Due to Club Connect’s Uber specific audience, and the realisation that even with super specific targeting, we would capture those not within the target group, we knew screening of leads and traffic would be critical.
There was a two pronged approach to screening deployed in the campaign:
1. The Planning Phase
By selecting ad units that were highly likely to screen our engaged audience before they came to site (such as meta lead generation ads with screener questions)
2. Implementing Early Learnings
Early learnings showed high drop off rates on site. Implementing a landing page with a gated screening question and easy link sharing tool prompting screened users to “pass us to the right person”.
In conjunction with the screening techniques, we leveraged detailed platform targeting to get as close to the audience as possible. For example:
- Sport club coaches, community page admins, and parents with team sports interest via Meta & Google discovery campaigns.
- Contextual keyword targeting via our programmatic partner, StackAdapt based on search history targeting people looking for “community sports grants”, “sport club jerseys”, “local sports team” etc.
To tie it all together, we opted to run video engagement objectives to a broad, TOF audience first, looking for those who watched at least 50% of our educational videos. By re-marketing to this MOF group with traffic objective ad units, we hoped to increase the likelihood of reaching the correct people.
