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The ad campaign on Facebook ran from 11th April until 21st April and was directed towards young people (ages 18 to 25) who like going to concerts. CM wanted to let this specific target group know that they are offering a discount for made-to-measure earplugs.
The ad campaign consisted of two separate waves. The first one aimed at generating traffic and likes to the Oorplezier Facebook page.
In the second wave we went more into detail, building upon the results we had with the first wave.
We tested the first wave on a limited budget. We created general copy lines and images referring to earplugs. By testing very specifically, we managed to create ads with a CTR 5 times higher than the average. We then put the best scoring ads live with a larger budget.
The visual that was clicked on the most, was used in the second wave. We specifically went looking for musical groups and events. Very important here was the use of this specific interest in the title of our ad. We kept an eye on event and concert calendars to aim at the correct targets.
We set up all the necessary tools to upload ads quickly and efficiently, and measure them (right down to the €) using a dashboard. We can now start up, monitor and adapt a complete Facebook ad campaign very fast.
We managed to create ads with a CTR of more than 0,1. This is very unusual for a Facebook ad campaign. Thanks to the algorhythms within Facebook, all ads with a good CTR also get massive display for little money, which is a bonus.
This campaign, with an advertising budget of less than 1000 euro, lead to over 8 million views to a very specific target group, 7594 clicks, cost per click of 0,12 euro. The campaign resulted in 700 new fans for the Oorplezier Facebook page. The monthly amount of unique visitors rose from 651 to 9857. We counted 37.000 post views in April, and 83% of the visitors on the Facebook page were within our target audience.
