Facebook is proving that it can generate sales leads. A new case study released by Facebook Strategic Preferred Marketing Developer SocialCode shows that an auto brand working with SocialCode was able to use Facebook ads to beat CPA benchmarks by 27 percent.
The auto brand wanted to test Facebook’s effectiveness as a direct response channel, seeing how it can deliver a lower cost per action (CPA). The actions that were measured included shopping for local inventory, as well as building a car model.
Here’s how SocialCode helped the brand find success on Facebook:
At the campaign onset, we used our AdVisor tool to allocate budget evenly across posts with hundreds of different variables. Once initial results returned, we developed a sophisticated campaign strategy that deployed budget intelligently based on performance against ad placement, targeting and creative. For example, after identifying desktop placements drove the most efficient CPAs and increasing budget accordingly, we also determined exactly how much the brand could spend on mobile and tablet placements without sacrificing performance.
The results were quite positive. Taking into consideration total 2014 performance for auto segments provided by Polk, the auto brand beat benchmarks for more than half of brand subsidiaries by an average of 27 percent. Examining just Q2 2014, the campaign outperformed against benchmarks for 80 percent of the subsidiaries using Polk segments. The margins beat benchmarks by an average of 43 percent.
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