Madison Vale

The Scandi Shoppe is a hidden gem from my hometown, one that definitely deserves a little bit more attention. Which is something a Facebook Ad campaign can most certainly help with.

Campaign Objective

Awareness

With the Scandi Shoppe being a local small business, their brand awareness is pretty low. For this ad campaign, I have selected awareness as the main objective.

Target Settings

Location

To start, I still want to keep the audience fairly local. Since this isn’t a chain, it’s no help for Scandi Shoppe to be targeting people outside of the area since the likelihood of them traveling long distances is slim to none.

Because of these factors, I have selected for these ads to target audiences within a 25 mile radius of Ellington since that’s where the people who will interact with this small town gem will come from!

Impression Cap

I am aiming for 2 impression every 7 days, because as you can recall, the more you make people feel like they’re being sold something, the less likely to are to want to interact with it. So, twice a week will keep Scandi Shoppe on peoples radars while keeping the pushy-ness to a minimum.

Audiences

The Scandi Shoppe is for shoppers of all kinds, young, old, men, women, the audience is very broad. So that gives a pretty big range to focus on. With so much to offer, we are looking at an age range of 18-60 of all genders. Additionally, I have added detailed targeting for “gift shop” in efforts to maximize how many potential shoppers we can grab the attention of.

Budget

Since the Scandi Shoppe is a very small brand and has no prior experience in paid social media ads, I’ve kept the spending limit very low for the first run as recommended by Sachs Marketing Group, it’s smart to “start small to test effectiveness, possibly $1 to $5 daily”. I’ve selected to keep it at $2 a day for the run of the campaign in efforts to minimize costs, we can then make necessary changes as the campaign runs and we see what type of engagements it brings in.

Platforms

Since the Scandi Shoppe is active on both Facebook and Instagram, I’ve selected those two in addition to Audience Network. I left out Messenger to avoid feeling ingenuine and/or pushy.

Metrics for Success

The success rate of these paid ads will be measured in CPC (cost per click). The desired outcome is to increase overall brand awareness so having users both view and interact with content is key. We are able to see this though profile engagements in addition to CPC.