Mobile-Only Social Marketing: How We Decreased Cost-Per-Click By 93%
- Posted by Brett Perry
- On October 11, 2017
Here at SP, we’ve got mobile on the mind–and not just because we recently kicked off our office fantasy football league. Like most football fans across the nation, we’ve been meticulously shuffling our players according to our teams’ latest successes, failures, and injuries. Most, if not all, of those moves happen right in the palms of our hands.
Sure, we did our draft on desktop; those high stress, game time decisions sometimes require more screen space than just 4 inches, and better precision than one or two clumsy thumbs. But any roster research or schedule surfing likely happened–and will continue to happen–via mobile. These behaviors are not unlike those we’ve seen among audiences in the travel and hospitality industries; consumers often convert on their desktops, but they research on their mobile devices.
In support of this trend, The Next Web reported in their breakdown of We Are Social and Hootsuite’s Digital in 2017 Global Overview that 4.917 billion unique mobile users are now accessing the internet. Considering that 2.549 billion of those mobile users are active on social media, it’s no surprise that mobile phones account for 50% of web traffic–that’s a 30% year-over-year increase.
Having recognized these trends in our own client data, we at Screen Pilot decided to throw our hats into the mobile-only ring–especially when a client looked to us to boost unique traffic to their website. Though we focused our initial advertising efforts for that client on remarketing ads with both desktop and mobile placements, driving new traffic to the website would require not only more creative ads, but also a more expansive audience.
To meet this need, we turned to mobile– and with some pretty eye opening month-over-month results. Through a combination of mobile-only placements, dynamic ad creative, and targeted audiences, we generated an increase of 1,546% in reach, 532% in impressions, 933% in clicks, and 63% in click through rate, as well as a 93% decrease in cost per click from $1.70 to $0.12 from one month to the next.
Here is how we built that campaign:
Utilize Facebook Insights
Facebook makes available data on anything from age and gender to device and placement. However, since most Facebook ads are auto-optimized, marketers may not actually be utilizing this data to create new ads and audiences. Facebook Insights will break down where your ads are showing up and for whom, as well as where your advertising budget is actually being spent. Be sure your agency partner is not only actively monitoring this information, but also using it to inform future campaign creation.
For this particular client, the delivery breakdown indicated that even though our ads were set up to include both desktop and mobile placements, about 80% of reach and 77% of clicks occurred on mobile devices–which meant nearly 70% of our ad spend was likewise allocated to mobile devices. These numbers fueled our fire to create an ad exclusively for mobile. Next up? Creative.
Develop Dynamic Ads
Facebook likely knew long before you did that your audience would be tuning in via their mobile devices. That’s why some of their most dynamic and engaging ad formats can only appear on smartphones. Facebook Canvas Ads are one of the most ideal formats for hospitality and travel.
With just one click, a Canvas Ad can become a full screen experience in which a viewer can see high quality video, imagery, and copy all in one place. Brands can utilize these ads to tell an immersive, yet branded, story about their hotel–and therefore entice their audience to click.
Identify Your Audience
The most inventive and engaging ad in the world may garner little reach and even fewer clicks if served to an inaccurate audience. Though the breakdowns available to you through Facebook Insights will grant you some information on where your ads are showing up, they won’t help you discern your audience’s propulsion to click or, ultimately, to purchase. Facebook’s answer to this blind spot is Lookalike Audiences.
This tool allows you to input your remarketing audiences or customer files, and in return Facebook will build an audience of users within your geographic area of choice whose behaviors mirror those of the users within your remarketing audience.
We utilized this capability for our client, and in doing so developed an audience of 2.1 million unique users within the United States.
Good content has more than one facet. So while it’s true that this campaign’s success likely had as much to do with the better targeted audience as it did with the mobile-only placements, we at Screen Pilot are committed to being where our audiences are; and turns out, they’re as fixated on their mobile devices as we have been since the fantasy football season started. This campaign is just further proof of that trend.
In between all the football games and smack talk, we’ll be keeping our ear to the ground for further rumblings in mobile advertising, as we expect to see continued growth in not only mobile sessions, but also mobile conversions.
Stay tuned to learn more about mobile marketing with Screen Pilot next month.