Facebook Targeting Ideas for Debt Management Lead Gen Campaign (9)
Facebook Targeting Ideas for Debt Management Lead Gen Campaign
I am UK based and I have done well in the past promoting credit cards, payday loans and other types of lead gen on Facebook. I love this type of lead gen as its very profitable if you get it right.
A UK network who specialize in financial/insurance markets etc and who I have worked with for a few years have offered me an opportunity to promote a debt management company and generate leads for them. I know this is not going to be easy but the cpa is very attractive particularly if I do volume (101 leads/month + and they will talk about an additional bespoke cpa)
I will likely be the only affiliate of theirs running this particular offer on Facebook. The lead form is simple, just name , address and tel number. EPC is outstanding although based on search and ppc traffic rather than SM. I know this is a great time of year for this product and there must be a ton of people on Facebook in debt right now right especially after Xmas.
A lead is a conversion if the user has over £1200 of debt, is struggling with money,requests an info pack and can be contacted by telephone. Thats it.
My plan is as follows:
Promote on Facebook and Lead Impact ppv
Target ppv urls and key words (using spyed keywords)
Facebook, split test m/f and age groups
Split test direct linking and using a bespoke LP. My idea was to have a LP with a video and pre sell copy to increase conversions (main reason for rejected leads is fake data ie tel numbers not correct)
I plan to split test age/gender but I reckon I will burn alot of budget if i just broadcast the campaign to a general demo.
Wondered if you had any experience in this area Stack and whether you had any ideas regarding targeting of this type of user and how you might approach the research?
Many thanks
I have zero experience in this area being totally honest so this is just a rambling 
You could perhaps dig down into people's debt and build angles around those. For example, (xmas) shopping debt, gambling debt, credit card debt, tax debt, loss of job, etc etc.
^^^
thanks, actually this has given me an angle
nice one, good luck with it!
Yeah i like rich's idea for sure, that will increase CTR, lower your clicks and overall probably get you more targeted conversions. This looks like a really good opportunity since it's for all of the UK (huge huge demo) you could be running this for year+ if you can make it profitable.
I haven't run debt myself and i haven't had a chance to talk to my friend yet, but what i think you absolutely need to do is talk to the debt management company and get a ton of info from them.
1. Who their target market is
2. What demo/type of people convert into sales
3. Where a lot of debt comes from (this can be general research too)
4. What factors make people DO something about their debt
5. Certain city's have much worse debt then others? (maybe start off with those city's)
Once you get the answers to those questions and a few more you can think of, you've set yourself a big baseline to get started with. You've also saved yourself a ton of money in preliminary testing. From here you take what you've learned and put it into campaign form and start testing/tracking.
I think once you get the answers to the questions above, you put it into action with niche targeting based on elements that rich mentioned, add in keywords related to whichever elements your targeting and you'll have a good campaign and hopefully some conversions so you can optimize.
Thanks, this is good stuff. I want to speak to the merchant directly although it may piss the network off if they find out.
Ive run a two tests so far. Broke even on ppv and lost on Facebook - but with very basic targeting. (this is so far - there are leads not yet validated)
On FB just tried a female demo 35-40 to gauge response and try to get a bit of data to work on. FB response was very strong ($560 spent in a very short time)but i had the cpc set high - my CT onto the merchant page was poor. The merchant lead capture page is quite shit but cr is surprisingly not too bad click to app. I know i can dramatically improve my LP AND get my cpc down with better ads and ctr.
So yes I agree this has a very good potential.
Whats interesting is the management process and validation of the leads. I have had quite a few leads sitting in "pending" rather than validated for more than a week and this makes me feel uncomfortable to keep spending because i cant calculate roi in real time. The network tells me the merchant is very keen for me to ramp up so i said i need a faster more definitive lead validation response. Basically the merchant says some leads take longer to "confirm" than others, citing various reasons for this before they will issue the full cpa.
So i gave the impression i might back out as how could i be confident to ramp up not knowing what or when i was going to get paid and they came back straight away with a hybrid deal of a split commission of an immediate payout for a genuine data submit followed by a further payout if the individual was "packed out" ie verbally agreed to a rep to using their service and requesting a confirmation form and pack. This equates to the full cpa being paid even if they dont continue once they get their pack.
I want to test an advertorial style page, i think it would work really well as the headline could be targeted to the demo and criteria of the user . I would use real excerpts about their demo and debt from well know media as social proof and include a compelling user story.
However I dont think i've seen these on FB. What do you reckon, would FB accept this type of lander?
Oh ok i thought you went direct, even still you need that market research info to really figure anything out (it will 100% help a lot).
Facebook is a 50/50 if they'll accept it. I think they will because they won't really know whether or not it's real (you have to remember the reviews don't know anything about affiliate marketing except what they learn in there weekly meetings from their superiors), it's not like it's acai or anything. So give it a shot, if they don't a simple redirect until it's approved is all you'll have to do and it's unlikely they'll disapprove it once it's been approved.
Originally Posted by stackman
^^
-When not tracking (prelim idea testing) i redirect.php
-When tracking change aff link in prosper
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