Campaign Overview

Campaign Name: New Conversions
Objective: Increase website application submissions
Platform: Meta (Facebook & Instagram)
Campaign Duration: October 27, 2023 – August 31, 2024
Total Spent: $155,560.91
Total Submissions: 17,115
Average CPA: $9.10

Objectives & Goals

The primary goal of the "New Conversions" campaign was to drive website application submissions by testing different creative formats and targeting strategies. We aimed to:

• Test Creative Types: Compare the performance of carousel ads against video creatives.

• Audience Testing: Target new audiences, including those with interests in local grocery stores, farmers markets, and large retail chains like Walgreens, CVS, Walmart, ShopRite, etc.

• Lower CPA: Achieve a competitive cost per acquisition (CPA) to maximize the efficiency of the allocated budget.

Strategy & Execution

1. Creative Testing

   • Carousel Ads vs. Video Creatives: Two ad formats were tested to determine which format resonated best with the target audience. Carousel ads highlighted multiple features, while videos focused on a dynamic storytelling approach to engage users.

2. Audience Segmentation

   • Interest-Based Targeting: Audiences were meticulously segmented based on interests such as local grocery stores, farmers markets, and large retail chains like CVS, Walmart, Walgreens, ShopRite, RiteAid, fast food corporations, etc. Additionally, employees and civilians interested in these brands were included to expand the reach.

   • Geo-Targeting: Specific locations were targeted to align with the interests of those in proximity to large grocery stores and retail chains.

3. Budget Allocation

   • The campaign's $155,812.78 budget was optimized through regular A/B testing and refinement of audience targeting to ensure maximum ROI.

   • Daily Monitoring: Performance was tracked daily, allowing for real-time adjustments in targeting, bidding, and creative strategy to improve the campaign’s efficiency.

Results

The campaign’s performance surpassed expectations, especially in driving down the cost per acquisition (CPA). Here’s a breakdown:

• Total Submitted Applications: 17,115

• Average CPA: $9.10 (significantly below industry benchmarks for similar campaigns)

• Total Budget Spent: $155,560.91

• Conversion Rate: High conversion rate driven by precise audience targeting and creative testing

Key Learnings & Insights

• Creative Testing Results: The carousel ads consistently outperformed video creatives in this campaign, with higher click-through rates and a lower CPA. This indicated that showcasing multiple products and features within a single ad unit provided more value to potential applicants.

• Audience Targeting Insights: The interest-based audience targeting on Meta performed exceptionally well. Audiences interested in local grocery stores, fast food and retail brands were more likely to engage and convert. This was an important learning that helped refine audience targeting for future campaigns.

• Optimization Tactics: Frequent A/B testing and dynamic adjustments based on real-time analytics contributed to the success of the campaign. By refining audience segmentation, adjusting ad spend, and tweaking ad copy and visuals, we were able to lower the CPA and increase the number of conversions.

Visual Performance Overview

Conclusion

The New Conversions campaign successfully achieved its goal of driving a high number of application submissions at an exceptionally low cost per acquisition. By strategically testing creatives and audiences, the campaign maximized budget efficiency and outperformed previous efforts.

The performance of this campaign demonstrates my ability to:

• Optimize ad spend effectively across various audience segments.

• Develop and test compelling ad creatives to ensure maximum engagement.

• Leverage data-driven insights to improve ongoing campaign performance.