With its Clear Smiles Week fast approaching, we decided to use Lead ads for this promotion.
The direct response campaign was highly successful.
The Lead ads where able to reach people most likely interested in Invisalign. It applied what it learned from its previous campaign, focusing ad creative on product shots, which had outperformed lifestyle-focused images.
It also used a “Learn More” call-to-action button—directing people to a landing page—that had previously performed better than “Contact Us.”
For its mobile ads, we used images with teenage models to appeal to its primarily younger mobile users. Ads for desktop News Feed featured more family-friendly images that would appeal to parents.
To ensure its ads reached the right people, the we targeted a range of audience groups. It targeted its link ads to Generation X men and women and millennials, as well as parents with teenagers or preteens, and people interested in oral care, braces or Invisalign.
The company also used website Custom Audiences to retarget ads to people who had already visited its website.