Optimizing Paid Social: Successes from 2024 Campaigns
In a fast-paced digital landscape, reaching the right audience with the right message is crucial for successful social media campaigns. Between September and October, we launched a series of targeted paid social campaigns for the Tenement Museum, Hudson River Valley National Heritage Area, and BBG&G to drive engagement, increase reach, and encourage website traffic. Each campaign was crafted to resonate with specific audiences, whether it was promoting cultural exhibits, encouraging online purchases, or driving awareness. In this recap, we’ll explore the strategies, results, and key takeaways that helped these campaigns succeed.
Tenement Museum
From September through October, the Tenement Museum embarked on a series of campaigns to promote various events and offerings. Our goal was to convey each message effectively to the right audiences, making it essential for us to understand the distinct target demographics for each campaign. By tailoring each ad to resonate with its specific audience, we ensured maximum engagement and campaign success with very modest spends.
Hispanic Heritage Month Campaign Results
The Hispanic Heritage Month campaign was created to encourage visitors to visit the Saez Velez exhibit and learn about the family’s immigrant life.
- 933 link clicks
- 28,903 reach
- 1,050 engagements
Budget: $200
Shop Discount Campaign Results
The Shop Discount ad targeted an audience likely to make purchases, resulting in 6 purchases on the website. In addition to direct sales, the ad also generated:
- 318 link clicks
- 26 ticket purchases
- 190 reactions
- 11,318 reach
Budget: $200
Virtual Tour Campaign Results
The Virtual Tour ad aimed to increase awareness for teachers, successfully reaching a wide audience and driving clicks to the website.
- 72 link clicks
- 28,862 reach
- 31,350 impressions
Budget: $50
Hudson River Valley National Heritage Area
The Hudson River Valley National Heritage Area wanted to promote the annual Ramble event through paid social ads. The ads effectively supported organic efforts, enhancing August’s total reach and engagement metrics.
Campaign Results
- 42,511 reach
- 2,009 engagements
- 1,676 link clicks
- 251 reactions
Budget: $200
Royal Carting
To capitalize on the peak of spring cleaning season, we crafted a Facebook ad that resonated with the seasonal mindset of homeowners ready to tackle major cleanup projects. Our ad highlighted the convenience and efficiency of using roll-off dumpsters for decluttering, renovations, and yard work, positioning them as the ideal solution for spring's refreshing restart.
Campaign Results
- 16,238 reach
- 598 engagements
- 532 link clicks
- 59 reactions
Budget: $200
Burke Catholic High School
Despite the economic challenges impacting many families, Burke’s enrollment had remained steady, a testament to the effectiveness of our paid social media efforts. By strategically targeting prospective students and families, we ensured that our messaging resonated with the right audiences. These campaigns provided information and highlighted Burke's unique offerings, reinforcing the value of a Burke education and helping to maintain enrollment levels even in uncertain times.
About Burke - January Campaign Results
- 11,820 reach
- 488 engagements
- 331 link clicks
Open Registration - February Campaign Results
- 4,654 reach
- 139 engagements
- 135 link clicks
The Burke Catholic Way - March
- 3,987 reach
- 101 engagements
- 100 link clicks
Foundation for Life - April
- 6,726 reach
- 126 engagements
- 118 link clicks
Budget: $100 each
BBG&G Integrated Marketing
Our internal BBG&G campaign focused on educating users about Google’s latest updates and showcasing our digital expertise. We ran an A/B test using a carousel ad and a video ad with the same content and budget to identify the most effective format. While the video ad garnered higher engagement, the carousel ad excelled in link clicks and reach, offering valuable insights into ad format performance.
Video Ad
- 253 link clicks
- 3,090 engagements
- 21,265 reach
Carousel Ad
- 380 link clicks
- 383 engagements
- 38,789 reach
Budget: $135 each
These campaigns demonstrate the power of well-targeted paid social media in driving awareness, engagement, and conversions. By aligning each ad with a specific audience and purpose, we maximized reach and impact across different platforms and objectives. From boosting engagement for the Tenement Museum’s exhibits to increasing traffic for the Hudson River Valley’s annual event, each campaign provided valuable insights into audience preferences and effective ad formats.
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