How the brand has reached 5-figure revenue mark just from 2 months, only from Facebook ads (even without a website)?
As we all know, UAE digital marketing spectrum is highly competitive. Number of large organizations and individuals competing for ad space and programmatic methods also actively engaged in media buying. In that context, achieving results for a new entrant in the market is challenging. But it is not impossible.
We started managing the campaigns for a travel agency in Dubai from the mid of January. Since Dubai is undoubtedly the best travel destination of the world, all the travel agencies were aggressively advertising on all the digital media platforms, to reach the potential travelers. During the initial market research, Ad library proved that all the top brands running ads on the Facebook.
Therefore, highly structured campaign is required from our end to beat the competition. Challenge was accepted and ultimately the campaign received 260 inquiries Just only for USD 22.53, and USD 0.09 cost per result. Let’s see what worked us and what didn’t.
FB and Instagram placememts
Initially the business was boosting only through Instagram ads and relatively good number of inquiries were generated from IG as well. But we identified the potential of Facebook and Messenger on the meantime and shifted the campaigns to Facebook ad manager. It offered some broad detailed targeting options and most importantly, we were able to run ads on both Instagram and Facebook from a one single campaign. All what we needed to do was specifying the placement in ad set level.
This move doubled the number of inquiries and significantly reduced the cost per acquisition as well. Quality of the leads that generated through Messenger was high and had a healthy conversion rate. Facebook is a platform that not to be missed because it is the highest consuming social media platform in the UAE market after YouTube.
Remarketing — Page engaged / page reached/ messages
Campaign was only using detailed targeting techniques at initial stages. However, after the campaigns were moved to ad manager, several custom audiences created.
People who engaged with any ad
People who messaged the profile
People who engaged with the page and messaged people were already aware of the product. Therefore, we published some offers to convert them for a purchase by considering as a MOF or BOF funnel audience.
Lookalike audience was created to identify the similar segments in the market. Travel package details were pushed for them considering a TOF audience.
In this process, we have used 3 different ad sets to analyze the performance. After 7 days’ testing period, it was clear that the detailed marketing ad set was performing better. Therefore, particular ad set kept running after increasing budgets. CBO (Campaign Budget Optimization) methodology was used to run the campaigns.
Targeting different audience segments
Inside detailed targeting ad sets, different audiences tested with different demographics and behaviors.
· People who are interested in travel and camping
· People with job titles like CEO, Director, Manager
· People who are interested in luxury items, high net worth individuals
After a one-week time, we identified best performing ad set and prioritize it with allocating more budgets. And never forget to change creatives, before it turned out to fatigue status.
Saved replies and follow up through Meta Business Suite
Handling messages was the next tricky part. Initially it was done with Instagram app. But when the campaigns are extended using ad manager, a better way of doing this is required. As a solution for this, we shifted to Meta business suite. It is a sophisticated platform with many useful features. (it is like a mini CRM). Saved replies, automated customized greetings, message labeling, activity checking, basic information about the prospect and adding notes features were effectively used by the team. It allows us to manage all FB and IG messages, FB and IG comments through one portal.
The platform helped us to attend all the inquiries in a structured manner. Through the message labeling feature, prospects were strategically followed up and convinced to make a purchase. It was about delivering the right message at the right time for the right person. Further, the data that extracted through messenger, had used to enhance the product and services by making changes.
Daily stories to keep the engagement
Finally, we didn’t forget to keep the profile active at all the time. Stories were published continuously and user generated conten, product pics, behind the scenes, offer details, engagement posts (quiz, polls etc.) were shared to keep the engagement and improve brand visibility.