Sabbath Questions

Sabbath Questions

Sabbath Questions Social Media Advertising Campaign Fall 2018 A Case Study in Data-Driven Decision Making Project Manager: Heidi Baumgartner, Washington Conference communication director Rationale Washington Conference is seeking to become a data-driven organization for decision making Test images & messages with targeted audiences Winning results inform future ad investments Data-driven decisions Low Initial Investment Strategic Planning Better Higher Investment

SabbathQuestions.com Social Advertising Executive Summary Our audience has specific preferences that are different from our expectations Social ad results should inform larger ad buys for effective investment SabbathQuestions.com Social Advertising Our current ads trend toward an older female audience appeal Test new concepts and variables & BLITZ best results Our two commercial spots performed well just with different genders! We reached nearly 40,000 people in 10 geo-targeted

Washington communities for $875 Summary Updated December 19, 2018 Campaign Introduction North Pacific Union Conference asked Washington Conference to pilot a Sabbath Questions TV commercial NPUC provided two videos, basic Wordpress website, and funding partnership for TV commercials (value: $15,000) WAC provided website updates, content review, social testing, commercial ad placement contact, partial funding, and campaign management SabbathQuestions.com Social Advertising Conversations started in June 2018 Challenges Commercials pre-developed for different market Commercials purchased before social campaign developed Website provided too much information Quick website revamp needed more attention Analytics access and availability: three people had different sets of information making it difficult to effectively track results some results are still unknown SabbathQuestions.com Social Advertising 5-Part Social Campaign Plan Image Campaign Message

Campaign Video Campaign Retargeting Campaign Holiday Wildcard Campaign SabbathQuestions.com Social Advertising What images resonate best? What message resonates best? Which commercial resonates best? How can we engage an interested audience? What if we mix up everything we know? 1 Image Campaign SabbathQuestions.com What does the Bible say about the Sabbath? Find out here! Predicted Winner 1st Image 2nd Image 3rd Image

4th Image 5th Image 6th Image Actual Winner SabbathQuestions.com Social Advertising Began Campaign: Monday, September 10, 2018 Image Campaign Content 6 Images, 1 Message Text: What does the Bible say about the Sabbath? Find out here! Website URL: SabbathQuestions.com Headline: What is the Biblical Sabbath? CTA: Learn More No Overlay Display Link: SabbathQuestions.com News Feed Link Description: The Biblical Sabbath gives a lifechanging day of rest SabbathQuestions.com Social Advertising Monday, September 10, 2018 Audience, Timeframe & Budget 2 week geo-targeted

campaign $75 Initial investment Add budget as needed up to $150 Refine based on relevancy Fall 2018 Targeted Areas Demographic Info Maple Valley Tacoma Central

Oak Harbor Centralia Yelm Port Orchard Bremerton Seattle Fil-Am (White Center) Port Angeles Lynnwood SabbathQuestions.com Social Advertising Ages 18-65+ Men & Women English Language 10 Mile Radius For Each City People who dont like our Facebook page Campaign Hours: 6 pm to Midnight Monday, September 10, 2018 Week 1 Results 5 Link Clicks 395 Reach 425 Impressions Relevance: NA

9 Link Clicks 417 Reach 498 Impressions Relevance: NA AD TURNED OFF AFTER ONE WEEK AD TURNED OFF AFTER ONE WEEK SabbathQuestions.com Social Advertising 12 Link Clicks 518 Reach 558 Impressions Relevance: 6 * Results After One Week Invested $47.08 of $75 Budget 74 unique link clicks / 77 total link clicks 37 Link Clicks 1,416 Reach

1,540 Impressions Relevance: 5 * 11 Link Clicks 629 Reach 744 Impressions Relevance: 7 * 3 Link Clicks 265 Reach 306 Impressions Relevance: NA AD TURNED OFF AFTER ONE WEEK Monday, September 17, 2018 Week 1 Evaluation 74 Unique Link Clicks from Facebook

