WHAT WE’LL COVER TODAY
1. Full campaign summary
2. Analytics by paid channel ○ SEM, Facebook/IG, Pre-roll, Display, and C-Store
3. Key takeaways and future recommendations
FULL CAMPAIGN SUMMARY
ANALYTIC S
SEM ANALYTICS
OBJECTIVE Drive traffic to the Legal Aid of NorthWest Texas website and increase call volume
PLACEMENT
STRATEGY
Primary target: ✔ Adults 18+
✔ Low-moderate income people (Families <$45-50K HHI)
✔ Skews female (76%) - many of them are single mothers
✔ Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%)
✔ People with disabilities and seniors
✔ Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans
✔ Researches free/low cost childcare and adult care
✔ Frequents food banks, clothing closets, free or discounted health services, and scam support
✔ Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)
Run Dates: 3/21 - 8/31
KPIs:
• Visits to website
• Phone Calls
• CTR at or above 4.6% (Last years average CTR)
SEM ANALYTICS - CONT.
Impressions:
Clicks:
Clicks by Device:
SEM ANALYTICS - TOP KEYWORDS
FACEBOOK ANALYTICS
OBJECTIVE Drive traffic to the Legal Aid of NorthWest Texas website
PLACEMENT
STRATEGY Primary target:
✔ Adults 18+
✔ Low-moderate income people (Families <$45-50K HHI)
✔ Skews female (76%) - many of them are single mothers
✔ Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%)
✔ People with disabilities and seniors
✔ Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans
✔ Researches free/low cost childcare and adult care
✔ Frequents food banks, clothing closets, free or discounted health services, and scam support
✔ Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)
Run Dates: 3/21 - 7/31
KPIs:
• Visits to website
• CPI - $0.71
• CTR at or above 2.5% (Last year’s average CTR)
RESULTS ACHIEVED
472,792 Delivered Impressions 2.79% CTR
234,558 Reach
13,204 Clicks
FACEBOOK ANALYTICS
Impressions over time:
Interactions by day of week:
Impressions by day of week:
FACEBOOK GRAPHIC
Caption:
If you're worried about being evicted or experiencing housing instability, we are here for you. Legal Aid of NorthWest Texas provides free civil legal help to residents in North and West Texas. We can help with:
✓ Security Deposit Issues
✓ Illegal Lockouts
✓ Identify Rent Resources
✓ Eviction Help in Court Call Our Eviction Defense Line at 855-548-8457 Visit Us at www.lanwt.org
TRUEVIEW/PRE-ROLL ANALYTICS
OBJECTIVE Drive traffic to the Legal Aid of NorthWest Texas website and increase call volume
PLACEMENT STRATEGY Primary target:
✔ Adults 18+
✔ Low-moderate income people (Families <$45-50K HHI)
✔ Skews female (76%) - many of them are single mothers
✔ Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%)
✔ People with disabilities and seniors
✔ Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans
✔ Researches free/low cost childcare and adult care
✔ Frequents food banks, clothing closets, free or discounted health services, and scam support
✔ Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)
Run Dates: 4/1 - 8/31
KPIs:
• Visits to website
• VTR above 30% (industry average)
RESULTS ACHIEVED
292,285 Delivered Impressions 0.10% CTR
234,746
Total Complete Views
277 Clicks
TRUEVIEW/PRE-ROLL ANALYTICS
TRUEVIEW/PRE-ROLL ANALYTICS
TRUEVIEW/PRE-ROLL CREATIVE
English 15 second video:
DISPLAY ANALYTICS
OBJECTIVE Drive traffic to the Legal Aid of NorthWest Texas website
PLACEMENT STRATEGY
Primary target: ✔ Adults 18+
✔ Low-moderate income people (Families <$45-50K HHI)
✔ Skews female (76%) - many of them are single mothers
✔ Skews people of color, but also includes people of Anglo origin (Anglo 37% / Black 29% / Hispanic 27%)
✔ People with disabilities and seniors
✔ Researches SNAP, WIC, EBT, food banks, Medicaid, Medicare, and other monetary resources available to low-moderate income individuals. Individuals with student loans
✔ Researches free/low cost childcare and adult care
✔ Frequents food banks, clothing closets, free or discounted health services, and scam support
✔ Looks for social service support for families (example: Meals on wheels, Angel Trees, Operation Warm, Health & Human Services and other free services)
Run Dates: 3/21 - 7/31
KPIs:
• Visits to website by click
• Impressions
RESULTS ACHIEVED
593,434
Delivered Impressions 0.10% CTR
573 Clicks
DISPLAY ANALYTICS
DISPLAY ANALYTICS
Impressions:
DISPLAY GRAPHICS
728x90
C-STORE ANALYTICS
OBJECTIVE Drive traffic to the Legal Aid of NorthWest Texas website and increase call volume
PLACEMENT STRATEGY
Placement by Location throughout NorthWest Texas:
✔ Dallas (14)
✔ Denton (3)
✔ Amarillo (5)
✔ Fort Worth (7)
✔ Midland (1)
✔ Lubbock (2)
✔ Wichita Falls (1)
✔ Weatherford (2)
✔ Abilene (2)
✔ Mckinney (2)
Run Dates: 4/18 - 7/11
KPIs:
• Impressions
RESULTS ACHIEVED
1,6000,000
Delivered Impressions
104,234
Most impressions received at Stop & Save in Dallas, TX
C-STORE ANALYTICS
City Impressions
● We received the most impressions in Dallas, with Fort Worth and Amarillo as the second highest number of impressions.
● We saw the most impressions in May with both the highest purchase and walk-up numbers.
C-STORE GRAPHICS
TAKEAWAY S
MAIN TAKEAWAYS
Takeaways:
✔ SEM received the highest Click Through Rate (CTR) with 6.69%
✔ Our videos on Trueview and Pre-Roll surpassed the industry standard View Through Rate (VTR) with 80.33%
✔ The 320x50 display ad was the most popular banner with it receiving 54% of all display impressions
✔ We surpassed last years CTR and impressions on FB/IG with 472,792 impressions and 2.79% CTR
✔ Due to the high traffic locations selected for C-Stores, alone they generated 1,600,000 impressions
Future Recommendations:
✔ We highly recommend using Trueview/Pre-roll again for your next campaign as we saw great results with high viewer retention
✔ We may see better Display results if we focus on only a few banner sizes, we recommend the 320x50, 728x90 and 300x250. These sizes preformed the best
✔ The increased budget for C-stores payed off with a 614.27% increase in impressions from last year. We would recommend keeping this increased budget so more NorthWest Texans can get access to your services
