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Sam & MaryFacebook Ad Case Study

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Background

Sam & Mary is an inbound marketing campaign based off of Andre Chaperon’s Frank vs. Matt landing page.The CTA for the campaign is to opt in for a special report at the bottom of the page.

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Campaign Setup

Timeframe: 3 MonthsAd Type: Desktop News Feed, Desktop Right Hand SideConversion: On-site Thank You page loadSegmentation: Bid Type, Ad Type

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Ads

Ads were tested by image and by headline.

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Audience Characteristics

In addition to the below characteristics, a custom audience was created using the email subscriber list.

Location: USA, Canada, UK, New Zealand, AustraliaGender: M/FAge: 18+Interests/Demographics: Graduates from Chiropractic Colleges

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Performance

Conversions: 689Reach: 37,044Frequency: 3.24x

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Performance (translation)689 people registered for the program, resulting in a 1.8% conversion rate for the campaign over its lifetime.The majority of these conversions came from the Desktop News Feed Ads, which closed down the end of July once the frequency started to increase. (this is to avoid ad dilution)

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Performance (cont’d)

Between Desktop News Feed ads and Right Hand column ads, performance was neck-and neck.Between the two Desktop News Feed Ad groups, Conversion bidding won out with a 9% lower cost per conversion.

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Performance (cont’d)

The cost per conversion on the right-hand side ads was 30% lower than the average Desktop News Feed ad. This was expected, as these results took about twice as long to come in.

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Performance (cont’d)

The cost per conversion on the right-hand side ads was 30% lower than the average Desktop News Feed ad. This was expected, as these results took about twice as long to come in.

Replace Desktop News Feed Ads with Right Hand Side Ads

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Conclusion

The most successful ad group was the Right Hand Side group with a cost per conversion of $0.67.We increased the budget of this ad group over the course of the two final months of this campaign, eliminating lower performing ads within the group itself.

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Conclusion

The reach of the campaign was in line with expectations, as the total audience size was around 40,000 people.The frequency was higher than expected, which shows that with future campaigns there should be at least 25% more ads to reduce repeated displays to the same people.

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Questions?

Email!dan@danjrussell.com

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