Tag Archive for: social media ads

Destination Marketing Case Study: Data Improves Paducah’s Entry Rate

Client:
PaducahPaducah Convention & Visitors Bureau
The Scope:

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.

The Strategy:

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.

Paducah Ad AudienceClose 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.

The Results:

Upon changing the demographics and placement, the entry rate rose from 13.8% to 35.9% and the cost per entry fell nearly 16%.

When the next ad flight produced mixed results, a similar alteration to the targeting and placement was made. This led to an entry rate that was more than four times higher and a cost per entry that was 77% less. This kind of close monitoring and quick response led to a successful campaign rooted in data and serving content up to a much more relevant audience to produce measurable results.

Sweepstakes entry Rate

Ad Spending on Facebook, Reactions & Hawaii Tourism

Facebook Q4 ad spending soars

Facebook Ad SpendingWhile the overall economy may not have ad a banner quarter Facebook didn’t have any problem selling ads in Q4 – more than doubling over the same time the previous year. The social network reportedly made $5.64 billion off of ads.

Chief Operating Officer Sheryl Sandberg noted that mobile placement buoyed the ad spending and now account for 80% of total ad revenue on Facebook. Facebook has a reported user base of 1.59 billion each month.

Hawaii tourism breaks records

Business is apparently good if you’re in the tourism industry in Hawaii. Tourism to the islands reportedly jumped to 8.6 million people last year. That’s up from 4% over the previous year with consumer spending also rising to a record $15 billion.

The Hawaii Tourism Authority reports a rise in direct flights from its biggest sources of visitors (U.S. mainland, Australia and China) helped lead to the banner year for the Aloha State.

Facebook Reactions coming to U.S.

Facebook users have long asked for different ways to engage with posts besides the iconic “Like” button. The social network seems to finally be listening and has announced six emoji, called Facebook Reactions, would be coming to allow users new ways to interact with content.

The new emoji: angry, sad, wow, haha, yay and love were beta tested in different countries but should be rolling out to the rest of the world in the coming weeks.

Facebook worked with sociologists to carefully select the emotions that would be most appropriate for the content people engage with.

Facebook Reactions