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Facebook Advertising Report - Waldorf Private School

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Managed Facebook Advertising campaigns for Waldorf Private School; running social media media advertising campaigns; promoting events & obtaining registrations.

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Facebook Advertising Report - Waldorf Private School

  1. 1. Facebook Advertising Overview & Performance
  2. 2. Facebook Advertising Table of Contents Summer Camp Campaign Goal, Objective & Budget Samples of Ads Analytics Analytics Data Admissions Campaign Goal, Objective & Budget Samples of Ads Analytics Analytics Data *Click on button or arrow to jump to page in presentation.* Facebook Advertising Terms & Descriptions
  3. 3. Facebook Advertising Admissions Campaign May 2 – May 27, 2016
  4. 4. Facebook Advertising Admissions Campaign May 2 – May 27, 2016 Overview
  5. 5. Facebook Advertising – Admissions Campaign Goal Drive traffic to the Kimberton Waldorf School website, specifically the Admissions Process webpage. Click Here to Website Budget A daily budget of $5 was allocated. This budget was spent on a single campaign. Click Here to View Facebook Page Objective The Facebook Advertising campaign objective was to obtain clicks to the website. Click Here to View Landing Page
  6. 6. Facebook Advertising – Admissions Campaign Sample of Ads View Ad View AdView Ad
  7. 7. Facebook Advertising Admissions Campaign May 2 – May 27, 2016 Analytics
  8. 8. 58 117 120 66 51 104 107 61 0 20 40 60 80 100 120 140 2016-05-08 2016-05-15 2016-05-22 2016-05-27 2016-05-02 2016-05-09 2016-05-16 2016-05-23 Clicks (All) Link Clicks Facebook Advertising – Admissions Campaign Clicks (All) & Clicks (Link) Total Clicks (FB or Web) 361 Total Clicks 323
  9. 9. 1461 2391 1863 1792 2580 5664 3936 3403 0 1000 2000 3000 4000 5000 6000 2016-05-08 2016-05-15 2016-05-22 2016-05-27 2016-05-02 2016-05-09 2016-05-16 2016-05-23 Reach Impressions Facebook Advertising – Admissions Campaign Reach & Impressions Total Reach 4.556 Total Impressions 15,582
  10. 10. Facebook Advertising – Admissions Campaign Click Through Rate (All) & Click Through Rate (Link) 2.25% 2.07% 3.05% 1.94%1.98% 1.84% 2.72% 1.79% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 2016-05-08 2016-05-15 2016-05-22 2016-05-27 2016-05-02 2016-05-09 2016-05-16 2016-05-23 CTR (All) CTR (Link) Avg. CTR (All) 2.32% Total CTR (Link) 2.07%
  11. 11. 41 80 81 51 0 10 20 30 40 50 60 70 80 90 2016-05-08 2016-05-15 2016-05-22 2016-05-27 2016-05-02 2016-05-09 2016-05-16 2016-05-23 People Taking Action (Clicks, Likes, Shares & Comments) Facebook Advertising – Admissions Campaign People Taking Action (Clicks, Likes, Shares & Comments) Total People Taking Action 195
  12. 12. 0.33 0.30 0.29 0.32 0.37 0.34 0.32 0.35 0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 0.40 2016-05-08 2016-05-15 2016-05-22 2016-05-27 2016-05-02 2016-05-09 2016-05-16 2016-05-23 CPC (All) CPC (Link) Facebook Advertising – Admissions Campaign Cost Per Click (All) & Cost Per Click (All) Avg. CPC (FB or Web) $0.30 Avg. CPC (Web) $0.34
  13. 13. 5.00 5.00 5.00 5.00 19.04 34.95 34.50 21.43 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 2016-05-08 2016-05-15 2016-05-22 2016-05-27 2016-05-02 2016-05-09 2016-05-16 2016-05-23 Budget (Daily) Amount Spent Facebook Advertising – Admissions Campaign Budget (Daily) & Total Amount Spent Daily Budget $5.00 Total Amount Spent $109.92
  14. 14. Facebook Advertising Admissions Campaign May 2 – May 27, 016 Analytics Data
  15. 15. Start Date 2016-05-02 2016-05-09 2016-05-16 2016-05-23 Total/Average End Date 2016-05-08 2016-05-15 2016-05-22 2016-05-27 Clicks (All) 58 117 120 66 361 Link Clicks 51 104 107 61 323 Reach 1461 2391 1863 1792 4,556 Impressions 2580 5664 3936 3403 15,582 CTR (All) 2.25% 2.07% 3.05% 1.94% 2.32% CTR (Link) 1.98% 1.84% 2.72% 1.79% 2.07% CPC (All) 0.33 0.30 0.29 0.32 0.30 CPC (Link) 0.37 0.34 0.32 0.35 0.34 Budget (Daily) 5.00 5.00 5.00 5.00 5.00 Amount Spent 19.04 34.95 34.50 21.43 109.92 People Taking Action 41 80 81 51 195 Facebook Advertising – Admissions Campaign Performance and Analytics Numbers
  16. 16. Facebook Advertising Summer Camp Campaign April 18 – May 27, 2016
  17. 17. Facebook Advertising Summer Camp Campaign April 18 – May 27, 2016 Overview
  18. 18. Facebook Advertising – Summer Camp Campaign Goal Drive traffic to the Kimberton Waldorf School website, specifically the Summer Camp information and registration page. Click Here to Website Budget A daily budget of $5 was allocated. This budget was spent on a single campaign. Click Here to View Facebook Page Objective The Facebook Advertising campaign objective was to obtain clicks to the website. For 2 weeks (5/2/2016 – 5/15/2016), the campaign objective focused on gaining impressions primarily. Click Here to View Landing Page
  19. 19. Facebook Advertising – Summer Camp Campaign Sample of Ads View Ad View AdView Ad
