Why We Are Doing Better On Facebook.
In January 2022 we began seeing out first conversions from advertising on Facebook both for 355Code and for InsuredTY. This is a good milestone to pause and reflect on why we are finally getting results after half a year.
Learning about Facebook Marketing.
We have done extensive research into how to create better Facebook Ads. Two courses on Udemy, reading through dozens of blog posts and creating a bunch of ads has taught us a lot about the importance of offer, landing page and ad design an correlation. We have been able to implement these lessons in our most recent set of ads and this may be a contributing factor to our success.
If you compare these three ads from the past year (the 2 right ones before our research into Facebook ads began) you can see some stark differences.
The older ads:
1. Don’t use landing pages - just insuredty.com homepage.
2. Don’t have optimized designs - color, graphics, text size and font.
3. Have no call to action.
4. Have less clear copy and message.
5. Are not part of a campaign which tests different options and selects the optimal results.
6. Target much more specific audiences.
7. Did not implement Pixel, Hotjar for tracking and feedback.
2. Identifying buyer personas and journeys.
Primarily with 355Code we began the planning and design of landing pages and ads based on specific buyer personas. This created a more clear message and higher correlation between ads and landing pages.
3. The shift to the Long Term Care product.
This product may be more suited for Facebook marketing because the market for it is not as saturated as Term Life. People are uneducated about the topic and so we had room to break into the market.
Where to go from here:
We need to keep on this track of using the full set of tools that Facebook campaigns offers. Using offers, landing pages and ads that are consistent and designed based on a buyer persona sending a clear message throughout the the entire user experience. Implement tracking and testing to identify the best preforming landing pages and ads and increase spending when the time is right.