In part two of this presentation, I evaluated the results of my first Facebook and Instagram advertising. Within this project, I learned to determine what to do to improve future ads on Facebook and Instagram.

1. FINAL PROJECT:
PART TWO
57 MONTGOMERY AVE
M A T T G I L H O O L Y
Professor Hays
August 5, 2021
MMC 5739: SOCIAL MEDIA ADVERTISING
FOR CONVERSIONS

2. OVERVIEW OF CAMPAIGN
This campaign for the "I Can Be Anyone" book and 57
Montgomery Ave aimed to get people to start thinking
about the products and look for more information by
viewing the brand's website (Sonnenberg, 2020).
The campaign used dynamic ad creatives on Facebook
and Instagram targeting a catered audience group
based on an extensive audience survey.
There were two videos, three ad copy statements, two
headlines, and two calls to action created.

3. REPORTING
Main Analytics Measurements

4. REPORTING - Additional Analytics

5. Clicks
81 - Facebook
0 - Instagram
137 - Facebook
1 - Instagram
Link Clicks:
Clicks All:
Impressions
8,656 - Facebook
219 - Instagram
Reach
4,621 - Facebook
206 - Instagram
3-Second Video Plays
645 - Facebook
28 - Instagram
Video Plays at 25%
347 - Facebook
12 - Instagram
Video Plays at 100%
65 - Facebook
4 - Instagram
HIGHLIGHTS

6. Goals/Estimates Actual Results
56 Link Clicks on
Facebook Ads in 5 days
56 Link Clicks on
Instagram Ads in 5 days
$0.67 CPC
81 Link Clicks on
Facebook Ads in 5 days
0 Link Clicks on
Instagram in 5 days
$0.90 CPC
0.60% CTR Industry Avg. 0.94% CTR - Facebook
GOALS VS. ACTUALS

7. The link clicks on Facebook exceeded the goals set before the campaign launch.
However, the ads failed to inspire on Instagram and did not produce any clicks.
Considering Professor Hays' "test, test, test" recommendations, I am curious what the
link click results would have been with the full $75 budget going solely to Facebook.
The click-through rate (CTR) for this campaign was 0.94% compared to an industry
average of 0.60%, showing some successful aspects of the ad creative's target
audience selection and the ad copy identifying a problem, solution, and possible relief
based on the StoryBrand Framework (Miller & Peterson, 2020). I also believe the
talking giraffe and unicorn created a compelling visual to stop scrolling and watch
the videos, leading to a click to learn more. Using a split test in the future may identify
more comparable data for CTRs, to determine more efficacy (Trentacosti, n.d.).
ANALYSIS OF RESULTS

8. ANALYSIS OF RESULTS
The cost per click (CPC) for this campaign was $0.23 higher than the
industry average for books. According to Postclick, a higher CPC than the
industry average indicates higher competition present on the platform.
Postclick notes that this could also be influenced by the COVID pandemic
(Doty, 2021).
The results were surprising, especially based on the lack of success on
Instagram. Therefore, future iterations of this campaign should focus on
Facebook and remove placements specific to Instagram as they were not
served as often, and did not produce results as desired. Based on the results,
Facebook Stories may also be an unnecessary placement for this target
audience. Additionally, it may be helpful to try Pinterest as my audience
surveys identified Pinterest as a highly used social media platform.

9. The Quality and Engagement Rate Rankings were not calculated
by Facebook Ad Reporting despite earning more than 500
impressions for the campaign (AdEspresso, 2019). However, looking
at the data and lack of ad relevance diagnostics ratings, the
campaign possibly had a below-average quality and engagement
rate ranking despite meeting the link click goal on Facebook.
Based on the AdEspresso suggestions, below-average rankings can
mean that the 57 Montgomery Ave creative assets should be re-
created to align with the audience's interests. It also notes that the
assets are possibly not engaging, interesting, or eye-catching
enough to spark action that leads to link clicks with this group
(AdEspresso, 2019). Therefore, I want to run an A/B test on future ads
to compare the talking animals to a gif-style video featuring
children daydreaming while reading the book.
IMPROVEMENTS

10. Based on the Ad Budget Calculator, to reach the
goals of this campaign, 18,833 impressions are
needed. The results were roughly 10,000 short in
this metric.
To increase possible reach and impressions, the
audience locations can be expanded to broaden
the core audience group.
Also, new versions of the ad creatives should be
shorter than 15 seconds, as only 10% of those that
viewed the videos for three seconds watched the
entire video.
IMPROVEMENTS

11. W
REFERENCES
ADCostly. (n.d.). 2020 Q2 Facebook Ad Benchmarks For Your Category. Retrieved July 16, 2021, from https://adcostly.com/blog/2020-q2-
facebook-ad-benchmarks-for-your-category
AdEspresso. (2019, May 14). Relevance Score: Everything You Need to Know in 2019 (Strategies Included).
https://adespresso.com/blog/facebook-ads-relevance-score/
Doty, E. (2021, January 4). 3 Trends That Explain Why Your CPC Is Rising. Postclick. https://postclick.com/blog/why-cpc-rises/
Gilhooly, M. (2021). I Can Be Anyone: A Soul’s Journey (A Charming Little Creatures Creation). Independently published.
Miller, D., & Peterson, J. J. (2020). Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business. HarperCollins Leadership.
Sonnenberg, A. (2020, October 15). Which Facebook Ad Objective Should I Choose? Agorapulse.
https://www.agorapulse.com/blog/facebook-ad-objective-choices/
Trentacosti, F. (n.d.). What is a good CTR on Facebook Ads? Uhuru Network. Retrieved August 5, 2021, from
https://uhurunetwork.com/good-facebook-ads-ctr/