Creative Rapid Testing on Meta Ads Decreased Costs by 23%
Our client aimed to enhance its appointment-setting strategies for basement waterproofing services across the U.S., with a focus on national reach, supported by local market specificity. Incline Marketing implemented a Creative Rapid Testing strategy on Meta Ads (Facebook & Instagram) to achieve this without diluting the effectiveness of ongoing evergreen campaigns. This approach allowed for testing a variety of ad creatives on a smaller scale to determine their effectiveness before applying them to larger budget campaigns.
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Our client faced the challenge of increasing set appointments and reducing costs per result without risking the performance of their established evergreen campaigns. They needed a method to identify and scale high-performing ads efficiently across diverse markets without significant initial investment.
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Our solution involved a multi-faceted approach using Creative Rapid Testing:
National and Local Campaigns: We initiated testing phases both on a national level and in targeted local markets to evaluate the performance of various ad creatives.
Budget Control for Preheating Creatives: Each potential ad creative was tested with a controlled, lower budget to minimize financial risk and gauge conversion potential effectively, while building trust with new audiences.
Data-Driven Decision Making: By analyzing the results from these tests, we identified the most effective ads that drove the highest number of set appointments and prepared them for integration into the larger-scale evergreen campaigns.
The strategic use of Creative Rapid Testing led to a notable increase in set appointments for our client, optimizing both budget and campaign efficacy:
Efficient Budget Allocation: By focusing spending on ads proven to perform well in preliminary tests, the client maximized ROI on their advertising dollars.
Scalable Success: The ads that performed well in the rapid test phase seamlessly transitioned into evergreen campaigns, significantly improving their overall campaign results.
Performance Metrics: Initial results over one month indicated a decrease in cost per set appointment by -23% and an increase in overall appointments set by +517%, showcasing the success of the targeted ad strategy (specific metrics pending).
The Creative Rapid Testing strategy on Meta Ads proved to be an effective approach for optimizing social media advertising campaigns. It allowed the ad campaigns to scale its advertising efforts confidently, ensuring that only the most effective creatives were utilized in high-budget campaigns. This approach safeguarded the performance of ongoing campaigns and provided a framework for future advertising strategies aimed at maximizing reach and reducing expenditure.
