SOCIAL MEDIA | STRATEGY & DESIGN
I manage all ad creative for Facebook and Instagram, and write ad copy for Google Ads. Despite a small budget for an expensive product, we were able to achieve low CPC and CPA across various audiences.
CHALLENGE
Develop a content strategy for social media.
SOLUTION
Created a strategy using an efficient model for tracking retargeted and lookalike audiences.
MY PROCESS
Data analysis
Concept development
A/B and creative dynamic testing of creative
Writing and design
Content and budget management
Short, snappy headlines and a bright, contrasting photo drew in new users. This single image ad was the dynamic test winner and had the lowest cost per lead (50% less than the next best performing ad!).
A carousel ad featuring different activities gave existing customers a glimpse into what they could expect on our trip.
SINGLE IMAGE + CAROUSEL
I led the effort to utilize Facebook advertising to attract more unique visitors as well as retarget existing customers.
RESULTS
Once we established a monthly or quarterly cadence, depending on the type of campaign, I ran a series of tests on all assets including copy, images, and link descriptions. I later optimized our budget based off the creative dynamic test results.
I concluded that single image ads were more successful to draw in new users, and focused our carousel ads—and later canvas ads—for existing users. I worked with our photo editor to choose the most striking images for our Facebook ads.
This canvas ad performed twice as well as the traditional carousel version (and with half the budget!). We quickly moved our budget over to optimize for canvas ads.
CANVAS
We discovered early on that a high percentage of our users interacted with our content on mobile devices. I created mobile-specific canvas ads, which are essentially a more immersive carousel ad, to leverage higher engagement and CTR, and lower CPC and CPA.
VIDEOS & INSTAGRAM
For this campaign, I experimented with Instagram, though it was not the normal medium for our audience. The goal of the campaign was to introduce new trips in Zimbabwe, an under-the-radar safari destination. We supplemented our Facebook campaign with videos on Instagram’s stories and feeds. We found that campaigns with videos had a 60% higher CTR than campaigns without. I am still curious to know how much more it would be if our clientele were typical Instagram users. 🤔
GOOGLE ADS
With a limited budget and many different regions and trips to market, our team had to create a lean model for Google Ads. I wrote 3-5 different variations of copy per ad set. Each ad set had an average of 10 search queries. Our team reviewed results and adjusted budget on a bi-weekly basis.