Ads 0 Free Book Requests on Website Landing Page Not Converting Plan of Action Revise landing page based on industry best practices (plus top performing image) Test & verify book request contact form Continue running Top 3 ads Prepare for the start of commercials (begins 9/17/18) Monitor web conversions Extend and reinvest in Top Ads for 2 weeks (if it is converting) SabbathQuestions.com Social Advertising Monday, September 17, 2018 Week 2 Results 5 Link Clicks 395 Reach 425 Impressions Relevance: NA 9 Link Clicks

417 Reach 498 Impressions Relevance: NA AD TURNED OFF AFTER ONE WEEK AD TURNED OFF AFTER ONE WEEK SabbathQuestions.com Social Advertising 15 Link Clicks 937 Reach 1,125 Impressions Relevance: 6 * Results After Two Week Campaign Invested $75 Budget 112 unique link clicks / 120 total link clicks 64 Link Clicks 2,790 Reach 3,238

Impressions Relevance: 6 * 24 Link Clicks 1,522 Reach 1,918 Impressions Relevance: 7 * 3 Link Clicks 265 Reach 306 Impressions Relevance: NA AD TURNED OFF AFTER ONE WEEK Monday, September 24, 2018 Facebook Charts Top Image Demographic Appeal Some interest with

younger audience! Higher appeal to older audiences Campaign Results Chart SabbathQuestions.com Social Advertising September 23, 2018 Campaign Check-InGoogle Analytics user reports 160 website hits 120 Total Clicks / 112 Unique Clicks 5,512 Reach 7,511 Impressions $0.63 per link click 1.36 Frequency 4 Books Requested (2 from FB, 2 from TV) TV Commercial Ran During Second FB Ad Week

Commercials Suspended After 1 Week for Internal Strategic Review *Confirmation book offer is functioning; Needs more ad exposure before changes made. SabbathQuestions.com Social Advertising Monday, September 24, 2018 Time to Change? At this point in the campaign, there was lots of conversation to change everything including graphics, the offer, forms, and more. We decided to keep the offer as-is, tweak website components, install Facebook Pixel, and re-engage the campaign. SabbathQuestions.com Social Advertising Facebook Pixel Why Pixel Pixel Report for Sept. 26-Oct 1 SabbathQuestions.com Social Advertising

Allows us to create custom audiences for retargeting social campaigns. Options include: All web visitors People who visited specific pages Visitors by time spent By date Visitors who did not request a free book 96 page views from 36 unique visitors Viewed all web pages Viewed on desktop + mobile Max time: 3 minutes 61% bounce rate (industry standard range) No currently running advertisements! (FB or TV) Installed Wednesday, September 26, 2018 2 Message Campaign Messages to Test Later Test A-B-C Messages A A Day of Rest? Yes, Please! Learn why God said, Remember the Sabbath, the fourth commandment God wrote using His own finger! Predicted

Winner X SabbathQuestions.com Headline Study scripture for yourself to see what Gods word has to say about a Sabbath day of rest! X SabbathQuestions.com Headline More than 100 languages translate the seventh day of the week as Sabbath. Find out why! X SabbathQuestions.com Headline Discover 30 Biblical reasons for keeping a seventh-day Sabbath of rest! * Facebook fan suggestion! B C A Day of Rest? Yes, Please! Guess what? A day of rest is Biblical! It's mentioned 175 times in scripture!

A Day of Rest? Yes, Please! In this busy, fast-paced 24/7 world of deadlines and stress, a day off. A Sabbath rest. Sound appealing? It is! SabbathQuestions.com Social Advertising Actual Winner Message on Target! Campaign Began Monday, October 1, 2018 Message Campaign Specs Marketing objective: Traffic to website Split test A/B/C messages for creative Conversational Tone Audience: Evangelism GeoTargets Fall 2018

Campaign optimized for Link Clicks Lifetime budget: $150 (split 3-ways) 7-day campaign, no schedule limits Pixel enabled Required Minimum Budget $35 Each SabbathQuestions.com Social Advertising Monday, October 1, 2018 Message Campaign Content 1 Image, 3 Messages Text 1: Learn why God said, Remember the Sabbath, the fourth commandment God wrote using His own finger! Text 2: Did you know? The Biblical Sabbath is referenced 175 times in scripture. Explore more! Text 3: In this busy, fast-paced 24/7 world of deadlines and stress, a day off. A Sabbath rest. Sound appealing? It is! Website URL: SabbathQuestions.com Headline: A Day of Rest? Yes, Please! CTA: Learn More

