The Challenge
Comsys Solar sells solar cell products in Thailand and installs and services solar panel systems from start to finish. The company promises its customers savings, safety and efficient systems, with its own team of professional installers and maintenance staff.
Comsys Solar wanted to win customers online, above all through conversations on Facebook Messenger, and it set a monthly target for the number of messages. Changes in the cost of showing ads and a new direction for the ad artwork made that target hard to reach, so the campaign needed to work more efficiently.
Our Approach
Primal changed how the campaign was set up and split it by where the ads appeared. One campaign ran the feed ads and a second ran the video ads, so the 2 placements no longer shared one campaign.
The strategy put most of the weight on video, the placement that had given better results in the fourth quarter of 2023. The aim was to spend the budget where it brought the most engagement.
Outcomes Achieved
Primal ran the 2 campaigns separately and followed the results of the feed ads and the video ads closely. The data showed that the video campaign brought far more engagement at a lower cost than the feed campaign.
Primal then put the whole campaign on video, which fitted Comsys Solar’s goals better. Messages grew 3x month on month, the cost per acquisition (CPA) fell 65% and the cost per 1,000 impressions (CPM) fell 41%.
- 3xIncrease in Messages
- 65%Lower Cost Per Acquisition (CPA)
- 41%Lower Cost Per 1,000 Impressions (CPM)
Key Insights
- Separate campaigns for feed ads and video ads showed that video brought more engagement at a lower cost.
- With the whole campaign on video, messages grew 3x month on month.
- The cost per acquisition fell 65% and the cost per 1,000 impressions fell 41%.
