interest targeting and boosted posts - pure michigan · 2016-11-30 · #6 on twitter, you’re...

Interest Targeting and Boosted Posts

Prepared by: Grant Kenney & Dave Serino

May 3, 2016

Never before has it been

easier to reach the right people at the right time with your brand

message.

#PureMichiganEDU

#PureMichiganEDU

Organic interest

targeting is a great free way to get

your posts in front of the right people.

#PureMichiganEDU

It’s easy to set up targeting and choose targeting for posts!

#PureMichiganEDU

If you don’t see these options check your settings!

Besides basic demographic and location targeting, you can hone in on precise

interests and other pages.

#PureMichiganEDU

Curious how effective your

targeting was? Look at the audience insights to get a breakdown!

#PureMichiganEDU

You don’t have to be Coca Cola or General Motors with millions to advertise on social media.

If you have a Facebook page you can advertise on Facebook!

#PureMichiganEDU

Boosted Posts are an easy and effective

way to get important and quality content in front of more

people.

#PureMichiganEDU

Boosting a Facebook Post

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What you’ll see…

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Most boosted posts will want to target either fans or friends of fans to increase exposure.

#PureMichiganEDU

You may also create and set the audience

you wish to target.

#PureMichiganEDU

Boosted posts and interest targeting are excellent for

promoting solid content, but for more options and targeting

you need to go further down the

rabbit hole… #PureMichiganEDU

“There is really no excuse for someone to see your ad who doesn’t want your

product”

Dan Slagen, SVP, Nanigans

#PureMichiganEDU

#PureMichiganEDU

#PureMichiganEDU

Building an Audience via Facebook

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Leverage Your Data to Build an Audience

#PureMichiganEDU

#PureMichiganEDU

#PureMichiganEDU

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Website Click Ad

#PureMichiganEDU

Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: 24 - 65+ Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything

Website Click Ad: Targeting

#PureMichiganEDU

Website Click Ad: Results

#PureMichiganEDU

Website Click Ad: Results

#PureMichiganEDU

Website Click Ad: Refined Targeting

#PureMichiganEDU

Website Click Ad: Refined Targeting Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: 55 - 65+ Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything

#PureMichiganEDU

Website Click Ad: Results

Offer Ad

Proximity Ad

Location: People recently in Branson, MO Age: 18 – 65+

Traveling In or Recently Visited Ad

Campaign Builder

Targeting/Creative Targeting: Location: United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Exclude Location: United States: Ludington (+50 mi) Michigan Friends of connections: Friends of people who are connected to Ludington Area CVB Age: 21 – 65+

Targeting/Creative Interests: Interests: lighthouse photography, michigan awesome, SS Badger, West Michigan, Lighthouse, Great Lakes region, lighthouses

Campaign Results CostWeb

Click CPC CTR Frequency Impressions PageLikes WebsiteClicks

Flight 1 $.24 $.13 4.77% 2.1 213,811 707 10,335

Flight 2 $.28 $.14 5.21% 1.9 203,094 420 8,985

Flight 3 $.28 $.15 5.14% 1.83 154,287 291 7,389

Total/Average

$.26 AVG

$.14 AVG

5.04% AVG

1.94 AVG 571,192 1,418 26,709

The average click-through rate for campaign web site ads was 5.04%, which is more than seven times the global average reported by Nanigans (.88%).

The average cost-per-click for the campaign was $.26, which is considerably less expensive than the global average reported by Nanigans of $.46

Campaign Results

•  Of the 22,108 entries 19,696 opted in for the Ludington Area CVB newsletter – 89% of entrants opted-in for the Ludington e-newslettter which features content on activities and travel news.

Campaign Results

Campaign Results

Traffic to the Plan Your Summer Vacation web page on the Pure Ludington website saw increases in traffic from new users during the giveaway coinciding with the times the ads ran. There were 1,875 user sessions from 1,626 new website users.

Campaign Integration

Campaign Integration

Campaign Integration

Campaign Integration

Campaign Integration

The Summary •  Use organic targeting to combat the Facebook

reach decline •  Begin experimenting with boosted posts to build

confidence in your advertising approach •  Use custom & lookalike audiences to leverage

your current databases •  Optimize ad targeting by utilizing numerous free

advertising tools •  Analyze ad performance and use insights to

enhance future performance

Pure Michigan Opportunities

#PureMichiganEDU

#1 Share your hashtags and handles of all your accounts so that Pure Michigan can follow and more easily engage. #2 If your organization is hosting any events feel free to submit it to the event listing on michigan.org at: http://www.michigan.org/add-event/

#PureMichiganEDU

#3 Get listed on the michigan.org Database. #4 You can enhance your listings with 360-degree Spin Tours #5 Tag Pure Michigan in photos and posts on social media channels, so Pure Michigan can like, share, retweet, etc.

#PureMichiganEDU

#6 On Twitter, you’re welcome to promote events, deals, etc. and include the #PureMichigan hashtag in your tweet for even more visibility. #7 On Facebook, feel free to visit the Pure Michigan Facebook page and post your activities directly to the Timeline to reach fans of Pure Michigan.

#PureMichiganEDU

#8 If you’re active on Pinterest, we have a number of community-contributed Pinterest boards that you could pin to, including restaurants, family-friendly activities and events, and more. #9 Pure Michigan is the #1 travel destination in the world on Instagram. If you use that platform, feel free to include #PureMichigan hashtag in your photo to get more exposure.

For questions about any of these services contact:

Michelle Grinnell begnochem@michigan.org

Ryan Gajewski

gajewskir@michigan.org

Q & A