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
September 21: Senior Director of Strategy & Education, Brian V. Matson, will present A Guide to Social Media Content Planning and Promotion at the Visit Oakland Partner Training Workshop.
September 26: Founder & Chief Strategist, Dave Serino, will present Trends in Digital Marketing: The Impact Data the Year of Retargeting at the Michigan Association of CVB’s Educational Conference.
September 26:Senior Director of Strategy & Education, Brian V. Matson, will present The Coulda, Woulda, & Shouldas of Destination Marketing at the Michigan Association of CVB’s Educational Conference.