Ad Campaign Research Articles

EPID-24. OPTIMIZING PATIENT RECRUITMENT FOR BRAIN TUMOR STUDIES: LEVERAGING THE POWER OF GOOGLE ADS TO CONNECT WITH AFFECTED FAMILIES

Abstract OBJECTIVE We assessed the effectiveness of using Google Ads to recruit individuals with familial glioma into a genetic research study. METHODS We conducted a comparative analysis between two periods: March 1 to June 30, 2023 (with Google Ads) and March 1 to June 30, 2021 (without Google Ads). We targeted individuals searching for brain tumor information using Google Ads, directing them to a study landing page. We analyzed metrics such as advertisement clicks, impressions, click-through rate, and cost per click. Our eligibility criteria included families with at least two members having glioma, with one currently living with the condition, aged 18 or older, and residing in the United States. RESULTS The 2023 Google Ads campaign generated 7,228 clicks, 82,242 impressions, an 8.79% click-through rate, and a cost per click of $0.62. The number of interested individuals increased from 13 in 2021 (without Google Ads) to 35 in 2023 (with Google Ads), with 20 indicating they found the study through Google Ads. However, the increase lacked statistical significance (x2=1.48, p=0.22). CONCLUSION Google Ads enhanced our participant outreach and recruitment for the glioma study, although the results were not statistically significant. This approach shows promise for recruiting participants for rare disease research. We recommend that future studies consider longer durations and larger sample sizes to better assess its impact. Additionally, due to the prevalence of misinformation about familial glioma, we submitted and conducted a survey to the Society of NeuroOncology to evaluate the attitudes and beliefs of physicians and other healthcare professionals towards familial glioma. This survey aims to address misconceptions and improve understanding within the healthcare community.

"Optimizing Ad Campaigns with Machine Learning: Data-Driven Approaches in Modern Media"

"Optimizing Ad Campaigns with Machine Learning: Data-Driven Approaches in Modern Media"

How Healthism Can Change the Consumerism in China's Retail Industry A Study on the Lululemon Ad Campaigns and Branding in China

With the rapid expansion of the Chinese consumer market, more and more Western brands are bringing their unique ideologies and concepts to the Chinese market and trying to change the Chinese consumers consumption concepts. Healthism is a typical example. As a representative brand of healthism in the western world, Lululemon has launched a series of promotional activities on healthism in the China market. This article will explore the impact of Lululemon on China's retail consumer industry through healthism advertising through in-depth interviews, and study how Lululemons branding in China can be understood in the context of a new market cultural dimensions at the post-economic reform China. This paper has explored the entry of Lululemon in China in the context of the consumer society and a challenge to traditional privileged discourses. This paper conclude that the healthism concepts that Lululemon spreads in China can drive consumers accept the healthism ideology and also consume on the healthism related products.

Testing Multiple Methods to Effectively Promote Use of a Knowledge Portal to Health Policy Makers: Quasi-Experimental Evaluation.

Health policy makers and advocates increasingly utilize online resources for policy-relevant knowledge. Knowledge brokering is one potential mechanism to encourage the use of research evidence in policy making, but the mechanisms of knowledge brokerage in online spaces are understudied. This work looks at knowledge brokerage through the launch of Project ASPEN, an online knowledge portal developed in response to a New Jersey legislative act that established a pilot program for adolescent depression screening for young adults in grades 7-12. This study compares the ability to drive policy brief downloads by policy makers and advocates from the Project ASPEN knowledge portal using a variety of online methods to promote the knowledge portal. The knowledge portal was launched on February 1, 2022, and a Google Ad campaign was run between February 27, 2022, and March 26, 2022. Subsequently, a targeted social media campaign, an email campaign, and tailored research presentations were used to promote the website. Promotional activities ended on May 31, 2022. Website analytics were used to track a variety of actions including new users coming to the website, page views, and policy brief downloads. Statistical analysis was used to assess the efficacy of different approaches. The campaign generated 2837 unique user visits to the knowledge portal and 4713 page views. In addition, the campaign generated 6.5 policy web page views/day and 0.7 policy brief downloads/day compared with 1.8 views/day and 0.5 downloads/day in the month following the campaign. The rate of policy brief page view conversions was significantly higher for Google Ads compared with other channels such as email (16.0 vs 5.4; P<.001) and tailored research presentations (16.0 vs 0.8; P<.001). The download conversion rate for Google Ads was significantly higher compared with social media (1.2 vs 0.1; P<.001) and knowledge brokering activities (1.2 vs 0.2; P<.001). By contrast, the download conversion rate for the email campaign was significantly higher than that for social media (1.0 vs 0.1; P<.001) and tailored research presentations (1.0 vs 0.2; P<.001). While Google Ads for this campaign cost an average of US $2.09 per click, the cost per conversion was US $11 per conversion to drive targeted policy web page views and US $147 per conversion to drive policy brief downloads. While other approaches drove less traffic, those approaches were more targeted and cost-effective. Four tactics were tested to drive user engagement with policy briefs on the Project ASPEN knowledge portal. Google Ads was shown to be effective in driving a high volume of policy web page views but was ineffective in terms of relative costs. More targeted approaches such as email campaigns and tailored research presentations given to policy makers and advocates to promote the use of research evidence on the knowledge portal website are likely to be more effective when balancing goals and cost-effectiveness.

