Somewhere in a college lecture hall on the first day of the fall semester a bored student stares into space.
Rather than listen to the speaker drone on about the campus rules, the student discretely scans his Facebook page.
He sees a picture of a man in a cape riding a horse. At the bottom is a caption which might read something like, “Most men live lives of quiet desperation. Not us.”
Results from these vocation candidates were so good that the community cancelled all other promotional efforts.
Curious, he reads the ad and fills out a survey. He may have never heard of Henry David Thoreau, but the ad challenges him.
For the next few minutes he answers questions that tests his interests and capabilities about living in a religious community. He enters his address to get a free book offered.
Sparking interest
How effective is offering a free gift in getting prospects from an ad?
We at TreeFrogClick recently ran two Facebook ad campaigns for one religious men’s community, as described above. It was part of our Come & See Vocation Assessment Quiz.
In the first campaign, we were able to get 26 names at $15.49 per name in click costs (the dollar amount paid to Facebook).
In the second campaign, we budgeted the same amount for clicks, and got 101 names. That’s a nearly 400% increase in response.
Why the increase?
No doubt the new ad image and different landing page (started on Day 3 of the campaign) that we used helped. But the second campaign also offered, beginning on Day 19, a free book on St. John Paul II, valued at $10. It also helped that the pope was canonized earlier this year, adding even more relevancy to the gift.
During the wildfire period, from Day 19 – 25, there were 74 responses. The click cost per name during this time was only $2.58 each, or only 17% of the cost per name of the first campaign.
Here’s what our client said:
“We had 3 men call us to visit the community who completed the quiz. We currently have one of them visiting us now. So to answer your question, let’s keep this going! I have cancelled all other promotions so that all of our resources are being spent on your campaigns.”
It pays to keep testing and improving for better ads. But don’t forget the benefits of a freebie.
Have you tried Facebook ads to build your candidate list? Good ads, proper landing pages, and freebies are all ways to make your campaign soar.
Start your journey to gain new candidates. Learn more about our Come & See Quiz. And then contact us today.
