Facebook - andrewwagnerblog.files.wordpress.com€¦  · Web viewDigital Marketing Results &...

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Digital Marketing Results & Recommendations February, 2017 Since the Fall, our digital marketing strategy has focused primarily on two channels, through which we’re administering a number of campaigns. These two channels are Facebook and Google Adwords. Facebook Our Facebook efforts can be split into two categories: Awareness ads and promoted Open House Events. Awareness Ads: The Awareness Ads are specific to each school, and targeted to show up in the Facebook feed of parents with appropriately-aged children who live less than XX miles away from the campus. When clicked, the image plays the Epic video appropriate for each school (elementary, high school, or both). The “Learn More” button takes viewers to the home page for the school. The purpose of awareness ads is to raise awareness of the brand, and encourage prospective customers to explore the website and social media pages.

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Page 1: Facebook - andrewwagnerblog.files.wordpress.com€¦  · Web viewDigital Marketing Results & Recommendations. February, 2017. Since the Fall, our digital marketing strategy has focused

Digital Marketing Results & RecommendationsFebruary, 2017

Since the Fall, our digital marketing strategy has focused primarily on two channels, through which we’re administering a number of campaigns. These two channels are Facebook and Google Adwords.

Facebook

Our Facebook efforts can be split into two categories: Awareness ads and promoted Open House Events.

Awareness Ads: The Awareness Ads are specific to each school, and targeted to show up in the Facebook feed of parents with appropriately-aged children who live less than XX miles away from the campus. When clicked, the image plays the Epic video appropriate for each school (elementary, high school, or both). The “Learn More” button takes viewers to the home page for the school. The purpose of awareness ads is to raise awareness of the brand, and encourage prospective customers to explore the website and social media pages.

Open House Events:The Open House Events targeted the same audience as the Awareness Ads - parents with children who also lived within XX miles of a campus. Like the Awareness ads, these show up in the Facebook feeds of users.

Page 2: Facebook - andrewwagnerblog.files.wordpress.com€¦  · Web viewDigital Marketing Results & Recommendations. February, 2017. Since the Fall, our digital marketing strategy has focused

Google AdwordsOur Adwords efforts consist of three campaigns: a video awareness campaign, a “topic”-targeted campaign, and a “remarketing” campaign.

Video Awareness CampaignVideo Awareness can be broken down into two ad sets. The In-Stream ad set plays the Epic promo video for our target audience - parents with children who live within XX miles of a campus - in Youtube. It will appear when a user performs a relevant Youtube search, and also in the right sidebar for discovery on the videos of similar topics.

The In-Display ad set puts videos on partner websites that support video. Clicking on any video in the Video Awareness campaign will take users to the Sonoran Schools website.

Topic TargetingThese “responsive” ads are served only to users who live in Phoenix and Tucson. They appear on specific websites visited by prospective parents, like Greatschools and Niche.com, news sites, and realty websites.

RemarketingThe remarketing campaign puts text ads in front of people who have visited the website in the last week. If they visit the website’s enroll page but don’t click the link to see the campus tour dates, the ad will be served to them on partner sites like CNN and Google News.

Page 3: Facebook - andrewwagnerblog.files.wordpress.com€¦  · Web viewDigital Marketing Results & Recommendations. February, 2017. Since the Fall, our digital marketing strategy has focused

CurrentCampaign Budget Results (Grade Letter)

Facebook Awareness: XX% B

Facebook Events: XX% D

Youtube Video Awareness: XX% B

Topic Marketing: XX% B

Remarketing: XX% A+

Recommendations

● The Facebook Events campaign had some results, but not enough to warrant renewal. I recommend stopping them. The existing Facebook events will still be viewable and can be promoted organically (without paying) to our Facebook followers.

● I recommend implementing a new Facebook remarketing campaign. Similar to the remarketing campaign on Google Adwords, the Facebook remarketed ad would appear to someone if they visited our website but didn’t go past the Enroll page to the last page.

● In Facebook, I also recommend “boosting” certain high-performing posts to build awareness in the local community.

● Currently, our Adwords videos are limited to one video campaign that serves all of Arizona. With a larger ad spend that Crissie discussed with me, we can increase efficiency by creating campaigns unique to each campus.

Crissie and Andrew are looking at a $XX campaign for the coming month.

Why $XX? Because adding in an individualized school-by-school Youtube campaign (as opposed to a Sonoran Schools campaign) takes a minimum of $10 per day, per school.

As SSA-Tucson, for instance, that does not want to do any more mailers, the increase in the digital ad budget will be absorbed from other line items in each school’s marketing budget.

Page 4: Facebook - andrewwagnerblog.files.wordpress.com€¦  · Web viewDigital Marketing Results & Recommendations. February, 2017. Since the Fall, our digital marketing strategy has focused

Proposed Budget Allocation

Campaign Budget Monthly (all schools)

Daily (per school)

Facebook Awareness:

XX% XX XX

Facebook Remarketing:

XX% XX XX

Facebook Boost XX% XX XX

Youtube Video Awareness:

XX% XX XX

Topic Marketing: XX% XX XX

Remarketing: XX% XX XX