“Rear Assist”: A Semiotic Analysis of Volkswagen Rear-view Mirror Ad Campaign

“Rear Assist”: A Semiotic Analysis of Volkswagen Rear-view Mirror Ad Campaign

Empowering self-advocacy for breast health: A successful educational campaign on breast cancer risk and screening recommendations.

11041 Background: The purpose was to develop and distribute an educational campaign on breast cancer risk and screening recommendations to empower women, men, and transgender individuals to take charge of their breast health. Identifying individuals at high risk for developing breast cancer through educational campaigns can lead to earlier detection and improved health outcomes. It was hypothesized that the development of a multi-platform educational campaign including televised ads, website, and mobile applications (apps), would result in a broad reach and accessibility of breast cancer risk and screening recommendations. Methods: The campaign ran from 10/1/22 – 12/2/22 and included a variety of mediums, such as televised ads, website, and mobile apps for iOS and Android devices, all of which were available in English and Spanish. An educational video series was developed to raise awareness about the updated guidelines for breast cancer screening from the American College of Radiology (ACR). Videos focused on the importance of screening for women with a high risk of breast cancer and transgender individuals taking hormone therapy. To complement the televised video, case-based teaching illustrations were created for the website and apps. Resources included screening recommendations, local resources for breast cancer screening and foundations for financial assistance. These materials could be accessed at the website https://myriskbreastcancer.com . The website and mobile apps featured a risk calculator developed using the GAIL model from SAS, coded in the Dart programming language to ensure compatibility and all user inputs were stored in a secure Firebase database. To reach a wider audience, responsive social media ads were developed and distributed through targeted Google Ads campaign. Analytics were collected and analyzed using Google Analytics and user inputs from the mobile application to assess the campaign's effectiveness. Results: Televised ads reached a total of 673,920 impressions over 142 educational video sessions. Google display ads had 152,672 impressions and 462 click-throughs with an audience of 49.2% female and 50.8% male. The mobile application was downloaded 2,030 times on iOS and 722 times on Android, and installed in 131 countries. The website saw 930 impressions and 637 users completed the online calculator, with 72 identified as high risk at time of initial data collection on 12/1/22. Conclusions: The educational campaign was successful in reaching &gt; 500,000 impressions within two months of release, sharing knowledge about breast cancer risk and screening recommendations across all gender types. Use of multiple platforms, including television, social media, and mobile apps, allowed for broad reach and accessibility nationally and internationally, including the identification of 72 individuals at high risk for developing breast cancer.

Celebrity Ad Campaigns: How Celebrities are leveraged by Indian Corporates

This research paper delves into the role of Indian celebrities in brand endorsements and their ROI to brands. As celebrity endorsements are one of the most preferred marketing tactics of brand managers, it is important to evaluate their effect on the target consumer. Some questions like, does a celebrity face help to drive sales? Or is the brand value of a company directly proportionate to the stature of the celebrity associated with it? Or Does a popular face bring instant publicity for the brand? This research paper gathers insight from young Indians, middle-aged adults and Indian marketing experts to find out brand recognition and popularity basis its celebrity association. The paper also deep dives into the perception of the brand when the associated celebrity is surrounded by scandals and bad press.