  20. 20. Facebook Advertising Summer Camp Campaign April 18 – May 27, 2016 Analytics
  21. 21. Facebook Advertising – Summer Camp Campaign Clicks (All) & Clicks (Link) 0 20 40 60 80 100 120 140 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 129 21 8 9 114 10099 14 7 10 103 77 Clicks (All) Link Clicks Total Clicks (FB or Web) 381 Total Clicks 310 *During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign
  22. 22. Facebook Advertising – Summer Camp Campaign Reach & Impressions 0 10000 20000 30000 40000 50000 60000 70000 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 4804 873 1768 2615 4499 3526 6500 1207 31940 69725 37384 4789 Reach Impressions Total Reach 13,561 Total Impressions 151,530 *During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign
  23. 23. Facebook Advertising – Summer Camp Campaign Click Through Rate (All) & Click Through Rate (Link) 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 1.98% 1.74% 0.25% 0.13% 3.05% 2.09% 1.52% 1.16% 0.22% 0.14% 2.76% 1.61% CTR (All) CTR (Link) Avg. CTR (All) 2.51% Total CTR (Link) 2.05% *During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign
  24. 24. Facebook Advertising – Summer Camp Campaign People Taking Action (Clicks, Likes, Shares & Comments) 0 10 20 30 40 50 60 70 80 90 100 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 100 17 7 10 98 76 People Taking Action (Clicks, Likes, Shares & Comments) Total People Taking Action 303 *During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign
  25. 25. Facebook Advertising – Summer Camp Campaign Cost Per Click (All) & Cost Per Click (Link) $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 $0.24 $0.42 $2.50 $3.89 $0.31 $0.21 $0.31 $0.63 $2.86 $3.50 $0.34 $0.27 CPC (All) CPC (Link) Avg. CPC (All) $0.40 Avg. CPC (Link) $0.49 *During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign
  26. 26. Facebook Advertising – Summer Camp Campaign Budget (Daily) & Total Amount Spent $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $30.76 $8.82 $20.00 $34.99 $34.91 $21.06 Budget (Daily) Amount Spent Daily Budget $5.00 Total Amount Spent $150.54 *During Weeks 5/2/2016 - 5/8/2016 & 5/9/2016 – 5/15/2016, Campaign Objective Switched to Impressions. All Other Weeks, Campaign
  27. 27. Facebook Advertising Summer Camp Campaign April 18 – May 27, 2016 Analytics Data
  28. 28. Start Date 4/18/2016 4/25/2016 5/2/2016 5/9/2016 5/16/2016 5/23/2016 Total/Averag e End Date 4/24/2016 5/1/2016 5/8/2016 5/15/2016 5/22/2016 5/27/2016 Clicks (All) 129 21 8 9 114 100 381 Link Clicks 99 14 7 10 103 77 310 Reach 4804 873 1768 2615 4499 3526 13,561 Impressions 6500 1207 31940 69725 37384 4789 151,530 CTR (All) 1.98% 1.74% 0.25% 0.13% 3.05% 2.09% 2.51% CTR (Link) 1.52% 1.16% 0.22% 0.14% 2.76% 1.61% 2.05% CPC (All) $0.24 $0.42 $2.50 $3.89 $0.31 $0.21 $0.40 CPC (Link) $0.31 $0.63 $2.86 $3.50 $0.34 $0.27 $0.49 Budget (Daily) $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 $5.00 Amount Spent $30.76 $8.82 $20.00 $34.99 $34.91 $21.06 $150.54 People Taking Action 100 17 7 10 98 76 303 Facebook Advertising – Summer Camp Campaign Performance and Analytics Numbers
  29. 29. Facebook Advertising Terms & Descriptions
  30. 30. Facebook Advertising – Terms & Descriptions Clicks (All) The total number of clicks on your ad. This may include offsite clicks to your website, Page likes, post comments, event responses or app installs. Link Clicks The number of clicks on links appearing on your ad or Page that direct people off Facebook as a result of your ad (Ex: clicks to install an app, view an offsite video, clicks to another website, call- to-action button clicks to another website, etc.) Reach The number of people your ad was shown to. Impressions The number of times your ad entered the screen for the first time. CTR (All) Click-through rate for all clicks. The total number of clicks you received (ex: offsite clicks, likes, event responses) divided by the number of impressions. CTR (Link) Click-through rate for clicks to link. The number of clicks you received on your add that direct people off Facebook, divided by the number of impressions. CPC (Al) Cost per click for all clicks on your ad. The amount you're charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received. CPC (Link) Cost per click to link. The amount you are charged each time someone clicks on the link in your ad that directs people off Facebook. Your total charges are based on the amount you spent on the ad divided by the clicks to link the ad received. Cost The average you paid for each action associate with your objective. Amount Spent The total amount you've spent during the dates you've selected in your Ads Manager. People Taking Action The number of unique people who took an action such as liking your Page or installing your app as a result of your ad. For example, if the same person likes and comments on a post, they will be counted as 1 unique person.

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