TwoSix Digital developed and managed a Facebook ad campaign to drive entries into the Paducah Convention and Visitors Bureau summer sweepstakes in August, 2016. This ad campaign focused on the niche audience of quilting and crafting.
Ad targeting strategies included the use of Lookalike Audiences of the Paducah Facebook page and matching email addresses of people who had previously entered the sweepstakes. Use of the PersonicX lifestyle clusters through the Facebook Audience Insights Tool helped determine the best possible interests for Facebook ad targeting.
Close monitoring and ad management led to TwoSix Digital seeing better costs per click, however the number of entries compared to the number of people viewing the sweepstakes remained disproportionate.
Upon reviewing ad targeting, TwoSix Digital noticed that women 55 and older on desktop were more likely to click on the sweepstakes ad. The ad’s placement and targeting were adjusted to serve this audience where they were most likely to convert.
Decrease in cost of entry rate
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TwoSix on Tour
May 8 - Founder and Chief Strategist, Dave Serino, will present a session on Claiming Your Space in Today’s Digital World to stakeholders of the Oakland, California CVB. The workshop will highlight networks like Google, TripAdvisor and Yelp, along with providing tactical strategies on how to excel on those networks.
May 11 – Senior Digital Strategist, Brian Matson, will kick off National Tourism Day in the Outer Banks of North Carolina when he presents a session on content marketing to the area’s tourism industry. The session will cover the essentials of good content development and distribution to potential travelers.
May 14-18 - Founder and Chief Strategist, Dave Serino, will present several digital marketing and social media education sessions at the Southeast Tourism Marketing College in Georgia.
May 23 - Senior Content Marketing Strategist, Marissa Conniff, and Founder and Strategist, Dave Serino, will present a hands-on Instagram workshop to the stakeholders of the Sault Ste. Marie Convention and Visitors Bureau.