Results aren't typical, so why did this campaign perform so well (when leads normally average $11)?
(This ad was a company first after they introduced their first 25 partners).
First, it started with our website. You don't win the funnel wars with mediocrity. It's a no-brainer.
Second, the ad was content. Real content. Not talking heads or nonsense, but real edutainment.
Copy was great, compelling, and had only one defined promise, but it highlighted the core points of positioning.
The landing page was simple and continued with the ad conversation. It obviously included a form with conditional redirections. We didn't ask dumb 'disqualifying' questions (those dumb questions that disqualify brokers and alienate users). The funnel continued with further website integration.
Third, automation was great, and the follow-up value was overwhelming. The conditional funnel logic was a work of genius 🙂
Targeting was based on reviewing Census data. It wasn't copycat guesswork. It's what we call an abstracted audience (positioning based on data).
It's the difference between 'advertising' and just throwing up some generic Facebook ads. Most do the latter.
Typical lead cost is around $11-12, so today was exceptional, but also expected. It's just what happens when it's done properly.
So, that's what a $35m+ day looks like. Some brokers won't do that in an entire year. And it cost ~$90.
Meanwhile, some brokers buy leads, while others navigate the array of nonsense options floating around the market.
  
  