Client: Cloth Market Institute, Indore
Campaign Duration: 45 Days
Objective: Generate leads for admissions
Platform: Facebook Ads
Creative Format: Video
Target Audience: Indore Region

Client’s Requirements:

The primary goal of the campaign was to generate student inquiries for admissions at the Cloth Market Institute. The client requested:

1. Lead Generation: A target of approximately 150 leads.
2. Impressions: At least 8 lakh impressions to ensure widespread visibility within the Indore region.
3. Ad Frequency: Maintain high visibility by showing the ads consistently throughout the day.

Strategy and Approach:

1. Creative Development:
   • Developed an engaging video ad that highlighted the institute’s unique value propositions.
   • Focused on visually appealing content to capture attention in a crowded digital environment.
2. Target Audience Segmentation:
   • Used Facebook’s detailed targeting tools to focus solely on the Indore region, ensuring that the ads reached the most relevant audience.
   • Further refined targeting to people with educational interests and students in relevant age groups.
3. Landing Page Optimization:
   • Created a simple landing page with a form asking for name, phone number, email address, and course of interest.
   • Ensured that users had to manually enter their details, reducing the risk of fake submissions.
4. Facebook Pixel Implementation:
   • Integrated Facebook Pixel to monitor user behavior and optimize the campaign over time.
   • Pixel tracking helped in retargeting users who visited the landing page but didn’t convert, improving the relevance of the leads.
5. Ad Frequency Management:
   • Ensured that ads were displayed at least three times daily to the target audience.
   • This consistent exposure helped maintain visibility and engagement throughout the campaign duration.
6. Lead Collection Efficiency:
   • Implemented direct lead collection via Google Sheets, allowing real-time access to lead data without the limitations of Facebook’s lead form management system.
   • This streamlined process made it easier for the client to track and follow up on leads.

Results:

The campaign not only met but exceeded the client’s expectations. Below is a comparison of the client’s initial requests versus the actual delivery:

Detailed Insights:

1. Lead Quality:
   • Result: 95% of leads were genuine, with only a small percentage (5%) of fake entries.
   • Reason: The manual entry requirement for the form made it difficult for bots or spammers to submit fake leads.
2. Impressions and Engagement:
   • Result: Over 11 lakh impressions were achieved, surpassing the initial target of 8 lakh.
   • Reason: The high engagement with the video ad and consistent ad frequency contributed to this success.
3. Ad Frequency and Visibility:
   • Result: Ads were shown to the target audience at least three times a day, ensuring continued visibility.
   • Reason: Careful management of ad frequency and budget allocation ensured that the campaign maintained its momentum throughout the 45 days.
4. Lead Management:
   • Result: Leads were collected directly into Google Sheets, making them immediately accessible for follow-up.
   • Reason: This avoided the inconvenience of accessing leads only through Facebook’s interface, streamlining the process for the client.

Client Feedback:

• Lead Quality: The client highlighted that 95% of the leads were genuine, with minimal fake leads due to the form’s manual entry requirement.
• Convenience: The use of Google Sheets for lead collection was praised as it allowed for easier access and management of the leads compared to Facebook’s lead forms.
• Relevance: The integration of Facebook Pixel helped in capturing more relevant leads, as it allowed for retargeting users who had shown interest but did not convert immediately.

Conclusion:

The Facebook Ads campaign for Cloth Market Institute in Indore was highly successful. The campaign not only met but also exceeded the client’s expectations in terms of lead generation and impressions. The combination of targeted audience segmentation, engaging video content, and effective lead management contributed to these stellar results.

This case study serves as an example of how a well-planned and executed digital marketing campaign can deliver results beyond expectations.