Facebook Lead Ads Case Study
- On March 3, 2020
LitLife PD Success Story
Finding new teachers for online courses with Facebook Lead Ads
The business was actively using sponsored posts and videos to raise awareness of Independent Reading online courses for Pre-K, elementary, and middle school educators in New York and Texas. But those ad formats were not generating enough new leads which were the primary business objective.
To support foundational practical tips for stronger readers, LitLife started offering the online courses that provide foundational reasoning and practical tips for developing stronger readers in the classroom. The online course was designed to help the various needs of every reader in the classroom and develop a personalized Independent Reading approach to struggling readers. Each online course was offering video and audio recordings, guidebooks, reproducible PDFs for classroom use, online certificate, and 6-hours credits for New York and Texas educators.
Generating leads and increasing registrations for online courses by 200%, cross-selling and bringing more attention to other digital products.
Driving more sign-ups to the course through lead generation tactics on Facebook and Instagram.
Reaching out and connecting with New York and Texas educators through geo-targeted ads.
Creating a custom audience based on lead ads engagement and upselling a new LitLife Guided Reading online course.
LitLife partnered with Search Directive agency and developed a 4-tier plan to promote LitLife digital products and achieve the desired increase in leads. The plan included creating brand awareness, building lead generation ads, optimizing ads, and tracking conversions.
Creating brand awareness
In the first phase of its campaign, Search Directive created video ads to inform potential new subscribers about LitLife online courses. Facebook and Instagram ads walked viewers through the course description and what each teacher will get upon the course completion.
Lead generation ads
In the second phase, we were reaching out to those teachers who had watched the earlier video ads and a lookalike audience of people based on them. We created a special offer that included a free 3-hour trial for new subscribers and a discounted rate for the course. To claim the offer, people had to fill in a short questionnaire and submit their information via a lead form. The form was customized to correspond to the client’s needs and included auto-filled contact information from the Facebook profile as well as job title and state.
In the third phase, we were rotating different images and leveraging multivariate testing to identify the image with the lowest cost per lead and the highest click-through rate. Not only we tested different images but the image style as well. Testing the different ad images against each other helped to learn what LitLife target audience responds to. We tried cartoon images, lifestyle images, teachers in action within the classroom, and students in the classroom. We also tested the tone of messaging: informative, serious, descriptive, engaging the target audience with the open-ended question. We played with all components of lead gen ads including the target audience and the time when they are active on social to understand what gets customers’ attention and drives them to submit information.
Facebook multivariate ad testing proved to be an effective way for LitLife to get to know their target social audience and what ads they respond to. The LitLife team was surprised with the useful learnings they’ve received through all stages of testing and leverages the ad testing knowledge to build a stronger content strategy.
In the last phase, we used Facebook pixels to track website conversions. Facebook Analytics dashboard was used to analyze the effectiveness of lead ads and return on ad spend (ROAS). The pixel’s base code was installed on the LitLife website and configured for standard events such as viewing a product and purchasing a product. Tracking conversions helped to define LitLife custom audiences and better optimize ads for website conversions.
By leveraging the right Facebook ad format and optimizing through continuous testing, LitLife was able to meet and exceed its business objective increasing new leads by 213%. Hundreds of NY and Texas educators expressed interest in free trials of other online courses that help to facilitate the reading process in the classroom and take teachers to new professional heights. LitLife results from September 1, 2019 – February 29, 2020 include:
- 512 leads in 6 months
- 70% of leads claimed free trial for the 3-hour course
- 58% of leads started and finished the online course
- 76% increase in Facebook-generated leads compared to the average leads that business normally receives through other marketing channels