MediaPlus Digital ran an ongoing series of audience and creative tests to drive the lowest cost per lead. Our top of the funnel strategy leveraged different interest-targeted audiences based on demographics and activities on and off Facebook. Once the users had engaged with the creatives or visited the Facebook form, they were followed up with segmented retargeting ads by action (view form or submit form).
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We conducted a series of creative testing on every element of the ads to understand which verbiage resonated with the users, continually optimizing and developing more engaging creatives.