
Always an adventure
Playtika is a leading mobile games company with over 16 casual games played by 30 million people worldwide. It uses cutting-edge analytics, live-ops and artificial intelligence to deliver customised and constantly evolving gaming experiences.
Driving app installs and purchases
Playtika wanted to find the best way of increasing in-app purchases for its titleSolitaire Grand Harvest, while keeping its cost per acquisition as low as possible. They wanted to do this to entice the audience and as a result boost purchases.
Testing different strategies
Playtika was interested in testing campaign budget optimisation to promote its titleSolitaire Grand Harvest. Campaign budget optimisation is a Facebook feature that automatically distributes campaign budget across a campaign's ad sets. This means Facebook automatically and continuously finds the best available opportunities for results across ad sets and distributes the campaign budget in real-time to achieve those results.
Playtika wanted to understand whether automatic or manual bidding was more effective in driving in-app purchases for the lowest cost. To find out, Playtika tested the two strategies using the multi-cell conversion lift tool. For this test, it opened two campaigns that used campaign budget optimisation. Each ran for more than 10 days.
Both campaigns were identical in their setup: each campaign containing three ad sets, and each of these three ad sets contained three mobile app ads. These pre-existing ad sets were the company’s top-performing ads on Facebook. Each was a short video of around 16 seconds, with bold imagery highlighting the specific mobile game in question.
The ad sets targeted worldwide to people 18 years and older and used automatic placements. The only difference between the campaigns was the bidding method: lowest cost with a bid cap (automatic bid) for the first campaign, and lowest cost without a bid cap (manual bid of $1,500) for the second campaign.
The scorecard
The multi-cell conversion lift results showed that Playtika boosted app installs and in-app purchases with its effective manual bid campaign budget optimisation campaign. Running from August 22–September 11, 2019, the campaign achieved:
- 21X lift in incremental purchases
- 16X lift in incremental sales
- 21X decrease in cost per incremental purchase
- 16X increase in incremental return on ad spend
This blog was originally taken from Facebook if you enjoyed this blog check out our website for some similar.
Gelato Factory is a self- nail art brand which offers trendy nail sticker designs. They decided toutilised online platforms such as Instagram increasing sales and expanding into the Japanese market. Resulting in return on ad spend.In Japan, social media is used to promote a brands message to the masses. By collaboration with online creators and brands are able to advertise their message and boost both brand awareness and conversation rates. Branded content ads are highly effective therefore Gelato Factory decided to use this to optimize its ad campaigns and as a result lower its costs.
The goal
The goal was to expand into the Japanese market using localised ad content and therefore improve the brand's credibility by collaborating with local and influential content creators who have a huge following of potential customers.
Working with social media influencers
Gelato Factory decided on products they were going to focus on during this online campaign, creating online photo and video ads. Creators would then post this content to their following allowing them to reach a whole new demographic of people. Gelato Factory had previously found localising content for new markets could be tricky. However, by utilising branded content ads in partnership with local creators, it was able to successfully reach a local audience.This resulted in Gelato factors accurately capturing and analysing the results of the campaign with Facebook's marketing science team resulting in the following:
Social media success
The branded content ads gave tangible results, showing that Instagram is indeed an effective cross- border tool to reach people. This campaign ran from December 23, 2019–January 6, 2020, and resulted in:
- 20% increase in return on ad spend
- 29% decrease in cost per purchase
- 27% decrease in cost per person reached
This blog was originally taken from Instagram, to read more blogs like this visit our website.