How do I get cheaper clicks and leads?

Everyone wants to find ways to get cheaper clicks and leads, don’t they? Well, there’s a simple way to do it. Most people don’t do it this way, but what we found works. They are the three steps to running Facebook Ads.

First step, sowing your seeds.

Second step, pricking out. It’s a horticultural term. When you pluck out the seedlings that are the strongest and best looking, you plant them in their own pot.

So, you sow your seeds, you prick out the ones that are working really well, and then…

Third step, you fire up the Quattro. Then you start to scale it and put your ad spend behind a small number of ads that work. But the trick, of course, is to test what works. And, we are continually surprised by what it is that actually gets the responses.

We are good at marketing; we’ve grown eight separate million-pound businesses from scratch in the last 12 years. We know how to get customers. We are good marketers. But with every campaign we run on Facebook, running at least three different types of copy, we’ll run three different headlines, and we’ll run three different images. Still following? So three, times three, times three, is 27 different combinations of adverts.

When we start running any Facebook ads campaign, whether it’s for our own business or for our clients, we will run the 27 different ads through a test cycle that will run for two to three weeks, and then we’ll look at the responses. Facebook will kick in and start to optimise each of the ads, but what will happen very quickly is that some ads will immediately start to work better than others. Some will have higher click-through rates, some will have a very different cost per lead than others. With this in mind, we have seen huge variants.

In a recent campaign, our lowest cost per lead was £1.97, whereas our highest cost per lead was over £60! That’s a massive difference and only by testing the ads do we find that out. What most people do is this: they will write one ad, with one image, and one copy, and they’ll have one headline, and they’ll run it, and they’ll hope for the best. It’s the fingers-crossed approach to marketing. But it’s really not smart at all, because you never know what is going to work. Often, it’s with the images where we feel quite sure with our choices, that I am going to compel people to click our ad. The images are the bomb, and no one clicks… and similarly the ugliest, most, “really, they clicked that?” image, can be the one that soars in the campaign.

I don’t wonder or worry about why that is and neither should you. I just want to know what it is, because as a professional marketer, what I can then do is leverage how people are behaving to ads, and I can run the ads that work best, discovering what ads reward me with the best response.

And that is exactly what will happen in your campaigns, because when you start to run the ads that work best, and you get the lower cost per lead, you’re getting cheaper clicks.

Facebook helps as well in this regard. What we typically see, after the first six or seven days, is the cost per click starts to come down markedly, as we start to get away from and drop the ads that are not performing. We now put more of the ad spend into the ads that are performing very well. But, you have to go through the different testing cycles in order to get to that point.

You run different ads, sow the seeds, and prick out the ones that work best. You can try those with different audiences and you’re continually optimising, and there is a lot of work in it, but that’s what we do for our clients here at LeadCycle. When you do it right, you can get significantly cheaper clicks, and significantly more leads. And that’s the Holy Grail of advertising, isn’t it? You strive for more clicks and more leads, for less money. But it all depends on how you run through that cycle of sowing your seeds, pricking out what works, and only then, firing up the Quattro.