Targeted Facebook Campaign for Education-Focused Agency
By targeting a specific, niche audience of academic administrators for a downloadable guide on Facebook, we were able to achieve an impressive conversion rate and a low cost per lead for SE2, resulting in 19 new customers over just two and a half months.
SE2, a communications agency that specializes in changing policy in various industries—including education—was struggling to effectively target customers.
How We Helped
The agency created a guide to help two-year and trade schools appeal to Gen-Z. As the paid social advertising partner, we then launched a conversion campaign for the effort on Facebook. We targeted 30-65 years olds in the intermountain west region. We targeted academic administration, who also have a role in Marketing Communications and Recruitment.
Results and Future Plans
While the click-through rate wasn't exceptional (1.07% compared to the average of 1.5%), conversions from the campaign were well above average. The 12.34% conversion rate beats out the 9.21% average for Facebook Ads (all industries). Considering the form submission is a tough commit these days, that's an impressive conversion rate. The $40.42 cost per lead is really great for SE2, when their average RFP amount is $14,000. Further, the leads that were generated have been highly valuable and are the exact target for the campaign.