This is a quick blog on How to optimize a carpet cleaning facebook marketing campaign. I know most of you have heard the word optimize when it comes to digital marketing including facebook, adwords and especially SEO and wonder what it means. Basically we want to make the campaign better, sometimes a marketing piece gets off to a slow start and we need to analyze it to find ways to make it better.
By looking at the analytics and using some practical experience in any industry we then can do some testing to find ways to make it work. Some of the variables we can use in facebook are placements, age, gender, devices and geography.
Using Facebook Reports To Optimize Age
In this specific blog we are focused on using age for a residential carpet or tile cleaning ad. With reports we can download them into excel like in this example, this was a live advertisement and the numbers kept moving so it is just easier for this video.
The main columns we used for this exercise is Age, number of clicks, click thru percentage, cost per click and total reach. This is by no means the ONLY information we need to know but the core information at this stage.
Group A: 18-24 year olds had 0 clicks and the reach was super tiny 30.
Group B: 25-34 year olds had 9 clicks, 1.4% click thru and .37 cost per click
Group C: 35-44 year olds had 15 clicks, 2% click thru and .32 cost per click
Group D: 45-54 year olds had 14 clicks, 2.5% click thru and .43 cost per click
Group E: 55-64 year olds had 4 clicks, 1.3% click thru and .27 cost per click
Segment and Create New Ads
- Looking at this we can see quickly 18-24 year olds are not a great demographic for carpet cleaning and we will delete right off the bat.
- 25-34 age group is too low currently at 1.4% click rate BUT I want to pull this demographic out and run a separate ad targeted at their specific needs. Remember nowadays people stay in college much longer than 20 years ago and this is a move out or rental market in some areas.
- 35-44 and 45-54 age group is the primary market as we can see in the analytics. This is where we want to pull that group out and start to create messages, images and videos directed at typical people in this target. For carpet cleaning and tile we are thinking single family homes, kids, pets and the white picket fence. Busy family life and lots of traffic!
- 55-64 age group is interesting, the click thru was too low also but the price was pretty cheap at .27 cents per click. So I am thinking at this price lets pull this demographic out and run ads targeting what someone in this situation values. No kids, pets, disposable income but probably doesn’t want to or maybe can’t do the physical labor anymore.