OUR WORK:
Building Brand Awareness for the GENIUS NY Program
GENIUS NY engaged Brand Experience to build international brand awareness around their business incubator contest, specifically in IoT and Big Data.
Using Facebook ads, our team was asked to create a marketing funnel that helped people submitpreliminary information and thensubesquently apply for the GENIUS NY program.
CAMPIGN GOALS
500 Submissions
350 Applications
FINAL NUMBERS
410 Submissions
183 Applications
Campaign Data
1.6 Million
Impressions Served
389K
People Reached
12K
Link Clicks
895K
Video Views
$.16
Cost Per Action
Campaign Breakdown
Total Budget $2,500
Total Spent: $2,382.35
Top of Funnel: Video Views
(Avg. $.03 per play)
Middle of the Funnel – Retargeting Video Views
(5,942 clicks at $.06 per click
Bottom on the Funnel – Conversion Ad
(50 initiate checkouts at $5.61)
Additional Ads Targeting Lists provided.
(618 link clicks, at .067 per click
Average CPC – $2.52
Average CPM – $11.47
Average CTR – .72%
Average CPA – $18.68
Your Result $.011
Your Result $ 1.47
Your Result .92%
Your Result $.16
Opportunities for Improvement
What do the numbers tell us?
Time and Optimization
The fast paced nature of this campaign meant we were unable to optimize the ads. Optimization takes places over time and allows Facebook to find the right audience for the goals of the campaign.
Targeting
Targeting consisted of very large audiences across the world. The large audiences allowed the ads to be shown very cost effectively, although with more time, we would have narrowed in on more effective audiences.
Authority and Nurturing
Companies could have benefited from more communication and nurturing in order to feel ready to apply for this life-changing opportunity
Understanding Requirements
We reached our submission goal, but not the application goal. This tells us there was interest, but possibly the wrong people were interested or they did not have the necessary requirements to formally apply.
