PROMOTING FIXMYSTREET: Helping people inform their local authority of problems needing their attention
Linked Task Request
Introduction and Campaign Strategy
My name is Ebixy Ebi Laffin and I have a page on Facebook where I promote open source applications.
Facilities like roads, street light, paving etc are essential components of a city. Without them, life becomes more difficult and hard to bear. Sometimes the people responsible for the maintenance of such facilities do not get to know immediately about their bad state or condition.
This is where fixmystreet comes in to help. When there is a damage you can report to the appropriate authority immediately through the website. The report is also published online and progress report updated, this is done to prevent multiple reports of the same issue. Fixmystreet also help when you are not sure of the authority to report to
Recent studies have shown that the United Kingdom has one of the worst roads in Europe, even comparing them to some parts of Africa. Some potholes have caused accidents that have resulted in casualties. With the amount of traffic on the UK roads, wear and tear due to constant usage is expected. For this reasons, I decided to promote fixmystreet to the UK
Bidding Strategy
I choose the Cost Per Click (CPC) bidding strategy. Bidding method was set as automatic meaning Facebook is to deliver the ad at the lowest cost possible.
I targeted the city of Lancaster in Lancashire county in the United Kingdom, covering only a radius of 10 Miles of the city. Lancaster is one of those areas whose roads are in deplorable condition. No interest areas was selected, I just targeted all Facebook users between the ages of 18 - 60 and the ad ran for 6 days
- Potential Reach: 100,000
- Language: English
Campaign Content
Link to the ads
Screenshots of ad placement.
Campaign Results & Summary
| Activity | Result |
|---|---|
| Reach | 11,395 |
| Link clicks | 371 |
| Spend | $15 |
| CPC | $0.04 |
| CTR | 3.25% |
Proof of Authorship
GITHUB ACCOUNT
https://github.com/jingis07
FACEBOOK ACCOUNT
https://web.facebook.com/ebilaffin
AD REPORT
https://drive.google.com/open?id=15thZNSoXoYVl3srBfx094A3YYswmxH0E
VIDEO EVIDENCE
Thank you for this contribution.
The ad reached its target audience, and got the clicks you wanted. I did, however, have issues with the targeting and with the reasoning behind it.
You talk about the condition of UK roads, and use that as the reasoning behind choosing to target a city in the UK. You don't mention that the service only works in the UK. No other country would have been relevant. You do talk about the state of the roads in Lancaster, your chosen target, which does make sense.
You chose not to use any other targeting aside from age and locale, and with that I have a serious issue. I opened up FB's ad manager, and had a look.
As you can see, I found several interests and demographics that would have made the ad's targeting much more powerful. The potential reach of this audience is only 49,000, but they are a highly relevant 49,000. If these people click the ad, they are far likelier to use the service.
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