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[Case Study] How We Reduced InVision’s Cost Per Signup with Facebook Ads by 44%

How InVision Reduced Cost Per Signup Facebook Ads

A few months ago, I got call from a guy named Clark Valberg.

Now aside from being an all around awesome guy, Clark also turned out to be the Co-Founder and CEO of InVision.

If you don’t know about InVision yet, then it’s time that you check them out. InVision is a design prototyping and collaboration platform used by over 500,000 graphic designers (Including companies like AirBnB, LinkedIn, Evernote, and many more).

Despite the company’s huge overall success, Clark and his team were having a really hard time generating more signups via Facebook ads.

 

The Problem:

When InVision hired me to manage Facebook ads for them, they had with two primarily goals…

First, to bring down their cost per new signup and second, and second, to scale the campaign up to generate as many low cost, high quality signups as possible.

Challenge Accepted!

 

The Solution:

large_invision-logo-pinkWorking together with one of InVision’s extremely talented designers, we came up with a number of great ad concepts to test (examples below).

But as I always tell my clients, the secret to Facebook success lies in proper campaign structuring, segmentation, bid management and testing.

Here is a list of four techniques that really worked well for me on the InVision campaign…
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4 Advanced Tips To Increase Mobile App Installs with Facebook Ads

How To Facebook Mobile App Install AdsAlthough most marketers focus most of their Facebook marketing dollars on desktop, mobile ads have recently become one of the most effective and fastest growing ads units available available on Facebook. In fact, mobile ads now make up over 62% of all ad sales on Facebook.

Mark Zuckerberg and Facebook have made it very clear over the past year that they believe mobile apps are the future of the internet and most of their recent ad innovations and company investments have come in the areas of mobile technology and app advertising.

Facebook ads are now the most powerful and cost effective platform for getting your mobile app discovered and installed by the most relevant and high value users possible.

Here are four tactics to help you acquire the most new users from your Mobile App Install Ads on Facebook:

 

1) Optimize Campaigns for Mobile App Installs.

Optimize your campaign objectives for more mobile app install by selecting “Optimize for Installs”.  It might be tempting to optimize your campaigns for more impressions or more clicks but I strongly recommend that you trust Facebook’s algorithms to serve ads to the users who are most likely to install you app.

I don’t know how Facebook’s optimization algorithms work. But after generating tens of thousands of conversions for my clients, I can tell you that they just work :)

 

2) Target Owners of New Mobile Devices

Most advertisers aren’t aware, but Facebook lets you target people who are using new mobile devices. The reason this is so powerful is that when people get new phones they usually search for new apps to load on their phones. Get your ads in front of these new phone owners at the right time and you can expect a great conversion rate with lots of new installs. (Late December is a great time to use this strategy because so many people get new phones for the holidays.
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7 Ways to Boost Your Content Marketing with Facebook Ads

7 Ways to Boost Your Content Marketing with Facebook Ads

Content Marketing (aka blogging or inbound marketing) is generally accepted these days to be one of the best ways to create awareness for your brand and to grow engagement with your company.

But what happens if you don’t have many people consuming your content at the beginning?

Unfortunately, a lot of companies find it frustrating that when they start their content strategy, they find that, despite investing in creating awesome content, they are having a hard time getting their articles seen by their target audience.

The good news is that with a relatively small budget, Facebook ads can be a great way to get your content seen by the right people. If you are matching great content with the right audiences, you should see that Facebook ads are a great way to get people to enjoy and share your articles and then join your email list.

Here are 7 strategies that you can try with your latest and greatest blog posts. Test them all and see which ones work best for you.

Keep in mind that the strategies below can be used for promoting blog posts, ebooks, webinars or any other content that your company is producing.

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How to Create Triggered Facebook Ad Campaigns

If you work in digital marketing, then I’m sure you already know about triggered emails and how they are helping companies like Amazon.com dramatically increase ROI from email marketing.

But did you know you can also create triggered Facebook ad campaigns?

triggered Facebook ad campaignTriggered marketing automation is the future of marketing. And triggered Facebook ads let you deliver the right marketing message to the right person at the right time based on specific actions (or triggers) that the person took on your website.

Triggered emails and ad campaigns, have proven to have much higher click through rates and conversion rates because they are designed to deliver a more timely and relevant message than regular ad campaigns or email newsletters.

Here are just a few examples of how triggered ads can be applied…

  • SaaS companies can use triggered ads to improve onboarding of trial users based on actions the user took inside the app.
  • Ecommerce sites can use triggered Facebook ads to target ads at people who have viewed specific product pages or who have abandoned their shopping carts.

The example below will walk you through set up of a basic Facebook triggered ad campaign for an Ecommerce Company.

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How To Create Animated GIF Screencasts

Yesterday, I read a great article by Nate Desmond on OKdork.com where he showed some pretty ninja tricks for analyzing website data using Import.io and Excel. Aside from the awesome ideas that he was sharing, I was also really impressed by his use of animated GIF images that showed exactly what he was doing on his screen (here’s an example).

Nate later revealed to me in the comments on GrowthHacker.com that he made these GIFs of his screen movements using a Free, open-source software called LICEcap. I soon noticed that a few other commenters were also curious about this feature, so I decided to try out the softwar and create this little demo to show how easy it is to create GIF screenshots .

How To Create Animated GIF Screencasts

I’ve gotta say that I was more than a little impressed with the software and how easy it was to use. (It only took me 15 minutes from my first Google search for LICEcap until I had my first image completed.) I’m sure this is going to quickly become one of my favorite new tools.

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