No Overlay Display Link: SabbathQuestions.com News Feed Link Description: The Biblical Sabbath gives a life-changing day of rest SabbathQuestions.com Social Advertising Monday, October 1, 2018 Message Results 475 Pixel Events (page views) between October 1-8 Test A-B-C Messages A A Day of Rest? Yes, Please! Learn why God said, Remember the Sabbath, the fourth commandment God wrote using His own finger! Ad A 56 clicks 3,700 reach 5,729 impressions

4,801 reach 7,183 impressions 1.55 frequency 5 relevancy $0.87 per link click 5 relevancy $0.79 per link click 5 relevancy $0.75 per link click * Facebook fan suggestion! B A Day of Rest? Yes, Please! Guess what? A day of rest is Biblical! It's mentioned 175 times in scripture!

Ad B 62 clicks 1.5 frequency * Website content C A Day of Rest? Yes, Please! In this busy, fast-paced 24/7 world of deadlines and stress, a day off. A Sabbath rest. Sound appealing? It is! Ad C 67 clicks 5,170 reach 8,193 impressions * 1.58 frequency * Commercial message

SabbathQuestions.com Social Advertising End Campaign: Monday, October 8, 2018 Facebook Charts Pixel Activity Message Campaign Highlights 185 clicks in one week 13,486 reach 21,103 impressions 475 website page views Confirmation that commercial message is well-targeted Top Message Demographic Appeal Campaign Results Chart SabbathQuestions.com Social Advertising Monday, October 8, 2018

Website Stats SabbathQuestions.com Social Advertising Monday, October 8, 2018 Web Referrals & Top Pages Matches with Mobile Views Top 3 Beyond Home Page: Spots (not directly linked on site) Locate a Church Was It Changed? SabbathQuestions.com Social Advertising Monday, October 8, 2018 Website Overview Report, v. 1 TV Commercial Begins Pixel Installed TV Paused Image Testing Week 1, Response Form Update Needed

Website Updates Image Testing Week 2 No Ads Running Message Testing 1 Session = 1 Visit SabbathQuestions.com Social Advertising Monday, October 8, 2018 New Web Header Challenge: Still low numbers on web conversions to request a free book. Additional Web Tweaks Text Over Image | Arrow Graphic | Button-Like Graphic Whole Image Links to Request Page | Free Book! Added to Navigation Multiple Points of Entry for Free Book Offer SabbathQuestions.com Social Advertising Added: Monday, October 8, 2018

3 Video Ad Campaign Two video spots Winning message Additional Identical geo- web tweaks 10-day blitz targeted to emphasize with a audience free book $500 budget offer FOLLOW-UP RETARGETING MESSAGE http://sabbathquestions.com/book-request/ Request your FREE BOOK on Biblical Sabbath-keeping and discover a sacred retreat in a frantic world! SabbathQuestions.com Social Advertising Campaign Begins Monday, October 8, 2018 Video Campaign Content Video 1: Slow Down Video 2: Remember

Text: In this busy, fast-paced 24/7 world of deadlines and stress, a day off. A Sabbath rest. Sound appealing? It is! Text: Remember the Sabbath day to keep it holy. What does that mean for our lives today? Find answers to commonly asked questions, plus request a FREE book on the Biblical Sabbath! Website URL: SabbathQuestions.com Headline: A Day of Rest? Yes, Please! CTA: Learn More No Overlay Display Link: SabbathQuestions.org News Feed Link Description: In this busy, fast-paced 24/7 world of deadlines and stress, a day off. A Sabbath rest. Sound appealing? It is! Explore the concept of the Biblical Sabbath, find answers to commonly asked questions, and request a FREE book on the Biblical Sabbath! Website URL: SabbathQuestions.com Headline: Discover the life-changing gift of the Biblical Sabbath! CTA: Learn More No Overlay Display Link: SabbathQuestions.org

