GROWTH HACKING AD CONVERSION CASE STUDY
UTILIZING HASH AUDIENCE TARGETING
LEARN HOW TO TARGET HIGH PURCHASE INTENT GOOGLE SEARCH TRAFFIC ON LOWER-COST AD PLATFORMS
My Grandparents grew up during the great depression when money was tight and every dollar had to stretch further and further. People who grew up in this era tended to be tight with every penny. As a marketing professionals, these characteristics have to be instilled within us if we’re going to turn a profit on our ad spend.
Lean startups depend on access to low-cost customer conversions no matter what niche they are in. When conversions matter, your audience targeting has to be on point. This Guide to Hacking Ad Conversions will challenge some traditional viewpoints on how to set up and run paid marketing campaigns on Facebook, TikTok, Instagram, and Google. When you’re done with this guide, you’ll be a conversion ninja, chopping CPAs left and right.
LASER FOCUSED AUDIENCES
The trick to improving your ad conversions is all about being able to target high purchase intent customers on cheaper ad platforms where it’s impossible to target purchase intent directly. How do you do this? Let me explain.
The most effective way to find high purchase intent consumers is Google Search. If someone is looking for CRM Software on Google, they are more than likely trying to find a CRM for their business. However, Google search ads are very expensive which drives your cost per customer acquisition up.
What if you could target high-purchase intent consumers from Google on lower-cost ad platforms though? Well you can, and I’m going to show you how below.
INTRODUCTION TO HASH DATA AGGREGATION
Hash data is encrypted user information that identifies a social media user making it easier to target them specifically with ads. If you can find the Hash data of social media users who are searching Google for keywords related to your industry, product, or niche, you can run ads to them on low-cost ad platforms like Facebook, Instagram, and TikTok.
There are several platforms that provide access to this exact type of search Hash data. Data aggregation platforms like AudienceSherpas layer consumer data from over 20 aggregation feeds to build consumer profiles on over 270 Million US consumers. These platforms even have access to consumers' search history which is updated every 24 hours.
In essence, a company can target tens of thousands of consumers looking for “Yoga Pants” and build a custom “Hash” based audience on Facebook targeting these specific consumers with ads promoting Yoga Pants. This is how you take the high purchase intent of Google Search consumers and target them on lower-cost ad platforms to drive down your cost per customer acquisition.
AUTOMATED AUDIENCE FEEDS
You’ll need to work with your Data Aggregation provider to build a custom audience feed that adds new high purchase intent customers into your Custom Hash Audience on your ad platform of choice. Each morning as your data feed is updated, your ad platform will show your ads to new high-purchase intent consumers actively looking for your products or services.
This list of high-purchase intent consumers can be automatically fed into your Facebook, Instagram, or TikTok custom audience builder. Platforms like AudienceSherpas provide updated consumer Hash data every 24 hours and automatically pipe it into your ads account. These customers are then specifically targeted with your ads.
CONVERSION OPTIMIZATION FROM HASH DATA
Once you’ve built your hash-based audience from your data provider, it’s time to start running ads. When running ads on Facebook, Instagram, or TikTok, you’ll want to utilize pixels and track customers who actually purchase your products. You’ll then create a custom audience using this Pixel to target even higher purchase intent consumers when your chosen ad platforms algorithm refines your audience even further.
OUR CAMPAIGN RESULTS
As a lot of you know, we are a large Influencer marketing platform that relies on reaching Influencers who have an interest in the companies that we promote. When we run campaigns for clients, we want to make sure that our Influencers have an interest in what they are promoting. As such, for each new campaign we run, we target new Influencers and sign them up on our platform on behalf of our clients.
When we ran Facebook and Instagram ads before using Hash Data Targeting, our cost to acquire a new Influencer was outrageous. This prevented us from really scaling the number of Influencers we were able to use for our client's campaigns.
When we started utilizing Hash data targeting for our own Influencer ads, we noticed a massive decrease in our Influencer acquisition costs. When we advertised without Hash data audiences, our cost to acquire a new Influencer signup was $4.34 each.
After creating an audience feed from our data aggregation provider, we saw a massive drop in our cost per acquisition. Our cost per acquisition ended up at around $1.34 per Influencer signup. That’s a 308% decrease in costs which was great but we wanted to lower it even further.
CONVERSION PIXEL AUDIENCE
When you reach 1,000 conversions on your ads, an amazing thing happens, you’re able to build a Look-a-Like audience that targets people similar to those who actually signed up on our platform.
When we took it a step further and built our look-a-like audience from our tracking pixel of signed-up Influencers on our platform, our cost per influencer acquisition dropped all the way down to .35 cents each. This dropped our total cost per Influencer acquisition by over 1,276%.
You can utilize this approach on literally any type of product, service, app, platform, or program that can be targeted by what people are searching for on Google. If your customers use Google to find information about your niche, you can use this approach to lower your customer acquisition costs.
NEED HELP IMPLEMENTING THIS STRATEGY?
If you think this approach would be something that could help your business, I would love to help you explore this option in greater detail. I provide consulting services to startups and Fortune 500 companies alike. I also own the Influencer marketing platform EngageCreators. You can contact me directly using the information below.
Robert Thomas
Founder
EngageCreators.com
1(904)888–1457
