facebook ads generate high touch engagements

222,000

222,000 ad impressions from Facebook ads

1,122

Generated 1,122 clicks—or visits—to the landing pages

81,669

Reached 81,669 people and served them an average of 2.71 ad impressions

138

Drove 138 download conversions

BACKGROUND

Quest Diagnostics is an American clinical laboratory and Fortune 500 company, operating over 8,600 laboratories in the U.S. alone. Quest Diagnostics came to DML with a request for help in their mission to empower people to take actions to improve their health outcomes.

SERVICES & PLATFORMS

  • Facebook Ads

GOAL

For this particular project, Quest wanted to educate parents about STIs and encourage them to talk with their children about screening. The objective was to get people to download a Quest Diagnostics STI Trends Report and track the number of downloads in a target market. The ultimate goal was acquisition-focused on generating downlaods of a PDF report. Secondary goals were focused on generating engagements — clicks or visits to our landing pages.

Strategy

We had two main campaigns, targeted to young women & engaged mothers. Each campaign had corresponding landing pages that repeated the image & message from the respective ad. We used two platforms: Facebook and Google Ads to drive interested traffic to the LP to download a PDF report. We targeted two markets: Kansas City & Austin.

We used Facebook’s display-based advertising across both its platforms (Facebook & Instagram) and the FB audience network. Ad formats differ for desktop and mobile devices, and targeting can differ from Google in that FB has a captive audience and insight to all users. Like Google, FB can target by geo, demographic, household income, interests—but it additionally has access to employment, affiliations, lifetime events, education, relationships, etc.