Millennial Family - Facebook Campaign Summary.
We have been running our second campaign (Young Family) for almost 5 days and we can begin to see results.
First of all on the campaign level - we were comparing Men vs. Women. We saw a slight preference by men (18 landing page views vs. 12). Since there is no clear winner and both have gotten clicks, it is viable to continue running both campaigns.
On the ad set level we can already see some clear cut results. For both men and women ages 35-45 got almost no engagement (women at zero and men with 2 landing page views). Since these sets are clear losers to the 45+ age group sets we can discontinue them and the funds will be diverted to our more successful campaigns.
Once we delve into the individual ad level there are also clear winners and losers. The following visual was the winner for both men and women:
Women preferred a green background and men preferred the orange background. Other ads in each set got very little engagement (0-2 clicks) and the engagement they did get was pricey (over $2 per click). For comparison's sake the winner ads both averaged about $0.9 per click. This warranted stopping the losing ads so that funds would be diverted to the winners.
*An exception is the green background unpopular picture ad in the Mens ad set. It got one cheap click ($0.64) which may have been a fluke. For the time being I have left that ad running.
Video Ad Campaign
Our next campaign will be testing three of our most popular Youtube videos - S&P 500, Baidu and Tesla. Content wise it is also a good mix of an Index, a Chinese stock and an American stock.
Our goals for these campaigns are exposure and we are using both videos uploaded directly to Facebook (What the Udemy courses say will be more effective) as well as promoting posts with links to our Youtube videos.
For both I selected an “Engagement” campaign which lets you use previous posts as ads (more organized than just individual boosts).
Within each campaign I created two ad sets. One for an audience based on a lookalike audience of our website visitors (in the US) and another for Chinese speakers (in the US).
Then within each set I created three ads (one for each video) and chose posts that I previously created on our Facebook page.
This setup should allow us to effectively test which video, format and audience will get us the most attention and help us build awareness.