By David Rodnitzky, CEO

SurveyMonkey -Geo-Specific Facebook Ads

to Increase Engagement and Site Traffic

2Case Study: SurveyMonkey

ClientSurveyMonkey, the leading online survey software and questionnaire

provider.

Challenge Increase brand awareness, engagement, and site clicks by choosing

a geographically specific topic and geographically specific creative. If

successful with test country, the project may be scaled to other target

countries.

ExecutionWe decided to focus on the country of Denmark, using Facebook

Page Post ads to showcase SurveyMonkey’s product capabilities. We

built the campaign around Denmark’s reputation for being one of the

world’s happiest countries, and we targeted college-educated Danes

(in Denmark) ages 18+. The project featured a collaboration of our

social advertising team and our creative team, which designed the

images for the ads.

Note: ads were created in both English and Danish, but only English-

language examples will be shown here.

3 Case Study: SurveyMonkey

Phase 1Phase 1 of the campaign focused on a survey that spoke to a broad

audience and encouraged users to participate to receive results.

Example ads:

4Case Study: SurveyMonkey

Phase 2For phase 2, SurveyMonkey created an infographic based on survey

results to re-engage survey respondents and bring in additional

(non-respondent) traffic. We sent traffic to this page by referencing

interesting and engaging facts gathered from survey results.

Example ads:

5Case Study: SurveyMonkey

Phase 3In phase 3, we retargeted survey respondents and infographic-page

visitors with ads about SurveyMonkey’s products and capabilities.

Example ads:

6Case Study: SurveyMonkey

ResultsThe campaigns generated:

• 8.5 million impressions

• 93k post engagements

• 88k website clicks

• 1.65% CTR (134% higher than average country CTR)

• $0.53 CPC

• 551 new member registrations

The results bear out the geo-specific methodology and open up

opportunities for similar campaigns in other target countries.

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