Facebook Campaign for Ziegler CAT
Neuger worked with Ziegler CAT, one of the largest Cat® equipment dealers in North America, to design a Facebook campaign to broaden their reach on social media and promote a limited-time offer.
Ziegler CAT was looking to broaden their reach and find new leads for their compact construction equipment division. In addition to a billboard and print advertising campaign, we recommended digital display ads using customized targeting options and optimizing the campaign to generate new leads. This strategy allows an organization to base digital ad targeting on lists of actual purchaser data, which has been more successful in generating leads compared to interest and affinity targeting.
In order to use the clients’ advertising dollars more strategically, we helped them to create custom audiences using existing customer and prospect data. To expand the reach of the campaign, we also utilized Facebook’s lookalike audience targeting to find users who were similar to other users who expressed interest in the offer.
The campaign was a success, bringing in many highly qualified leads, including customers who had never purchased from Ziegler before. Over a 90-day period, more than 95 leads were collected resulting in purchases totaling more than $750,000, helping them exceed quarterly sales targets.