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Interest Targeting and Boosted Posts
Prepared by: Grant Kenney & Dave Serino
May 3, 2016
Never before has it been
easier to reach the right people at the right time with your brand
message.
#PureMichiganEDU
#PureMichiganEDU
Organic interest
targeting is a great free way to get
your posts in front of the right people.
#PureMichiganEDU
It’s easy to set up targeting and choose targeting for posts!
#PureMichiganEDU
If you don’t see these options check your settings!
Besides basic demographic and location targeting, you can hone in on precise
interests and other pages.
#PureMichiganEDU
Curious how effective your
targeting was? Look at the audience insights to get a breakdown!
#PureMichiganEDU
You don’t have to be Coca Cola or General Motors with millions to advertise on social media.
If you have a Facebook page you can advertise on Facebook!
#PureMichiganEDU
Boosted Posts are an easy and effective
way to get important and quality content in front of more
people.
#PureMichiganEDU
Boosting a Facebook Post
#PureMichiganEDU
What you’ll see…
#PureMichiganEDU
Most boosted posts will want to target either fans or friends of fans to increase exposure.
#PureMichiganEDU
You may also create and set the audience
you wish to target.
#PureMichiganEDU
Boosted posts and interest targeting are excellent for
promoting solid content, but for more options and targeting
you need to go further down the
rabbit hole… #PureMichiganEDU
“There is really no excuse for someone to see your ad who doesn’t want your
product”
Dan Slagen, SVP, Nanigans
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
Building an Audience via Facebook
#PureMichiganEDU
Leverage Your Data to Build an Audience
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
#PureMichiganEDU
Website Click Ad
#PureMichiganEDU
Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: 24 - 65+ Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything
Website Click Ad: Targeting
#PureMichiganEDU
Website Click Ad: Results
#PureMichiganEDU
Website Click Ad: Results
#PureMichiganEDU
Website Click Ad: Refined Targeting
#PureMichiganEDU
Website Click Ad: Refined Targeting Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: 55 - 65+ Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything
#PureMichiganEDU
Website Click Ad: Results
Offer Ad
Proximity Ad
Location: People recently in Branson, MO Age: 18 – 65+
Traveling In or Recently Visited Ad
Campaign Builder
Targeting/Creative Targeting: Location: United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Exclude Location: United States: Ludington (+50 mi) Michigan Friends of connections: Friends of people who are connected to Ludington Area CVB Age: 21 – 65+
Targeting/Creative Interests: Interests: lighthouse photography, michigan awesome, SS Badger, West Michigan, Lighthouse, Great Lakes region, lighthouses
Campaign Results CostWeb
Click CPC CTR Frequency Impressions PageLikes WebsiteClicks
Flight 1 $.24 $.13 4.77% 2.1 213,811 707 10,335
Flight 2 $.28 $.14 5.21% 1.9 203,094 420 8,985
Flight 3 $.28 $.15 5.14% 1.83 154,287 291 7,389
Total/Average
$.26 AVG
$.14 AVG
5.04% AVG
1.94 AVG 571,192 1,418 26,709
The average click-through rate for campaign web site ads was 5.04%, which is more than seven times the global average reported by Nanigans (.88%).
The average cost-per-click for the campaign was $.26, which is considerably less expensive than the global average reported by Nanigans of $.46
Campaign Results
• Of the 22,108 entries 19,696 opted in for the Ludington Area CVB newsletter – 89% of entrants opted-in for the Ludington e-newslettter which features content on activities and travel news.
Campaign Results
Campaign Results
Traffic to the Plan Your Summer Vacation web page on the Pure Ludington website saw increases in traffic from new users during the giveaway coinciding with the times the ads ran. There were 1,875 user sessions from 1,626 new website users.
Campaign Integration
Campaign Integration
Campaign Integration
Campaign Integration
Campaign Integration
The Summary • Use organic targeting to combat the Facebook
reach decline • Begin experimenting with boosted posts to build
confidence in your advertising approach • Use custom & lookalike audiences to leverage
your current databases • Optimize ad targeting by utilizing numerous free
advertising tools • Analyze ad performance and use insights to
enhance future performance
Pure Michigan Opportunities
#PureMichiganEDU
#1 Share your hashtags and handles of all your accounts so that Pure Michigan can follow and more easily engage. #2 If your organization is hosting any events feel free to submit it to the event listing on michigan.org at: http://www.michigan.org/add-event/
#PureMichiganEDU
#3 Get listed on the michigan.org Database. #4 You can enhance your listings with 360-degree Spin Tours #5 Tag Pure Michigan in photos and posts on social media channels, so Pure Michigan can like, share, retweet, etc.
#PureMichiganEDU
#6 On Twitter, you’re welcome to promote events, deals, etc. and include the #PureMichigan hashtag in your tweet for even more visibility. #7 On Facebook, feel free to visit the Pure Michigan Facebook page and post your activities directly to the Timeline to reach fans of Pure Michigan.
#PureMichiganEDU
#8 If you’re active on Pinterest, we have a number of community-contributed Pinterest boards that you could pin to, including restaurants, family-friendly activities and events, and more. #9 Pure Michigan is the #1 travel destination in the world on Instagram. If you use that platform, feel free to include #PureMichigan hashtag in your photo to get more exposure.
For questions about any of these services contact:
Michelle Grinnell [email protected]
Ryan Gajewski
Q & A