Case Study
All Day Long Childcare & Education
Owendenny Digital raised All Day Long Childcare’s enrollment from 20% to 95% in a year through targeted Google and Facebook Ads, boosting leads by 387%.
All Day Long Childcare in Armstrong Creek offers holistic care for children aged 6 weeks to 6 years. They engaged Owendenny Digital when their enrollment rate was at 20%, within just an year, Owendenny was able to raise this to 95% where it has been maintained through Google and Facebook Ads strategies.
from 23
in leads generated
in conversion rate
The Story
Driving Enrollment Success
All Day Long - Childcare Armstrong Creek is a leading childcare centre known for its holistic and natural approach to early childhood education. Located in Armstrong Creek, the centre accommodates up to 118 children aged 6 weeks to 6 years, providing a nurturing and organic environment that fosters growth and development.
The Goal
Boosting child enrolments
All Day Long aimed to boost its occupancy from 24% to over 75% within 12 months. To achieve this, they sought to enhance brand awareness in Armstrong Creek, Surfcoast, and Geelong, increase social media engagement, generate more enquiries, and secure new student and family enrolments.
We aimed to understand the impact of Meta ads on paid and organic search traffic. By running multi-objective campaigns with category-led creatives and catalogs to enhance mid-funnel objectives alongside always-on lower-funnel objectives, and conducting an account-level Meta conversion lift study, we measured cross-channel traffic from custom conversions. This approach provided invaluable insights into a channel’s true impact on our business, beyond what a last-click model reveals.
Sartaj Kadian
Senior Manager, Performance Marketing, adidas
The Solution
Taking a test-and-learn approach
The adidas team sought to measure and verify the impact of its ad campaigns on website traffic, as well as organic and brand searches. The team decided to test a new strategy that involved running multi-objective ad campaigns – such as awareness, engagement and sales campaigns – alongside automated Advantage+ shopping campaigns and an Advantage+ catalogue ad campaign, and then measure the results using a Meta conversion lift study.
Meta’s Advantage+ shopping campaign is an advanced solution that uses artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes. Instead of manually setting up several different campaigns with a patchwork of ad targeting, creative, placements and budgets, advertisers can set up a single Advantage+ shopping campaign to test up to 150 different combinations, and then optimise for the best-performing ads.
With Meta’s Advantage+ catalogue ad format, advertisers upload their online product catalogue to Facebook and Instagram. The machine-learning algorithm automatically pulls photos of relevant products from the brand’s catalogue based on each shopper’s interests, and customers can then purchase directly on the advertiser’s website.
The adidas team targeted the ads to a broad audience of adults aged 18 and over in Saudi Arabia who have Android smartphones or tablets, and used the Advantage+ placements feature to automatically deliver ads across all of Meta’s placements based on which were most likely to drive the best campaign results at the lowest cost at any given time.
The team then set up custom conversions for web events to track customers’ search actions across other platforms like Google Performance Max, as well as organic and paid search. To understand the impact of its Advantage+ ad product campaigns on driving search on these platforms, the adidas team conducted an account-level conversion lift study across its brand portfolio.
The agency EssenceMediacom partnered with adidas on both campaign execution and on the strategy to measure the impact of the Meta campaign on search traffic.
The Solution
Taking a test-and-learn approach
The adidas team sought to measure and verify the impact of its ad campaigns on website traffic, as well as organic and brand searches. The team decided to test a new strategy that involved running multi-objective ad campaigns – such as awareness, engagement and sales campaigns – alongside automated Advantage+ shopping campaigns and an Advantage+ catalogue ad campaign, and then measure the results using a Meta conversion lift study.
Meta’s Advantage+ shopping campaign is an advanced solution that uses artificial intelligence and machine learning to automate, simplify and streamline the campaign creation, ad setup and account management processes. Instead of manually setting up several different campaigns with a patchwork of ad targeting, creative, placements and budgets, advertisers can set up a single Advantage+ shopping campaign to test up to 150 different combinations, and then optimise for the best-performing ads.
The Results
Putting the best foot forward
The adidas team determined the results of this June 13–28, 2024, ad campaigns using a Meta conversion lift study, which revealed:
- 20% lift in organic search traffic
- 18% lift in brand search traffic
- 22% lift in Google Performance Max traffic
- 11% lift in affiliate traffic
- 51% lift in online purchases
Products Used
Advantage+ catalogue ads
Personalise your ads without any manual work.
Carousel
Show up to ten images or videos in a single ad.
Photo ads
Inspire your audience with photo ads.
Video ads
Capture attention with engaging video ads.
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