NCCAOM Facebook Campaign Recap. September 7, 2017 Prepared by: Echo Media Group

Transcription

1 NCCAOM Facebook Campaign Recap September 7, 2017 Prepared by: Echo Media Group

2 Executive Summary Echo Media Group employed a two-pronged approach in executing the NCCAOM Consumer Awareness Facebook campaign. Echo created a Public Awareness Ad Campaign targeting consumers who had an interest in acupuncture. The Facebook ad directed them to the NCCAOM Resource Center to learn more about the benefits of acupuncture. Then Echo implemented a Facebook Retargeting Campaign where we targeted the audience from the Public Awareness Campaign again and this time directed them to Find a Practitioner webpage. Total Campaign Website Traffic: 3,530 Total Campaign Impressions: 272,287 Total Assisted* Conversions: 279 Total Clicks to NCCAOM Registry and Find a Practitioner Page: 565 The Facebook ads drove 5.9% of the NCCAOM website traffic during the campaign timeframe. Total Budget: $2,100 * Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.

3 Public Awareness Facebook Ad Campaign Campaign Dates: June 5, 2017 August 19, 2017 Goal: Drive qualified website traffic to the NCCAOM Resource Center The ad campaign targeted consumers with an interest in acupuncture and directed them to the NCCAOM Resource Center page. Campaign Highlights: Reach: 85,543 people Impressions: 127,372 Unique Link Clicks: 1,945 Unique CTR: 2.27% CPM: $8.64 CPC: $ people clicked on Find a Practitioner web page *Industry Average CTR: 0.83% CPC: $1.32 CPM: $6 - $8 8 people were re-directed to the Registry web page a page where all of the registered Diplomates are listed 2 people filled out the online contact form

4 Ad #1: Carousel Arthritis Grid Facebook Insights *Best performing ad for the campaign Reach 50,043 Cost per Result $0.40 Amount Spent $ Impressions 77,003 CPM $8.96 Link Clicks 1,710 CPC (Link) $0.40 CTR (Link) 2.22% Registry 2 Find a Practitioner 80 Thank You 1 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

5 Ad #2: Carousel Arthritis Single Facebook Insights Reach 13,658 Cost per Result $0.41 Amount Spent $ Impressions 15,828 CPM $8.41 Link Clicks 328 CPC (Link) $0.41 CTR (Link) 2.07% Find a Practitioner 20 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

6 Ad #3: Carousel Allergies Single Facebook Insights Reach 5,504 Cost per Result $0.65 Amount Spent $44.45 Impressions 6,409 CPM $6.94 Link Clicks 68 CPC (Link) $0.65 CTR (Link) 1.06% Find a Practitioner 6 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

7 Ad #4: Single Image Back Acupuncture Facebook Insights Reach 13,510 Cost per Result $0.56 Amount Spent $ Impressions 15,215 CPM $10.34 Link Clicks 283 CPC (Link) $0.56 CTR (Link) 1.86% Registry 4 Find a Practitioner 23 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

8 Google Analytics Website Visits Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration Facebook / CPC 1, % 1, % :00:32 Assisted Conversions* Source / Medium Campaign Assisted Conversions Facebook / CPC FB News and Resource Center 158 Top Events Event Label Campaign Total Events Find a Practitioner FB News and Resource Center 112 * Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.

9 Google Analytics Performance Comparison A look at how the campaign s Bounce Rate* compares to other frequently used online channels. Website Visits Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration Facebook / CPC 1, % 1, % :00:32 (direct) / (none) 15, % 9, % :02:32 google / organic 24, % 13, % :02:48 bing / organic 1, % % :03:20 yahoo / organic 1, % % :03:10 * Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

10 Facebook Retargeting Campaign Campaign Date: July 3, 2017 to August 19, 2017 Goal: Serve ads and retarget the consumers who visited the NCCAOM website from the consumer awareness campaign and drive them to the Find a Practitioner page. Campaign Highlights: Reach: 91,800 people Impressions: 144,915 Unique Link Clicks: 1,585 Unique CTR: 1.73% CPM: $6.90 CPC: $ people clicked on Find a Practitioner web page *Industry Average CTR: 0.83% CPC: $1.32 CPM: $6 - $8 65 people were re-directed to the Registry web page a page where all of the registered diplomates are listed 2 people filled out the online contact form

11 Ad #1: Find a Practitioner Object - Map Facebook Insights *Best performing ad of the campaign Reach 54,745 Cost per Result $0.56 Amount Spent $ Impressions 82,738 CPM $5.77 Link Clicks 856 CPC (Link) $0.56 CTR (Link) 1.03% Registry 23 Find a Practitioner 133 Thank You 2 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

12 Ad #2: Find a Practitioner People Carousel Arthritis Grid Facebook Insights Reach 16,316 Cost per Result $0.36 Amount Spent $ Impressions 22,972 CPM $8.33 Link Clicks 527 CPC (Link) $0.36 CTR (Link) 2.29% Registry 13 Find a Practitioner 58 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

13 Ad #2: Find a Practitioner People Back Acupuncture Facebook Insights Reach 17,935 Cost per Result $0.57 Amount Spent $ Impressions 23,667 CPM $10.13 Link Clicks 418 CPC (Link) $0.57 CTR (Link) 1.77% Registry 22 Find a Practitioner 163 *Average CTR is 0.83% Average CPC is $1.32 Average CPM is $8 to $10

14 Google Analytics Website Visits Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration Facebook NCCAOM Retargeting / CPC 1, % % :00:25 Assisted Conversions* Source / Medium Campaign Assisted Conversions Facebook NCCAOM Retargeting / CPC FB NCCAOM Retargeting 121 Top Events Event Label Campaign Total Events Find a Practitioner FB NCCAOM Retargeting 390 Registry FB NCCAOM Retargeting 63 * Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.

15 Google Analytics Performance Comparison A look at how the campaign s Bounce Rate* compares to other frequently used online channels. Website Visits Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration Facebook NCCAOM Retargeting / CPC 1, % % :00:25 (direct) / (none) 9, % 6, % :02:30 google / organic 15, % 8, % :02:48 bing / organic % % :03:18 yahoo / organic % :03:20 * Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.