Valeriya Khorishko | Steve Lewis | Adriana Martinez | Rayna Zhang

E/L STUDIO!Facebook Fan Acquisition Campaign

AGENDA!

Overview'

Objec+ve'

Approach'

Results'

Recommenda+ons'

OVERVIEW!

E/L'Studio'

Transforma+ve'•'Posi+ve'•'Flexible'•'Unique''''''

New'York'City'•'Washington,'DC'

Architecture'•'Design'•'Change''

OBJECTIVE!

Drive'Facebook'users'to'like'the'E/L'Studio'page'through'a'$40.00'paid'ad'campaign'during'a'threeRday'period.'

APPROACH!

Age'30'R'50'

Gender'F'|'M'

Loca+on'WDC'|'NYC'

Keywords'INTERESTS'

The'below'filters'were'used'to'segment'and'reach'the'audiences'that'would'be'most'recep+ve'to'liking'E/L'Studio’s'Facebook'brand'page.'

RESULTS!

61''PAGE'LIKES'

Overview'metrics'gathered'upon'the'culmina+on'of'the'threeRday'Facebook'ad'campaign.''

1933''IMPRESSIONS'

1865''ACTIVE'USERS'

$0.63''COSTRPERRCLICK'

3.63%''CLICKRTHROUGHRRATE'

RESULTS!

Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond.'

Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond'in'the'DMV.'

Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond'in'NY.'

Designing'modern'office'spaces.'Small'enough'for'your'business.'Big'enough'for'your'ideas.''

Designing'modern'DC'office'spaces.'Small'enough'for'your'business.'Big'enough'for'your'ideas.''

Designing'modern'NY'office'spaces.'Small'enough'for'your'business.'Big'enough'for'your'ideas.''

23#

17#

23#

10#

7#

3#

0#

Equals'number'of'page'likes'per'crea+ve.''

CREATIVE!

0'

5'

10'

15'

20'

25'

0.00%'

1.00%'

2.00%'

3.00%'

4.00%'

5.00%'

6.00%'

CTR' Page'Like'

ClickRthroughRrate'(CTR)'by'ad'type'

0'

5'

10'

15'

20'

25'

0'0.1'0.2'0.3'0.4'0.5'0.6'0.7'0.8'

CPC' Page'LIke'

The'generic'ad'(“Delivering'modern'architectural'solu+ons'for'homes,'office'spaces'and'beyond”)'generated'the'most'page'likes'and'had'one'of'the'highest'CTRs'and'lowest'CPCs.''

CostRperRclick'(CPC)'by'ad'type'

RESULTS!Overall'performance:'generally,'costRperRclick'decreased'as'page'likes'increased;'however,'page'likes'posi+vely'correlated'to'client'spent.''

$0.00''

$0.20''

$0.40''

$0.60''

$0.80''

$1.00''

$1.20''

$1.40''

$1.60''

0'

5'

10'

15'

20'

25'

30'

35'

Page'Like' CPC'

0'

5'

10'

15'

20'

25'

30'

35'

0'

5'

10'

15'

20'

25'

Page'Like' Client'Spent'

RESULTS!Daily'performance'of'client'spent'posi+vely'correlates'with'page'likes'and'clickRthroughRrates.''

0'

5'

10'

15'

20'

25'

0.00%'

1.00%'

2.00%'

3.00%'

4.00%'

5.00%'

6.00%'

7.00%'

6/20/14' 6/21/14' 6/22/14' 6/23/14'

CTR' Client'Spent'

0'

5'

10'

15'

20'

25'

30'

35'

0.00%'

1.00%'

2.00%'

3.00%'

4.00%'

5.00%'

6.00%'

7.00%'

6/20/14' 6/21/14' 6/22/14' 6/23/14'

CTR' Page'Like'

Date' CTR' Client'Spent' Page'Likes'6/20/14' 4.50%' 5.48' 8'6/21/14' 1.42%' 10.22' 12'6/22/14' 3.55%' 20.96' 33'6/23/14' 6.47%' 4.47' 8'

RESULTS!

$0.00'$0.10'$0.20'$0.30'$0.40'$0.50'$0.60'$0.70'$0.80'$0.90'$1.00'

Male' Female'

Male' Female'

ClickRthroughRrate'(CTR)'by'gender'

'''''''2.0%''''''''''''''''4.4%'

CostRperRclick'(CPC)'by'gender''

Males'had'a'clickRthroughRrate'more'than'twice'as'high'as'females,'and'their'costRperRclick'was'oneRthird'of'that'of'females.'''

RESULTS!

19%'

16%'

5%'

27%'

33%'

Architecture'

Interior'design'

Construc+on'

Many'architecture'and'design'related'

None'selected'

Popularity'of'keywords'/'interests'used'to'target'audience.'

RESULTS!

0'

2'

4'

6'

8'

10'

12'

14'

16'

18'

20'

0'

0.1'

0.2'

0.3'

0.4'

0.5'

0.6'

0.7'

0.8'

CPC' Page'Like'

Performance'of'keywords:'CPC'was'the'lowest'at'the'greatest'number'of'page'likes'yielded'by'“none”;'however,'“interior'design”'generated'the'highest'CTR.''

0'

2'

4'

6'

8'

10'

12'

14'

16'

18'

20'

0.00%'

0.50%'

1.00%'

1.50%'

2.00%'

2.50%'

3.00%'

3.50%'

4.00%'

4.50%'

5.00%'

CTR' Page'Like'

24%'

66%'

7%' 3%'News'Feed'on'Desktop'Computers'

News'Feed'on'Mobile'Devices'

Right'Column'Ads'on'Desktop'Computers'

Right'Column'Ads'on'Home'Page'for'Desktop'Computers'

RESULTS!It'is'no'surprise'that'Facebook'Newsfeed'on'mobile'devices'generates'the'highest'clickRthroughRrate,'which'is'two'thirds'of'all'ac+vity.'

RESULTS!

0'

10'

20'

30'

40'

50'

60'

0'

0.2'

0.4'

0.6'

0.8'

1'

1.2'

1.4'

CPC' Page'Like'

0'

10'

20'

30'

40'

50'

60'

0.00%'

1.00%'

2.00%'

3.00%'

4.00%'

5.00%'

6.00%'

CTR' Page'Like'

CONCLUSION!

Efficient'targe+ng'will'not'only'lead'to'higher'volumes'of'likes'at'lower'CPCs,'but'would'also'help'to'ensure'a'far'more'evenly'

distributed'and'efficient'client'ad'spend.'

RECOMMENDATIONS!

Con+nued'op+miza+on'toward'NYC'

Tes+ng'of'new'keywords'to'capitalize'on'CPCs'they'generate'

Assess'the'ini+al'success'of'males'as'a'promising'efficient'target'

Development'of'new'crea+ve'for'the'DMV'area'

Valeriya Khorishko | Steve Lewis | Adriana Martinez | Rayna Zhang

THANKS.!