The whole story started in 2016 when a page named Employment Hub was founded. Employment Hub provides free job postings and recruiting services for regional businesses. It was a project we embarked on, with the primary goal of gathering potential job applicants. What started as a project with 4 people, developed into a business profitable enough to hire 26 people.

What did we do?

Our goal was increasing the number of people who landed on our website and convert them into job applicants for jobs listed on our site. This was before dynamic ads were a thing. Our process consisted of creating around 10 ad sets, and each contained one ad. We took our best-performing ads and paired them with attractive photos of people and workplaces, which gave us great results. We concentrated on creating our potential audience. The goal was reaching the right audience and creating a lookalike audience similar to people that already converted on our page.

We had opted for custom conversion objective and tied it to the registration event in Facebook’s Ads Manager, so we were able to use the Facebook pixel installed on its website to track completed registrations on the website.

Our results

In 6 month period since June 2017-January 2018, we achieved outstanding results:

• 30% conversion rate (event registrations) for all website visitors from Facebook and Instagram

• 43% decrease in cost per lead, compared to previous campaigns

• 9X increase in revenue per day during the first 6 months

Our success is reflected through the fact that Employment Hub counts approximately 2 million visits every month from Facebook, noting that our conversion rate is 30%. Due to our successful Facebook ad campaigns, we grew Employment Hub’s business from $1000 a day to about $9000 a day-in 6 months. We achieved that with photo and video ads, ads in Stories, selecting the right core audiences, creating lookalike audiences, and measuring the success of our ads with Facebook Pixel.

This story is concrete evidence that with the right approach and tools, a lot can be achieved.

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The fee depends on how many people you want the post to reach, the payment depends on the number of impressions the post gets with time; according to Hootsuite. Although, there are some things that you should consider before boosting your posts:
Never Boost a Post if You Are Unsure What is Your Goal!

There are several reasons to boost your post, you just have to define what is yours. For example, your goal can be to get more ‘likes’, to get more blog traffic, to give away free product, increase brand awareness etc. Everything is easier when you are absolutely certain what your goal is. It all starts from an idea.
Know Who To Target
You can choose to boost the post to the News Feeds of people who liked your Page, and also their friends, or select a particular audience through targeting. There are various targeting options ( Location, Gender, Interest, Age). Ask yourself again: „What is my goal?“ Targeting ALWAYS must be based on your goal. Boosting your post is going to be effective only if you have found the right audience. Don’t mess this up. Think about it over and over again until you get it right.
Test The Timing
When boosting a post you should keep in mind what time of the day to do it. Right timing depends on your audience, content and your overall goal, but mostly of your audience. The audience is the main factor. It’s not a bad idea to test it so you can see what time of day works the best for you. Once you know when is the perfect time you should focus only on that period. That way you can be more effective.

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Always Be Original – Surprise, surprise… It’s obvious, you have to be original. As a matter of fact, you simply MUST be original. We live in a world that is full of copycats and phony people. Don’t be one of them. Your product/service is unique. Even if it’s similar to someone else’s, it’s unique in its own way. Highlight the uniqueness of your product/service. Why is it so special? Let them know. You have so many opportunities and possibilities to express the quality of your product/service. Provide them with great content. Don’t take an easy road, be original. People will recognize it.

Add Images – Include images on your posts and you will see great benefits from it. People will be more likely to click on your post or even just look at it if you add a catchy image. Fortunately, as time goes by there are new studies that show you what attracts people the most. 90% of all the snap judgments that we make about products can be traced back to color, according to a study in Management Decision :

Younger people prefer orange, red and yellow
Older people prefer green, purple and blue
Orange is the most disliked color
It comes down to appropriateness and fit, not a silver bullet. The truth is that if you have a bad product, you’re not going to turn things around by throwing a blue logo on it.
This is a great study, but it’s not just the colors on an image that attracts your potential customers. People also react on people images. Happy women tend to attract most of people.

Timing – You really need to get this right. Right timing depends on your audience, content and your overall goal, but mostly of your audience. You should know your audience inside out so that you can know at what time to post. For example, if your targeted audience are single people, the best time to reach them will be different from working parents. Trust me, it can work wonders for you. You wouldn’t believe what you can do by putting some effort into it.

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Lead ads can be used to collect sign-ups for newsletters, price estimates, follow-up calls and business information.

How To Create Lead Ads?

You can create and edit Lead Ads in Power Editor. It’s a tool for creating and managing Facebook ads. Click on ‘Create Campaign’. Furthermore, click on ‘Lead Generation’ as your objective. Proceed with ad creation like you usually would until you get to the ‘Lead Form’ section. Click on ‘Create New Form’ to create your Lead Generation campaign. Next up are some standard questions that are ideal for all kinds of industries, and every question can be asked with either free text fields or with a preset list of options.

Tricks For Maximizing The Potential Of Conversion Rate

It doesn’t make sense to have a campaign that sucks. But, with just a few tricks your Lead Generation Campaign can and will be successful:

Send a direct message – By putting a direct message in your text you attract people. An example of a direct message is: “Click Here”, “Don’t Miss This Amazing Offer”, “Free Merchandise” etc. You can get really creative with this as long as you lead people to get to the end of this process.
Convert your customers at once – This means that you should have a path that leads your customers and sends from the first part to the last. Let me clarify that for you:
Your Post – „Get your …. here“
Lead Ad – Where they leave their name and email
„Visit Website“ – After they left their name and email
Send them to your landing page – „Click here to get your …“
Customers get your offer
Test your Call to Action – This one is pretty easy, but also important if you want to get the best of your Lead Generation Campaign. Test your Call to Action (Download, Learn More, Sign Up etc.) to see which one works best for you and stick to it.

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