How I Make the Phone Ring with Facebook Ads (At Scale) | Contact.io Conference

About this Video

• Video Title: How I Make the Phone Ring with Facebook Ads (At Scale) | Contact.io Conference
• Channel: John Casto
• Speakers: John Casto (main speaker), an unamed moderator/host
• Duration: 00:29:03

Introduction

This video presents a talk by John Casto at the Contact.io Conference on how he makes phone calls ring using Facebook Ads at scale. Casto shares his experience as a media buyer, focusing on creative strategies, balancing cost per call with quality, and effective campaign structures. He also provides insights into the publisher-advertiser relationship within the lead generation space.

Key Takeaways

1. Creative Drives Performance: Ad creative is paramount for success in media buying, significantly impacting overall performance. Iterating on successful past creatives, while also seeking new and innovative concepts, is a key strategy.
2. CPA vs. LTV: The cost per acquisition (CPA) in relation to lifetime value (LTV) is the most crucial metric. Focusing solely on CPA can lead to a race to the bottom.
3. Balancing Cost Per Call & Quality: Finding the optimal balance between cost per call (CPC) and lead quality requires testing different levels of funnel filtering. A spectrum of filtering options (light, moderate, heavy) should be tested.
4. Campaign Structure & Scaling: Effective campaign structures involve open targeting, manual campaign settings, lead objectives, and testing various ad-to-adset ratios. Scaling involves using top-performing ads with increased budgets and employing CBO.
5. Importance of Relationships: Building strong relationships with buyers and publishers is essential for success in the media buying space.