When to Push Ads: Optimal Mobile Ad Campaign Strategy under Markov Customer Dynamics

When to Push Ads: Optimal Mobile Ad Campaign Strategy under Markov Customer Dynamics

Using Facebook, Instagram, and Pinterest advertising campaigns to increase enrollment in newborn screening research

IntroductionSocial media ad campaigns can be an efficient, cost-effective way to recruit for studies online, especially as the onset of the COVID-19 pandemic limited in-person recruitment. Early Check, a large ongoing study offering testing for a panel of conditions for all newborns in North Carolina, uses social media ad campaigns, along with direct mail, email, print materials in health care settings, and messages through patient portals to contact pregnant women and mothers with eligible newborns. All materials refer women to the online Early Check portal for consent and enrollment in the study.MethodsTo evaluate social media options for outreach and recruitment, we ran two paid ad campaigns on Pinterest in May and July 2021 and compared performance to simultaneous Facebook and Instagram campaigns.ResultsFacebook and Instagram cost $136.53 per sign-up in May and July. Our first Pinterest campaign in May resulted in 206,416 impressions, 529 link clicks, and a cost per sign-up of $536.56. After adjusting the campaign to incorporate lessons learned about the platform, the second Pinterest campaign in July resulted in 225,286 impressions, 621 link clicks, and a cost per sign-up of $216.55.DiscussionOthers looking to implement social media ad campaigns for public health recruitment should note that ad costs have increased since 2020. However, social media ad campaigns on Facebook, Instagram, and Pinterest remain a cost-effective and convenient way to recruit participants for studies, especially when in-person efforts are not feasible. Ad campaign strategy should also be tailored to the specific platform. Facebook and Instagram ads should be run together in the same campaign to optimize the budget across both platforms and should run using an on-off schedule. Pinterest campaigns should run for a longer period to optimize continually for sign-ups over time.

Statistical Modeling of Ad Campaigns in Online Advertising Systems

Statistical Modeling of Ad Campaigns in Online Advertising Systems

THE COVID-19 VACCINE ADVERTISING CAMPAIGN MESSAGE STRATEGY ON EDUCATING THE ROLE OF VACCINE IN INDONESIA

Advertising is one of the public health communication tools that can be used to promote public health information. Before the Covid-19 vaccination program begin in Indonesia, the Covid-19 Vaccine Advertising Campaign themed ‘Tak Kenal Maka Tak Kebal’ was launched to socialize the vaccination program and to educate the role of vaccine to the Indonesian public. This study aims to understand how the campaign elaborates the vaccine benefit to the human body and to propose guidelines on how to campaign a vaccine by applying the concept of positioning. The study applied the framework of the Elaboration Likelihood Theory Model to analyze which elaboration routes and message strategy applied by the campaign. This study also aims to test if the campaign communicates the benefit of vaccines correctly and clearly. The methodology of this study is the Qualitative Descriptive method. Data gathered from relevant literature reviews and the advertising material was collected from various sources including the official Indonesia Covid-19 Special Task Force website. The method allows this study to elucidate the applied message strategy in the Advertising campaign. Online testing questionnaires were also distributed to provide supporting data in the study. The result of the analysis shows that the campaign applied the central route and ‘Show the Benefit’ message strategy to communicate the vaccine benefit to the human body. The visual image used in the Ad Campaign requires verbal message elaboration to reduce its ambiguity. The analysis also finds that Bahasa Indonesia’s translation of immunity and vaccine benefit message elaboration in the Ad has the potential to be misunderstood and misperceived by the audience. Therefore, communication guidelines to campaign vaccine through Advertising is needed for future vaccine campaigns, particularly in Indonesia. The positioning concept can be applied to provide an initial guideline to campaign vaccine as a product. The study analysis focuses only on the two-dimension static Advertising Campaign material. Further research on richer medium and other forms of campaign methods and techniques can be analyzed and tested to identify the effective strategy to campaign vaccine benefit. Campaigning for a vaccine is not an easy task. It requires meticulous message elaboration to deliver the right message and create the right perception. Applying the concept of positioning in the vaccine campaign can be a way to define the right message and method to promote vaccines and to support vaccination activities in the future.

