Case Study Overview
Our client is one of the fastest growing maid and housekeeping service providers in the Auckland region.
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Dedicated to improving their customer's quality of life, the client partnered with iDigital to help build their brand while maintaining their brand messaging and identity. In order to deliver their desired results, we implemented a robust social media strategy to increase their online presence and qualified leads.
THE CHALLENGE
Increase their brand awareness,
Increase the quality of leads,
Increase the ROAS (return on ad spend),
Lower the CPL (cost per lead).
THE SOLUTION
By leveraging social media platforms Facebook and Instagram, which allows us to utilise precise and exact control over how we achieve your marketing objective. Similar to Google campaigns, we test multiple ad variables over and over until we zero in on your perfect marketing mix.
BEFORE AND AFTER
Drag to see the results from the 1st month to the 3rd month. From the onset, we incorporated 2 main campaign types for our A/B testing: Traffic Generation ads and FB Messenger ads.
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The ad budget was split evenly between the 2 campaigns to determine which channel delivered the right enquiries. Initially, the campaign resulted in a $1.80 cost per action which includes clicks, likes, comments, shares, and engagement.
After the first month of results including the necessary data, we determined that the quality of leads and the client's ability to convert was best delivered via the FB Messenger ads. With the numbers and results to back up our research, we implemented these changes into their current ads while maintaining the same ad budget. Although the conversion rate decreased, due to the right audiences and qualified leads; the impressions, reach, clicks, and engagement all saw significant spikes. Most importantly, the cost per action was reduced by almost 78%.
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