Case author: Marina Kalinkina, Senior Targetologist at the agency.
Client. Decor and furniture shop Arhome.
Task: monthly receive contacts of B2B-audience, namely designers, architects and owners of furniture stores.
Briefly about the solution and results
The main stages of work to collect a high-quality audience of the b2b segment:
- Created a product catalog to attract leads. We set up uploading leads from Facebook Ads to Telegram and Google Document.
- We tested videos and static banners and found that the best ad format for Lead Generation on Facebook and Instagram is video.
- We tested five audiences and identified the most effective ones. The best results were shown by a similar audience in the amount of 3-4% (look-alike) for those who submitted forms in the Lead Generation advertising campaign. Scaled the best link “audience – creative”. Video creatives were chosen for this audience. Also good results for the audience of interests “Designer”, “Architecture”.
Result: For the period of work: April 2021 – November 2021. We received 327 leads (B2B) in 8 months. $2.78 is the average cost per lead.
Case details
The client provided us with the main portraits of his target audience. They are created on the basis of market research in his niche. Our team has analyzed the information. Given the difference in interests, we identified 2 main target audiences for further work.
Target audiences of the B2B segment
Depending on the portraits, 2 target audiences were identified at the start:
1. Designer, architect
Geolocation: Ukraine, Odessa, Kyiv, Dnipro, Kharkiv, Lviv
Gender: female, male
Age: 25–55
Interests: Interior Design, Architect or Designer
Position: Designer or Interior design
2. Furniture and decor showroom owners
Geolocation: Ukraine, Odessa, Kyiv, Dnipro, Kharkiv, Lviv
Gender: female, male
Age: 25–55
Interests: Small and Medium Business, Entrepreneurship or Business and further narrowing down to interests: Furniture or Home Improvement
Position: Founder/Owner
As an offer, we offered the client to use a pdf-catalog of products with a special offer separately for designers and architects, separately for salon owners. The user could view and download the catalog only after filling out the form in the advertisement.
The first stage: Setting up the upload of leads from Facebook Ads to Telegram chat, Google Sheets
In high-quality processing of applications, speed is always very important. Especially when launching advertising campaigns for clients with the goal of “Lead generation” (receiving leads directly from lead forms inside Facebook and Instagram).
How does lead processing work?
- the user sees an ad where they can fill out a form;
- indicates the name, phone number, e-mail, type of activity;
- the received leads are transferred to Facebook, from where they need to be downloaded;
- the manager processes leads, contacts the user using the contact information specified in the form;
- the manager leaves a comment in the document;
- the advertising agency receives the data.
This process is lengthy and requires a lot of manual work. The recommended lead time is up to 20 minutes. The sooner the manager contacts the user, the more chances for further cooperation.
We have found a solution to speed up and automate lead processing. You can quickly get leads in Telegram chat and Google Sheets using the service ApiX-Drive. This method is described in more detail in WebPromoExperts blog.
In order for us to evaluate the quality of leads, we created a separate “Comment from business” field in Google Sheets, where the manager could quickly leave comments.
Google Sheets Fragment with “Comments from Business” by Lead
Second stage: setting up an advertising campaign
Based on our experience and the tasks set, we proposed the goal of Lead Generation. Such advertising encourages people to leave contacts within social networks for further interaction.
For the target audience we are interested in – a designer, architect or salon owner, it is easier and faster to consult with the manager, select the necessary products and discuss cooperation. The goal of Lead Generation is great for this.
Our team tested video and static banners. We have determined that the best option for advertising format for Lead Generation on Facebook, Instagram is video. Also, several banners were made as part of the advertising campaign. Depending on the audience, the client saw a personalized banner.
Examples of static banner ads
Examples of video banner ads
Third stage: post-optimization
After the “audience burnout”, new segments of the target audience were launched, similar audiences 1-2%, 2-3%, 3-4% for those who submitted forms in the Lead Generation advertising campaign. The lowest CPA was obtained from a 3-4% lookalike audience. We scaled the best bundle “Similar to the audience of 3-4% for those who submitted forms in the Lead generation advertising campaign – video creatives”.
Less effective audiences were disabled.
Screenshot from Ads Manager by CPA, September-October 2021
Result
For 8 months of work, 327 leads (B2B) were received. $2.78 – the average price of a lead for the entire period of work.
The key to B2B lead generation for any niche is to develop interest audiences, similar audiences, ad formats, and a relevant offer.
The ADINDEX team has achieved successful results in B2B lead generation from Facebook and Instagram. And properly built interaction with the client and integration with Google Sheets, Telegram allowed us to speed up and automate the process of collecting data.