News Feed Link Description: Remember the Sabbath day to keep it holy. What does that mean for our lives today? SabbathQuestions.com Social Advertising Monday, October 1, 2018 Video Campaign Content Video 2: Remember Transcript Video 1: Slow Down Transcript In this busy, fast-paced 24-7 world of deadlines and stress a day off. The Sabbath rest. Saturday, the seventh day Sabbath, was created for our benefit. A day of rest and worship to slow down and reconnect with God. What does that mean for our lives today? To find a church that worships on Saturday or to find answers to your questions about the Sabbath, visit www.sabbathquestions.org SabbathQuestions.com Social Advertising Remember the Sabbath day to keep it holy. What does that mean for our lives today? Many people are surprised to learn that the Bible

Sabbath is really Saturday and not Sunday. Does it make a difference? Is there something special about the seventh day? Well, yes! The scriptures say God rested, blessed, and made holy the Sabbath day. To find a church that worships on Saturday or to find answers to your questions about the Sabbath, visit www.sabbathquestions.org Monday, October 1, 2018 Ad Set Details Objectives & Results Objective: Traffic to Website No additional offers Identical Geo-Targeted Audience Edited Placement: FB Feed, Right Column, Audience Network

Optimized/Charged for: Link Clicks Lifetime Budget: $500 for 10 days SabbathQuestions.com Social Advertising Updated Monday, October 22, 2018 Video Campaign Results Both video ads performed well! Slow Down Script Remember Script TOTAL Budget: $250 Timeframe: 10-day Blitz 233 Link Clicks 205 Unique Link Clicks 10,026 Reach 15,479 Impressions Relevancy Score 4 Budget: $250 Timeframe: 10-day

Blitz 261 Link Clicks 230 Unique Link Clicks 10,348 Reach 16,054 Impressions Relevancy Score 5 Budget: $500 Timeframe: 10-day Blitz 494 Link Clicks 418 Unique Link Clicks 17,360 Reach 31,532 Impressions Reach = Number of people who saw ad. Impressions = Number of times ad seen on screen. SabbathQuestions.com Social Advertising Monday, October 22, 2018 Video Demographics Both video ads performed well! Slow Down Higher appeal to men

Remember Higher appeal to women SabbathQuestions.com Social Advertising Higher appeal to older audiences Monday, October 22, 2018 Website Overview Report, v. 2 Pixel Installed TV Paused Image Testing Week 2 No Ads Running Message Testing Remained the Same % SabbathQuestions.com Social Advertising Video Ad Blitz

Unknown # of Book Requests Active Social Campaigns Conclude Mobile Increased Monday, October 22, 2018 4 Retargeting Campaign 1.0 Engagement Focus FOLLOW-UP RETARGETING ENGAGEMENT MESSAGE http://sabbathquestions.com/book-request/ Request your FREE BOOK on Biblical Sabbath-keeping and discover a sacred retreat in a frantic world! SabbathQuestions.com Social Advertising Campaign Began November 5, 2018 Retargeting Results Engagement Focus 15 Post Engagements (13 women, 2 men) 2 Link Clicks 274 Reach 2.42 Frequency

Relevancy 3 42 Post Engagements (36 women, 6 men) 4 Link Clicks 381 Reach 3.59 Frequency Relevancy 3 Clutched Bible Ad Father Son Ad SabbathQuestions.com Social Advertising November 12, 2018 Engagement Results Engagement Focus SabbathQuestions.com Social Advertising DETAILS TARGET 6 images, 1 message Top 3 tested images + 3 video screenshots Turned off 4 images

Smaller overall audience Viewers of 50% of video Previous website visitors RESULTS 64 Engagements (predicted: 6-30) 412 Reach (predicted: 100-500) Still higher appeal to older women One week investment: $50 November 12, 2018 4 Retargeting Campaign 2.0 Traffic Focus FOLLOW-UP RETARGETING TRAFFIC MESSAGE http://sabbathquestions.com/book-request/ Request your FREE BOOK on Biblical Sabbath-keeping and discover a sacred retreat in a frantic world! SabbathQuestions.com Social Advertising Campaign Begins Monday, November 19, 2018 Traffic Predictions

