Facebook Ad performance for offline business

by kevd10
24 replies
So I am trying to generate leads for my bespoke kitchen business via FB ads.

I have followed Ryan Deiss The Napkin Project for their strategy on targeting, and the ad is performing well in that I am getting .13p website clicks (UK based).

The problem is I have had zero leads. Not one person has called and no one has emailed. This is from 200 website clicks.

The bounce rate is at 82%.

Where am I going wrong? The URL is kevinpaulkitchens.com.

Any advice appreciated.
#business #facebook #offline #performance
  • Profile picture of the author Freebiequeen1999
    Hi... are you doing any sort of call to action?

    I did not see it clearly on website...are you doing that on the facebook ad?

    like...summer special...save xx when you book before sept 1

    or facebook special ...xxx

    you need something compelling IMHO

    urgency sells
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  • Profile picture of the author DABK
    Create a page on your site that matches whatever the ad is about.

    Right now, it looks like you'd be sending them to the home page. Your homepage has a minute call us + phone number... And no reason to call.

    Your home page is for everybody and, therefore, for nobody: You have no positioning, therefore, they position you wherever they want... Not for me, probably.

    If I had come across your site 1 year ago, when I was looking at kitchens, I'd have passed you by...

    All you have is pretty pictures, and everybody has pretty pictures.

    You need to have ads that match the landing page, and the landing page has to be about something specific.... Best if there's an offer too.

    Originally Posted by kevd10 View Post

    So I am trying to generate leads for my bespoke kitchen business via FB ads.

    I have followed Ryan Deiss The Napkin Project for their strategy on targeting, and the ad is performing well in that I am getting .13p website clicks (UK based).

    The problem is I have had zero leads. Not one person has called and no one has emailed. This is from 200 website clicks.

    The bounce rate is at 82%.

    Where am I going wrong? The URL is kevinpaulkitchens.com.

    Any advice appreciated.
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  • Profile picture of the author kevd10
    Thanks guys.

    So do you think maybe running an offer in the FB ad, then maybe sending them to a landing page asking for phone no etc for me to contact them?
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    • Profile picture of the author Freebiequeen1999
      Originally Posted by kevd10 View Post

      Thanks guys.

      So do you think maybe running an offer in the FB ad, then maybe sending them to a landing page asking for phone no etc for me to contact them?
      Yes....call to action = send them to a landing page

      you could give a free checklist...you could give a coupon...coupon and checklist or free report....you could do a free consult with a free coupon for facebook only

      limit the time..narrow the field...let' do this now...

      as it stands people who might be maybe thinking of a new kitchen whenever - when they get a new job..when the kids go to college ....when they get married blah blah

      you need people who are looking for a kitchen now - make them an offer (they can't refuse) LOL

      capture the leads - stop the looky loos -

      time - offer - limited time - limited scope (ie when you sign up...for facebook only)

      a lead page that jumps in their face and grabs them and gets them excited

      hth
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  • Profile picture of the author jamiebarclay
    Hi Kevin,

    I run Facebook competitions for my clients and they give people who are interested in your business service a reason to visit your page. Facebook is a social network and it is absolutely imperative that you give people a social experience.

    If it was me I would set up a Viral Competition for your business. They are amazing Kitchens and a beautiful representation of what you do.

    Get creative with the Giveaway but make sure it is relevant to your business. ie Win A FREE Oven with a Kitchen Design. Drive leads at the competition and follow them up. Everybody who enters is your target market because they are entering to get a new Kitchen design.

    The benefit of a viral competition is that when people enter they get additional chances of winning by sharing the competition on other social networks giving you more free traffic.

    I hope that helps
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  • Profile picture of the author kevd10
    Some amazing ideas guys. Truly grateful and happy I approached the offline forum for advice.

    I love the idea of a giveaway. Giving away all free appliances with every kitchen may work tremendously.
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  • Profile picture of the author moneyg
    I agree with someone above about relativity as well as a CTA. Your ad should match with the landing page you send them too with a CTA. Also, not sure if you are using facebooks retargeting but you should considering you are gettng traffic.
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  • Profile picture of the author kevd10
    So I have decided to run an offer of 'all free appliances on every kitchen order before 31st August'.


