Brief Context
Our Client is a Wedding Photographer in Singapore. Before we started, they only have a handful of leads (we counted around 10 leads for $200 spent) and did not know about other targeting options to have better quality leads and higher reach. Our objectives were two-fold, to increase brand awareness for long-term brand longevity; and to increase the number of leads to their business for short-term business sustainability. We were given a target of 180 leads to hit in a single month.
Phase 1: Research
We did extensive research on their key customer demographic, behaviours and interests, in addition to their competitors in the wedding photography industry in Singapore.
Using tools like Audience Insights and Facebook Graph Search, we’re able to extract and analyse key insights about the characteristics, likes and interests of the targeted audience. Thereafter, it allows us to craft the pre-ads targeting for Phase 3.
Phase 2: Choosing Campaigns
We chose the “Post Engagement” and the brand new “Messaging Leads” Campaigns because of our aforementioned objectives, namely, to drive brand awareness and engagement for the long term branding; and leads who are keen to book a Wedding Photography slot for the short-term business cash-flow. “Messaging Leads” Campaigns have shown to be highly effective in our campaign arsenal, as those respondents who messaged came with a high intent to book our client’s services.
Phase 3: Setting the Targeting Parameters for Ad Sets
One of the initial Key Targeting Parameters (“KTP”) was “People who are engaged”. Naturally one can think of this as when the target person is engaged, there is a high chance that he/she is looking for a Wedding Photographer. We viewed this as one of the highest correlated targeting as compared to “Single”, “In a relationship”, and obviously “Married”.
| Relationship Status | Correlation with Getting a Lead |
| Engaged | High |
| In a Relationship | Medium-High |
| Single | Medium |
| Married | Low or Zero |
For Age Targeting, it was debatable on the start and end age parameters, but according to current affair reports in recent years that Singaporean are marrying at a later age, we put an initial 28-35 years old age targeting.
For Gender, based on our past research, a certain gender targeting has brought about better Click-Through-Rates and lower Cost-Per-Lead. We decided to choose an appropriate gender targeting for the initial campaigns.
In addition, we have used a wide variety of targeting parameters, inclusion and exclusion of parameters throughout the month-long campaign. Please contact us at [email protected] to find out more.
Phase 4: Ads
As our client had their own content and ads, we didn’t re-create much of their content. The exception being we came with our crafted copywriting, call-to-actions snippets and provided branding consultancy to them on the type of content, promotions and angles to take for the campaigns.
Phase 5: Optimization
For optimization, we relied on past historical results on the Facebook ad platform. The general rule of thumb is to stop ad sets and ads that are giving extremely high cost per marketing objective. We optimized almost every 2-3 days, which some might view as too extreme. However, we prefered to be on the side of caution, as the longer the optimization window for non-performing ad sets and ads, the higher the cost would have be.
Another technique for optimization is to analyse the leads and engagement made by the targeted audience. We coined this the “demographic pattern analysis” (DPA). By observing common patterns among them, we are able tease the right and wrong characteristics of the leads and consequently, include and exclude them respectively from our ad sets targeting.
Results:
- 190 Messaging Leads in a month
- 2,626 Post Engagement
- Average of $0.10 per Post Engagement
Client Testimonial
“ You’ve given us a lot of leads and…that the most important thing.”
To get better quality results, leads, branding, engagement and to save more time on managing Facebook Ads, send us an email to [email protected] now.
Disclaimer: Targeting parameters and tips mentioned here should not be taken and used for your own marketing campaigns. We hold no responsibilities towards any negative consequences for your marketing campaigns. Results seen here are also based on historical factors, seasons and timings, and might not continue in the near future. For Facebook Ads, we recommend getting a professional Facebook Marketer to audit and manage your ads.
