Analyzing Meta Ads' Performance in Sustainable Sales: Comparing Their impact on Engagement and Conversion for Eco-Friendly Furniture Products
Description
A key challenge in digital marketing today is determining the most effective digital advertising strategy to drive real action from consumers, especially for businesses engaged in furniture made from recycled plastic waste. A key challenge in digital marketing today is determining the most effective digital advertising strategy to drive real action from consumers, especially for businesses engaged in furniture made from recycled plastic waste. Many companies still do not understand the digital advertising methods that can optimise the conversion of consumer interest into action, such as contacting the company or making a purchase. This study aims to compare two meta-advertising strategies, namely ads with landing pages and ads directly to WhatsApp, to find out which is more effective in generating leads and improving digital marketing performance. The study was conducted over 14 days using Meta Ads Manager and WhatsApp Business API. The results showed that ads with landing pages generated superior performance, with 36 leads and a cost per lead (CPL) of IDR 13,068.36, compared to the strategy without landing pages, which only generated 20 leads with (CPL) IDR 25,364.05.
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Institutions
- Bina Nusantara University