    Once they click on my FB ad, they are taken to the following landing page. » Special Offer- Kevin Paul KitchensKevin Paul Kitchens


    Hopefully this may be more efficient in generating leads than just sending to my website.


    What you guys think?
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    • Profile picture of the author savidge4
      Originally Posted by kevd10 View Post

      So I have decided to run an offer of 'all free appliances on every kitchen order before 31st August'.


      Once they click on my FB ad, they are taken to the following landing page. » Special Offer- Kevin Paul KitchensKevin Paul Kitchens


      Hopefully this may be more efficient in generating leads than just sending to my website.


      What you guys think?
      Great offer terrible wording.

      "ALL FREE APPLIANCES WITH EVERY NEW ORDER

      LIMITED TIME OFFER: Valid until 31st August 2015, all kitchen orders will receive all new appliances for free."

      I would set a price minimum... I would be offering a "Appliance package that includes a Oven, Hob, Extractor, Fridge / Freezer worth $X

      The price minimum I would set at your overall average order size.. maybe a touch larger.

      So this would look like:


      Limited Time Offer ( <-- in yellow text ) An Appliance package that includes a Oven, Hob, Extractor, Fridge / Freezer worth $X

      All orders on or before 31st August 2015 ( bold text in yellow ) with a minimum value of $X will receive the Complimentary Appliance Package.

      CALL NOW: phone number ( <-- yellow text - just the phone number)
      please use the code: AUGFREE17642 ( <-- yellow text ) when speaking to your sales rep for this offer.

      Offer valid thru 31/8/15. The offer entitles each new customer to a free appliance package to including Oven, Hob, Extractor, Fridge and Freezer. Can Not be used in conjunction with any other offers. * offer subject to availability. ( set in italic and reduce the font size. )
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      • Profile picture of the author kevd10
        wow thanks alot for this.

        This is exactly the push I needed as I was kind of wading around in the dark.

        Awesome advice and I will implement everything you recomended.

        Thanks!
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        • Profile picture of the author ewenmack
          I'm going to be the dissenter here...again.

          The lady who is prepared to pay big money to get the kitchen she wants,
          wants somebody to help her get her dream kitchen.

          What does she want help in?

          Not being pitched appliances if she buys
          a kitchen.

          You haven't identified what she wants help
          in bringing a dream kitchen to life.

          Most buyers don't know what they want until they see it.

          Not just in a mag, not on Houzz, not in a kitchen showroom.

          But in her own home.

          I don't know if there is software that allows you to upload a pic of a existing kitchen area then putting different shapes, colors and location of what is possible.

          Now she can see what the makeover is like in her surroundings.

          She can input those changes.

          She's in control of the making of her dream kitchen.

          Do you think at this point she cares about the appliances you are going to throw in?

          Do you think about going anywhere else when you've taken her through this process?

          Heck no!

          Suddenly you are the most helpful in the buying process.

          I know this type of software is available for exterior of homes.

          Best,
          Doctor E. Vile

          P.S. I advertised a free breadmaker machine for
          every new lawn mowing client.

          That campaign didn't work as well as the ones which clearly
          talked about what the buyer cared about most, which was
          delivering the core service.
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          • Profile picture of the author animal44
            Originally Posted by ewenmack View Post

            I'm going to be the dissenter here...again.
            +1
            Everything the E Vile Dr says...
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            • Profile picture of the author DABK
              We bought a house not long ago. We looked at houses in great shape, newly remodeled. Rejected some because the kitchen was wrong.

              The kitchens, all had granite counter tops, 42 inch cabinets, disposals, dishwashers, stainless steel microwaves, fridge, ranges.

              For some, it was the positioning. For some, it was the size of things in relation to other things or the kitchen size.

              For some, I didn't figure it out, but they were wrong.

              I accepted some that my wife rejected, and vice versa.

