Optimising Facebook ads with a full funnel approach to boost campaign performance
CASE STUDY
The South African insurance company drove 5X incremental purchase conversions by optimising its Facebook ad campaigns for consideration and conversions plus brand awareness, compared to consideration and conversions alone.
5X
incremental purchase conversions with brand awareness added, compared to usual direct response optimisations
2X
incremental lead conversions with brand awareness added, compared to usual direct response optimisations
8X
incremental complete registration conversions with brand awareness added, compared to usual direct response optimisations
32%
lower cost per brand lift for ad recall with brand awareness added, compared to usual direct response optimisations
THE STORY
South African insurance company
MiWay is a licensed insurance services provider in South Africa, offering a range of insurance products including motor, home, house and business insurance, as well as liability coverage.
THE GOAL
Increasing awareness, leads and sales
MiWay wanted a way to increase its Facebook and Instagram ad campaign performance, raise brand awareness, generate more leads and, ultimately, increase sales.
Facebook has been a major source of leads for MiWay since 2014, but primarily for lower-funnel conversions. We recognised the need for a full-funnel A/B test – the ideal opportunity to distribute video-focused creative across multiple placements. MiWay’s adoption of Conversions API provided a clear view of the incremental conversion uplift driven by full-funnel campaign optimisations, including brand awareness.
THE SOLUTION
Taking a test-and-learn approach
Rocketer set up and implement an A/B test that compared the performance of:
- Cell A: MiWay’s usual direct response ad campaigns optimised for consideration and conversions
- Cell B: the same ad campaigns as in Cell A, but optimised for brand awareness in addition to consideration and conversions
The A/B test proved that Cell B – that supported the brand awareness element and functioned as a full-funnel approach – outperformed Cell A. And because MiWay had already integrated its website with the Meta Conversions API, it was able to securely pass data on customer conversion actions from its server to Meta’s server for optimal performance. Having this integration supported Meta’s machine learning algorithm to deliver ads to users more likely to be in-market for motor insurance products.
THE RESULTS
An incremental success
MiWay determined the results of its June 30–August 10, 2023 test-and-learn campaigns using a Meta conversion lift study and a Meta brand lift study, which revealed:
- 5X incremental purchase conversions at 38% lower cost per conversion lift with brand awareness added, compared to usual direct response optimisations only
- 2X incremental lead conversions at a 76% lower cost per conversion lift with brand awareness added, compared to usual direct response optimisations only
- 8X incremental complete registration conversions at an 85% lower cost per conversion lift with brand awareness added, compared to usual direct response optimisations only
- 32% lower cost per brand lift for ad recall with brand awareness added, compared to usual direct response optimisations only
