MiWay Case Study

Optimising Facebook ads with a full funnel approach to boost campaign performance

The Goal

MiWay wanted a way to increase its Facebook and Instagram ad campaign performance, raise brand awareness, generate more leads and, ultimately, increase sales.

The Solution

Rocketer set up and implement an A/B test that compared the performance of:

  • Cell A: MiWay’s usual direct response ad campaigns optimised for consideration and conversions
  • Cell B: the same ad campaigns as in Cell A, but optimised for brand awareness in addition to consideration and conversions

The A/B test proved that Cell B – that supported the brand awareness element and functioned as a full-funnel approach – outperformed Cell A. And because MiWay had already integrated its website with the Meta Conversions API, it was able to securely pass data on customer conversion actions from its server to Meta’s server for optimal performance. Having this integration supported Meta’s machine learning algorithm to deliver ads to users more likely to be in-market for motor insurance products.

The Results

  • 5X incremental purchase conversions at 38% lower cost per conversion lift with brand awareness added, compared to usual direct response optimisations only
  • 2X incremental lead conversions at a 76% lower cost per conversion lift with brand awareness added, compared to usual direct response optimisations only
  • 8X incremental complete registration conversions at an 85% lower cost per conversion lift with brand awareness added, compared to usual direct response optimisations only
  • 32% lower cost per brand lift for ad recall with brand awareness added, compared to usual direct response optimisations only
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