Blockchain Technology in Digital Marketing: Exploring Secure and Transparent Ad Campaigns

Blockchain Technology in Digital Marketing: Exploring Secure and Transparent Ad Campaigns

Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns

PurposeThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.Design/methodology/approachFour field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).FindingsTwo-sided search engine advertisements are more effective than one-sided advertisements in national campaigns but less effective in local campaigns. In national campaigns, conclusive search engine advertisements are more effective in increasing impressions and clicks, but inconclusive advertisements are more effective in increasing the click-through rate (CTR); in local campaigns, inconclusive advertisements are more effective when being one-sided, while conclusive advertisements are more effective when being two-sided. Overall, the two-sided and inconclusive advertisement generates the best results in a national campaign, but the one-sided and inconclusive advertisement generates the best results in a local campaign.Originality/valueAs the first to test sidedness and conclusiveness with Google Ads advertising, the paper provides theoretical and practical suggestions to search engine marketers by identifying the effective copywriting strategies, moderating factors and more measurements of effectiveness.

Trojan Horse: An Analysis of Targeted Advertising to Reduce Sexually Transmitted Diseases Among YMSM.

Men who have sex with men (MSM) increasingly use internet-based websites and geospatial apps to seek sex. Though these platforms may be useful for public health intervention, evaluations of such interventions are rare. We sought to evaluate the online behavior of young MSM of color in Philadelphia and the effectiveness of using ads to link them to DoYouPhilly.org, where users can order free condoms, lubricant, and sexually transmitted infection test kits delivered via the U.S. postal service. Data collection and analyses were conducted in two phases. First, we performed keyword research and analyzed web browser logs using a proprietary data set owned by Microsoft. Subsequently, we ran a Google Ads campaign using the keywords identified in the preliminary phase, and directed targeted users to the DoYouPhilly.org condom or test kit ordering pages. Results were analyzed using MATLAB 2018. Test kit advertisements received 5,628 impressions, 157 clicks, and 18 unique conversions. The condom advertisements received 128,007 impressions, 2,583 clicks, and 303 unique conversions. Correlation between the click-through rate and the conversion rate per keyword was ρ = -.35 (P = .0096) and per advertisement was ρ = .40 (P = .14). Keywords that directly related to condoms were most effective for condom ordering (42% conversion rate vs. ≤2% for other classes), while keywords emphasizing the adverse effects of unprotected sex were most effective in test kit ordering (91% conversion rate vs. 13% and 12% for other classes). Online advertisements seemed to affect real-world sexual health behavior, as measured by orders of condoms and test kits, among a group of young MSM living in the same community.

Why Facebook Ads keep failing: Lessons learned from spending over US$1m on Facebook Ads

Facebook’s utilisation of machine learning and artificial intelligence (AI) can often identify profitable targets more quickly and more effectively than can human campaign managers. However, there is still much that marketers may do to ensure optimal placement and delivery when it comes to their Facebook Ad campaigns and leveraging the power of Facebook’s machine learning and AI capabilities. This article discusses the some of the issues that marketers face in trying to fully utilise Facebook’s machine-learning capabilities and how many marketers struggle to create campaign structures that allow them to optimise and scale their digital campaigns on Facebook. This article will detail a few of these frameworks, strategies and tactics. The article does not advocate the ‘right’ framework to use but rather argues simply that having a framework will ensure better results and support learning throughout the campaign.

Vaccine advertising: preach to the converted or to the unaware?

Encouraging people to vaccinate is a challenging endeavor, but one which has tremendous public health benefits. Doing so requires overcoming barriers of awareness, availability, and (sometimes) vaccine hesitancy. Here we focus on nudging people to vaccinate through online advertising. We conducted a pre-registered online ads campaign encouraging people to vaccinate against three diseases: influenza, human papillomavirus, and herpes zoster. Ads were shown to ~69,000 people and were compared to similar ads shown to 8.6 million people. Outcome measures were clicks on ads and future searches for relevant terms. We find that ads have two main effects: First, a congruence effect whereby ads increase the likelihood of clicks and future searches by up to 116% in people who express an interest in the disease or the vaccine. Most commercial vaccine advertising is aimed entirely at this population. Second, we observed a priming effect, where ads shown to people who were searching for terms unrelated to the vaccine could be encouraged to click on them (odds ratios of 7.5–33.0) and, more often, search for the vaccine later (hazard ratios of 6.9–157.3). We provide analysis for optimizing vaccine advertising campaign budgets to balance the two populations. These findings demonstrate that digital advertising campaigns should consider not just advertising to direct keywords or to individuals that look exactly like existing customers, but consider tangential keywords that draw a wider target population who are likely earlier in their conversion funnel, thus increasing the number of people who vaccinate and maximizing vaccines uptake.

