When you post valuable content on your Facebook business page, it helps when people immediately recognize your brand. Facebook now displays business logos next to…
Last Thursday, I spoke at Social Media Marketing World in San Diego for the sixth year in a row. Although it is a big event, there are 10 competing sessions at each time. To help people lead my session, I ran Facebook ads.
In this post, I will present a presentation:
- What have I done
- How I did it
- The results I saw
I created a campaign that started months before my session, giving me little more than three days of promotion (I spoke on Thursday morning). I focused my focus on the people in the area (more than that in a minute) and, since the event didn't start technically until Wednesday, I couldn't really start the campaign earlier.
Here is the ad we created (go ahead and click on it to play) …
If you are familiar with my advertising, this is pretty standard for me. Not that I have created ads that look like this, but they are very simple and do not require a design team. I like to be able to act on inspiration and immediately hit the publish.
The purpose here was to …
- Get the attention of those who attend SMMW
- Create some mystery around my presentation
- Show the value you can expect to get
How I did it: Objective and optimization
My goal was to reach the majority of people who participate in Social Media Marketing World. To do this, I would like to combine geotargeting (inclusion and exclusion) and interests to focus as much as possible on my potential audience.
Because the audience would be small, I didn't want Facebook to optimize for an action. As a result, I used the Reach lens…
… and I optimized for Reach. This means that Facebook will show your ad to as many people in your target audience (more about that in a second).
Since Reach optimization also includes a useful frequency coverage feature, we have limited the frequency three times a day.
Note that I would consider this as a fairly high frequency normally. In this case, I reach people for a very limited period of time and I make sure they attract their attention.
I also chose to set a $ 200 manual bid cap for 1,000 impressions.
Again, this is not normal and I would not recommend this under normal conditions. However, in this case, I am willing to spend more to ensure that I reach my audience.
How I did it: Targeting
My goal was to reach as many people as possible at the conference, located at the San Diego Convention Center, as possible. Inspired by a blog post by Trey Edwards, We have chosen a geographical approach to microtargetation.
This involved the following:
- A radius of 1 mile around the primary location
- Exclusion zones with more than one mile radius
It seems that …
It may seem a bit messy, but the goal was to reach only the San Diego Convention Center. Excluding the fringes of the circle, I was able to do that.
I discovered that the audience was still bigger than I wanted. In response, I relied on the interest of the Social Media Examiner.
This reduced me to a potential audience size of 6,500 people.
How I did it: Ads and placements
I had a bit of a dilemma when it came to placements. Usually, you need to be very careful about the placements you use when using the ceiling. You do not want to miss a single impression per day (if you are) in an inefficient placement.
But here, I used a very aggressive frequency capping number three times a day. I also wanted to be sure that I would reach people where they were. So, while deleting certain placements (Marketplace, Network Audience, Messenger Inbox), I kept the rest.
Because the video I created wasn't ideal for all placements, I used the Creative Facebook custom feature and customized the video after placement.
I would create four versions of the video to match the recommendations for each placement.
We can throw the results in a few buckets:
- Facebook Metrics
- The real world: Did people move to participate?
We spent $ 111.76 to show the ad to 2559 people a total of 3,821 times (1.49 frequency) during a short three-day window.
Views were broken down daily as follows:
- Monday: 722 (18.9%)
- Tuesday: 1,151 (30.1%)
- Wednesday: 1,421 (37.2%)
- Thursday: 527 (13.8%)
My meeting was at 10:30 on Thursday.
There were 3,172 videos, 226 which were 100%. The ad also received …
- Comments from 13 unique people
- 66 post reactions
- 926 jobs
At the beginning of my session, I asked the crowd if they saw my ad. Of the 600 rooms in the room, a good number (10-20%?) Indicated that they did. It's not scientific, of course, especially since not everyone will respond.
Overall, I think it's a success. For an expense of about $ 100, I am confident that this ad helped me reach my goal of leading more people to the talk session.
What do you think about this approach? What have you done in similar situations to promote participation in an event?
Let me know in the comments below!