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Facebook Ad Campaign Analysis_Peng

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Facebook Ad Campaign Analysis_Peng

  1. 1. Facebook Campaign Insights Peng Lai peng.lai.personal@gmail.com 1
  2. 2. Campaigns spent $13,130 in total, most of which are from Contest (Video). However Contest (Video) has highest Cost Per Product Page View which is nearly $10/Page View Brand Campaign 1 (Video) Brand Campaign 2 Contest (Video) Grand Total Duration 3 Days 3 Days 20 Days 26 Days Total Spent $1,000 $880 $11,250 $13,130 Avg Cost Per Product Page View $2.33 $3.75 $9.80 $5.29 2
  3. 3. Contest (Video) also has highest Cost Per Engagement among all brand campaigns 3 $0.01 $0.01 $0.03 $- $0.01 $0.01 $0.02 $0.02 $0.03 $0.03 $0.04 Brand Campaign 1 Brand Campaign 2 Contest (Video) Cost Per Engagement
  4. 4. 4/5 of engagements happened on mobile devices. Apple users were most active during the campaigns 27184 27034 21972 20832 4127 472 44 Post Engagement per Day 0 5000 10000 15000 20000 25000 30000 Post Engagement Per Day by Device iPad iPhone Desktop Android Smartphone Android Tablet iPod Other 47867, 47% 31311, 31% 21972, 22% 516, 0% Mobile VS Desktop (Post Engagement) Smart Phone Tablet/ Ipad Desktop Other 4
  5. 5. Totally 1,879,429 Reaches, 2,024,491 Impressions and 662,357 Post Engagements had been generated. Social Actions (include information such as friend liking your page) account for half of all Actions Row Labels Duration Reach Video Viewed Estimated Ad Recall Lift (People) Estimated Ad Recall Lift Rate Avg Frequency Impressions Social Impressions Social Reach Actions Post Engagement Brand Campaign 1 (Video) 3 Days 322,480 155,255 28,365 293 1.04 335,608 173,813 167,083 157,260 156,932 Brand Campaign 2 3 Days 261,462 NA 19,339 360 1.05 273,268 135,382 130,622 85,194 85,000 Contest (Video) 20 Days 1,295,487 419,512 96,103 1,810 1.09 1,415,615 659,371 614,281 421,431 420,425 Grand Total 26 Days 1,879,429 574,767 143,807 2,463 1.08 2,024,491 968,566 911,986 663,885 662,357 107,493 87,154 64,774.35 111,869 91,089 70,781 - 20,000 40,000 60,000 80,000 100,000 120,000 Brand Campaign 1 (Video) Brand Campaign 2 Contest (Video) Reach & Impressions Per Day Reach per Day Impression per Day Brand Campaign 1 (Video) has highest daily Impressions, Reaches and daily Post Engagement 5
  6. 6. Older people (45-65+) had much higher engagement than youngers. Females were polarized among age groups while males were flatter in general Females were more interested in responding videos while males paid more attentions to non-video posts 6 Post Engagement per Day Female Male 13-17 0 1 18-24 1613 3188 25-34 2042 6680 35-44 2869 8806 45-54 5287 10151 55-64 16916 15380 65+ 14209 11182 Non Video Campaign (2) - Post Engagement per Day Female Male 45-54 1088 3198 55-64 3072 3983 65+ 3010 3125 Video Campaigns (1 &3) - Post Engagement per Day Female Male 4200 6953 13844 11397 11199 8057
  7. 7. People from ON, QC, AB and BC engaged more. Post Engagements were much lower in Ontario than national average. Engagements were most active in the evening and early night time Post Engagement Per Day by Region Province Campaigns in Total Campaigns in Total Canadian Population ON 26711 26% 38% QC 26234 26% 23% BC 10472 10% 13% AB 11208 11% 12% NS 5215 5% 3% MB 4731 5% 4% NB 5582 5% 2% NL 5048 5% 1% SK 4692 5% 3% PE 1422 1% 0.4% YT 118 0.1% 0.1% NT 214 0.2% 0.1% NU 113 0.1% 0.1% 2613 1257 870 745 1025 1985 3495 4638 4912 4608 3947 3655 4226 4114 4392 4990 5356 5821 6222 6418 6781 7682 7263 4753 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 Post Engagement Per Day by Time of Day 7
  8. 8. Recommendations • Spend money on shorter period campaigns which would generate better ROI • Invest more ads Apple systems such as apps installation in Apple store. Customize mobile friendly ads as well. • If targeting female audience, focus more on video campaigns. On the other hand, males prefer non-video posts • Pay more attention to customers in ON, QB, AB and BC. More customized contents to ON audience should be generated • Posts and ads published during 18:00 to 22:00 are suggested 8
  9. 9. Appendices Campaign Name Brand Campaign 1 (Video) Campaig n Name Brand Campaign 2 Campaig n Name Contest (Video) Quebec 15356 Ontario 7963 Quebec 5444 Ontario 13484 Quebec 5434 Ontario 5264 Alberta 5736 Alberta 3402 British Columbia 2124 $2 $3 $2 0 0.5 1 1.5 2 2.5 3 17-Jun 18-Jun 19-Jun Brand Campaign 1 Avg Cost for Product Page View $5 $4 $2 $4 0 1 2 3 4 5 12-Jul 13-Jul 14-Jul 15-Jul Brand Campaign 2 Avg Cost for Product Page View 9
  10. 10. Appendices Smartphone, 4858, 37% Tablet, 3564, 27% Desktop, 4634, 35% Other, 73, 1% Impression Device Breakdown Smartphone Tablet Desktop Other $3,681 , 28% $6,287 , 48% $954 , 7% $2,208 , 17% Placement News Feed on Desktop Computers News Feed on Mobile Devices Suggested Videos Feed on Desktop Computers Suggested Videos Feed on Mobile Devices 10

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