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I’ve been meaning to do this for a while, but I finally got around to creating a Facebook ad campaign.
The Objective: Promote RichmondWiki.org and encourage Richmonders to visit and contribute.
The Strategy: Target ads to Richmonders that have identified an interest in Wikipedia.
Campaign Details
The ads are targeted to Facebook users that meet the following criteria:
- Age 14+
- Located in Richmond, VA (based on IP address)
- List “Wikipedia” as an interest
The ad creation tool told me there are 620 people that meet these criteria, which is a perfect sample size for a small-scale test.
The Daily Budget is set to $10.
The Ads
I created two versions of the same ad, the only variable is the headline.
Ad Version 1 |
Ad Version 2 |
Results
I will report results back here in a week or so after the ads have had time to accrue some impressions and hopefully clicks.
Using Google Analytics click tagging, I will track the respondents’ actions on the site to determine if they actually stuck around the site and contributed anything of value.
If successful, I will expand the campaigns and targeting beyond the Wikipedia crowd. Any suggestions of whom to target or ad creative are much appreciated. Just leave a comment.
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