Campaign Specs Same $50 Budget Pre-Campaign Predictions Reach: 270-710 Landing Page Views: 4-20 Same Audience Same Images (top 3) Refined Message Different Objective (Traffic vs. Engagement) Thanksgiving Week Timeline SabbathQuestions.com Social Advertising Monday, November 19, 2018 Traffic Campaign Content 3 Images, 1 Message Text: Request your FREE BOOK on Biblical Sabbath-keeping and discover a sacred retreat in a frantic world! A gift from SabbathQuestions.com! Website URL: http://sabbathquestions.com/book-request/

Headline: FREE BOOK on Biblical Sabbath-keeping! CTA: Learn More No Overlay Display Link: SabbathQuestions.com News Feed Link Description: Read about the gift of a life-changing day of rest! SabbathQuestions.com Social Advertising Monday, November 19, 2018 Retargeted Results Ad Sets Targeted to Previous Website Visitors As Identified by Facebook Pixel Engagement Overall Results Traffic Results 64 Post Engagements 412 Reach 2,449 Impressions $50 Budget Age Appeal: 65+, 45-54 Gender Appeal: 52 Women, 12 Men 17 Landing Page Views 399 Reach 2,143 Impressions

$50 Budget Age Appeal: 65+, 45-54, 55-64 Gender: 15 Women, 2 Men SabbathQuestions.com Social Advertising Reported December 13, 2018 Engagement vs. Traffic Results Image 1 Image 1 15 Post Engagements 275 Reach (187 Women, 86 Men) 8 Landing Page Views 279 Reach (181 Women, 97 Men) 5 Relevancy Image 3 Image 2 42 Post Engagements 396 Reach (265 Women, 128 Men)

4 Landing Page Views 258 Reach (172 Women, 85 Men) 4 Relevancy 4 Additional Images Image 3 1-2 Post Engagements Turned Off Early 5 Landing Page Views 319 Reach (210 Women, 106 Men) 4 Relevancy SabbathQuestions.com Social Advertising Reported December 13, 2018 5 Holiday Wildcard Campaign Thanksgiving Week New Message Tie to Thanksgiving Holiday Similar Images 1

4 2 5 3 6 4 New, 2 Tested Washington Audience Widened Audience to Washington Went Beyond 10 Initial Geo-Targeted Zip Codes Traffic Objective / Prediction 1,300-8,100 Reach 33-200 Landing Page Views SabbathQuestions.com Social Advertising Campaign Begins Wednesday, November 21, 2018 Wildcard Campaign Content 6 Images, 1 Message Text: A day of Thanksgiving once a year? Or a day of Thanksgiving every week? Your choice! Website URL: http://sabbathquestions.com/ Headline: FREE BOOK on Biblical Sabbath-keeping! CTA: Learn More No Overlay

Display Link: SabbathQuestions.com News Feed Link Description: Discover the benefits of the Biblical Sabbath! SabbathQuestions.com Social Advertising Monday, November 19, 2018 Wildcard Results Image 1 Image 2 Image 3 Image 4 Image 5 Image 6 6 Landing Page Views 885 Reach (418 Women, 460 Men) 7 Relevancy 0 Landing Page Views (Inactive)

245 Reach (118 Women, 123 Men) -- Relevancy 17 Landing Page Views 1,141 Reach (703 Women, 427 Men) 6 Relevancy 1 Landing Page View (Inactive) 139 Reach (76 Women, 63 Men) 0 Landing Page Views (Inactive; Previous Front Runner) 87 Reach (50 Women, 36 Men) -- Relevancy 11 Landing Page Views 793 Reach (471 Women, 307 Men) 7 Relevancy

