Testing is the most important aspect of any Facebook ad campaign. Without testing multiple lead magnets, we wouldn’t have discovered that one completely outperformed the others, and our cost per lead would likely be much higher. Fully trusting our expertise, Mikella was open to all of our testing recommendations. We recommended that we begin by testing three lead magnets. The lead magnets were comprised of content made by Mikella but guided by TDM. Because Mikella was completely open to testing whatever we thought was best, we were able to quickly find the checklist to resonate most with her audience.
Initially, we tested the following lead magnets:
1) A Giveaway
2) An Ebook
3) A PDF download
By having multiple lead magnets, we were able to easily identify which aspects of the campaign were working, and which were not. We know when to turn off ads that are not performing as optimally as others, and when to leave on highly-converting ads, thus ensuring the greatest success.
When we began testing, the PDF download brought in leads close to just $1/lead, which is very rare for lead generation via Facebook today. We were thrilled with this result!