1. PREPARED BY MARISSA CRANDELL
In-House vs. Agency
A/B TESTING WITH SOCIAL MEDIA
2. SEPTEMBER
2017
IN-HOUSE
MANAGEMENT
AGENCY
MANAGEMENT
TACTICS
In Q4 2017, my client needed to increase business leads, and ultimately new accounts. After hiring a social media agency to assist
with this goal, we weren't seeing the results promised. In September 2017, I wanted to go head-to-head against the hired agency
and see if my Facebook 'lookalike' targeting reigned supreme over their AI-targeting software. Here's were the results...
IMPRESSIONS
SPEND
AVG. CPL
LEADS
APPROVALS
AVG CLOSE RATE
48,342 234,474
$5,000 $14,047
$20.17 $176.63
196 191
3 5
2% 3%
3. OCTOBER
2017
IN-HOUSE
MANAGEMENT
AGENCY
MANAGEMENT
TACTICS
The results of my September 2017 test was shocking. The agency was spending about $10,000 more per month and only got 2 more leads
than my in-house strategy. Based on my knowledge of the target audience, I wanted to test a content marketing approach against the
agency's lead-generation ad units. The following results show that content marketing produces quality leads, over the agency's quantity.
IMPRESSIONS
SPEND
AVG. CPL
LEADS
APPROVALS
AVG CLOSE RATE
360,873 116,743
$5,000 $8,000
$1,666.67 $86.76
3 87
2 1
67% 1.15%
