The document outlines Zenmed's social media campaign objectives of generating $1.3M in sales with a maximum $600k cost, increasing conversion rates, generating Facebook engagement, and lowering the cost per acquisition (CPA) from $110 to $80. The strategy was to leverage social proof through a redesigned landing page featuring customer reviews, Facebook remarketing, and Google AdWords. The results were generating $1.5M in sales with a $450k cost, a 12.49% increase in conversion rate, over 11,000 Facebook likes and shares, and lowering the CPA to $70.01, well below the $80 target. Sales projections for 2015 indicate doubling sales from 2014 at half the cost

1. ZENMED
Category: Best Use of Social Media in a Search Campaign

2. TABLE OF CONTENTS
1. Objectives, Strategy & Target Audience
2. Implementation & Creativity
2.1. Landing Page Redesign
2.2. Facebook Remarketing
2.3. Google AdWords
3. Results & Evaluation
2 Copyright © Zebra Advertisement

3. #1 OBJECTIVES, STRATEGY & TARGET AUDIENCE
3 Copyright © Zebra Advertisement

4. Objectives
1) Generate $1.3M in Sales with a Maximum Cost of $600k
2) Increase Conversion Rates
3) Generate Engagement on Facebook
4) Lower the CPA from $110 to $80
Target Audience
Anyone (but ideally teenagers and parents of teenagers) in the USA, Canada, UK, Australia, and North Europe
who are searching for terms related to acne, rosacea and scarring or those who read web pages about related
topics.
Strategy
Leveraging the concept of social proof to increase brand awareness and lower the cost per acquisition. Create
a scalable account structure on both AdWords and Facebook and optimize campaigns to maximize sales.
4 Copyright © Zebra Advertisement
#1 OBJECTIVES, STRATEGY & TARGET AUDIENCE

5. #2 IMPLEMENTATION & CREATIVITY
5 Copyright © Zebra Advertisement

6. Layout redesign to make reviews prominent and feature them above the fold
6 Copyright © Zebra Advertisement
#2 IMPLEMENTATION & CREATIVITY: LANDING PAGE
Implementation of social reviews: customers can login with Facebook to rate/review purchases

7. 7 Copyright © Zebra Advertisement
#2 IMPLEMENTATION & CREATIVITY: FACEBOOK
Facebook newsfeed and remarketing campaign creation to generate
engagement

8. Sending traffic via Google AdWords to product pages with social reviews to
maximize traffic and sales.
Optimizing AdWords to lower the maximum CPA from $110 to $80.
8 Copyright © Zebra Advertisement
#2 IMPLEMENTATION & CREATIVITY: GOOGLE ADWORDS

9. #3 RESULTS & EVALUATION
9 Copyright © Zebra Advertisement

10. Objective: Generate $1.3M in Sales with a Maximum Cost of $600k (PART I)
Generated $1.5M in sales with a campaign cost of $450k.
10 Copyright © Zebra Advertisement
#3 RESULTS & EVALUATION

11. Objective: Generate $1.3M in Sales with a Maximum Cost of $600k (PART II)
Generated $1.5M in sales with a campaign cost of $450k.
11 Copyright © Zebra Advertisement
#3 RESULTS & EVALUATION

12. Objective: Generate $1.3M in Sales with a Maximum Cost of $600k (PART III)
Long-term results: The projected cost for 2015 is $200,000, less than half of the
cost in 2014. Sales are on track to double this year.
12 Copyright © Zebra Advertisement
#3 RESULTS & EVALUATION
$0
$750,000
$1,500,000
$2,250,000
$3,000,000
2014 2015
Sales Trend 1 Costs Trend 2
$1.5M
$3.0M
$450k $200k

13. Objective: Increase e-commerce conversion rate
13 Copyright © Zebra Advertisement
#3 RESULTS & EVALUATION !
+ 12.49%
MAIN SEASON

14. Objective: Generate Engagement on Facebook
14 Copyright © Zebra Advertisement
#3 RESULTS & EVALUATION
11,931 likes
345 comments
163 shares

15. Objective: Lower the CPA from $110 to $80
15 Copyright © Zebra Advertisement
#3 RESULTS & EVALUATION
!
Cost/converted click $70.01
Other achievements:
The introduction of social media integration with search campaigns
compensated for some of the seasonal demand low and resulted in a more even
sales volume throughout the year.

16. ZENMED
THANK YOU FOR YOUR TIME!
Category: Best Use of Social Media in a Search Campaign