Digital marketing optimization is hard. Set up is easy(ier). Results usually come quick with Adwords. But what do you do next? How much is possible? What's the best keyword? Bidding strategy? Time of day? Set up is easy. Set it up, make sure you have conversion tracking dialed in, let it run. Making it better (or fixing it when something goes sideways) is much, much harder.
Cost-per-lead measurement leaves something to be desired, doesn’t it? Getting beyond CPL is hard work that requires commitment from agency and client alike. Here’s how we did it. This project represents (as of now) six months worth of work, through numerous iterations of ‘most current, best truth’. The value is clear: Know and optimize for the cost to generate an appointment.
As usual, we're experimenting! This time with different remarketing tactics on Facebook to see if we can identify any patterns. This test ran over 20 days, spent about $1k in ad budget and was set up make comparisons between two primary variables, 1.) remarketing list size length, comparing 7 days vs 90 day and 2.) campaign objectives, comparing Link Clicks vs Brand Awareness vs Engagement. Here's the total results from all campaigns:
It was a big year for team CYS in 2017! We've been so busy with new projects that we neglected the blog. But over the holiday weekend I took some time to add it all up--with the help of my new all-time favorite time-saving, report building, data aggregating super tool--funnel.io. and in hindsight--it really was a heck of a year. And we sure are excited about where we're headed.