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Week 13 PartB: Developing Online Advertising

The objective for my Facebook campaign would be website clicks.  It is the widest net within a targeted audience.  When I researched this a few years ago, we could select people who viewed cancer websites.  That would be critical for my campaign.  Also, the size of the audience does not seem to be working as it was quite different 30 minutes ago….  I have analyzed my Google Analytics and know that most conversions are form Apple products, usually mobile and often tablets.  The age range models income requirements as this bracket generates multiple product purchases.  I also would target California as I can reach Plastic Surgeons easier here and the highest concentration is also located in California.

 

What is interesting is when you chose targets, the audience increases.  When I sold FB ads, we were told to choose fewer targets as they reduced the audience size.  Interesting….

 

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Here is a static ad which Facebook created.  From my experience with selling Facebook ads, the carousel format by far produce the best results as there are several slides.  Also, we only recommended using 5 photos as we found that people do not scroll past 5.  If a company uses a carousel format with different products, each slide can link to a different url which is better for relevancy, thus conversions.

 

I could have chosen shop now as a call to action as this audience is all women, not just ones facing breast surgery.  If I could a target to include cancer, I would change the call to action to shop now.  Also, from my ad sales, it seemed that both shop now and learn more yielded similar results.

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Carousel:  These ads would be effective as they highlight various benefits of the garment, thus, attracting the attention in one way or another.  When I sold FB ads, our staff could also write the copy.  I did not see that option in the Ads manager.  I would ad copy as follows:  Front zipper for ease of dressing, lower front and back necklines enable you to wear your favorite clothes.  Ready to get comfy?  Learn more.

 

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I might consider including the mask product, but there are a lot of restrictions on online advertising for masks.  I would need to research this first.  

 

I also learned a little about the Facebook sales platform and would like to learn more to see how this can be targeted.  Things change frequently, so perhaps just the right solution is around the corner!


Until then,

Marla Hope

 

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