Project
Increase Custom Design Appointments Using Social Media Retargeting
Date Of Project
2018
Challenge
Facebook’s platform allows for multiple advertising avenues. Its Ads Manager lets a company target feeds, thereby maximizing results. Fruchtman Marketing’s goal was to increase a jeweler’s custom design appointments among Facebook and Instagram users who had shown previous interest in a jeweler’s custom design webpage.
Tactics
Using Facebook’s advanced features, a tracking pixel was placed on the jeweler/client’s website. This pixel tracked all users who visited any page of the jeweler’s website. By creating a custom audience in Facebook Ads Manager, we were able to track users who had visited the client’s three custom design pages. Before setting up creative, a tracking event (lead) was added along with the pixel to track users who clicked the “submit” button after making an appointment for custom design. The ad creative had a clean white background featuring two custom pieces, one bridal and one fashion-related, asking the question, “What would you create?” The ad’s headline positioned the jeweler as one of the highest-rated in their region, providing specialization, skill and expertise to the readers.
Results
Through this tactic, the jeweler received 19 appointment form fills (leads) from the Facebook advertisement. By planning new creative in the future to negate ad fatigue, this campaign is on track to efficiently grow this client’s custom design business.