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Feedback on my strategy
Intro
I’d appreciate your feedback on my Facebook ads strategy.
I run a small service-based business near a medium-sized city. With experience running Facebook campaigns and having completed a Udemy course (Course link), my goal is to improve my CRM (Salesforce) integration with the Conversion API to enhance Facebook’s algorithm's understanding of my leads and customers.
My Business
My business faces some specific challenges:
- Average lifetime customer spend: ~$260
- No repeat business
- Current lead conversion rate: 48%
- To maintain profitability:
- Cost per Purchase: < $80
- Cost per Lead: < $38
We use Salesforce as our CRM and can code the connection to the Conversions API. We prefer to avoid Zapier due to its recurring costs.
Current Advertising Strategy
I’m using the 3-2-2 method for ads, which has resulted in an average lead cost of about $65. Previously, I ran an ad that got one lead for $65, but it did not convert, and I ultimately stopped the campaign because it was becoming too expensive.
Audiences
- Custom Audience: “Purchasers” with details on 66 previous customers
- Lookalike Audience: “Lookalike (US, 2%) – Purchasers”
Campaign Details
- Buying Type: Auction
- Campaign Objective: Leads
- Budget: $15 per day (Spending Limit)
Ad Set
- Conversion: Website
- Performance Goal: Maximize number of conversions
- Conversion Event: Lead
- Dynamic Creative: ON
- Audience Controls:
- Locations: +50 miles from my city
- Advantage+ Audience:
- Custom Audiences: Lookalike (US, 2%) – Purchasers
- Age: 18-65+
- Genders: All genders
My Conversions API Strategy
I’ve configured my pixel to capture form submissions on my website and record the potential value of each lead. When a customer makes a purchase, I’ll send an API call to Facebook to add them to the “Purchasers” custom audience.
The plan is to optimize for leads on the front end of my ads and, when a customer makes a purchase, add them to the custom audience. This approach aims to help Facebook better understand and target our ideal customer by expanding the pool of previous customers.
I’d appreciate high-level feedback on how to efficiently optimize this strategy to ensure my business can run profitable ads. Additionally, if anyone has resources or tools that could help in building out this strategy further, I would be grateful for the recommendations.
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