Using mobile placement ads to generate over 50K new web sign ups
Our client is a digital media agency that works with a variety of political candidates and organizations in Central and South America.
In order to scale up their business, the agency utilized EccaNova’s white label ad buying services to run a video ad campaign for a candidate in Central America.
Our client had two main goals:
Goal #1: Acquisition – Increase web sign-ups on the candidate’s website.
Goal #2: Name recognition – Utilize EccaNova’s proven targeting models to build support for the candidate.
Prior to launching the ad campaign, our team researched the internet usage data for the geo that was to be targeted. This research allowed us to see that most people in the area didn’t have access to desktop computers. However, an overwhelming majority of the people did have internet access on their smartphones. So we built the ad campaign around only serving to mobile devices.
The candidate’s creative, ad copy and goals were based on the candidate’s vision for change and an end to corruption in the local government. Our dedicated digital strategy team worked with the client to create multiple ad and text combinations. Our team was then able to analyze the incoming metrics and quickly optimize the highest performing combinations to drive conversions.
The digital advertising process for the client involved 3 core tactics to help drive web sign-ups:
All these tactics worked together in harmony to drive over 50K new online web form submissions.
The recipe for success for Facebook advertising is to reach a highly targeted audience the optimal number of times within a certain time period. Social Media is the new word-of-mouth. If you target the correct audience, they’ll share it and promote you. This is important because the most credible form of advertising comes straight from the people we know and trust. Facebook makes it super easy to track conversions through a tracking pixel that we installed on the landing page.
Using programmatic bidding ensures that digital ads are exposed to a highly targeted audience of people who match the demographics and show interest in related topics and categories. Programmatic video advertising refers to the practice of using bots to buy ad space based on set prerequisites.
The program takes that user data and uses real-time bidding to display your ad to a user that fits your ideal client profile. Traditionally you had the option of buying ad space in a popular time slot on TV or on a site your audience may frequent. Programmatic advertising uses behavioral data to find your audience and display the perfect video ad, making it much more effective.
The landing page included custom engaging copy, images, details about the candidate and a form with a specific call-to-action to encourage supporters to leave their contact details and sign up. The landing page was clean, easy to read, and mobile responsive. There was also a tracking pixel installed on the landing page so that we could track conversions. Both the Adwords and Facebook campaigns drove traffic to this page.
TOTAL CAMPAIGN RESULTS
Check out the individual results for each platform:
Facebook is the largest social media channel with the most engaged monthly audience. Ads for local politics and/or social issues served on Facebook can greatly improve name recognition of the candidate or organization, as well as generate trackable conversions.
Here’s what this client’s Facebook ad campaign gained in only 15 days:
Video ads are an exciting way to reach and engage your audience on YouTube and across the web. The video ad for this campaign was run with geo-targeting technology, so potential supporters who lived inside the designated geographical area, and matched our demographic and interest targets, were served the candidate’s ad on their mobile device. The value of a click on geotargeted ads is huge, as the consumer engaging with the ad has a proven interest in the candidate and their platform.
Here’s what this client’s programmatic video ad campaign gained in only 15 days: