How We Decreased Cost Per Lead by 89.46% for a Dental Implant Center
How We Decreased Cost Per lead by 89.46% for a Dental Implant Center
Growth Engine Case Studies
What Makes it Difficult for Local Businesses to be able to Implement New Marketing Strategies
How Growth Engine approached the challenges, what we tried, and how we came to the solution
What Insights you can take away for your own Local Business to Implement the Strategies
Google AdWords Avg. CPA: $183.45
Facebook Avg. CPA: $19.33
Average Revenue per Conversion: $15,000+
In the ever-evolving world of marketing, trends and consumer behaviors constantly shift. It’s our responsibility to spot these opportunities in order to leverage them for our Clients.
Businesses that operate locally are often the ones most affected by trend changes because often times, they are reluctant to change and try something new that may mean taking a gamble, when many things are at stake such as making payroll, paying rent, and keeping the lights on.
Unlike Startups with Venture Capital Cash Infusions, these Entrepreneurs are not able to take the same degree of risk when it comes to marketing, and thus rely on proven methods historically or what is considered the industry standard.
Google AdWords Results
Growth Engine does not manage AdWords on behalf of the Client
Facebook Ads Results
Growth Engine started Facebook Ads and currently manages Facebook Ads on behalf of the Client
The Challenges for Local Businesses
Local Businesses are some of the last adopters of new marketing strategies now, even if they were the earliest adopters of marketing opportunities like AdWords 5-10 years ago. Even now, as the Cost of AdWords increases on average 45% per Conversion per year, as long as the acquisition costs justify the revenue and profit, they will continue to pour money into what works, even as trends change.
However, for Businesses that do take a gamble on new marketing strategies, the payoff can be staggering, as it means there are very few competitors.
This is the case for our client, the Dental Implant Center.
The results did not happen overnight – nor did it happen quickly.
Because this strategy was entirely new for us and for the Client, it took several months to reach this point where conversions were consistent.
We realized that driving people to the same landing pages as AdWords, was not effective. The Conversion Rate was abysmal when we first started and completely inconsistent.
The difference between the two platforms (Google vs Facebook) is that Google AdWords targets intent whereas Facebook Ads is targeting interest. While both Platforms offer extensive range of features for targeting that won’t be covered below in depth, we want to highlight the main drivers of how to approach advertising efforts.
Primary User Intent: Entertainment
Average Attention: 0.7 seconds
Main Targeting Mechanisms: Interest Based, Demographic, Pixel, Geolocation, Lookalike
When someone clicks on your Facebook Ad, it is due to Interest being the primary motivation. Because of the limitations of targeting on an individual basis, you are fishing with your ad as bait to come across the right person.
Primary User Intent: Seeking Information
Average Attention: 1.27 seconds
Main Targeting Mechanisms: Keyword (Query), Geolocation, Demographic, Devices
When someone clicks on your Google Ad, it is because your Ad is providing an Answer to what the person who is searching for is looking for, or enough information that leads the user to believe they will find the answer by clicking.
With Google AdWords, nailing the right keywords and the right ad copy can win you most of the battles.
However, with Facebook Ads, you need to target the right demographic & audience, show them the right ad that hooks the users’ attention for more than 2 seconds as they are scrolling in their feed, and in this case – also comply within Facebook’s restriction of not “Including Text that Targets Users by Physical Appearance” (which for dental implants, made things a bit more challenging), have ad text specific enough to resonate with that specific user, providing enough incentive for them to click through, leaving Facebook, interested enough to stay on the landing page to actually read through the content, input their information to a random website, and hope that the user is within the right geo-location to be serviceable for the business.
Our Team analyzed every single data point to ultimately come up with what is now the Lead Funnel that converts Facebook Users like Clockwork.
As you can see from the two images from above, this isn’t selectively chosen data points for click bait, it compares AdWords and Facebook from the same time period, over almost a year.
The Final Best Converting Landing Page
Here’s a summary of the Key Takeaways We learned:
- Long Form Ad Text works better on Facebook
- Facebook Lead Quality varies Dramatically unless you implement a Qualification Funnel through the Landing Page in order to determine lead quality
- Finding the right combination of Ad Copy and Ad Text takes many iterations to get right – in our case, over 350 trial and error before identifying the correct combination
- In our Qualification Funnel, we tested a simple lead form vs a long form questionnaire with 9 questions. Surprisingly, long form won by a significant margin.
Interested in seeing how new marketing strategies can make a significant difference in your Local Business?
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