Web Ads: August 2016
This month, we decided to run a Facebook ad in addition to our Google AdWords campaign. With both platforms, the goal was to drive clicks to our website.
Facebook ads are appealing for a number of reasons. First off, they are strong visually, and Facebook even privileges ads it deems visually appealing. That was no problem for us, as we used a bright, striking photo from Rickett & Sones, seasonally appropriate for the final summer month. Over the photo, we used a white overlay of our tagline, “Find What You’re Looking For.”
Photo by Rickett & Sones.
Another (and possibly the biggest) reason Facebook ads are appealing is that they allow you to target your ad to a specific audience. You can narrow down your audience by location, interest, age, and profession. We chose to share this ad with our neighbors to the North and South, so it showed to creatives in Canada and Mexico between the ages of 18 and 64. More specifically, we targeted it to people whose profession is listed as Art Director, Creative Director, Creative/Art Director, Photo Editor, and Executive Producer. We find that it’s more beneficial to target people by profession rather than interest, because the most valuable clicks are the ones coming from people in positions to hire or suggest photographers. Here’s a look at how we narrowed our audience down by demographic:
We also chose to exclude anyone already connected to the Wonderful Machine page from seeing our ad, as we want to attract new users and clients. In total, our ad showed to 149,088 people and received 1,726 clicks to the website. Here’s a look at how the ad showed up on our end:
As you can see, the ad got 42 likes and 1 share. We were really pleased with the end results, and saw that Mexico was in our top ten list of countries for traffic this month, something that we haven't seen before. We can definitely attribute this to the ad.
For our Google AdWords campaign, we kept our setup with keywords the same and simply reduced our budget for the month. We continued to show keywords regarding photographer specialties, and the ad saw 127,083 impressions and 487 clicks. Take a look at the chart below:
Clicks to our website from our Google AdWords.
That's all for now! Check back next month to see our ads from September. And if you have any questions, reach out!