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We appreciate the advanced targeting capabilities on Facebook, and we were especially eager because of all the audience segmentation we were sure to utilize for the Utah Jazz. We began by fanning out the audience network so we would have a large enough sample to conduct tests and validate findings quickly.
Testing included running ad campaigns that highlighted different players and media. We would eventually expand to target non-Utah Jazz audiences with a variety of audience segmentation.
Once our messaging, media, and targeting was validated, we began testing the ad velocity and found that when ad spend was increased during announcements made by the Utah Jazz, ticket sales increased. It wasn’t long before our sales-focused ads were bringing in a positive ROAS. Additionally our Facebook fans continued to grow until the Jazz had gone from the lowest fans on Facebook to a top 25 team, about a 500,000 fan (40%) increase. Not bad for a small-market team.
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