Evaluating a Facebook campaign

1. CAMPAIGN EVALUATION
Project 3: Run a Facebook Campaign

2. Marke&ng Objec&ve and KPI
Target audience : People who live in India and US, age limit between 25-35, gender - men and
women and who are interested in marke=ng and have completed their higher educa=on.
Marke&ng objec&ve : ABract the prospec=ve candidate for the DMND program and to
encourage them to download our free eBook and gather 4 email id’s with a marke=ng budget
of $125.00 USD and in a =meframe of one week. Per email id’s conversion cost is $15 USD.
Primary KPI : I got total 140 likes, 2 comments, 6 shares, 584 link clicks and 317 reac=ons on
my post. Total 4 email id’s had been collected.

3. Campaign Summary
1. Location : I chose India and US as preferred location as these are some of the
countries with the largest user base on Facebook (~ 2.4 M daily active
users), which gives me a wider reachability.
2. Age group : I chose age limit from 25 to 35 because at this age, people mostly
complete their higher education and look for specific skills to
establish themselves professionally.
3. Interest and behavior : Based on age limit I target people who are interested in
marketing and have completed their higher education.
While creating the Ad copy I chose concise text line to attract the target audience.
It’s very important to keep the text unique and short because that’s the main attraction
point why people will click on the link. Also the most essential part is the image that shows
what you are talking about and about your brand. I keept in mind that the ad copy
matches the image and the content of my landing page.

4. Key result
Campaign Image 1 (Performance)
As per image 1, it shows that it was not entertained by target audience and
there is no engagement for this campaign image, so the result is 0.00%.
I think the image which I have used is not perfect fit for the campaign.

5. Campaign Image 2 (Performance)
As per image 2 the result rate is 0.63%, the main objec=ve of this campaign was
Conversion and in this image there is 154 conversion, which means this image had
successfully reached the target audience.
As compared the other images result image 2 has worked very well.

6. Campaign image 3 (Performance)
As per image 3 the result rate is 0.51% and as compared with image 2 there is liBle
difference in conversion value and less impression.

7. Campaign image 1 (Demographics)
In image 1 here, you can see that the result is 0%. This shows that this ad needs some
improvement which include ad content and image to get better result.

8. Campaign image 2 (Demographics)
Here we can see a huge reachability, as I target the candidate between 25-35 age and gender as
both men and women. This image shows that men were more attracted to this ad (91%)
compared to women (8%).

9. Campaign image 3 (Demographics)
Here also we can see good reachability. This image shows that men were more attracted to
this ad (87%) compared to women (13%).

10. Campaign image 1 (Placement)
Here we see that total 224 people reached out to this ad on Facebook but, they were not
interested in downloading the eBook.

11. Campaign image 2 (Placement)
This image shows that this campaign had a significant reach (22,255) on Facebook out of
which 154 downloaded the eBook.

12. Campaign image 3 (Placement)
Here we see that this campaign had a decent reach as well (21,033) on Facebook out of which
128 downloaded the eBook. Though the reach was higher on Instagram compared to
Facebook.

13. Campaign Evalua&on
The goal of this campaign was to attract potential candidate for DMND program. It reached
39932 people and includes 140 likes, 6 shares and 2 comments and gathered 4 email ids. I
still need to gather 5 more email id’s as per my target.
If I get additional budget for my next campaign, based on my experience and findings with last
campaign, I will definitely make some changes in Ad content and will focus more on
demographics (like broadening the geolocation) , interest and behavior (making it more
specific to digital marketing) to make it broader and more relevant. Next time will use more
attractive and attention seeking images which attract more potential candidate. One more
important thing is I will extend the timeframe of my campaign, so that I can get better results.

14. Appendix
Screenshot for reference

15. Campaign result: Performance

16. Campaign result: Demographic

17. Campaign result: Placement

18. Ad set result: Performance

19. Ad set result: Delivery

20. Ad set result: Engagement