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Facebook’s advertising offering has continuously evolved and improved since ads were first introduced on the right-hand-side only. Their latest addition, Facebook Audience Network (FAN), which we wrote about last week, will extend the key elements of their current offering to the entire mobile landscape. This advancement makes Facebook’s platform one of the most viable ways to reach the right audience at the right time.
Along with these product enhancements, Facebook continues to deliver a platform for driving new customers and enabling brands to increase sales. Below we dive into a case study that demonstrates how marketing on Facebook drove meaningful business results for one of our automotive clients.
Objective
A popular national auto brand was interested in driving mass awareness and engagements for one of its car models. They wanted to target a “hip” demographic that fell into the 18-49 age range. Individuals fitting this description included the adventurous, travelers, athletes, and those interested in fashion.
The client would measure the success of the campaign by the engagement rate and the cost-per-engagement versus the auto benchmark averages.
Approach
Because the target audience was fairly broad and undefined, SHIFT collaborated with the client to build a campaign using various Facebook Page Post ad types with multiple audience segments separated in ad sets. Using SHIFT’s Facebook ads solution in the Open Marketing Cloud (OMC), the client built a large-scale campaign featuring video, photo, and link page post ads.
Through multivariate testing, the client analyzed which segments and ad types were the most successful and optimized towards the highest performers throughout the campaign in order to maximize engagement goals.
Results
- Using SHIFT’s OMC, the brand generated approximately 450,000 clicks at a click through rate (CTR) nearly 3X higher than the benchmark average
- Achieved a cost-per-click (CPC) 60% less than the benchmark average, allowing for reinvestment of savings throughout the campaign
- Generated over 7,000 clicks to an off-site brand page
Using the SHIFT Open Marketing Cloud, the client was able to exceed all of their goals, seeing an engagement rate and cost-per-engagement that beat the industry standards by a substantial margin. If you’d like to learn how you can maximize your marketing ROI with Facebook advertising, don’t hesitate to reach out! Request a demo today.
