This Sports Apparel company earned 700 leads from potential clubs’ customers in single season by using Facebook lead generation ads to capture intent signals and create further, highly relevant lookalike audiences.
CUSTOMISED SPORTS APPAREL
Sports Apparel Company Based in Australia.
Markhors Apparel & Co is the premiere apparel company that produces custom clothing and custom products for businesses, sports clubs, sports teams and schools. They have hundreds of designs for corporate apparel, sports apparel and promotional products for all your needs.
REACHING MORE SPORTS CLUBS
As part of its ongoing efforts to improve efficiency and return on investment, Markhors Apparel wanted to improve the quality of the leads generated by its ads so that it could acquire more clients.
BUILDING THE PERFECT PLAN
Markhors Apparel & Co. was new to digital marketing and needed a plan to get business from digital platforms as well as they needed a brand’s reach to all over Australia. They wanted to test digital ad formats and targeting options to see what worked best.
Selecting the right audience
To make sure it generated leads that were most likely to convert into sales, Markhors targeted its campaign to local clubs, corporates and suppliers working in Australia who were 25 years of age and older male. The company also retargeted ads to people who visited its website, since this indicated that they might be interested. Using sports ads, the company automatically served up the inventory people had looked at on its website within the ads.
We tested this new optimization model with a split test, to compare conversion rates between ad sets with a regular optimization model focused on cost efficiency, versus ad sets with this new optimization model focused on quality. Markhors Apparel targeted a broad audience (age 25 and up) with similar image ads to allow both optimization models to find the best results. Interested people were encouraged to fill in a form with their details to benefit from the offer.
CONSTRUCTING A SUCCESSFUL CAMPAIGN
Top Quality Conversions
We decided to test the conversion lead generation goal and the Offline Conversions API improved the quality of leads generated and boosted conversion rates. Between February 1–April 1, 2021, the campaign achieved:
• 45% increase in conversion rate compared to its business-as-usual campaigns (which were optimized for lead volume rather than higher quality leads)
• 10% decrease in cost per qualified lead
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