With Facebook ads, you can create custom audiences by extracting your customer list in a way that suits the user information held by the platform , which may increase the quality of the leads you acquire through lookalike expansion.
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Currently, we are working on delivering ads using white papers (a collection of implementation cases) on Facebook in order to acquire SaaS leads (targeting mid-sized to enterprise companies).
As one of the measures, we created a custom audience by extracting only valid leads (※) from our company's CRM data, and delivered ads using lookalike expansion.
*Definition of valid leads: Leads excluding "invalid leads that cannot become sales opportunities" such as students or competitors
However, about 70% of the leads acquired through this similar extension distribution were not connected to sales negotiations or were low priority leads. The proportion of individuals and SMBs not belonging to a company was high, making it an inefficient measure in terms of acquiring sales negotiations.
Thoughts
Based on these results, we realized that the client's definition of a "valid lead" was information that was difficult for the platform (Facebook) to recognize, and that even if we created a custom audience based on this and used lookalike expansion distribution, it would be difficult to acquire high-quality leads.
On the other hand, we thought that by creating a custom audience using "information that is easy for the platform to distinguish" and delivering similar content to them, we could increase the quality of our leads .
What we did
Using the data extracted from CRM , we selected a list of customers from companies that were close to the target image by "company size," regardless of whether they had led to a sale , created a custom audience, and ran similar delivery in a new campaign.
Because customer lists are personal information, we were careful in our selection process. Specifically, instead of performing the selection process ourselves, we instructed the client's CRM staff on how to import the customer list into the media, and they handled everything from extracting the customer list to importing it into the platform.
