TIPS FOR FACEBOOK ADVERTISING & CALL TRACKING
Many people don’t like the idea of social media marketing because of the difficulty in measuring a return on investment (ROI). Here at SCM Marketing, we implement Facebook Advertising in tandem with call tracking.
FACEBOOK ADS ARE PRETTY NEAT
Facebook Advertising alone is an extremely powerful tool for driving advertisements to very precise demographics. You have your “typical” demographics such as age, sex, and location. But you also can target people by their interests – you know, all of the things they “like” on Facebook. Perhaps most powerfully, you can target people by behavior who:
- Have just had a baby
- Just got married
- Recently got engaged
- Started a new job
- Bought a house
- Own a small business
- (the list goes on and on)
CALL TRACKING IS COOL, TOO
Call tracking uses dynamic phone numbers that in essence, “forward” callers to your place of business, allowing you to track the source of the phone call you received (highway billboard, newspaper ad, post card mailer, etc.). Now you know whether or not you should lease that billboard along Highway 41 again. Maybe your business only got two calls from that expensive radio ad campaign, and they didn’t even turn into customers. This is where Facebook Ads come in and things get fun.
FACEBOOK ADS + CALL TRACKING = YOU JUST BLEW MY MIND
When you plunk down $25, $100, maybe even $500 for a Facebook Advertising campaign, you deserve to know if it works. Sure, you can use the tracking pixel if you’re driving traffic to a website form, or to an ecommerce site. But what if your business relies on phone calls, or scheduling appointments?
SCM Marketing Solutions will provide your campaign with a tracking number, used specifically for Facebook Ads. To entice people to make that call, we recommend using a Facebook Offer, which works like a coupon. On the offer itself, you want to provide a discount on your service, just like you would on a coupon. Then in the text of the ad, the call to action should include the tracking phone number.
WHAT KIND OF STATS ARE WE TALKING ABOUT HERE?
The image above is a close example to a campaign we ran for a day spa. Let’s say, as an example, the Facebook Ads budget was $1,000 and we ran the campaign for a month.
The client receives roughly 40 appointment bookings from a tracking number. At $44.99 per appointment, that totals $1,799.60, which is a profit of roughly $800. BUT, this example client’s business model thrives on yearly memberships, billed monthly at $69.99. That’s an additional value of $840 per annual membership.
If just four of those 40 appointments turned into yearly memberships, then that puts us at a profit of $4,160.
LET’S DO SOME ALGEBRA!
ROI = (Gains – Cost)/Cost
ROI = (4160-1000)/1000
ROI = 3160/1000
ROI = 3.16 or 316%
And if none of those 40 appointments turn into annual memberships, we still have an ROI of 80%, which isn’t anything to sneeze at.
A LITTLE BONUS
The call tracking SCM Marketing Solutions provides includes call monitoring. This means that our clients can actually listen to their employees on the phone with potential customers. Our software will digitally record the phone calls, and provide them in an email as an audio file. This is a fantastic coaching tool for businesses that have a front desk staff who might need a little help.