Lead generation gone horribly bad (14)
Hello!
I am running lead gen for a gym in the middle east and for the past months I really made the gym a lot of money.
However, a month ago the client suggested we could run ads targetting airlines personal so they get a discount.
From then onwards it went downhill. Bad leads were callling in, no English, asking for a job, etc. Many sign ins are just
signing in for fun/by accident.
No matter which campaign I run after this the lead quality kept being bad.
So what I did I used a completely fresh pixel from another account. But apparently it doesnt improve the situation.
The client started a second ad account, unfortunately got restricted for nothing and we are waiting to get it back.
Any advice on what to do?
It looks likes the account has been punished for running bad/low quality stuff, hence the bad placement and high cost out of the sudden? Could you eloborate on potential errors or remarks you got last months from FB regarding you ads and landers?
Try to run some quality content boost posts, which are funny / interesting for the audience you started with - not the airline people.
Ofcourse relevant to the product, but not sale intended per se. Try to get good engagement on your post so your overall account quality may be recovered in time.
Another thing is to try totally new angles, or try lead forms by Facebook to catch warm audiences and approach them via e-mail etc.
When a client has an idea, it is always interesting to think about it before jumping on it.
Most airlines crew usually stay at 4 or 5 star hotels when flying international. When national, they are back home at night as often as possible to reduce company costs. All these hotels have a gym. It is not very big, but you have a dozen machines + a couple of TRX. So it is enough for a stopover. So two questions :
- why do you want them to pay for a gym club while they have this for free
- if you want to offer something to such a specific group, why not just call the concierges of the top 10 hotels and make an offer, instead of trying to retarget them?
Originally Posted by styl3
Also: When accessing/creating these other ad accounts, were you or the owner using the same IP you were using to access the account in question?
If so, then FB has linked these new accounts to the old account. Big footprint. If indeed the old account was punished like stickupkid speculated, then the new accounts were probably affected as well - by association.
Another possibility: Since the new accounts are associated with the same website (I'm assuming the gym hasn't changed its website domain), just that alone would link everything up for FB.
Lastly: FB is very unpredictable right now. CPCs are going up and down. Accounts are banned randomly (even worse than before). FB is still trying to figure out how to recover from the IOS14 impact. Did the bad performance start after IOS14.5? If so, then maybe it was just a coincidence, and not because you were targeting airlines personnel.
If I were you, I would implement @stickupkid's advice. Then, after FB stabilizes (this may be in days, weeks, or months), see if the problem persists. If so, consider registering a new domain and using that to host the landing page for FB ads, registering a completely new FB account using a new IP, credit card, machine, EVERYTHING. Never do anything that could link the old accounts to this new account, and start fresh again.
Amy
Thanks for your fast reply stickupkid!
Well what could have caused the problem is the client came up with ad creatives with big letters on them "Book 3 months - get one for FREE" . Might be the "FREE" that played a big role.
I now duplicated the ad creatives that I started out with in April (the top performers) and removed all the free deal components from the ad copy as well.
I also started lead form campaigns now.
Originally Posted by jeremie
@vortex
I am aware of the possible connections. However there was no old account that was shut down for something that is not allowed. My thought was just to change the pixel because it seemed like the bad leads of the past month were guiding the pixel in the wrong direction.
Originally Posted by styl3
It's just a possibility. With the volatility and inconsistencies of FB these days, you can never be sure what the reason is.
Amy
B2B is tough to nail down -- as jeremie said, you need to look into the 'whys' and carefully adjust ads.
It is, by the looks thus far, most likely the ad copy.
Have had ad copy influence lead quality far too many times, especially for brick & mortar lead gen. 'Free' used in the majority of our cases has been bad as people rarely read with understanding on social media. It is all extremely shallow, you need to be direct.
Hey guys!
Quick update. Not much improvement on both ad accounts.
However the lead form brought people that were more interested and speak English at least. However the client didn't close anyone from those.
What I am doing now is I run a lead gen form and I make it a MUST criteria that the people have a job title that presupposes a certain level of education/financial resources like "Portfolio Analyst, Risk Management Director, Medical Doctor MD/Medical Director, Wealth Management Advisor, Risk Management Specialist, Aircraft pilot, Investment Banker or Pediatrician/Medical Doctor".
Let's see if that brings better results.
Any productive input is much appreciated!
Interesting! Since you're targeting executive level prospects, maybe try to make the gym sound like it's an exclusive "club" for the elite?
Assuming the gym already caters to an above-middle-class clientele.
Amy
Sent from my iPhone using STM Forums
Are you still focus on airlines crews, or is it a broader question?
I think that is a good move to restrict by job title, but i would suggest you write on a paper what is the "persona" of your buyer. What they like, how old they are, male/female... That might give you ideas of angles to test.
Also, this book from Alex Hormozi is focused on gym client acquisition and he made millions with his methods:
https://www.amazon.com/gp/product/B0...t_bibl_vppi_i1
I know few people who run FB ads and they always tell me, in facebook if you get something to work, don't touch it. Don't try to tweak profitable campaigns or else you'll ruin it.
It's better to clone the existing campaign and make changes in new campaign.
This fact has also been reiterated by some native ads guru too.
No the airline crew idea is completely off the table.
Thank you for the book recommendation. It is actually an EMS "gym".
Currently also started to run youtube ads for this client, CTR is low though as expected since we are using the videos we used on fb.
Seems like we have to change the first 5 seconds to get our hook across.
I guess the targeting here wasn't good enough, I understand that this was a demand from your client, but it would be much better if you managed to advice him not to jump too quickly with this and to stick with setting that already worked fine and gave him some results. Airline personnel isn't even the best choice for gym equipment as they are always flying, working, and when they aren't, they stay in expensive hotels that have gym included. This way, you only achieved to attract people that are looking for new job. I would recommend that you stop with targeting this audience and try with new settings. Lost that you faced won't disappear, but you'll at least get the opportunity to fix things with new campaign, and this time I recommend that you propose some audience.
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