People taking action
Cost per engagement reduced by
majority of enquiries generated during the campaign period were via Facebook Ads
The Beach Early Learning Centres are long daycare centres on the Central Coast, New South Wales catering for children 0 to 5 years.
Paid Search & Social Traffic (Facebook Ads)
Pilot Childcare approached MAXEMUS Digital Marketing to assist in marketing The Beach Early Learning Centres. They wanted help developing and implementing a local Facebook Ads strategy for three child care businesses operating on the Central Coast, New South Wales. The Beach Early Learning Centres were looking to build brand awareness and increase enquiries in a competitive market.
MAXEMUS used targeted ads on Facebook and Instagram to raise brand awareness among prospective parents and encourage enquiries. We created remarketing sub-funnels for further engagement and acquisition. The ads appeared in both mobile and desktop News Feed, Messenger and Instagram. They featured images of children and staff on location with quotes highlighting how children can benefit by attending these centres. The Call to Action encouraged parents to enquire via Facebook Messenger and accommodated for immediate response 24/7 using automatic replies.
To ensure the ads reached parents who were most likely to be interested in placements, MAXEMUS applied geographic, demographic and interest-based targeting. We also targeted Custom Audiences built from the centre’s email lists, website Custom Audiences based on data from key web pages collected by the Facebook pixel and Facebook engagement-based audiences.
Finally, the team used the Facebook pixel to measure the impact of the ads. We tracked these results against industry benchmarks and The Beach Early Learning Centre goals.
Facebook Ads allowed us to reach a large local audience for less than the cost of traditional advertising channels. Facebook Ads played a direct role in the process of generating enquiries and new enrolments for The Beach Early Learning Centres.
During implementation of the Facebook Ads Campaign, the following outcomes were achieved:
- Tour videos were created for each of the 3 Centres
- The following Facebook products were used to generate enquiries:
- Facebook Ads and Instagram Ads
- Mobile News Feed
- Core Targeting
- Conversion Tracking
- Custom Audiences
- Lookalike Audiences
- Facebook Analytics
- Recommendations were provided on ways to improve organic posting results based on page insights