              Ewan is right about needing to identify what moves them. I don't know your neighborhoods... Around here, some kitchens are for show... they use the fridge for eggs and drinks.... Eating is done outside the house... So, no cooking on a daily basis.

              Some people take great pride in parties. Some have kids and cooking is a whole different thing.

              And, then, there are tastes to take into account.

              I disagree with Ewan about being pitched appliances if they buy a kitchen. It works great for some people. But they are different buyers / clients than others. You need to be sure you want them. The two or three I know are a pain in the butt every time the thought of spending money comes up.
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  • Profile picture of the author Oziboomer
    Just a side note for you.

    I've been a kitchen buyer an a keen cook.

    When I renovated my last kitchen I wasn't interested in getting pitched appliances but I was interested in getting a design that fitted my love of cooking.

    My only disappointment was something that should have possibly been pushed harder on me at the time of purchase and that was not the cabinets...or layout...or appliances...

    It was the flooring.

    If I had changed it as what was really "softly" suggested...it wasn't something the kitchen remodeller may have had a referral business for it would have put the icing on the cake.

    Find out what will complete that design for the individual...

    ...it may be colour...

    ...it may be convenience...or storage...

    ...it may be flooring.

    I'd take them through a complete "What niggles you?" survey.

    All of the "see before you buy" stuff is great but understanding the true desires and conveying the message that you meet those desires will improve your results.
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    • Profile picture of the author ewenmack
      Originally Posted by Oziboomer View Post

      All of the "see before you buy" stuff is great but understanding the true desires and conveying the message that you meet those desires will improve your results.
      I see the software program showing the flooring, the walls,
      the appliances and lighting as well.

      So it's a complete makeover that matches the space and deep desires
      of the buyer because she's had a hand in designing it.

      No point showing a great kitchen cabinetry and having
      the old wall covers, the old lighting and old floor.

      That's how outside remodeling using the computer modelling
      program sells more than just the new roof...it sells the siding,
      the windows and doors.

      Best,
      Doctor E. Vile

      P.S. The front end offer now becomes a paid kitchen makeover design.
      Even if they don't buy from the seller, it's so good, so complete they can
      take the plan to another kitchen maker and have it made.

      I know it's been done in Texas and is taking over the market
      with this approach I've laid out.

      So there must be software that's available for this.

      Best,
      Doctor E. Vile
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      • Profile picture of the author savidge4
        Originally Posted by ewenmack View Post

        P.S. The front end offer now becomes a paid kitchen makeover design. Even if they don't buy from the seller, it's so good, so complete they can take the plan to another kitchen maker and have it made.

        Here is the thing with this approach... the idea in marketing is to create an amount of separation between you and competitors... with kitchens... well this software aint so unique. IKEA has it in store and has an app you can download. Home Depot has it in store ( they can change the flooring based on what's in stock as an example ) they too have an app.

        There already exist DIY solutions that drop out designs that could from that point be handed over to a contractor.. its NOT new its NOT cutting edge, it is quickly becoming the norm... I don't consider this to be a point of separation anymore. I don't consider this to be a USP ( UNIQUE Selling Perspective ) it is NOW a UNIVERSAL selling perspective.
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  • Profile picture of the author netbroker
    Are you targeting your local area with your facebook Ads?..
    What type of call to action do you have on the ad on facebook..?..
    Can I just also say your website looks very clean, however you do need a call to action wordpress plugin pop up to capture some details from them..
    sumoapp do a great free plugin in for this..

    just a thought..
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  • Profile picture of the author Freebiequeen1999
    Well..it is not either/or..we are talking facebook ads here not a major tv commercial or print ad that is set in stone


    IMHO some sort of call to action and some sort of "date" limit is important on facebook -
    talk about "short attention span theater" LOL

    Split test - tweak and find what works.
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    • Profile picture of the author savidge4
      I am going to disagree a bunch here. I GET targeting the audience. I GET targeting the BUYERS. I GET the concept and ideals of the "tipping point". but there is more here than meets the eye.

      you send out 300 post cards with some of the best damn marketing I have ever seen.. and you get 1 close. Granted the return on that 1 close makes the whole effort worth it. REDUCE the return, and logic suggests that you need to open the message a bit, or send out an ash load of cards ( but then the targeting is lost ).

