 | Objective: Create a Facebook advertising campaign to promote an upcoming new race, the Red Deer Oktoberfest Run. Goals:
Target Audience: Calgary Marathon attendees |
Our Approach
The Results
- Created 6 different ads with varying text blurbs / images
- Created custom audience: interests = marathon AND 24-55yrs AND living within 60km of Calgary
- Placement: mobile iOS ads only
- Campaign dates = marathon weekend only (Fri-Tue)
- Budget = $5/day
The Results
Lessons Learned
We didn't achieve stellar conversion at 0.46%, however I was pleased with the number of impressions and it did result in 3 race registrations (1% conversion), which is only 2 short of our goal.
The great thing about online advertising is that it is so easy to test different text blurb and/or images in ads and track which does best. After a few days, you can quickly tell which ad is the 'winner' and you can choose to dedicate more ad spend to it to maximize your ROI.
For the next marathon weekend, we'll copy this campaign using the winning image (above) but test different text blurbs and limit the campaign to just Fri-Sun.
We didn't achieve stellar conversion at 0.46%, however I was pleased with the number of impressions and it did result in 3 race registrations (1% conversion), which is only 2 short of our goal.
The great thing about online advertising is that it is so easy to test different text blurb and/or images in ads and track which does best. After a few days, you can quickly tell which ad is the 'winner' and you can choose to dedicate more ad spend to it to maximize your ROI.
For the next marathon weekend, we'll copy this campaign using the winning image (above) but test different text blurbs and limit the campaign to just Fri-Sun.
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