Impact of promotional activities on sales of agrochemicals in nalgonda district of miryalaguda region

Promotion of products plays a very important role in business. It increases not only the sales but also increase awareness about the product. In case of agriculture, it is a prime importance because farmers always believe what they see. Promotion is influenced by many factors and it affects many other things also. Due to Ad campaigns farmers are aware of the various brands and the companies. The most desired media by the farmers is found to be the pamplets, brouchers, newspaper, magazines and hoardings. Sales promotion in agrochemicals is a key ingredient in marketing. Sales promotion such as demonstration, field trails, get together are growing up fast. Majority of the respondent comments that there is an influence on them purchasing the agrochemicals through advertising and sales promotion. It is because they believe that due to advertisement they become aware of the products and its usage.

Addressing anemia among women in India-an informed intervention using Facebook Ad Manager.

Women in India continue to have high rates of anemia, especially in critical periods of adolescence and pregnancy. Anemia persists despite decades of government programs aimed at combatting anemia, including through the provision of iron folic acid tablets (IFA). With growing access to mobile phones and social media, even among women, mobile interventions hold potential for influencing knowledge and behaviors. Social media consumption, including on Facebook, is high in India. However, little research has explored if women can be reached with health messages using social media, if data can be collected through this mechanism, and if interventions using social media impact knowledge and behaviors surrounding important health issues such as anemia. The aims of this study were to test an advertising campaign on Facebook about anemia and IFA to women, collect data through social media, and measure its impact. A baseline survey and two follow-up surveys were sent to women via Facebook in 2019 in two states of India: Madhya Pradesh and Uttar Pradesh. Between each round of data collection, a set of advertisements based on gaps in knowledge and practices identified in the baseline on anemia and IFA were delivered to more than 3 million women on Facebook. Using this data, we analyze current knowledge and behaviors around anemia and IFA and look at differences by socio-demographics including age, marital status, and pregnancy. Using logistic regression models, we then look for evidence of a significant change in knowledge and behaviors between rounds of data collection. We find that while general knowledge about anemia was high, especially related to its importance in pregnancy, misperceptions persist, such as that it makes babies large and delivery difficult. Only about 15% of the population was currently taking IFA, although nearly 50% noted that they had at some point. Younger women had lower levels of knowledge and practices. Findings about the impact of the Ad campaigns were mixed, with some indicators changing in positive and some in negative directions and no clear trend between surveys. Two indicators that were of high focus in the Ad campaigns changed in the desired direction after both ad campaigns (iron can make labor/delivery difficult and iron supplements are only for women who have anemia). Overall, this study shows that a social media campaign about anemia has the potential to reach a large number of women in India, including young women, who are hard to reach if they are not in school or currently pregnant and seeing a physician. This study shows that it is possible to collect data from women through social media and measure the impact of an intervention. More research is needed to know if social media is an effective approach to actually change attitudes and behaviors related to anemia, or other important health concerns.

Google Ads Campaigns in Promotional Activities of Theaters

Abstract Although the pace of life is very high today, young people spend free time among applications and electronic devices, but theatrical performances are relatively popular nonetheless. Theaters to appeal to young people should use online tools as a basic form of advertising. One of the most popular forms of e-marketing is the search engine SEM. The research question was formulated in the form: do the theaters advertise in paid search results PPC? To answer this question, we analyzed the search results on Google, including AdWords ads, among Polish theaters for popular keywords. By analyzing the results obtained, it can be said that definitely theaters do not use PPC as an advertising tool. Among the popular keywords only 5 theaters were identified using this form, which represents less than 3% of all the theaters in Poland. The reasons for low popularity are the high costs and the lack of advertising due to the relatively large number of contemporary theater customers.

Drowning Out the Message: How Online Comments on News Stories About Nike’s Ad Campaign Contributed to Polarization and Gatekeeping

This study examined audience commentary on Fox News, Cable News Network, and MSNBC’s YouTube and Facebook platforms associated with news stories on Nike’s selection of controversial former National Football League quarterback Colin Kaepernick as the spokesman for its 2018 campaign. The study, using the theory of gatekeeping as a starting point, sought evidence for a drowning effect, in which the audience strayed from the primary message of the journalism presented to it. Content analysis revealed a significant drowning effect across platforms and outlets.