CASE STUDY | DIGITAL ADS

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The Client

Community Business Development Corporation (CBDC) – Atlantic assists in the creation of small businesses and in the expansion and modernization of existing businesses by providing financial and technical services to entrepreneurs.

Objective

Sociable Media was tasked with developing a brand awareness digital ad campaign via Google Ads, Facebook, and Instagram.

Solution

In order to showcase the work of CBDC and their clients’ success, Sociable Media decided to structure the ad-campaign around eight businesses they had assisted. The campaign featured one entrepreneur per-week, culminating to an eight-week campaign.

Once our eight-week editorial calendar was queued, we established individual landing pages for each CBDC program/service (Self-Employment Benefits Program, General Business Loans, Innovation and Technology Loans, Youth Entrepreneur Loans) to track the activity of our audience and measure our engagement.

The campaign aimed at highlighting the human aspect of the client—essentially, how has this entity’s services helped the individual, in this case the entrepreneur. The people who have benefitted most from CBDC are the same type of people we were looking to target. Sociable Media led the creative direction for various photo shoots and video production to produce an attractive, high quality campaign that showcased the way in which CBDC’s initiatives have helped the featured businesses.

Our geo-targeted ads ran exclusively in Atlantic Canada and was focused on persons ages 18-65 based on audience interests and statistically driven demographic assumptions. In addition to this, Sociable Media installed Facebook Pixels and Google tracking codes for re-marketing ad purposes so as to ensure we did not miss any potential conversions.

Results

At Sociable Media, you can probably guess that Pay Per Click Management is part of our regular diet.

Facebook and Instagram

The average Click-Through Rate for Facebook and Instagram ads varies by sector. For the financial industry, CTR is 0.56% (Source: Wordstream.) The average CTR for this campaign was 2.43%. The focus on local entrepreneurs and the emotional connections to featured entrepreneurs made an impact to local audiences—and their following.

Google Display Network

The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps. With Google Display Network, ads are targeted on websites or apps selling ad inventory, Gmail, and any properties that are not part of Google search. The people who see these banner or video ads are also not necessarily searching for what you’re offering. They may be seeing your ad because they’re on a web property that is contextually related to keywords you’re targeting, or because you are remarketing to previous visitors of your website.

The average Display Network AdWords Click Through Rate was .29%. There were 54.47K video views and reached 159.4K people.

Search Network – Click Through Rate

Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing. It’s a ratio showing how often people who see your ad end up clicking it. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR.

While many agencies and marketers use a benchmark of 2% for a relatively targeted ad, our accounts vary from sub 1% to over 25%. In CBDC’s case, the CTR was 34%. In the Search Network, ads are targeted to people who are searching for something on Google (or its partner search engines.) Because these ads were a response to their search, Click Through Rates (CTR) on this network are higher on average.

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