Digital Frontiers Institute

Facebook advertising for Digital Frontiers Institute

How do you sell an online fintech course using Facebook advertising? Our experience is that this platform tends to be notoriously bad for conversions.  But then we were approached by our friends at the Digital Frontiers Institute (DFI) to take on this daunting task for Asia, Africa and Latin America. First, we thought we might struggle to see real results. But thanks to some creative design and out-of-the-box thinking on targeting, we started to see results.

From a design perspective:

We were in complete control of the creative process because this project followed in the footsteps of a brand renewal that we implemented for DFI on social media. There was good momentum between us after successfully rolling out their new brand identity. This helped us to find a visual theme that will carry the message across the diverse landscapes of our targeted audience

From an advertising perspective:

It was a big challenge to get the most amount of conversions at the best possible price. To achieve this, we had to do targeting well. But the problem is that DFI’s target audience is in developing markets and speaks multiple languages. It can also be difficult to sell professional development courses within these contexts.   

In the process, we discovered some insights that might help you with your Facebook conversion campaign.

  • Start off with broad targeting and narrow it as you go along.
  • Unstuck an underperforming ad set with one or two iterations. Avoid making too many changes too quickly.
  • Build fast, launch quickly, crunch data and optimize.
  • The Latin American market is a difficult nut to crack, because of the language barrier. This audience had a much higher CPC cost than Africa and Asia.