I worked with SocialNav Inc. to create and manage their pilot Facebook advertising program for their client’s new Facebook app and mobile app: The Ultimate Drive App, presented by BMW Financial Services. I worked with SocialNav to define the campaign from start to finish; everything from writing ad copy, selecting ad images, reviewing landing page and user flow scenarios (desktop and mobile), crafting sponsored stories, and performing audience segmentation and definitions. I then implemented the campaign, utilizing Facebook’s Power Editor to manage several ad variations and campaigns.
The campaign’s primary goal was to drive app installs. The campaign ran for at least 6 months and provided the team with a wealth of information on user behavior and supported their goal to drive app installs and customer traffic to BMW Centers. We closely monitored CTR and made adjustments throughout the campaign as needed to find the best performing ad copy and ad image pairings. We also monitored campaign budget and cost per install of the apps.