Company In Spotlight: Pro Construction Guide

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About Pro Construction Guide: Pro Construction Guide is a magazine and website brand dedicated to the advancement of the construction professional. You can find their magazine in Home Depot, Lowes, Sears and more.

Challenge

Pro Construction Guide hired Social Vantage to increase their email list, and grow the digital side of their brand using social media marketing. When Pro Construction Guide approached us, they explained to us that they wanted to increase their email list by 1,500 – 2,000 people per month at an average cost per subscription of $1.50. Within the first month of working together, Social Vantage implemented advanced Facebook advertising strategies that drove over 10,000 new email subscribers within the first month at an average cost of $0.25 per subscriber.

In 30 Days: 11,803 New Email Subscribers – $0.25 Cost Per Subscriber – 58.35% Conversion Rate

Approach

We knew Pro Construction Guide’s main goal was to drive new email subscribers to their list. First, our team came together to brainstorm campaign ideas that would result in acquiring 1,500 – 2,000 new email subscribers a month for our client. The strategy we decided to move forward with was a lead generation free giveaway contest idea that we would promote with a custom landing page and targeted Facebook advertising. We decided to work on the landing page. The landing page was going to be the web-form where a user “landed” once they clicked the Facebook advertisement in their Facebook newsfeed. Like all of our landing pages, we kept the design clean, professional and easy to navigate. Once the landing page was done, we moved onto the Facebook targeting (WHO were we going to be targeting)? We knew the targeting was going to be fairly complex since Pro Construction Guide has many different audiences. Once we decided on our targeting we moved to creating the actual ad copy and creative!

Landing Page Design & Development

PCG landing page

Facebook Interest Targeting Preperation

We broke down interests on Facebook that would be tailored towards Pro Construction Guide’s target market.

Painters and Wall Covering Specialist

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HVAC (Heating, Ventilating, and Air Conditioning)

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Electricians

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Results

The results for Pro Construction Guide were tremendous. Within the first day of launching the campaigns we had a few hundred subscribers already signed up for the contest. We quickly optimized the advertising campaigns by turning off the ad sets performing poorly and scaling (adding budget) to the ad sets that were performing very well and had a low cost per acquisition. For a more detailed analysis see the video below…