We started our test with ads across a few different social and display platforms. Desperate to find new lead sources outside of Facebook and Google, we cast wide net testing into Reddit, Taboola, Outbrain, TikTok and Snapchat.
We lassoed in on TikTok and Snap as clear winners, much to the team at Katzkin’s surprise. Not only did they find new sources for lead production as they were hoping for, our perfect recipe for content based on market research and organic customer testimonials made it far more efficient.
While Facebook was seeing costs per lead (CPLs) of $12-20, Snapchat and TikTok were driving CPLs of $5-10.
Although we had new top-performing channels, Meta (Facebook/Instagram) was still a critical platform to overall strategy. Within 10 days of taking over the Katzkin account, the DOE Media team was able to reduce the CPL from $40 to $8, while also increasing the daily budget by 3x.
We did this by reallocating a portion of the retargeting budget to prospecting audiences, building out more in-depth retargeting campaigns, and expanding audience testing. With audiences, our team reduced frequencies by 14x and used key targetable demographic indicators like household income to further develop target audiences.
Another important piece of this success was by zooming in on creatives in rotation. We reduced the number of creatives and found best performers through data-driven analysis to scale while maintaining a diverse mix of assets to speak to individual audiences better, making this spend more efficient and effective.
