Facebook Ad Campaign Report

Jlynn Photography by Jackie Weiss

Facebook Advertising Campaign

Campaign Objective: To drive Facebook page traffic to encourage more likes and then the likeliness of viewers to book photo shoots.

Target Audience: AgeI believe it was important to leave the target market as wide as possible in terms of age. I left the age range between 16 and 60 years old. Many people seek out the services of photographers for different reasons. I wanted to target young people close to graduation interested in senior pictures and other events prom. People also look for photographers in order to document college graduation or other accomplishments, pictures of their children at age milestones, and eventually when their children reach graduation age. At an older age, some have grandchildren and may seek out a photographer or to commemorate I milestone anniversary with their spouse.

LocationGeographically, I wanted to keep the target audience local as the photographer lives by Lake Poinsett. I restricted the location to Brookings and surrounding 50 miles and Watertown and the surrounding 50 miles. Each town is of substantial size and within reasonable driving distance to come to her studio or for her to travel to them. The areas contain many smaller towns as well opening up the possibility for senior picture appointments.

InterestsI targeted people interested in subjects related to life events. I chose a large list of interests to reach a variety of people that may be looking for a photographer for these life events. Some of the interests chosen include:

Photography Wedding Photography Engagement Marriage Proposal Photographer Marriage Parent Pregnancy

Family Infant Graduation High school College University Baby photographers Higher Education

These people will be more likely to look for a photographer. For the purposes of this campaign, people who already like Jlynn Photography’s page were excluded as they have already liked the page and are aware of the brand.

Campaign Logistics:The campaign ran for a two-day time period from March 28th at 12:00 AM to March 29th at 12:00 AM. Choosing to run the ad on a weekend because it seemed to me that people might be more likely to check Facebook on the weekend. This assumption is a bit out of the blue, as I had little insights to go on. The page did not receive much activity previously, and what little activity there was occurred throughout the week at various times of day, leaving little to base a decision on.

The lifetime budget for this campaign was 10 dollars. I chose not to set a daily budget, but rather just limit the budget for the life of the ads.

Advertisements:Desktop News Feed Ads:

Mobile News Feed Ads:

Right Column Advertisements:

Analysis (Full Report AND Summary):ReachThe total reach of this campaign was 883. The following charts illustrate the specific aspects of the audience reached:

Page LikesThe objective of this campaign was to reach out to local people and increase brand awareness and raise page likes. Through this campaign, 8 likes were achieved across two days. The following chart illustrates who was most likely to like the page:

Desktop vs. Mobile

13-178%

18-2420%

25-3430%

35-4418%

45-5414%

55-649%Reach Summary

Total Audience: 883

Women: 740

Men: 134

Unknown: 9

1

33

1

Page Likes

13-17

25-34

45-54

55-64

Women: 6Men: 2

Cost Per Page Like= $1.25

People ReachedDesktop 10%

Mobile 90%

Cost

Desktop 52%

Mobile 48%

Likes

Desktop 25%

Mobile 75%

Campaign Engagement:This campaign earned 883 total impressions with a frequency of 1.21. Total clicks reached 27 with a click through rate of 2.533%. Facebook gave my campaign a relevance score of 8 on the first day and 7 for the entirety of the campaign. When the campaign was completed the CPM was $9.38. The average cost per page like achieved was $1.25. Mobile news feed clicks was the most prevalent, compared to desktop and right column advertisements.

Assignment Take-Away:I received much better feed back from the first ad because for some reason Facebook never used the second image. I have no reasonable explanation for this as I could not find one and Facebook never provided any feedback as to why. I think that the budget was adequate. Although the amount of likes received was less than my expectations, I still accrued many more likes in a two-day time frame than what is usual for this page, which resulted in the client contacting me to inquire if the ads had activated because of unusual page activity (see insights).

I think the campaign was still successful because the amount of views the page received which raises brand awareness. This assignment was actually fun, and I caught myself excited to check its reports regularly. I feel I learned some valuable lessons in social media advertising including how easy and cheap it is to advertise on Facebook.