How Dalworth Restoration is growing their Facebook presence and engagement.

Dalworth Restoration is a damage restoration company around the Dallas-Fort Worth area.
In the past, They were pulling $70 in spend with a CPF (cost per fan) of between $3 and $23 across 3 campaigns. 3 promoted posts didn’t do much.
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So our first campaign is for fan acquisition.
We are starting with traditional page like ads (headline, images, descriptions) and sponsored stories (page like ads). 108,000 people 24+ within 50 miles of Euless who are friends of fans of Dalworth Restoration.
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Including the phone number generally isn’t as effective in driving conversions, but it may drive some phone calls that don’t have associated clicks.  If you’re wanting to measure phone conversion, you can set up multiple tracking codes passed through the URL like Dalworth did, displaying different numbers for each campaign.
Try some other combos– likely relying more on page like stories (which don’t require you to come up with body copy).
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So we now have 5 ads– four standard ads that rotate through these four images and one sponsored story (that uses a friend’s endorsement).
To be able to target homeowners (since renters are not likely to call a restoration service), we must replicate this ad in Power Editor.  There are now 1,063 partner category targets available.
There are 69 million homeowners in the US, a subset of which are in the DFW metroplex. We also have renters, recent homeowners, and property value ranges. Sometimes Facebook’s audience estimator doesn’t provide the counts.
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For now, we chose “all Facebook” for the placement, since CPF will likely not differ significantly. For engagement and conversion ads, we will want to separate these out, especially if we are sending people to the website, which may or may not be mobile friendly. We can choose to not show on mobile or not show on the RHS (right hand side).
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We got the initial ad approvals back within a few minutes of submission.  The more spend history you have and the longer you’ve had your account, the faster your ads are approved. In the early days, before Facebook had ad operations teams in different countries, it would sometimes take days to get ads approved.
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The heart of our campaigns is on engagement (named 2_engagement), where we have “always on” ads that promote the most recent post into the newsfeed.
We set a budget of $20 a day, which should be more than enough to cover this. Of the 893 fans, we can expect that half will be online each day (about 450), which will cost us about $5 a day to reach.  Setting a budget that is above the actual spend is unlikely to hurt us, since Facebook limits newsfeed frequency.
Without turning these on, our organic posts are getting only 50-60 people to see them.
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Above, we see that we got only 54 people out of 893 fans to see it, which is 6%– normal.  But with the engagement ads that are always on, we can expect 35-50%, which is 6-8 times better.
We have one ad that is always on, targeting just the newsfeed.
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We are targeting just homeowners within 50 miles of Euless that have home values north of $150,000.  Interestingly, in the United States there are 133,100 folk who have home values above $2MM we can target on Facebook.
By targeting homeowners who are also connected with people who are fans of Dalworth Rug Cleaning and Dalworth Restoration, we chop the audience from 220,000 down to just 5,600.  As the audience campaign does its job, the social reach (the number of folks we can reach who have a social connection), increases. Right now we’re at 5%, but would like to be at 50% by the end of 2014.
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Custom audiences are the most powerful feature of Facebook ads, since we can upload existing lists of customers to be matched and targeted on Facebook, plus find look-alike customers (people who are not customers, but have similar characteristics of existing customers).
We’ll create a separate set of campaigns for Dalworth Rug Cleaning, but still use property managers and insurance agents for Dalworth Restoration.
By the way, it’s okay to have multiple pages listed in the “friend of fans” connections box, which is hidden under “advanced connection targeting”.
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We don’t have conversion campaigns set up yet, since we need to have marketing automation place to collect emails and then nurture prospects.  Need something like Infusionsoft here to be smart about managing this funnel.


“It’s not the fan count that matters, but the quality of the engagement and how this turns into eventual conversion. We see social as an assist to other channels.” Says Evan Islam, who handles marketing at Dalworth.
Readers, how do you grow your audience? Have any experience/advice to share?
Dennis Yu

About the Author

Dennis Yu

Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.

He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.

He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.

Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.

You can contact him at