Discover how a nonprofit used carousel ads on Facebook and Instagram to increase clicks to a river cleanup's signup page by over 2000%.

1. Cleaning Up with Clickbait
Shaun Bailey, Marketing & Comm. Coord.
April 2017
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2. • Families (1 image)
Audience & Carousel Testing
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• Anglers/Rowers (3 images)
• Service Hours (4 images) • #RiverPicks (8 images)

3. Which Ad Crushed the Competition?
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Click here to view the entire ad on Facebook.

4. Ranking by Clicks
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• #3: Anglers/Rowers (3 images)
• Clicks: 324
• CTR: 2.39%
• CPC: $0.93
• Reach: ~13,500
• Reactions/Shares: 132/32
• #4: Service Hours (4 images)
• Clicks: 221
• CTR: 1.83%
• CPC: $1.36
• Reach: ~12,100
• Reactions/Shares: 149/40
• #1: #RiverPicks (8 images)
• Clicks: 1,222
• CTR: 6.75%
• CRP: $0.25
• Reach ~18,100
• Reactions/Shares: 69/17
• #2: Families (1 image)
• Clicks: 744
• CTR: 2.52%
• CPC: $0.40
• Reach: ~29,600
• Reactions/Shares: 128/39
By Comparison
Previous year’s online ads with largest local media outlet:
52% (~80,500) more impressions/reach,
but only 4% (108) the amount of clicks

5. Conclusions
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• Maximum Clicks
o Hook viewers with
clickbait; in this case,
curious finds
plucked from riverbanks
 Hashtag like
#RiverPicks
not productive
o Maximum Reach
o Use portraits to depict
a family-friendly event
that builds character
o Number of Images
o Generally speaking,
more images = more reach
o Other
o Stick with media outlets for mass awareness of a simple message,
but opt for Facebook/Instagram for clicks to a landing page
o Conversion data is needed, but most nonprofits lack this level of
sophistication anyway
Credit: Shaun Bailey

6. Let’s Collaborate
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Shaun Bailey
Marketing & Communications Coordinator
(302) 655-4990, x113 │ DelawareEstuary.org
Connecting people, science, and nature
for a healthy Delaware River and Bay