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Optimising Costs of Meta Lead Generation Campaigns

-20%

Cost per Lead (UK)

-14%

Cost per Lead (AU)

Introduction

Learning People provides personalised learning experiences to support the career goals of professionals. They specialise in the IT sector, as well as Project Management, across the UK, Ireland, Australia, and New Zealand.

They engaged Seed to strengthen their paid social strategy, with Meta being a critical channel for their business. Ultimately, we were tasked with optimising their campaigns in order to get better cost efficiency in their lead generation efforts.

Our Approach

After an in-depth audit and analysis of their pre-existing paid social campaigns, we identified a few key areas for optimisation. Firstly, we developed a comprehensive audience strategy, which included using Advantage+ settings.  This helped us find opportunities for remarketing, introducing exclusions, as well as geo-targeting. We also tightened up the creative direction of ads, ensuring we focus on the right USPs and use a variety of formats and visuals. Among the other things we looked to improve were campaign structure, lead form efficiency, and overall management processes.

With lead generation as our key conversion event, it was also important for us to ensure proper integration with Zoho, Learning People’s primary CRM platform. During our partnership, we also assisted them as they switched their branding across all channels. This included testing new website landing pages, as well as updating all the ads accordingly.

Results

Within a few months of working closely with the Learning People team, we achieved our key objective of making their Meta campaigns more cost efficient. We also identified valuable insights that had a positive impact on how the account was managed and how we reviewed business data. Lastly, we had set out a clear plan for experiments that would have allowed us to continuously optimise campaign performance.

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