Quality leads at the lowest possible cost
LEAD GEN | FINSERVE | SA
Santam Insurance wanted to test Facebook lead generation campaigns to generate more high quality insurance quotations and sales. They selected Bionic, the leader in South African lead generation, as their preferred partner.
Bionic built segmented custom audiences from two sources; 1) the Facebook pixel and 2) regular, automated data retrieval from internal crm data from Santam to re-target and cross sell potential customers in the evaluation phase of insurance purchasing. From these audiences we built lookalike audiences and finally we used interest-based targeting to build new customer prospecting campaigns.
Each campaign consisted of a minimum of 4 ad sets each with their own targeting. These ad sets leveraged a broad variety of ads format, creatives and calls to action. Bionic was configured to refine this range of assets, “pruning" the least effective and programatically allocating larger budgets and increased bids to their better performing peers.
THE CUSTOM BUILD
No custom build was required for this client. That said, Auto-Pilot is completely customisable by the user. In this case, the Bionic “Goal Pipeline” was configured to dynamically manage the campaign, focusing on funnelling the highest quality leads to the point of conversion.
Bionic’s auto-pilot tools made the campaigns a huge success with thousands of optimisation changes over the course of the campaigns that wouldn’t have been possible to do without the technology. The Auto Bid, Auto Management and Auto Budget Reallocation features were ensured that the campaigns were running as optimally as possible. Auto bid helped the campaigns run as cost effectively as possible with bid changes every hour, auto management style managed how aggressively or moderately the ads would bid and Auto Budget Reallocation moved budget from the worst performing ad sets to the best performing ad sets.