Running a Facebook Campaign
My approach was to promote the Udacity Digital Marketing Nanodegree program on Facebook by creating ads using a lead magnet, an eBook on social media advertising. I opted to narrow my focus to female entrepreneurs around the Redwood City, San Francisco Bay Area (inspired by my target persona). Leveraging Facebook's advertising targeting options, I focused on consumer behaviors and interests centered around entrepreneurship and operating a new small business (such as online learning and web design). Since a pain point of my target audience is a sense of overwhelming (analysis paralysis, imposter syndrome, shiny object syndrome, etc.) when it comes to using social media as a tool to spread their brand awareness, I wanted to address that in my copy. Additionally, these entrepreneurial women are also mother's struggling to strike a balance between work and family, or balance in general. I aspired to create the copy with a sense of empathy, offering an immediate solution to address that specific pain point with a clear indication of the transformation to be experienced, after the download.
I want to build awareness of the Udacity Digital Marketing Nanodegree program by acquiring 25 new email subscribers during my 3-day campaign run (02/07-02/10/18) with a budget of $125.00. My primary KPI is the number of email addresses obtained.
With my ad set, I targeted female entrepreneurs that are moms between the ages of 35-55 years of age in the San Francisco Bay Area within a target radius of 20 miles outside of Redwood City, California. Their interests include online learning, building a small business, and web design/digital marketing (for their business).
I used images from the Facebook stock supply that I felt best represented my prospects. These individuals are concerned with work/life balance, so I wanted to use creative assets of these personas engaging in activities that evoke a sense of empowerment while working with social media.
My campaign generated 8 new email addresses, 17 less than my goal of 25. Ad #2 (image #2) generated the highest number of email sign-ups. Since the value of each new email signup was $15, my campaign did not have a positive ROI [($15.00 x 8) / $125.00]
Based on the results of this experiment, I would take cues from this experience and diversify my images a little bit more. Additionally, I felt restricted using the same copy for all three pictures (a Facebook default). If given the ability, I would A/B test the images with different text. Hypothesizing, I think a visual with a person looking at the camera, with plenty of white space might appear more attractive and eye-catching to my target audience.