Monday, June 4, 2018

Network Highlights - 6/1/2018

2 comments:
Using Facebook Ads To Drive Registrations

Here's a low-cost high-impact way to win new users:
We've tested this approach with Do312 and have seen tremendous success, including an average cost per landing page view of 7 cents.

Our best-performing ad set, which had a cost per landing page view of 4 cents, featured a broad audience that excluded anyone who had been to Do312's Guestlist page in the past 180 days. (This ad set did not leverage a Lookalike Audience.) See the exact targeting for the ad set here.

While we can't track registrations down to an ad-specific level, we can calculate that, assuming that 50% of these visitors are new users and that 70% of them enter a giveaway, we're able to win new users for 20 cents per user using this strategy. If your city needs more users, this is a solution.

To contextualize this, we're seeing companies who make far less per user boasting about winning new email subscribers from Facebook at $1 per user. We can win users at 1/5 that cost - so let's go do it.

Cheers to Do312 and social media wiz Lorena Cupcake for their constant attention to innovation and testing on social; they've added 6,792 new mail list users in the past 3 weeks amidst this cross-channel blitz, and they stand to increase that count considerably this week due to the announcement of the Lollapalooza After Shows.

Big Wins In Victoria, Indy & The Bay

Huge props to our Victoria team: They saw their second highest week of traffic ever last week on the strength of this Village Block Party event page becoming a magnet for organic search traffic (3,743 organic page views to date).
  • Tis the season for all the street festivals, block parties and fireworks watches that earn us so many organic hits -- so if you don't already have interns scouring the web for more of these event pages to add, we'd highly recommend doing so.
Do317 broke Facebook with this massively successful Indy 500 giveaway that zipped them into one of their best weeks on Facebook ever.
  • Bonus points to Indy's team for taking a giveaway strategy that's worked incredibly well for music festivals and applying it to a popular sporting event. We should all be doing everything in our power to leverage sports for audience growth opportunities due to its wide appeal.
DoTheBay had a stellar last week on email: 1,217 new subscribers and their 3rd-highest count of unique opens ever. Many of these new subscribers came in through their Treasure Island VIP Giveaway and the network-wide Treasure Island Flyaway, which has already racked up 8,521 entries. Thanks everyone, so much, for your help making that a success.

Onto the stats! Ask questions if you have em. ❤
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Monday, June 4, 2018

Network Highlights - 6/1/2018

Using Facebook Ads To Drive Registrations

Here's a low-cost high-impact way to win new users:
We've tested this approach with Do312 and have seen tremendous success, including an average cost per landing page view of 7 cents.

Our best-performing ad set, which had a cost per landing page view of 4 cents, featured a broad audience that excluded anyone who had been to Do312's Guestlist page in the past 180 days. (This ad set did not leverage a Lookalike Audience.) See the exact targeting for the ad set here.

While we can't track registrations down to an ad-specific level, we can calculate that, assuming that 50% of these visitors are new users and that 70% of them enter a giveaway, we're able to win new users for 20 cents per user using this strategy. If your city needs more users, this is a solution.

To contextualize this, we're seeing companies who make far less per user boasting about winning new email subscribers from Facebook at $1 per user. We can win users at 1/5 that cost - so let's go do it.

Cheers to Do312 and social media wiz Lorena Cupcake for their constant attention to innovation and testing on social; they've added 6,792 new mail list users in the past 3 weeks amidst this cross-channel blitz, and they stand to increase that count considerably this week due to the announcement of the Lollapalooza After Shows.

Big Wins In Victoria, Indy & The Bay

Huge props to our Victoria team: They saw their second highest week of traffic ever last week on the strength of this Village Block Party event page becoming a magnet for organic search traffic (3,743 organic page views to date).
  • Tis the season for all the street festivals, block parties and fireworks watches that earn us so many organic hits -- so if you don't already have interns scouring the web for more of these event pages to add, we'd highly recommend doing so.
Do317 broke Facebook with this massively successful Indy 500 giveaway that zipped them into one of their best weeks on Facebook ever.
  • Bonus points to Indy's team for taking a giveaway strategy that's worked incredibly well for music festivals and applying it to a popular sporting event. We should all be doing everything in our power to leverage sports for audience growth opportunities due to its wide appeal.
DoTheBay had a stellar last week on email: 1,217 new subscribers and their 3rd-highest count of unique opens ever. Many of these new subscribers came in through their Treasure Island VIP Giveaway and the network-wide Treasure Island Flyaway, which has already racked up 8,521 entries. Thanks everyone, so much, for your help making that a success.

Onto the stats! Ask questions if you have em. ❤