American Century Investments decided it was time to evaluate the performance of its Facebook advertising. So the company invited several Facebook Marketing Partners to participate in a bakeoff to see who could drive the most leads using a combination of Facebook and Instagram.
AdParlor was one of the contenders, and it set its sights on a lofty mission: proving that with the right approach it is possible for the financial services industry to efficiently generate leads using social media advertising.
AdParlor crafted audiences and also targeted Lookalike Audiences based on the company’s website visitors and anonymized CRM data.
These audiences were then targeted with a combination of Link, Lead Gen, and Carousel ad units on Facebook and Instagram.
Halfway through the bakeoff, AdParlor was
already the clear winner, generating more than ten times the number of leads than its competitor.
Senior VP of Retirement and Client Marketing
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