How Optimizing to and Always-On Campaign Strategy on Facebook Improved Primary KPIS

Background

After losing it's Digital Marketing Director a leading, full-service advertising agency was searching for a quick solution to fill this gap in it's paid media team.  Leadlab Media, recognizing the immense opportunity in partnering with this agency, jumped at the chance to provide flexible, hands-on media support.  From there LeadLab Media was responsible for managing the Facebook campaigns for multiple clients.   

The Goal

Once identifying the challenges of these campaigns and recognizing the opportunity for strategic improvements, LeadLab Media's goal was to expand reach in brand awareness campaigns by +45% and increase link clicks in traffic campaigns by +25% YoY

The Challenge

This client's Facebook campaigns experienced inefficiencies due to a limited budget and a previous strategy of running campaigns for only 3 days at a time. 

The Strategy

To Expand the reach and increase link clicks for the client's campaigns, LeadLab recommended implementing always-on (continuous) ads as well as increasing each campaign's budget. The strategy behind these recommendations was:

• To maintain constant visibility
• To improve overall ad performance
• To increase engagement
• To lower ad costs
• To expand opportunities for targeting

The Results

Increased budget and the launch of continuous ad strategy was implemented in February 2023.  The previous budget of $1,707 per month for all six campaigns was increased by 58%.  As a result, each campaign saw significant improvement year over year.  In total the brand awareness campaigns saw a +408% increase in reach and a -68% decrease in CPM.  Traffic campaigns drove a +624% increase in link clicks and a -77% decrease in cost per link click.  This improved efficiency increased brand awareness and engagement for the innovative products that the client offers in the wellness industry.

Traffic Campaigns

Brand Awareness Campaigns