How GolfTEC Cut Its Cost Per Lead In Half With Adgo

Summary

SWINGING FOR SUCCESS WITH FACEBOOK ADS

One of the world’s leading golf lesson providers launched its first centre in Hong Kong in September 2016. It needed to generate awareness of the new golf centre to Hong Kong residents interested in golf and begin driving lesson bookings at a low cost. Adgo’s automated system deployed and managed multiple campaigns to effectively break into the new market.

The Company

A WORLD LEADER IN GOLF COACHING

GolfTEC is a recognised world leader in golf instruction with 200 centers and 600 certified personal coaches in 87 cities across USA, Japan and Korea. It operates with the goal of using advanced technology to simplify golf instruction; making a great game even more enjoyable. GolfTEC launched its inaugural Hong Kong centre in September 2016.

The Goal

CRACKING HONG KONG

GolfTEC already has established and successful operations within the Asian market in Korea and Japan. The objective was to replicate this success and customer appetite for golf improvement within Hong Kong by reaching out to golf enthusiasts; raising the awareness of the GolfTEC brand in the new market and driving leads, at a low cost.

“GolfTEC is new to Hong Kong and part of our branding exercise was collaborating with Adgo to market the product. Using Facebook with Adgo has proven very successful for our brand launch. We have managed to reach out to a vast majority of the golfing community in Hong Kong, many of whom would not have heard about GolfTEC otherwise.”
— Mark Henderson, COO, GolfTEC Hong Kong

The Challenge

OPTIMIZING PERFORMANCE WITHOUT IN-HOUSE EXPERTISE

The key challenge was getting the GolfTEC brand in front of those most likely to book lessons in a new market—where GolfTEC had no prior customer data but needed precise targeting. As such, it was imperative to continually feed this new customer data back into its targeting to optimize campaigns to quickly achieve results at a low cost. This had to be done at scale without having an in-house advertising expert to run the campaign.

The Solution

UTILIZING ARTIFICIAL INTELLIGENCE FOR OPTIMIZATION

GolfTEC used the Adgo platform to launch and manage a series of customised Facebook campaigns to coincide with its Hong Kong launch, targeting golf enthusiasts to drive leads for lesson registrations. Adgo enabled easy split testing of creative and targeting to quickly zero in on most likely registrants and feed this data back into campaign targeting.

The platform’s proprietary algorithms also pulled data from Facebook’s Insights API to automatically perform daily bid and budget reallocations. This continually optimized multiple campaigns to target most likely registrants at the lowest cost. Not only did this enable GolfTEC to maximize its results with minimal in-house experience and time, but also helped it cut its cost per lead in half for the entire duration of the campaign.

The Result

A HOLE IN ONE

Using the Adgo platform GolfTEC was able to break into the Hong Kong market by launching complex Facebook advertising campaigns with minimal previous experience. The platform also helped the brand:

  • Reach a total of 190,000 people in the first three months of operation
  • Achieve a 60% reduction in cost per lead vs non-Adgo campaigns
“Adgo has proven a great tool to market our product to specific people that have interests in golf. It’s been a valuable collaboration in which the Adgo team have been extremely helpful—walking us through our new journey in digital media and quickly improving our performance to reduce our cost per lead.”
— Mark Henderson, COO, GolfTEC Hong Kong

Find out more about GolfTEC Hong Kong.