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Valeriya Khorishko | Steve Lewis | Adriana Martinez | Rayna Zhang
E/L STUDIO!Facebook Fan Acquisition Campaign
AGENDA!
Overview'
Objec+ve'
Approach'
Results'
Recommenda+ons'
OVERVIEW!
E/L'Studio'
Transforma+ve'•'Posi+ve'•'Flexible'•'Unique''''''
New'York'City'•'Washington,'DC'
Architecture'•'Design'•'Change''
OBJECTIVE!
Drive'Facebook'users'to'like'the'E/L'Studio'page'through'a'$40.00'paid'ad'campaign'during'a'threeRday'period.'
APPROACH!
Age'30'R'50'
Gender'F'|'M'
Loca+on'WDC'|'NYC'
Keywords'INTERESTS'
The'below'filters'were'used'to'segment'and'reach'the'audiences'that'would'be'most'recep+ve'to'liking'E/L'Studio’s'Facebook'brand'page.'
RESULTS!
61''PAGE'LIKES'
Overview'metrics'gathered'upon'the'culmina+on'of'the'threeRday'Facebook'ad'campaign.''
1933''IMPRESSIONS'
1865''ACTIVE'USERS'
$0.63''COSTRPERRCLICK'
3.63%''CLICKRTHROUGHRRATE'
RESULTS!
Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond.'
Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond'in'the'DMV.'
Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond'in'NY.'
Designing'modern'office'spaces.'Small'enough'for'your'business.'Big'enough'for'your'ideas.''
Designing'modern'DC'office'spaces.'Small'enough'for'your'business.'Big'enough'for'your'ideas.''
Designing'modern'NY'office'spaces.'Small'enough'for'your'business.'Big'enough'for'your'ideas.''
23#
17#
23#
10#
7#
3#
0#
Equals'number'of'page'likes'per'crea+ve.''
CREATIVE!
0'
5'
10'
15'
20'
25'
0.00%'
1.00%'
2.00%'
3.00%'
4.00%'
5.00%'
6.00%'
CTR' Page'Like'
ClickRthroughRrate'(CTR)'by'ad'type'
0'
5'
10'
15'
20'
25'
0'0.1'0.2'0.3'0.4'0.5'0.6'0.7'0.8'
CPC' Page'LIke'
The'generic'ad'(“Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond”)'generated'the'most'page'likes'and'had'one'of'the'highest'CTRs'and'lowest'CPCs.''
CostRperRclick'(CPC)'by'ad'type'
RESULTS!Overall'performance:'generally,'costRperRclick'decreased'as'page'likes'increased;'however,'page'likes'posi+vely'correlated'to'client'spent.''
$0.00''
$0.20''
$0.40''
$0.60''
$0.80''
$1.00''
$1.20''
$1.40''
$1.60''
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Page'Like' CPC'
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Page'Like' Client'Spent'
RESULTS!Daily'performance'of'client'spent'posi+vely'correlates'with'page'likes'and'clickRthroughRrates.''
0'
5'
10'
15'
20'
25'
0.00%'
1.00%'
2.00%'
3.00%'
4.00%'
5.00%'
6.00%'
7.00%'
6/20/14' 6/21/14' 6/22/14' 6/23/14'
CTR' Client'Spent'
0'
5'
10'
15'
20'
25'
30'
35'
0.00%'
1.00%'
2.00%'
3.00%'
4.00%'
5.00%'
6.00%'
7.00%'
6/20/14' 6/21/14' 6/22/14' 6/23/14'
CTR' Page'Like'
Date' CTR' Client'Spent' Page'Likes'6/20/14' 4.50%' 5.48' 8'6/21/14' 1.42%' 10.22' 12'6/22/14' 3.55%' 20.96' 33'6/23/14' 6.47%' 4.47' 8'
RESULTS!
$0.00'$0.10'$0.20'$0.30'$0.40'$0.50'$0.60'$0.70'$0.80'$0.90'$1.00'
Male' Female'
Male' Female'
ClickRthroughRrate'(CTR)'by'gender'
'''''''2.0%''''''''''''''''4.4%'
CostRperRclick'(CPC)'by'gender''
Males'had'a'clickRthroughRrate'more'than'twice'as'high'as'females,'and'their'costRperRclick'was'oneRthird'of'that'of'females.'''
RESULTS!
19%'
16%'
5%'
27%'
33%'
Architecture'
Interior'design'
Construc+on'
Many'architecture'and'design'related'
None'selected'
Popularity'of'keywords'/'interests'used'to'target'audience.'
RESULTS!
0'
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0'
0.1'
0.2'
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CPC' Page'Like'
Performance'of'keywords:'CPC'was'the'lowest'at'the'greatest'number'of'page'likes'yielded'by'“none”;'however,'“interior'design”'generated'the'highest'CTR.''
0'
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0.00%'
0.50%'
1.00%'
1.50%'
2.00%'
2.50%'
3.00%'
3.50%'
4.00%'
4.50%'
5.00%'
CTR' Page'Like'
24%'
66%'
7%' 3%'News'Feed'on'Desktop'Computers'
News'Feed'on'Mobile'Devices'
Right'Column'Ads'on'Desktop'Computers'
Right'Column'Ads'on'Home'Page'for'Desktop'Computers'
RESULTS!It'is'no'surprise'that'Facebook'Newsfeed'on'mobile'devices'generates'the'highest'clickRthroughRrate,'which'is'two'thirds'of'all'ac+vity.'
RESULTS!
0'
10'
20'
30'
40'
50'
60'
0'
0.2'
0.4'
0.6'
0.8'
1'
1.2'
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CPC' Page'Like'
0'
10'
20'
30'
40'
50'
60'
0.00%'
1.00%'
2.00%'
3.00%'
4.00%'
5.00%'
6.00%'
CTR' Page'Like'
CONCLUSION!
Efficient'targe+ng'will'not'only'lead'to'higher'volumes'of'likes'at'lower'CPCs,'but'would'also'help'to'ensure'a'far'more'evenly'
distributed'and'efficient'client'ad'spend.'
RECOMMENDATIONS!
Con+nued'op+miza+on'toward'NYC'
Tes+ng'of'new'keywords'to'capitalize'on'CPCs'they'generate'
Assess'the'ini+al'success'of'males'as'a'promising'efficient'target'
Development'of'new'crea+ve'for'the'DMV'area'
Valeriya Khorishko | Steve Lewis | Adriana Martinez | Rayna Zhang
THANKS.!
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