Feb 10 • Wins
Cutting Cost Per Qualified Call 75% w/ New Meta Update
Optimizing Meta Ads for Qualified Calls
Objective
This SOP outlines the steps to optimize Meta ads for reducing the cost per qualified call while increasing the effectiveness of ad campaigns.
Key Steps
1. Analyze Current Spending and Results 0:20
- Review the spending on ads from December 1st to December 23rd.
- Note the cost per qualified call, which was $371.
- Identify the need for cheaper qualified calls.
2. Adjust Ad Spend and Monitor Results 0:38
- In January, reduce ad spend slightly and monitor the cost per qualified call.
- Aim to lower the cost from $371 to around $283.
3. Set Campaign Objectives 1:12
- Optimize campaigns for 'qualified booked calls' instead of just 'qualified leads'.
- Set the objective to 'appointment scheduled' for better results.
4. Implement Remarketing Strategies 1:38
- Include remarketing within cold campaigns.
- Cap minimum spend for lead remarketing at 5-7% of the daily budget.
- Cap viewer remarketing at 10-12% of the daily budget.
5. Utilize Static Creatives 2:08
- Upload at least 35 static creatives into the ad set.
- Allow Meta to optimize and choose the best-performing ads.
6. Monitor Campaign Performance 2:33
- Regularly check the cost per lead and cost per booked call.
- Identify underperforming campaigns and consider shutting them off.
7. Review Monthly Performance 3:11
- Compare spending and results from January to February.
- Anticipate further reductions in cost per call as testing continues.
8. Transition from ABO to CBO 3:35
- Move from Ad Set Budget Optimization (ABO) to Campaign Budget Optimization (CBO).
- Test multiple ads within a single ad set for better performance.
Cautionary Notes
- Avoid optimizing for 'qualified leads' as it may lead to a higher volume of leads without booked calls.
- Monitor the performance of each campaign closely to avoid unnecessary spending on ineffective ads.
Tips for Efficiency
- Regularly analyze data to make informed decisions on ad spend and optimization.
- Test different creatives and strategies to find the most effective combinations.
- Keep track of budget allocations for remarketing to ensure optimal performance.
Link to Loom
3
3 comments
Cutting Cost Per Qualified Call 75% w/ New Meta Update
Leaderboard (30-day)
1
+5
2
+3
Powered by