      If I create a face book ad that says something like "Have you eaten dinner today?" I send this out at 6pm est.. ( -5 UTC ) in EFFECT I am directly speaking to people on the east coast of the USA (across the pond its 11pm so reach is low ). That is defined and refined targeting. to open that up a bit I might say "Have you eaten today?" I am now speaking to the world over.. a universal message.

      THIS ad is speaking a more UNIVERSAL language. IF you are passed the tipping point it may be of interest. IF you are on the cusp of the tipping point this ad may be of interest. IF the idea of a kitchen renovation has even crossed your mind this ad may be of interest.

      No matter how you slice this... a $3000 appliance package becomes a GREAT motivator. it starts drawing attention to your business and your services universally. This guy is not looking for 1 new client.. he wants 10's of clients. I think the ad is damn good! I think the ad will be successful, and MEET the companies needs.

      There is the power and strength of a well targeted message, and then there is the leverage and reach of a refined message opened up a bit. This message is leveraging the appliances to create that wider buyer spectrum reach.
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      • Profile picture of the author animal44
        Originally Posted by savidge4 View Post

        No matter how you slice this... a $3000 appliance package becomes a GREAT motivator.
        Not when every kitchen supplier is offering much the same...
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        • Profile picture of the author savidge4
          Originally Posted by animal44 View Post

          Not when every kitchen supplier is offering much the same...
          You are correct... but here I am on a forum and based in the states... this is something the OP needs to answer... is it Unique OR is it Universal?

          The software angle.. even from my seat here.. I KNOW is Universal.
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          • Profile picture of the author eccj
            Originally Posted by savidge4 View Post

            You are correct... but here I am on a forum and based in the states... this is something the OP needs to answer... is it Unique OR is it Universal?

            The software angle.. even from my seat here.. I KNOW is Universal.
            But does it matter if it is unique? Lots of advertising says the same thing because that is what sells.

            You go look at a CRM and you have to dig through the site to see what is different from one to the other. They all tout the benefits of having a CRM.
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            • Profile picture of the author savidge4
              Originally Posted by eccj View Post

              But does it matter if it is unique? Lots of advertising says the same thing because that is what sells.

              You go look at a CRM and you have to dig through the site to see what is different from one to the other. They all tout the benefits of having a CRM.

              If you are digging? your not seeing the USP. Sure all the products are the same until you get into the detail.. but they really want to convert you well before you get there. A USP is that upfront message.. why you should be using their free trial ( in some market spaces a free trial can be a USP, but not here LOL, its a requirement )


              http://www.sugarcrm.com/ Building relationships individual to individual so your business is seeing i2i ( nice visual with 2 lines rolling off into the distance - visual representation of you and your client with a long lasting relationship )

              Microsoft Dynamics CRM: Customer Engagement Management Customer Engagement - Positive customer experience is increasingly important

              https://www.insightly.com/ "Unleash your inner hero" - not about the customer at all here it is about looking good in your organization. ( WIIFM )

              CRM and Cloud Computing To Grow Your Business - Salesforce.com "Sell Smarter and Faster"

              https://www.zoho.com/ "Operating System for Business" - "ready for mobile" <-- is unique in the space

              Small Business CRM | Marketing Software Small Business | Infusionsoft "The most powerfully integrated small business sales and marketing software on the market" - Probably the worst USP of the bunch.. but it simply is the truth and anyone seriously looking at CRM's knows this to be a fact - kinda scarry actually.

              ME? I would say there is a vast difference Just in the few I am showing here. We have building relationships, Engaging your customer, Sell smarter and faster, Ready for Mobile, and the most powerful marketing software on the market. Pretty diverse and nothing universal at all.
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  • Profile picture of the author Freebiequeen1999
    I agree...Home Depot and Lowes do the design stuff too...I think a strong call to action, time sensitive ...and then strong close in home. Takeaway
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