When measuring awareness results, we often turn to a few key metrics. Most notably, we place a large emphasis on the ‘Reach’ (or visibility) of a campaign to prove it’s effectiveness. This specific campaign was able to reach over 50,000 unique people monthly with total impressions over 60,000.
Of those reached, we were able to see that about 40% were in the 25-34-year-old age group. Proving that not only were we reaching a large number of prospects, but a highly coveted millennial segment that can be elusive in more traditional advertising.
As another indicator of awareness, we want to know how the campaign was resonating with our audience. For this, we look at engagement & click data. With over 2,000 clicks to the property website and an impressive click-through rate of over 3.3%, we can be confident that the audience is not only noticing the ads, but also engaging with the brand at a cost of only $0.25 per click.
Lastly, looking at the ad placement shows us exactly where the audience was engaging. Unique to this campaign, we saw Instagram account for 44% of results with Facebook accounting for 56% of clicks. The majority (over 90%) of clicks took place on mobile devices.
To summarize the results: With only $500/month, this property was able to reach over 50,000 targeted users in an engaging mobile-friendly way. Those users responded with over 2,000 clicks to the property website, 27 post likes on ads and a 25% increase in total page likes since campaign launch.