NCCAOM Facebook Campaign Recap · Goal: Drive qualified website traffic to the NCCAOM Resource...
Transcript of NCCAOM Facebook Campaign Recap · Goal: Drive qualified website traffic to the NCCAOM Resource...
NCCAOM Facebook Campaign Recap
September 7, 2017
Prepared by: Echo Media Group
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
Executive Summary
* Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.
Public Awareness Facebook Ad Campaign
Campaign Highlights:• Reach: 85,543 people• Impressions: 127,372• Unique Link Clicks: 1,945• Unique CTR: 2.27%• CPM: $8.64• CPC: $0.29• 138 people clicked on ‘Find a Practitioner’ web page• 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
Campaign Dates: June 5, 2017 – August 19, 2017
Goal: Drive qualified website traffic to the NCCAOM Resource CenterThe ad campaign targeted consumers with an interest in acupuncture and directed them to the NCCAOM Resource Center page.
*Industry Average▪ CTR: 0.83%▪ CPC: $1.32▪ CPM: $6 - $8
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Ad #1: Carousel Arthritis Grid
Reach 50,043
Cost per Result $0.40
Amount Spent $690.11
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
Facebook Insights
*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10
*Best performing ad for the campaign
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Ad #2: Carousel Arthritis Single
Facebook Insights
Reach 13,658
Cost per Result $0.41
Amount Spent $133.15
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 $1.32Average CPM is $8 to $10
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
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
Ad #3: Carousel Allergies Single
*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Facebook Insights
Reach 13,510
Cost per Result $0.56
Amount Spent $157.25
Impressions 15,215
CPM $10.34
Link Clicks 283
CPC (Link) $0.56
CTR (Link) 1.86%
Registry 4
Find a Practitioner 23
Ad #4: Single Image Back Acupuncture
*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Google Analytics
Website Visits
Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration
Facebook / CPC 1,944 75.94% 1,477 1.85% 2.37 00:00:32
Source / Medium Campaign Assisted Conversions
Facebook / CPC FB News and Resource Center 158
Assisted Conversions*
Event Label Campaign Total Events
Find a Practitioner FB News and Resource Center 112
Top Events
* Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Google Analytics Performance Comparison
Website Visits
Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration
Facebook / CPC 1,944 75.94% 1,477 1.85% 2.37 00:00:32
(direct) / (none) 15,112 64.88% 9,805 6.43% 4.58 00:02:32
google / organic 24,698 54.83% 13,541 5.39% 5.11 00:02:48
bing / organic 1,482 56.21% 833 4.05% 5.99 00:03:20
yahoo / organic 1,260 46.43% 585 4.52% 5.39 00:03:10
A look at how the campaign’s Bounce Rate* compares to other frequently used online channels.
* Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Facebook Retargeting Campaign
Campaign Highlights:• Reach: 91,800 people• Impressions: 144,915• Unique Link Clicks: 1,585• Unique CTR: 1.73%• CPM: $6.90• CPC: $0.35• 388 people clicked on ‘Find a Practitioner’ web page• 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
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.
*Industry Average▪ CTR: 0.83%▪ CPC: $1.32▪ CPM: $6 - $8
CTR – Link Click-Through Rate
CPC – Cost per Link Click
CPM – Cost per 1,000 Impressions
Facebook Insights
Reach 54,745
Cost per Result $0.56
Amount Spent $477.14
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
Ad #1: Find a Practitioner Object - Map
*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10
*Best performing ad of the campaign
Facebook Insights
Reach 16,316
Cost per Result $0.36
Amount Spent $191.37
Impressions 22,972
CPM $8.33
Link Clicks 527
CPC (Link) $0.36
CTR (Link) 2.29%
Registry 13
Find a Practitioner 58
Ad #2: Find a Practitioner People – Carousel Arthritis Grid
*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10
Facebook Insights
Reach 17,935
Cost per Result $0.57
Amount Spent $239.80
Impressions 23,667
CPM $10.13
Link Clicks 418
CPC (Link) $0.57
CTR (Link) 1.77%
Registry 22
Find a Practitioner 163
Ad #2: Find a Practitioner People – Back Acupuncture
*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10
Google Analytics
Website Visits
Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration
Facebook NCCAOMRetargeting / CPC
1,313 64.91% 853 2.21% 2.42 00:00:25
Source / Medium Campaign Assisted Conversions
Facebook NCCAOM Retargeting / CPC FB NCCAOM Retargeting 121
Assisted Conversions*
Event Label Campaign Total Events
Find a Practitioner FB NCCAOM Retargeting 390
Registry FB NCCAOM Retargeting 63
Top Events
* Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.
Google Analytics Performance Comparison
Website Visits
Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration
Facebook NCCAOMRetargeting / CPC
1,313 64.91% 853 2.21% 2.42 00:00:25
(direct) / (none) 9,758 65.10% 6,352 2.02% 4.71 00:02:30
google / organic 15,868 55.54% 8,813 0.62% 5.29 00:02:48
bing / organic 924 54.65% 505 1.08% 6.23 00:03:18
yahoo / organic 822 45.99 378 0.97% 5.56 00:03:20
A look at how the campaign’s Bounce Rate* compares to other frequently used online channels.
* Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.