NCCAOM Facebook Campaign Recap

September 7, 2017

Prepared by: Echo Media Group

Echo Media Group employed a two-pronged approach in executing the NCCAOM Consumer Awareness Facebook campaign. Echo created a Public Awareness Ad Campaign targeting consumers who had an interest in acupuncture. The Facebook ad directed them to the NCCAOM Resource Center to learn more about the benefits of acupuncture. Then Echo implemented a Facebook Retargeting Campaign where we targeted the audience from the Public Awareness Campaign again and this time directed them to Find a Practitioner webpage.

• Total Campaign Website Traffic: 3,530

• Total Campaign Impressions: 272,287

• Total Assisted* Conversions: 279

• Total Clicks to NCCAOM Registry and Find a Practitioner Page: 565

• The Facebook ads drove 5.9% of the NCCAOM website traffic during the campaign timeframe.

• Total Budget: $2,100

Executive Summary

* Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.

Public Awareness Facebook Ad Campaign

Campaign Highlights:• Reach: 85,543 people• Impressions: 127,372• Unique Link Clicks: 1,945• Unique CTR: 2.27%• CPM: $8.64• CPC: $0.29• 138 people clicked on ‘Find a Practitioner’ web page• 8 people were re-directed to the ‘Registry’ web page – a page where

all of the registered “Diplomates” are listed• 2 people filled out the online contact form

Campaign Dates: June 5, 2017 – August 19, 2017

Goal: Drive qualified website traffic to the NCCAOM Resource CenterThe ad campaign targeted consumers with an interest in acupuncture and directed them to the NCCAOM Resource Center page.

*Industry Average▪ CTR: 0.83%▪ CPC: $1.32▪ CPM: $6 - $8

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Ad #1: Carousel Arthritis Grid

Reach 50,043

Cost per Result $0.40

Amount Spent $690.11

Impressions 77,003

CPM $8.96

Link Clicks 1,710

CPC (Link) $0.40

CTR (Link) 2.22%

Registry 2

Find a Practitioner 80

Thank You 1

Facebook Insights

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

*Best performing ad for the campaign

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Ad #2: Carousel Arthritis Single

Facebook Insights

Reach 13,658

Cost per Result $0.41

Amount Spent $133.15

Impressions 15,828

CPM $8.41

Link Clicks 328

CPC (Link) $0.41

CTR (Link) 2.07%

Find a Practitioner 20

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Facebook Insights

Reach 5,504

Cost per Result $0.65

Amount Spent $44.45

Impressions 6,409

CPM $6.94

Link Clicks 68

CPC (Link) $0.65

CTR (Link) 1.06%

Find a Practitioner 6

Ad #3: Carousel Allergies Single

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Facebook Insights

Reach 13,510

Cost per Result $0.56

Amount Spent $157.25

Impressions 15,215

CPM $10.34

Link Clicks 283

CPC (Link) $0.56

CTR (Link) 1.86%

Registry 4

Find a Practitioner 23

Ad #4: Single Image Back Acupuncture

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Google Analytics

Website Visits

Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration

Facebook / CPC 1,944 75.94% 1,477 1.85% 2.37 00:00:32

Source / Medium Campaign Assisted Conversions

Facebook / CPC FB News and Resource Center 158

Assisted Conversions*

Event Label Campaign Total Events

Find a Practitioner FB News and Resource Center 112

Top Events

* Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Google Analytics Performance Comparison

Website Visits

Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration

Facebook / CPC 1,944 75.94% 1,477 1.85% 2.37 00:00:32

(direct) / (none) 15,112 64.88% 9,805 6.43% 4.58 00:02:32

google / organic 24,698 54.83% 13,541 5.39% 5.11 00:02:48

bing / organic 1,482 56.21% 833 4.05% 5.99 00:03:20

yahoo / organic 1,260 46.43% 585 4.52% 5.39 00:03:10

A look at how the campaign’s Bounce Rate* compares to other frequently used online channels.

* Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Facebook Retargeting Campaign

Campaign Highlights:• Reach: 91,800 people• Impressions: 144,915• Unique Link Clicks: 1,585• Unique CTR: 1.73%• CPM: $6.90• CPC: $0.35• 388 people clicked on ‘Find a Practitioner’ web page• 65 people were re-directed to the ‘Registry’ web page – a page where all of

the registered “diplomates” are listed• 2 people filled out the online contact form

Campaign Date: July 3, 2017 to August 19, 2017

Goal: Serve ads and retarget the consumers who visited the NCCAOM website from the consumer awareness campaign and drive them to the “Find a Practitioner” page.

*Industry Average▪ CTR: 0.83%▪ CPC: $1.32▪ CPM: $6 - $8

CTR – Link Click-Through Rate

CPC – Cost per Link Click

CPM – Cost per 1,000 Impressions

Facebook Insights

Reach 54,745

Cost per Result $0.56

Amount Spent $477.14

Impressions 82,738

CPM $5.77

Link Clicks 856

CPC (Link) $0.56

CTR (Link) 1.03%

Registry 23

Find a Practitioner 133

Thank You 2

Ad #1: Find a Practitioner Object - Map

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

*Best performing ad of the campaign

Facebook Insights

Reach 16,316

Cost per Result $0.36

Amount Spent $191.37

Impressions 22,972

CPM $8.33

Link Clicks 527

CPC (Link) $0.36

CTR (Link) 2.29%

Registry 13

Find a Practitioner 58

Ad #2: Find a Practitioner People – Carousel Arthritis Grid

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

Facebook Insights

Reach 17,935

Cost per Result $0.57

Amount Spent $239.80

Impressions 23,667

CPM $10.13

Link Clicks 418

CPC (Link) $0.57

CTR (Link) 1.77%

Registry 22

Find a Practitioner 163

Ad #2: Find a Practitioner People – Back Acupuncture

*Average CTR is 0.83%Average CPC is $1.32Average CPM is $8 to $10

Google Analytics

Website Visits

Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration

Facebook NCCAOMRetargeting / CPC

1,313 64.91% 853 2.21% 2.42 00:00:25

Source / Medium Campaign Assisted Conversions

Facebook NCCAOM Retargeting / CPC FB NCCAOM Retargeting 121

Assisted Conversions*

Event Label Campaign Total Events

Find a Practitioner FB NCCAOM Retargeting 390

Registry FB NCCAOM Retargeting 63

Top Events

* Assisted Conversions - interactions that a customer has with a website leading up to a conversion, but not the final interaction.

Google Analytics Performance Comparison

Website Visits

Source / Medium Sessions % New Sessions New Users Bounce Rate Pages/Session Avg. Session Duration

Facebook NCCAOMRetargeting / CPC

1,313 64.91% 853 2.21% 2.42 00:00:25

(direct) / (none) 9,758 65.10% 6,352 2.02% 4.71 00:02:30

google / organic 15,868 55.54% 8,813 0.62% 5.29 00:02:48

bing / organic 924 54.65% 505 1.08% 6.23 00:03:18

yahoo / organic 822 45.99 378 0.97% 5.56 00:03:20

A look at how the campaign’s Bounce Rate* compares to other frequently used online channels.

* Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.