2. Background
Sam & Mary is an inbound marketing campaign based off
of Andre Chaperon’s Frank vs. Matt landing page.
The CTA for the campaign is to opt in for a special report at
the bottom of the page.
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3. Campaign Setup
Timeframe: 3 Months
Ad Type: Desktop News Feed, Desktop Right Hand Side
Conversion: On-site Thank You page load
Segmentation: Bid Type, Ad Type
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4. Ads
Ads were tested by image and by headline.
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5. Audience Characteristics
In addition to the below characteristics, a custom audience
was created using the email subscriber list.
Location: USA, Canada, UK, New Zealand, Australia
Gender: M/F
Age: 18+
Interests/Demographics: Graduates from Chiropractic
Colleges
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7. Performance (translation)
689 people registered for the program, resulting in a 1.8% conversion rate for
the campaign over its lifetime.
The majority of these conversions came from the Desktop News Feed Ads,
which closed down the end of July once the frequency started to increase. (this
is to avoid ad dilution)
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8. Performance (cont’d)
Between Desktop News Feed ads and Right Hand column
ads, performance was neck-and neck.
Between the two Desktop News Feed Ad groups,
Conversion bidding won out with a 9% lower cost per
conversion.
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9. Performance (cont’d)
The cost per conversion on the right-hand side ads was
30% lower than the average Desktop News Feed ad. This
was expected, as these results took about twice as long to
come in.
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10. Performance (cont’d)
The cost per conversion on the right-hand side ads was
30% lower than the average Desktop News Feed ad. This
was expected, as these results took about twice as long to
come in.
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Replace Desktop News Feed Ads with Right Hand Side Ads
11. Conclusion
The most successful ad group was the Right Hand Side
group with a cost per conversion of $0.67.
We increased the budget of this ad group over the course
of the two final months of this campaign, eliminating lower
performing ads within the group itself.
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12. Conclusion
The reach of the campaign was in line with expectations,
as the total audience size was around 40,000 people.
The frequency was higher than expected, which shows that
with future campaigns there should be at least 25% more
ads to reduce repeated displays to the same people.
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