* TURNED OFF * TURNED OFF TURNED OFF * Campaign Totals: 35 Landing Page Views | 2,590 Reach | 3,910 Impressions | $50 Budget SabbathQuestions.com Social Advertising Reported December 13, 2018 Website Overview Report, v. 3 Pixel Retargeting Wildcard Begins Begins SabbathQuestions.com Social Advertising Top 3 Pages: Home Page 94 Free Book

32 Locate a Church 8 Dual Campaigns Running Campaigns conclude Reported December 13, 2018 Total Social Nearly Investment 40,000 People Reached! Totals: $875 Investment* 39,759 Reach Holiday Wildcard Retargeting Campaign x2 Video Campaign Message Campaign Image Campaign $500 Investment 17,360 Reach

$50 Investment 2,590 Reach $100 Investment 412 Clicks (Engage) 399 Clicks (Traffic) $150 Investment 13,486 Reach $75 Investment 5,512 Reach SabbathQuestions.com Social Advertising *Budget Designation $375 Communication Budget $500 Evangelism Budget Updated December 13, 2018 Recommended Next Steps FOLLOW-UP Timeframe still to be determined Resume commercials (pre-paid) FOLLOW-UP Test each new campaign element added to

gauge audience appeal Establish a better web presence, platform, & analytics access Invest in more Facebook ads (photo and/or video) Run more Retarget ads over time to encourage Free Book requests SUGGESTION Transition from SabbathQuestions individually-themed website to Adventist Neighbors campaign website (already owned) with full-access to analytics and integrated social media SabbathQuestions.com Social Advertising Test

additional campaign concepts Use a variety of demographic voices for content creation IDEA Seek to appeal to different age groups, genders Updated December 13, 2018

Recently Viewed Presentations

  • Modularity for decidability of deductive verification with ...

    Modularity for decidability of deductive verification with ...

    Modularity for decidability of deductive verification with applications to distributed systems. MoolySagiv Sharon Shoham James R. Wilcox Doug Woos
  • The Sugar Project - Carleton College

    The Sugar Project - Carleton College

    Sugars (sweeteners and refined carbohydrates) have a drug effect on the brain Sugars cause the body to release its own opiates (beta endorphin) Sugars act on the same neurotransmitter system as alcohol, morphine and heroin You have a population in...
  • Lecture 2 Introduction to Ethics Definitions of Ethics

    Lecture 2 Introduction to Ethics Definitions of Ethics

    Kantianism. Kantianism. is the name given to the ethical theory of the German philosopher Immanuel Kant (1724-1804). Kant believed that people's actions ought to be guided by moral laws, and that these moral laws were universal.
  • Identifying Generalizations

    Identifying Generalizations

    Identifying Generalizations What is a Generalization? a broad statement that applies to many examples, groups, or situations used to connect information, observations, or experiences about the same topic = things in common Clue Words everyone often sometimes generally never always...
  • EXCRETION SPEC (a) the term excretion and its

    EXCRETION SPEC (a) the term excretion and its

    Animals that live in water, such as fish, often excrete their nitrogenous waste in the form of ammonia rather than as urea. explain why it is possible for them to do this, whereas terrestrial animals cannot. Suggest the advantages to...
  • AMF Recall Day - blogs.glowscotland.org.uk

    AMF Recall Day - blogs.glowscotland.org.uk

    Every year, record one or two pupils doing talking assessment (solo talk, group discussion, etc.) Watch with colleagues and discuss strengths, areas for development, etc. Use this experience to then assess other pupils. No need to record every pupil
  • Management: Equipment and Guidelines Insulin Delivery: Injections vs.

    Management: Equipment and Guidelines Insulin Delivery: Injections vs.

    The pump contains a cartridge or reservoir of insulin. These pumps deliver insulin through a tube, as shown in the large picture on the screen. The pump connects to narrow, flexible plastic tubing that ends with a short plastic catheter...
  • Présentation PowerPoint - Bureau Veritas

    Présentation PowerPoint - Bureau Veritas

    using an ICAO accredited service provider to format and send its data to ICAO. Currently the only accredited service provider is the International Register of Civil Aircraft (IRCA). In this case, the State shall be responsible for verifying that the...