21% Lower Facebook Ad Costs From Industry-First Retargeting Audiences
CASE STUDY: SocialCloser’s Lead Engagement Tracking Powers All-New Custom Retargeting Audiences
SocialCloser supports Facebook marketers with industry-first lead engagement AI that drives more leads, lower-cost ad campaigns, and new sales. Hundreds of billions are spent on Facebook ads, yet 90% of engaged leads are being ignored because they can’t be retargeted. Plus, the Facebook cost per lead is up 52% over the last two years. SocialCloser’s individual lead engagement tracking AI produces industry-first lead rankings, all-new ad audiences, retargeting campaigns, and over 20% lower ad costs.
Goal
Optimize Facebook ad campaigns for better performance at a lower cost using all-new lead engagement data.
What if you could create custom Facebook audiences retargeting leads engagements (reactions/comments) for any ad? What if you could create custom retargeting audiences for your highest-ranked, most engaged brand advocates (Super Fans)? What if you could create Super Fan lookalike audiences for cold market lead generation campaigns that lower ad costs by 21%?
Read on to see how Mary Van Doorn achieves all this as the founder of Sugar Mama Strong, a diabetes fitness and wellness community for women—working with the American Diabetes Association, Parents Magazine, and featured on the Facebook blog for her accomplishments.
"SocialCloser lowered my Facebook ad costs by 21% overnight.”
– Mary Van Doorn, Owner at Sugar Mama Strong
Problem
Mary’s ad costs have been creeping upwards over time and diminishing her return on ad spend (ROAS), a trend that needed to be reversed.
As a general rule, my Facebook ad costs always seem to be going up and up,” said Van Doorn. “I try my best to optimize text, images, and offers, but the bottom line was that I just needed to find a more targeted audience for my fitness business. At the same time, Facebook seems to keep working against me by removing audiences in ad manager that have been my go-to for years. My lead funnel depends on being innovative with audiences.”
Strategy
Use SocialCloser’s industry-first lead intelligence data and rankings to create all-new custom and lookalike audiences.
SocialCloser industry-firsts:
- Track and rank every lead based on their history of engagements with any Facebook page’s posts, ads, and messages.
- Use lead engagement tracking to create all-new custom retargeting audiences based on engagements (reactions/comments) with a single ad or set of ads.
- Create custom retargeting and lookalike audiences from your page’s highest ranked, most engaged, and loyal brand advocates (Super Fans).
“Once you do that, then it’s simple to use that lead intelligence data to not only create lead rankings but identify super-engaged lead audiences for retargeting—and engagement-based retargeting audiences at the individual ad level.”
"SocialCloser unlocks all-new engagement-based ad audiences that can be used across Facebook and Instagram campaigns.”
– Steve MacDonald, Founder & CEO of SocialCloser
“Lead rankings are standard in most industries, but have never been applied to Facebook marketing before,” said Steve MacDonald, founder, and CEO of SocialCloser. “We thought it was amazing that nobody was providing an easy way to track and rank leads on Facebook.”
Results
21% reduction in ad costs while retargeting the 95% of engaged leads that
could never be retargeted before.
- A/B tests with traditional vs. all-new Super Fan lookalike audiences reduced the cost per lead by 21% within cold-market lead generation campaigns.
- Super Fan custom audiences not only created new retargeting options but new loyalty program opportunities.
- By retargeting leads that engaged with individual ads (reactions/comments), it’s now possible to target the 95%+ of engaged leads that have historically been ignored.
“SocialCloser opened up so many new ways to be creative with ad audiences,” said Van Doorn. “It makes a lot of sense that the better performing ads are the ones that target leads engaging with my own page’s posts and ads, or people that look a lot like my Super Fans. I could pocket the ad savings, but instead, I reinvest every dollar I save back into my campaigns. That means a 21% cost reduction in my ads creates 21% more leads.”
"I’ll never stop using SocialCloser as it is just that important to my business.”
– Mary Van Doorn, Owner at Sugar Mama Strong
