Canglow Windows & Doors
- Google ADS
- Facebook ADS
Changing the rules of the game: +22% conversion rate, $18,000 client check – Canglow’s success!
Task
- Conduct a meeting with the client to determine goals and expectations.
- Analyze Google and Facebook advertising accounts, as well as SEO reports.
- Develop a strategy for advertising campaigns.
- Create new advertising creatives for Google and Facebook.
- Prepare and optimize advertising texts.
- Set up targeting and select target audience.
- Manage the budget and allocate funds between different advertising channels.
- Launch and monitor advertising campaigns.
- Test various audiences, creatives, and advertisements.
- Analyze results and optimize campaigns for maximum efficiency.
- Provide regular reports to the client on the work and results achieved.
Project Objective
Target Audience
Residents of Alberta
The primary target audience for Canglow is residents of the province of Alberta, Canada, who are seeking high-quality windows and doors for their homes or commercial properties.
Homeowners and Apartment Owners
The majority of customers are homeowners, apartment owners, or those with houses in urban areas who are interested in enhancing the appearance and energy efficiency of their living spaces.
Nataly
- Gender: Female
- Age: 45 years old
- Income: Average
Values:
Energy Efficiency: Nataly seeks energy and cost savings, looking for products that will help reduce electricity bills.
Quality and Reliability: It's important for windows and doors to be made of quality materials and to be durable.
Aesthetics and Style: Nataly wants new windows and doors to not only be functional but also match the overall style of her home and enhance its beauty.
Alex
- Gender: Male
- Age: 35 years old
- Income: Above average
Values:
Professionalism and Quality: As a professional builder, Alex values quality materials and expects reliability and professionalism from suppliers.
Construction Innovations: He is interested in using advanced technologies and materials that improve the quality and durability of construction projects.
Partnership and Long-term Relationships: Alex is looking for suppliers with whom he can build long-term and mutually beneficial partnerships.
Project Workflow
Client Needs Analysis:
Conduct a meeting with representatives of Canglow to discuss their goals, requirements, and expectations from the advertising campaigns.
Advertising Channel Audit:
Conduct an analysis of current Google and Facebook advertising accounts, as well as request and review SEO reports from the previous agency to determine the strengths and weaknesses of current campaigns.
Strategy Development:
Based on the gathered information, develop a strategy for advertising campaigns, including selecting target audience, creating key messages, and defining the budget.
Campaign Setup and Launch:
Create new advertising creatives and ad texts, set up targeting, and launch advertising campaigns on Google Ads and Facebook Ads.
Testing and Optimization:
Conduct testing of various ad variations, audiences, and creatives to optimize campaign performance. Adjust the strategy according to the results obtained.
Monitoring and Reporting:
Regularly monitor the performance of advertising campaigns, analyze key metrics, and prepare reports for the client on the work done and results achieved.
Application of Technologies and Tools
- Google Ads: Platform for managing advertising campaigns in the Google search engine.
- Facebook Business Manager: Tool for managing advertising campaigns on Facebook and Instagram platforms.
- Google Analytics: Analytics service for tracking and analyzing website traffic.
- Facebook Pixel: Tool for tracking user actions on the website after viewing ads on Facebook and Instagram.
- Google Tag Manager: Tag management system to simplify deployment and management of tracking code on the website.
- A/B Testing: Methodology for testing various ad variations to determine the most effective ones.
- CRM System: Platform for managing customer data and interacting with potential and existing clients.
- SEO Tools: Tools for analyzing and optimizing website search visibility.
- Dashboard Reporting Tools: Tools for creating and visualizing data for easy tracking of key metrics and advertising campaign results.
Results
Google Results:
- Within just 1 month of work, the cost per conversion was reduced by 22%.
- Lead quality improved, with the sales department’s conversion rate increasing from 16% to 20%.
- These results were achieved through full engagement in the project, disabling ineffective keywords, and clearing non-targeted queries.
- The average cost per customer for Canglow is $13,000.
Facebook Results:
- The average cost per lead acquisition from Facebook & Instagram was $58.
- While the lead interest rate from Facebook is lower than Google, the average customer check from Facebook was ~$18,000.
- Testing of 5 audiences, A/B testing of creatives, and the creation of 3 sales funnels were conducted to achieve optimal results in this channel.
