Facebook Ads – Case Study

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Job Portal Case Study - Increased app installs and Job Applications with Facebook and Instagram Ads

  • Category :Facebook Ads / Instagram Ads
  • Client :JobYoda

Project Brief:

Although Facebook is one of the older social media networks, it’s still a thriving platform for businesses who want to boost brand awareness and customer engagement.

With over 2.38 billion monthly active users, you can use the platform to spread the word about your business in a number of different ways — from photos or videos to paid advertisements.

A case study will often go over a brand’s marketing challenge, goals, a campaign’s key details, and its results. This gives you a real-life glimpse at what led us to reach success on Facebook for one of our clients.

Our client who runs a job portal in Philippines wanted to improve the level of app installs for one of its newest releases. We were then allocated the task of setting up app install campaigns for him on Facebook and achieve the desired ROI out of the same within a limited time frame.

Besides, client wanted to see which Facebook ad format would garner the most engagement and reach for their business. Hence, they relied on us to launch a combination of standard ads and collection ads on Facebook for their business.

We were given the goal to maximize reach and engagement metrics for the business, to improve the quantity and quality of app installs and to bring the same at lowest cost per acquisition. It was then on us to plan out a proper campaign structuring strategy for this client and to use the assigned budget wisely in order to achieve the desired ROI out of the campaigns.

To begin with, we set up a post engagement Facebook campaign for the business. The daily budget allocated to the same was 1000 peso per day. The audience was targeted based on interest, employers and job title. We successfully bought 611,454 post engagements for the business through this campaign while 415,481people were reached out of the same. The average cost per engagement was reported as 0.04 peso. Total amount spent on the campaign was ₱27,304.05.

We were able to reduce the per post engagement cost from 0.05 peso in July 2021 to 0.04 peso in August 2021.

We also set up an app install campaign for the business. A total of 580 app installs were reported out of this campaign. Targeting was done based on mobile devices, gender and operating systems. Budget allocated was 1200 peso per day. A total of 106,660 people were reached and 264,961impressions were reported. Reported cost was ₱26.52peso per install. Total spend was ₱15,380.13.

Mobile app installs increased from 279 to 301. A 20.63% increase in reach was reported. Cost per install reduced by 31.86% for the campaign.

Another Traffic based campaign was executed for the business. Budget allocated was 500 peso per day. Targeting was done based on employers, job title and industry, school/university, field of study, behavior, and work positions. The goal was to optimize for link clicks. 3,556 link clicks were reported out of this campaign. Reported Reach was 73,241. Impressions reported were 436,796. Cost per link click was ₱4.09. Total cost consumed was ₱14,544.38
Link clicks increased from 333 to 629 for this campaign. 208 % increase in reach was reported. 253% increase in impressons was also reported.

One more Traffic based campaign was ran for the business. Budget allocated was 500 peso per day. Targeting was done based on employers, job title and industry, school/university, field of study, behavior, and work positions. The goal was to optimize for link clicks. 6036 link clicks came out of this campaign. Reported Reach was 193,529. Impressions reported were 678,600. Cost per link click was 2.39 peso. Total cost consumed was ₱14,413.21

Cost per link click came down from 2.30 to 2.28 for this campaign as a result of our optimization tactics.

Another Traffic based campaign was set up for the business. Budget allocated was 500 peso per day. Targeting was done based on employers, job title and industry, school/university, field of study, behavior, work positions. The goal was to optimize for link clicks. 8,310 link clicks came. Reach was 326,178. Impressions reported were 647,371. Cost per link click was ₱2.04. Total cost consumed was ₱16,935.78

Cost per link click came down from 2.07 to 1.88. A 9.12% decrease in cost per link click was reported out of this campaign.

We also set up an app install campaign for the business. A total of 580 app installs were reported out of this campaign. Targeting was done based on mobile devices, gender and operating systems. Budget allocated was 1200 peso per day. A total of 106,660 people were reached and 264,961 impressions were reported. Cost was 26.52 peso per install. Total spend was 15,380.13 peso.