Industry: Outdoor Living / Building Products
Campaign Type: Paid Social Media Advertising
Belgard is the flagship brand of hardscape building materials manufacturer, Oldcastle, Inc.
Belgard supplies various hardscape materials for outdoor living areas such as concrete, porcelain, and permeable pavers, freestanding and retaining wall blocks, as well as a variety of kits for outdoor kitchens, fireplaces, and fire pits.
Brought in by a trusted agency partner, Captivate managed Belgard’s paid social, paid search, and organic SEO programs for 2018. The program centered on driving qualified leads for hardscape projects across the United States.
The Project Challenge
Part of the challenge with any paid social media campaign is first building out the right audiences in order to find customers who are likely to convert and then optimizing ad budgets, creative rollouts, and audiences based on performance. This becomes especially important when scaling spend.
Captivate provided an overarching paid social media strategy, with national, regional and trade campaigns. By working with the Belgard team on their target audience profiles, Captivate was able to build out audiences that aligned with the ideal Belgard customer.
These audiences—combined with look-a-like audiences and retargeting audiences—served as the foundation of the Belgard ad campaigns. Spend was then optimize based on key performance indicators including Cost Per Lead, Cost Per Click, Click Through Rate by both audience and channel for the most efficient use of paid social media ad dollars.
Not only was Captivate able to scale a 440% increase in spend efficiently year-over-year, optimization efforts and audience build-out resulted in improvements across the board for each KPI metric. Cost Per Click decrease by 4.05%, Click Through Rate increased by 0.18%, bounce rate decreased by 3.21%, and Cost Per Lead for social assist conversions decreased by 21%. These aggregated metrics span the Facebook, Instagram, and Pinterest.