|Experiment||Cost Per Regular User||Cost Per Click|
Another way the paid acquisition team targets their ads and optimizes their spend is by creating lookalike audiences. To do this, there are two relatively easy options they can leverage:
1) Pull lists of people who have specific attributes from HubSpot’s database, like anyone who is a CRM signee or invited additional team members to sign up, and plug them into Facebook.
2) Pixel one of HubSpot’s web pages, like the blog’s homepage, and plug the list of people who visited the page into Facebook. This way, the social media giant can match these people with their Facebook profiles.
Whichever route they choose, Facebook will generate a much larger group of users who “look like” the people in these lists. The paid acquisition team can then distribute ads to a cohort of new prospects who are likely to convert into users.
For instance, during one of their Facebook advertising campaigns that promoted CRM signups, the paid acquisition team found out that creating lookalike audiences based off people who have decision maker titles, are activated users, or are listed as a sales rep in HubSpot’s CRM helped them acquire team registrations at a lower cost than lookalike audiences based off people who visited certain pages on HubSpot’s website.
|Seed List||Cost Per Team Registration|
|Decision Maker Titles||$20.31|
|All Sales Reps In CRM||$23.95|
|CRM Homepage Visitors||$27.66|
|Sales Exec Same||$28.55|
|All HubSpot Visitors||$31.48|
|Sales Blog Visitors||$34.14|
4. Craft compelling ad creative.
When our paid acquisition team sits down to write ad copy, their goal is write something so compelling that it can grab the attention of a distracted millennial slouched in front of the TV, with their smartphone in one hand and a slice of pizza in the other.
So what’s the process for convincing their audience to ignore that pizza and read HubSpot’s content? After testing over 500 ad creatives during the past two years, our paid acquisition team has boiled the art of crafting compelling ad creative into three steps.
1. Pique your audience’s curiosity.
A little intrigue goes a long way in marketing. Humans are biologically driven to investigate our world rather than respond to it. And if you can evoke enough curiosity in your audience so they can’t help but satisfy it, they’ll click on your ad.
For instance, when the paid acquisition team used the tagline “The hidden gem buried within your Google Calendar, brand new from HubSpot”, it produced better results than the tagline “Scheduling meetings just got a whole lot easier with HubSpot’s CRM”.
Why? Without revealing what it actually is, the first tagline describes a new tool that’s right in your email inbox, evoking curiosity and excitement for something that seems valuable yet easily accessible.
On the contrary, the second tagline immediately gives away what the new tool is — a meeting scheduler. This doesn’t evoke enough curiosity or interest to compel people to click on the ad.
2. Blend into the news feed.
Most of your audience’s news feeds are filled with posts from their friends and family, especially after Facebook’s latest algorithm update. To avoid screaming “I’m an ad”, include a photo that actually looks natural.
For instance, the picture below looks like a stock photo. And when people see a stock photo, they’ll immediately know the post isn’t authentic.
However, the next picture looks like a regular picture a friend might post, organically blending in with your audience’s newsfeed and making a genuine first impression with them.
3. Sell a feeling, not a product.
Psychology tells us that emotions drive our behavior, while logic justifies our actions after the fact. Marketing confirms this theory — humans associate the same personality traits with brands as they do with people. Choosing between two alternatives is like choosing your best friend or significant other. The people we decide to live our lives with makes us feel something.
This is also the reason why pitching a product’s features is a lousy attempt at persuasion. Features only appeal to the logical part of your brain, which science suggests doesn’t drive action nearly as well as appealing to the emotional part of your brain does.
To pinpoint the exact emotion that resonated with our audience the most when our paid acquisition team promoted our CRM through Facebook ads, they tested over 30 angles against cost per regular user and click through rate. Here are their best and worst ones.
|Angle||Cost Per Regular User||Click Through Rate|
|Transformation Version 2||$3.95||0.76%|
|Transformation Version 1||$4.97||0.72%|
|360 Degree View of Sales Process||$9.65||0.53%|
|No More Falling Behind On Leads||$10.47||0.56%|
|Cuts Down On Stress||$10.57||0.64%|
5. Design a simple landing page.
Just because you’ve grabbed someone’s attention with your ad doesn’t mean your work is done. You still need to design a compelling landing page that clearly conveys the value of our offer. To help you do this, here are three principles our paid acquisition team lives by when they design their own landing pages.
1. Again, pique your audience’s curiosity.
Curiosity is the best way to convert an audience. Don’t reveal too much about your offer, but make sure to highlight its benefits.
2. Don’t distract your audience with external links.
Allowing people to exit your landing page through an external link pokes a hole in your funnel — users will leak through, diminishing your conversion rate. If visitors can leave your paid acquisition funnel, there should only be two exits: exiting out the page or signing up for the offer.
3. Test out a video.
Even though videos can explain the value of your offer in a more engaging way than text, they also serve as a distraction. This might lead to a dip in your landing pages’ conversion rates, but our paid acquisition team has noticed that videos actually increased their landing pages’ activation rate, which compensated for their loss in conversions.
|Variation||Cost Per Regular User||Cost Per Activated User|
Never stop testing.
Testing your Facebook ads is like gambling — most of the time you’ll fail. But if you can quickly figure out which strategies work and which ones don’t, you can refine your Facebook advertising to the point where you’ll almost always earn the maximum bang for your buck on every dollar you spend distributing content on the social network.
Originally published Jan 9, 2019 7:00:00 AM, updated January 09 2019