Now it’s pretty obvious to say that no two businesses are built in just the same way. Solar companies, just like companies in any other vertical come in many different shapes and sizes.
Along with that uniqueness, every company brings with it its own set of unique strengths and weaknesses.
I recently witnessed how the distinct properties of businesses (not the marketing) affected outcomes in the real world by looking at a side by side Facebook campaign comparison.
Over the last two months, I tested two virtually identical Facebook ad campaigns that I ran for two separate businesses and got completely different results.
Though the campaigns weren’t truly identical, they were very similar in structure
They both ran video ads (ensures more engagement and a lower cost per click)
They both used the same targeting for Ad set #1 (interest-based)
They used the same demographics, including age range, income level and home ownership.
For audience #2, they both used an existing customer list to create a targeted lookalike campaign.
Both campaigns went through our same optimization process.
The first company’s results were really fabulous: $21 per lead with 23 leads over a $500 ad spend. We went on to spend much more, but we had awesome results right out of the gate.
As for the second company, with the same conditions set inside Facebook, the results couldn’t have been more different. A big zero for conversions!
Contradictory results seem to defy logic but there’s a reason for it. It’s not just a random thing.