what klipfolio’s marketing team learned from spending $100k on facebook ads
TRANSCRIPT
What Klipfolio’s Marketing Team Learned from Spending $100K on Facebook Ads
Jonathan TaylorDigital Marketing Manager,
Klipfolio
Gary AllenProduct Marketing
Communications Manager,Unbounce
Greg KellyProduct Marketer
Vidyard
What we learned from spending $100,000 on Facebook Ads
Let’s start at the beginning...
We’re a scrappy, lean digital marketing team
Challenges:
Need to grow I Sustainability I Measureable I Low CPAs
We’d heard of success
But it seemed remote.
Case Study: PageCloud’s Facebook Presale
Quick Stats● Epic Presale
○ $1.2 million USD in revenue ● Video!
○ Used video from successful TechCrunch Disrupt pitch
○ 25 million video views
● Most successful pre-sale campaign for a Canadian software company
Accepted into Facebook’s Startup program
Committed $10,000 on initial program
Launch small number of landing pages
First time using Unbounce
May 2016 - 1st Experiment
Defining Success
Generating trials at a rate that is acceptable to the business
What is Cost-per-Action● Action defined within Facebook
● For us, Action = Trial● CPA maps nicely to Cost-per-Lead
● Target: $50 / Trial
Average CPA was $49/trial
Landing page conversion rate: 12%
Total trials: 205
Program was a success
Initial Success
Time to celebrate, right?
Our success got noticed
What if...● Facebook Ads was a sustainable avenue of
growth
● Challenged by business to grow trials within target CPA
● A home run campaign● Given $100K
Check Point
0$
BOOM.
We started spending like mad men.
CPAs would double and triple overnight.
Two major issues:
1. Ad frequency2. On-page conversion rates
Big problem...
Check Point
Our scrappy team needed a system
We looked at the data, and saw something interesting...
Ad Frequency What is Ad Frequency?● The average number of times someone sees
your ad
● Calculation:
○ Impressions / Reach
● Annoyance factor● Ad fatigue
Facebook is an interruptive advertising platform.
Unlike AdWords, you don’t have intent on your side.
You’re competing against memes, your mom, and political discussions.
We forgot something.
Ad Frequency and CPAs are closely related.
Ads launched. Frequency = 2.5
Ads go stale. Frequency = 4.5 New creative.
Frequency = 2.5
Solution: A creative refresh
Lesson: Build a process for creative refreshes
Our process● Week 1
○ Design new creative
● Week 2
○ Test new creative
● Week 3
○ Pick winning variants
● Week 4
○ Analysis and deconstruction
Check Point
Of course, we wanted to set our sights even higher
On page conversion rate
What is Conversion Rate?
● The number of conversions on your landing page
● Calculation:
○ Conversions / Conversions
● Audience-Product fit● Ad parity
Initially, we were happy with our LPs
● Solid 12% on-page conversion rate● Follows industry best practices
● Even featured in Unbounce’s Q4 2016 Lookbook
What if… we turned CPAs into a lever of growth?
Always be CROing
We drove up conversions
● Improved conversion rate to 14%
But we also ticked off our customers...
Check Point
Be human. Use Video.
Check Point
Time to create a process
Landing Page Testing Process
Unbounce makes testing easy.
Building In Unbounce
Building In Unbounce
Testing in Unbounce
Incremental Results Add Up
Check Point
Video Converts!
THE PLAY BUTTON IS THE MOST COMPELLING CALL TO ACTION ON THE WEB
Let’s Face It - Video Works!
Why Jonathan & Klipfolio Are Succeeding With Video
Jonathan knew that:● Video is the most engaging
content type to drive conversion
● Unless he could track the impact of video on his marketing programs, the investment could not be justified
● Multiple marketing channels would require the use of video to maximize conversion potential
Take me to the results!
Final Report
Final Stats
Singles and doubles win the gameTest, test, test
Build a process and stick to it Creative refreshes are essential
Unbounce is key for ease of use Copy, paste; ease of testing
Vidyard for video engagement Video is critical for conversion
Measure and analyze everythingIdentify problems and report your success
Final Points
Contact: Resources: @knowbots
@blogfaced
@gregjameskelly
klipfolio.com
unbounce.com/resources
vidyard.com/resources