Paid Social Campaign
Developed a focused meta campaign for The Tea Lab, targeting a specific target audience. The campaign used keywords that were highly relevant to the new tea product that was being promoted, as well as general tea keywords. All keywords were selected to help the reach of the ad to capture the interest of a wider, more specific audience that would be an ideal fit for the product.
Business Goal: To increase brand awareness and help drive sales for the new tea product.
Project Overview
During the 2024 Spring semester, I had the chance to work with a up and coming tea company, The Tea Lab, where I was given the opportunity to complete a Paid Social Campaign.
The tea market has become very popular over the years becoming more crowded new and aggressive competition, The Tea Lab has aimed to boost its presence on the SERP but also wanted to create a consistent presence on social media platforms to help attract more potential clients.
To help with this goal of improving search visibility and consistency on social media, My team in the DMC devised a strategy to have a mix of organic social media while pairing that with paid social campaigns to drive traffic to the website and increase engagement on posts.
My Responsibilities
Familiarize With Industry
When being brought on to The Tea Lab team I was unaware of the tea market and needed to familiarize myself with it. I would go through and do research on competitors of the Tea Lab to see how their website is set up, how they use social media and if they run any ads in the past or currently to gauge a general idea of what the competition was like. I would also review The Tea Labs website and social media as well to see if there are any patterns of posting or an obvious specific target audience. Doing these steps allowed me to familiarize myself with the company and its competitors to be able to create next steps with my team moving forward.
Find Areas Of Improvement
After going through the tea Labs website and social media accounts me and my team were able to locate areas of improvement. After reviewing some of the analytics that were collected through Meta Business Suite, we were able to create some personalized recommendations for their paid and organic social media. We are also able to create some recommendations for their website based off of what some of their other competitors are doing whether it was their layout or the way they explain some of the products on the website itself.
Present Recommendations
The final part after familiarizing myself with the industry and finding areas of improvement was presenting the findings and recommendations to the client. Me and my team created a slide deck that showed all of the data from Meta Business Suite, recommendations for their website and also some ideas for their paid and organic social media. With these recommendations the client was very excited moving forward and was willing to execute a lot of the ideas that we generated moving forward throughout the semester and even after.
My Tools
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Meta
I used Meta for its ad library feature to track competitor ads that are running and have run in the past to see what strategies were used. I also used Meta to build and execute the campaigns.
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Basecamp
Basecamp provided a centralized platform for our team to colaborate and share ideas on what should be implemented.
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Google Slides
Google Slides, allowed me and and my team to share findings with one another and to create presentations for the client.
My Results
The data for this campaign started on Friday April 5th at 2:15 p.m.and ran until the eclipse day on Monday April 8th until 8 p.m. During this time the campaign was able to obtain 8,330 Impressions with 84 results for link clicks which equated to a 1.01% click-through rate where the industry standard is between .5% and 1%.
The reason that the campaign did so well was based on a few factors of geographical location, target audience, keywords and ad placement. Since Cleveland and other surrounding cities are very popular for the eclipse, that helped us decide what geographical locations we wanted to target for our campaign. After selecting our locations we then narrowed down our target audience by looking at age and gender to see what will be the best fit. Once we found our target audience and selected cities we then need to figure out keywords and ad placement. We wanted to use keywords that would best fit the new product we were promoting while still being relevant to specific areas and the audience we were going after.
