Digital Report

April 2017

P RESENT ED B Y M A I KA M EL
Report Components
ØFacebook Ads Objectives
ØAdvertising performance
ØCampaign Details
ØRecommendations
Ads Objectives
• Create sales through Facebook advertisements and official page

• Achieve 1000 purchase through Facebook ads with a budget of EGP 20,000 getting
average CAC EGP 20 from 26th of March till 20th of April 2017
• Launch a separate campaign to announce a daily promotions “One day offer” over
Knockmart, iMart and Dina Farms pages

• Promoting Knockmart brand and increase Facebook page fans

 Advertising performance
ØWe have created two campaigns to get Purchase action as
well as engagements (using Facebook code pixel to track
conversions)
1. April Promotions Campaign
a) Local Ad set
b) Gourmet Ad Set
2. One day offer Campaign

ØMost active days for purchasing are weekends

Campaign details: a) April promotions Campaign
 Campaign details: a) April promotions Campaign

ØWe have achieved 713 purchases from March 26th till April 20th with a budget of EGP 13,303
ØTotal conversion value is EGP 189,752 which means that the average value of each purchase process equals EGP 266
ØCustomer Acquisition Costs EGP 18.66
ØClearly local campaign get better results than the Gourmet one, better in purchases number, basket value and CAC
Campaign details: b) One day offer campaign
Ads Budget Total conversion value Purchases CAC

Friday, March
EGP 470 EGP 23,000 100 EGP 4,70
31

Sunday, April
EGP 212 EGP 5,100 24 EGP 9
2

Monday, April
EGP 300 EGP 9,000 49 EGP 6.10
3

Tuesday, April
EGP 351 EGP 18,740 60 EGP 6
4

Total Ads through the week 1,329 56,000 233 Average EGP 5.70
 Campaign details: b) One day offer campaign
ØWe have achieved a total of 233 purchases with one day offers campaign
ØMilk offer on Friday was the most successful offer/campaign.
ØOil offer on Sunday was the weakest offer as we got the highest CAC, lowest purchases as well as weak engagement..
However offline sales were good based on an employee in Dina farms store in Zahraa El Maadi.
ØMilk and Rice were the best products to offer than others
ØFriday and Wednesday were the best days to offer promotions
 Overall Recommendations
Ø We had to spend less than the agreed budget for April campaign as we were getting higher CAC so we
had to limited the budget to get the best CAC price less than EGP 20
Ø One day offer campaigns would be more successful and effective if we started campaigns 24 hours
before the offer day itself, such rush had a bad influence over the ads.
Ø While we position ourselves as Gourmet supermarket the real purchases numbers come from local
campaign, this is an indicator that most of our customers are price oriented more than quality oriented.
Ø While Females are the action maker and cost less than males, a specified female campaign would raise
the CAC so much, after all it depends on the impression Vs action rate
Ø So much text over posts would affect the posts badly, engagement has enhanced a lot when we
deleted over text (Logos, Hot number any text) from posts.
Ø long term campaigns (even if we changed items inside) would give much better results (CAC and cost)
than short term campaigns (1 – 2 weeks)
Thank you