Ryan Hobert

Digital Strategist | Data Storyteller

Social Advertising

Of all the advertising outlets out there, I believe that social advertising is one of the most successful that I’ve seen. While SEM allows you to target those searching for various targeted keywords making it a relevant experience, social media advertising allows so much more. Facebook, specifically, allows you to target location, gender, age, interests, relationship status, education status, what pages you like, if you are on a mobile or a desktop, if you recently moved, and even if your birthday is in a couple weeks. Knowing how to utilize this information is key in executing a successful advertising campaign.

In my experience, I have spent over $500k in social advertising dollars and delivered over 1 billion impressions for various clients with different goals and objectives. These campaigns have been successful with a dialed in targeting approached, multiple A/B tests and solid messaging strategies. I have provided a couple examples below:

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Past Campaign Performance Indicators

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[tab title=”Fan Growth”]The client’s goal was to increase their fan base from 73k to 1 million fans in 8 months. With a targeted advertising and messaging plan (For paid and organic fan growth), I accomplished this goal in three months at a cost of $0.38 per fan and came in nearly 10% under budget.[/tab]
[tab title=”Website Traffic”]The client’s goal was to increase their website traffic with the use of Facebook Advertising at a cost of $0.75 per visitor. I sent a total of 19,000 visitors to the client’s site at a cost of $0.16 per visitor utilizing a highly targeted campaign.[/tab]
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Search Engine Marketing

I have spent an extensive amount of time working with both Google AdWords and Bing Advertising, and have found that it is a very effective way of marketing to very specific users with a wide variety of strategies available. I’ve gotten to know Google AdWords the best as I have gone through their Certification Program to better understand all possibilities Google provides for advertisers. I have worked with universities, insurance companies, all-sports retailers, 5K races, manufacturing companies and social media platforms. Depending on what the goals are of a marketing campaign, knowing how to utilize all of the features on either Google or Bing is key to being effective.

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Past Campaign Performance Indicators

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[tab title=”Lead Generation”]A higher education institute had a goal of generating 920 highly engaged students interested in learning more information about their programs. Their cost per lead goal was less than $200. The outcome from this campaign resulted in 1,180 leads at a cost of $156/lead; An ROI of 128% in terms of lead generation.
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[tab title=”Website Traffic”]The client’s goal was to increase their website traffic with the use of Google Advertising at a cost of $2.00 per visitor. I sent a total of 12,500 visitors to the client’s site at a cost of $1.10 per visitor utilizing a highly targeted campaign. Once the visitors were on the site, they visited an average of 4 pages per visit and spent an average of 4 minutes and 27 seconds on the site.[/tab]
[tab title=”Sales Generation”]The client’s goal was to simply increase sales on their website with positive ROI. The SEM campaign I set up generated sales with a ROI of 250%. This campaign was set to end after 4 months, but due to performance, the campaign was then set to run continously after the original 4 months.
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Adwords Screenshot