Stop wasting ad budget. advertise for the conversion.
Overview
Proof Digital has been building and consulting on digital advertising campaigns for almost a decade now. In that time, the advertising landscape has changed radically. As a result, we found our niche helping businesses transition advertising budgets away from print to digital.
Today, we help clients define more meaningful advertising objectives and bake them directly into the campaigns themselves.
Recently, we ran a campaign for a company that offered Rapid COVID-19 testing in Saskatoon. Unfortunately, they were behind the eightball and needed to play catch-up as a couple of their competitors were already booking dozens of tests daily.
When discussing the ad budget for the campaign, I had to remind him of the power of big data and how it is as much an asset for his local business as it is for large national brands. In the end, we ran a campaign that defined clicks to his "Book Now" and phone number as his conversion event.
The campaign started in October 2021 and has been producing a positive ROI ever since. In the graph below, you can see the performance as a "Cost Per Conversion". Although this campaign is still profitable, the writing appears to be on the wall as the cost has increased fivefold. Luckily, at $15 per conversion, there is still enough profit to continue the campaign in its current form.
Outcome
Google and Facebook let you define "conversions" on your web properties, allowing you to connect advertising objectives to your identified "conversions". Doing this allows you to:
1) Directly tie revenue to your ad spend
2) Scale-up campaign spend quicky
3) Let Google & Facebook figure out what works best
Gone are the days of establishing fixed ad budgets and shortlisting creative and ad copy. If you're still evaluating campaign performance on impressions or click-through rates, you're doomed.
Instead, think in terms of conversions and profit margins. Give Google or Facebook your ad headlines, images, videos, logos, ad copy, and inventory. Let them know what you are trying to accomplish by defining REAL conversions through Facebook Pixel or Googles Tag Manager and let artificial intelligence work for you.
