2. Document Purpose
The purpose of this document is to review
the performance and effectiveness of
Facebook ads run in the New Orleans
markets for the Accion Business Bootcamp.
4. “Beef up your restaurant business.”
This first ad run went from March 13 thru March 17. It
had a total of 1,814 post engagements and a reach of
127,695 people.
Facebook Ad #1
5. “Get your restaurant cooking”
This first ad run went from March 13 thru March 17. The
link included with the ad, driving people to Eventbrite
acquired a total of 102 clicks during this period.
Ad Clicks #1
6. “Get your restaurant cooking”
This first ad run went from March 13 thru March 17. The
following charts show what times of day the ad
received the most number of clicks for each of the days
the ad ran.
TOD Ad Clicks #1
10. “Get your restaurant cooking”
This second ad run went from March 18 thru March 21. It
had a total of 1,187 post engagements and a reach of
98,588 people.
Facebook Ad #2
11. “Get your restaurant cooking”
This second ad run went from March 18 thru March 21.
The link included with the ad, driving people to
Eventbrite acquired a total of 68 clicks during this
period.
Ad Clicks #2
12. “Get your restaurant cooking”
This second ad run went from March 18 thru March 21.
The following charts show what times of day the ad
received the most number of clicks for each of the days
the ad ran.
TOD Ad Clicks #2
16. Number Of Fans Grew During Hispanic Heritage Month
During the promotion of the Louisiana Business Bootcamp promotion, we saw a total of 42 new
fans join Accion’s Facebook community.
FACEBOOK GROWTH
17. Summary – Accion NOLA Bootcamp
The first ad run out performed the second ad run with
a different of only one day for the first run
Link activity coincides with Facebook insights of when
your community is most active on Facebook
A targeted ad buy helped increase awareness and
engagement, based on ad engagement and
increased link clicks throughout the ad buy
Based on a census from 2000, 67% of New Orleans is
African American, which may be why the first ad
performed so well when compared to the second ad
where an Anglo woman was featured
18. A media buy paired with event promotion is an
ideal move for all future events (when possible)
The high level of post engagement shows not only
that the targeting works, but also that there was
interest in the event; future ad buys should be as
targeted as possible to maximize performance
A secondary (but smaller) performance adjustment
should be considered for people that do not include
the keywords we are looking for; consider that some
early to mid-stage prospects may not have the
necessary keywords on their profile
Ad creative and copy should be rotated for long
duration ads (anything from a week on up,
especially if you’re looking at multiple targets
The inclusion of the #AccionEats hashtag was used
well not just by Accion staff, but also attendees and
speakers
Tracking links has become invaluable in providing
key insight on what days and times had heavier
engagement
Actionable Implications
