Interest Targeting and Boosted Posts. Prepared by: Grant Kenney & Dave Serino May 3, PDF Free Download

Interest Targeting and Boosted Posts Prepared by: Grant Kenney & Dave Serino May 3, 2016

Never before has it been easier to reach the right people at the right time with your brand message. #PureMichiganEDU

#PureMichiganEDU

Organic interest targeting is a great free way to get your posts in front of the right people. #PureMichiganEDU

It s easy to set up targeting and choose targeting for posts! #PureMichiganEDU

If you don t see these options check your settings!

Besides basic demographic and location targeting, you can hone in on precise interests and other pages. #PureMichiganEDU

Curious how effective your targeting was? Look at the audience insights to get a breakdown! #PureMichiganEDU

You don t have to be Coca Cola or General Motors with millions to advertise on social media.

If you have a Facebook page you can advertise on Facebook! #PureMichiganEDU

#PureMichiganEDU Boosted Posts are an easy and effective way to get important and quality content in front of more people.

Boosting a Facebook Post #PureMichiganEDU

What you ll see #PureMichiganEDU

Most boosted posts will want to target either fans or friends of fans to increase exposure. #PureMichiganEDU

You may also create and set the audience you wish to target. #PureMichiganEDU

Boosted posts and interest targeting are excellent for promoting solid content, but for more options and targeting you need to go further down the rabbit hole #PureMichiganEDU

There is really no excuse for someone to see your ad who doesn t want your product Dan Slagen, SVP, Nanigans

#PureMichiganEDU

Building an Audience via Facebook #PureMichiganEDU

Leverage Your Data to Build an Audience #PureMichiganEDU

#PureMichiganEDU

Website Click Ad #PureMichiganEDU

Website Click Ad: Targeting Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: 24-65+ Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything #PureMichiganEDU

Website Click Ad: Results #PureMichiganEDU

Website Click Ad: Refined Targeting #PureMichiganEDU

Website Click Ad: Refined Targeting Location: Canada: Ontario United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Age: 55-65+ Interests: World Birding Center, Birding (magazine), Birds & Blooms Magazine, Bird Watcher's Digest, Everything Birding, Watching Birds, American Birding Association, The Birdwatchers, Ohio Young Birders Club, Wild Birds Unlimited, Bird migration, Birdwatch (magazine), Birding Adventures TV, National Bird-Feeding Society, American Bird Conservancy, Birder's World Magazine, Birds & Blooms, Society of Canadian Ornithologists, BirdWatching Magazine, Tropical Birding Tours or A Birder's Guide to Everything #PureMichiganEDU

Website Click Ad: Results #PureMichiganEDU

Offer Ad

Proximity Ad

Traveling In or Recently Visited Ad Location: People recently in Branson, MO Age: 18 65+

Campaign Builder

Targeting/Creative Targeting: Location: United States: Illinois; Indiana; Michigan; Ohio; Wisconsin Exclude Location: United States: Ludington (+50 mi) Michigan Friends of connections: Friends of people who are connected to Ludington Area CVB Age: 21 65+

Targeting/Creative Interests: Interests: lighthouse photography, michigan awesome, SS Badger, West Michigan, Lighthouse, Great Lakes region, lighthouses

Campaign Results Cost Web Click CPC CTR Frequency Impressions Page Likes Website Clicks Flight 1 $.24 $.13 4.77% 2.1 213,811 707 10,335 Flight 2 $.28 $.14 5.21% 1.9 203,094 420 8,985 Flight 3 $.28 $.15 5.14% 1.83 154,287 291 7,389 Total/ Average $.26 AVG $.14 AVG 5.04% AVG 1.94 AVG 571,192 1,418 26,709 The average click-through rate for campaign web site ads was 5.04%, which is more than seven times the global average reported by Nanigans (.88%). The average cost-per-click for the campaign was $.26, which is considerably less expensive than the global average reported by Nanigans of $.46

Campaign Results Of the 22,108 entries 19,696 opted in for the Ludington Area CVB newsletter 89% of entrants opted-in for the Ludington e-newslettter which features content on activities and travel news.

Campaign Results

Campaign Results Traffic to the Plan Your Summer Vacation web page on the Pure Ludington website saw increases in traffic from new users during the giveaway coinciding with the times the ads ran. There were 1,875 user sessions from 1,626 new website users.

Campaign Integration

The Summary Use organic targeting to combat the Facebook reach decline Begin experimenting with boosted posts to build confidence in your advertising approach Use custom & lookalike audiences to leverage your current databases Optimize ad targeting by utilizing numerous free advertising tools Analyze ad performance and use insights to enhance future performance

Pure Michigan Opportunities

#1 Share your hashtags and handles of all your accounts so that Pure Michigan can follow and more easily engage. #2 If your organization is hosting any events feel free to submit it to the event listing on michigan.org at: http://www.michigan.org/add-event/ #PureMichiganEDU

#3 Get listed on the michigan.org Database. #4 You can enhance your listings with 360-degree Spin Tours #5 Tag Pure Michigan in photos and posts on social media channels, so Pure Michigan can like, share, retweet, etc. #PureMichiganEDU

#6 On Twitter, you re welcome to promote events, deals, etc. and include the #PureMichigan hashtag in your tweet for even more visibility. #7 On Facebook, feel free to visit the Pure Michigan Facebook page and post your activities directly to the Timeline to reach fans of Pure Michigan. #PureMichiganEDU

#8 If you re active on Pinterest, we have a number of community-contributed Pinterest boards that you could pin to, including restaurants, family-friendly activities and events, and more. #9 Pure Michigan is the #1 travel destination in the world on Instagram. If you use that platform, feel free to include #PureMichigan hashtag in your photo to get more exposure. #PureMichiganEDU

For questions about any of these services contact: Michelle Grinnell begnochem@michigan.org Ryan Gajewski gajewskir@michigan.org

Q & A

Interest Targeting and Boosted Posts. Prepared by: Grant Kenney & Dave Serino May 3, 2016