What Klipfolio’s Marketing Team Learned from Spending $100K on Facebook Ads

Jonathan TaylorDigital Marketing Manager,

Klipfolio

Gary AllenProduct Marketing

Communications Manager,Unbounce

Greg KellyProduct Marketer

Vidyard

What we learned from spending $100,000 on Facebook Ads

Let’s start at the beginning...

We’re a scrappy, lean digital marketing team

Challenges:

Need to grow I Sustainability I Measureable I Low CPAs

We’d heard of success

But it seemed remote.

Case Study: PageCloud’s Facebook Presale

Quick Stats● Epic Presale

○ $1.2 million USD in revenue ● Video!

○ Used video from successful TechCrunch Disrupt pitch

○ 25 million video views

● Most successful pre-sale campaign for a Canadian software company

Accepted into Facebook’s Startup program

Committed $10,000 on initial program

Launch small number of landing pages

First time using Unbounce

May 2016 - 1st Experiment

Defining Success

Generating trials at a rate that is acceptable to the business

What is Cost-per-Action● Action defined within Facebook

● For us, Action = Trial● CPA maps nicely to Cost-per-Lead

● Target: $50 / Trial

Average CPA was $49/trial

Landing page conversion rate: 12%

Total trials: 205

Program was a success

Initial Success

Time to celebrate, right?

Our success got noticed

What if...● Facebook Ads was a sustainable avenue of

growth

● Challenged by business to grow trials within target CPA

● A home run campaign● Given $100K

Check Point

0$

BOOM.

We started spending like mad men.

CPAs would double and triple overnight.

Two major issues:

1. Ad frequency2. On-page conversion rates

Big problem...

Check Point

Our scrappy team needed a system

We looked at the data, and saw something interesting...

Ad Frequency What is Ad Frequency?● The average number of times someone sees

your ad

● Calculation:

○ Impressions / Reach

● Annoyance factor● Ad fatigue

Facebook is an interruptive advertising platform.

Unlike AdWords, you don’t have intent on your side.

You’re competing against memes, your mom, and political discussions.

We forgot something.

Ad Frequency and CPAs are closely related.

Ads launched. Frequency = 2.5

Ads go stale. Frequency = 4.5 New creative.

Frequency = 2.5

Solution: A creative refresh

Lesson: Build a process for creative refreshes

Our process● Week 1

○ Design new creative

● Week 2

○ Test new creative

● Week 3

○ Pick winning variants

● Week 4

○ Analysis and deconstruction

Check Point

Of course, we wanted to set our sights even higher

On page conversion rate

What is Conversion Rate?

● The number of conversions on your landing page

● Calculation:

○ Conversions / Conversions

● Audience-Product fit● Ad parity

Initially, we were happy with our LPs

● Solid 12% on-page conversion rate● Follows industry best practices

● Even featured in Unbounce’s Q4 2016 Lookbook

What if… we turned CPAs into a lever of growth?

Always be CROing

We drove up conversions

● Improved conversion rate to 14%

But we also ticked off our customers...

Check Point

Be human. Use Video.

Check Point

Time to create a process

Landing Page Testing Process

Unbounce makes testing easy.

Building In Unbounce

Building In Unbounce

Testing in Unbounce

Incremental Results Add Up

Check Point

Video Converts!

THE PLAY BUTTON IS THE MOST COMPELLING CALL TO ACTION ON THE WEB

Let’s Face It - Video Works!

Why Jonathan & Klipfolio Are Succeeding With Video

Jonathan knew that:● Video is the most engaging

content type to drive conversion

● Unless he could track the impact of video on his marketing programs, the investment could not be justified

● Multiple marketing channels would require the use of video to maximize conversion potential

Take me to the results!

Final Report

Final Stats

Singles and doubles win the gameTest, test, test

Build a process and stick to it Creative refreshes are essential

Unbounce is key for ease of use Copy, paste; ease of testing

Vidyard for video engagement Video is critical for conversion

Measure and analyze everythingIdentify problems and report your success

Final Points

Contact: Resources: @knowbots

@blogfaced

@gregjameskelly

klipfolio.com

unbounce.com/resources

vidyard.com/resources