We implemented an iterative approach to the Facebook advertising campaigns we launched, where we constantly tested different combinations of targeting. For audiences, we mixed location, lookalikes and interest & demographic profiling to create high value prospect pools. For our creative, we leveraged our proprietary technology to create adverts that were specific to the home location of each user.
Finally, we implemented various versions of landing pages to maximise the user conversion rates. Across all tests, we adopted a winner stays on approach and quickly arrived at a mix that delivered good volume, at the right cost per acquisition. We then scaled that activity.