This document summarizes a Facebook advertising campaign for an artificial eye company. The campaign had goals of increasing page likes, views, and website traffic. Ads targeted the general public in Manila and other Philippine provinces, as well as ophthalmologists. Results included over 40,000 post reaches but low engagement rates. Key learnings were that high impressions were ineffective without engagement, and video ads required appealing initial seconds. Moving forward, the company plans to post more customer stories and before/after photos to build trust.

1. Facebook Campaign
Mark Paul S. Paroli, OD

2. Content
What?
•Theories Applied
•Company Used: Paroli
Artificial Eye
•Reason
How?
Goal/Objectives
Target
Budget & Location
How Else?
Execution
Results & Evaluation
Conclusion & Recommend
Actions

3. What?
Theories Applied
Company Used
Reason

4. Theories Applied
• The Five A’s
• It made me realize that my service was a
Trumpet model
• Number of Advocates > Buyers
• Brand Awareness should target people who
will refer.
• Ophthalmologists
• Parents
• Daughter/Sons of non-techy parents

5. O Zone
Outer
Influence
Other’s
Influence
Own’s
Influence

6. • Strengthening Other’s
Influence is to create a
Community Group

7. 7 Steps Content
Marketing • Gave me a good guide in
creating this Facebook
Campaign
• Simple but comprehensive

8. Facebook
Blueprint
• Do’s and Don’ts in Boosting
a Post
• Example:
• You are not allowed to
post a Photo of a part
of a human being.
Especially Zoomed in.

9. Facebook Blueprint
You can appeal to reconsider your post

10. Page Used:
Paroli
Artificial Eye

11. What is
Paroli Artificial
Eye?
The Facebook Page leads users to the Website
It’s website includes:
Blogs Patient Stories
Frequently Asked Questions
about Artificial Eyes
Doctor's Profile
This is the page that houses all my post about Artificial Eyes.

12. Why Did I use Paroli Artificial
Eye?
• Currently there are only Two Active Facebook Page.
• My Website is the only Philippine based Artificial Eye
website, and I want to secure a spot in the first page of
Search engines in the Future.
• Use this opportunity to post helpful tips to decrease
complications of Artificial eye users because of lack of
information in the Web

13. The How’s
GOALS/OBJECTIVES TARGET VIEWERS
BUDGET AND
LOCATION

14. Goals and
Objectives
In the span of the Facebook Ads, my Goal is to..
To increase the number of Likes in my Facebook Page,
Additional 50 Likes.
To increase the Page Views of my Facebook Page, and
to beat my highest was 38 last October 26, 2018
To get Page Views on my
website www.artificialeye.ph by more than 500 Views
To increase the Unique Visitors of www.artificialeye.ph
by 150 a day while Facebook Ad is running.
To have a high Engagement Rate

15. Target
• Two Post Will be done:
• General Public
• Ophthalmologist

16. General Public
• Location 1: Metro
Manila
• Budget P200
• Location 2: Other
Provinces except
Metro Manila
• Budget: P600
• Age 21 to 45 years
old

17. Target:
Ophthalmologist
• Age: 26 years old up to 65+
• Location: Philippines
• Budget: P200

18. How Else?

19. Execution
• Infographic Photo with Website
Link
• Clicking any of the Photos will
redirect the user to the home page
of my website,
www.artificialeye.ph

20. For Ophthalmologist
• Infographic Video: 7 stage
Life Cycle of an Artificial Eye
• This aims to promote the
service to Eye specialists
• In the future, it may be
boosted for the general
public

21. Results

22. Facebook Ad 1
• Philippines except Metro Manila
• P600
• 4 Days

23. Facebook Ad 2:
• Metro Manila
• P200
• 2 Days

24. Facebook Ad 3
• Philippines
• P200
• Ophthalmologists
• 2 Days

25. SUMMARY
• Reactions
• Shares
• Highest Paid Reach: January 13, 2019
• Total Post Reach Jan 10 to 16, = 40,944

26. Evaluating the
Results
Visibility
Page Views
Unique Visitors
Relatability
Page Views per Visitor
Bounce Rate
Time on website
Searchable SEO Ranking
Actionable
Clickthrough rate. (no of clicks /
impression)
Call to Action
Shareable
Share ratio (number of shares /
numbers of impression)
Engagement rate

27. Page Views
• January 13, 91 views
• Jan 14, 30 Views
• Jan 15, 27 Views
• Jan 16, 32 Views

28. Page Views(according
to Weebly)
• Jan 13… 505
• 14… 584
• 15… 565
• 16… 517
• 17… 205

29. Page Views (via Google Analytics)
Date Views
Jan 13 74
14 103
15 129
16 121
Jan 17 64

30. Facebook
Unique
Visitors
• January 13, 2019, 39 people viewed
• Jan 14, 20 people
• Jan 15, 15 people
• January 16, 21 people

31. Unique Visitor (Google analytics)
• Date Visitors
• 13 50
• 14 78
• 15 99
• 16 92
• 17 41

32. Unique Visitors
According to Weebly
• Date Visitors
• 13 166
• 14 193
• 15 211
• 16 151
• 17 -

33. Relatability

34. Page Views per Visitor
Day Index Pageviews Users
1/9/19 47 18
1/10/19 20 12
1/11/19 46 18
1/12/19 26 20
1/13/19 74 50
1/14/19 103 78
1/15/19 129 99
1/16/19 121 92
566 387
1.48
1.32
1.30
1.32

35. Bounce Rate
Day
Index Bounce Rate
1/11/19 61.90%
1/12/19 95.45%
1/13/19 83.64%
1/14/19 85.54%
1/15/19 86.41%
1/16/19 85.57%
1/17/19 66.67%
82.75%

36. Time on Site
Day
Index
Avg.
Session
Duration
1/11/19 0:03:57
1/12/19 0:00:03
1/13/19 0:00:27
1/14/19 0:00:17
1/15/19 0:00:30
1/16/19 0:00:26
1/17/19 0:00:32
0:00:35

37. SEO RANKING

38. Clickthrough Rate
• A ratio showing how often people who
see your ad end up clicking it.
• It can be used to gauge how well your
keywords and ads are performing.
Photo
• 968 /26,079 = 0.037 = 4%
• 310 /9,576 = 0.0324 = 3%
Video
• 54/4,261 =0.0087 = 0.8%

39. Share Ratio
• 5 / 26,079 = 0.02%
• 1 / 9576 = .01%
• 6 / 4,261 = 0.01%

40. Engagement Rate
• 833 / 4261 = 19.5
• Only counted people who watched the video
for more than 10 seconds
• 958 / 26079 = 3.67
• 310 / 9576 = 3.23

41. Inquiries

43. Learnings
• Facebook Ad is a great way to be seen by potential
customers.
• However, High Impression is ineffective if there is low
Engagement.
• Base on previous posts, the Blog post Stories gets more
generic views than infographic posts
• Share ratio is something important to consider. Future
post that encourages sharing should be posted.
• Videos are good way to increase engagements, but the
first 5 seconds should be appealing.
• Before and After Photos of my work gets a great
impression

44. To do in the Future
• Stories of Customers are a great way to
increase brand awareness.
• Video post should start with a 5 second
stickier content. To Answer “What’s in it for
them?”
• Many of my customers desires to know “
how good is this guy?”, posting. Before and
After photos would be useful.
• Many posts can be boosted at the same
time. There should be Weekly posts and
Monthly Boosted Posts

45. Thank you for the Amazing
Trimester!