Two months ago, I blogged about the advertising with Future Shock, a message series about the end of the world Christ Community Church was getting ready to start. CCC just finished the Future Shock series, and I thought it would be a good time to look back on the advertising and assess its effectiveness.
I started Facebook and Google campaigns for Future Shock on August 29. I measured the analytics from August 29 through October 29 since the series ended on October 30. During this two month period, the Christ Community Church website traffic recorded:
12,600 Unique Visitors
How does that compare to the previous two months? (June 28 through August 28)
8,700 Unique Visitors
And, the same time period from a year ago? (August 29, 2010 through October 29, 2010)
8,500 Unique Visitors
What does this show? The biggest thing that sticks out to me is the number of unique visitors. We saw almost a 50% increase in unique visitors when comparing the web traffic. This was due to a number of factors: series topic, billboard, Facebook, Google, QR code, video
While there was an increase in pageviews from the previous two months, the previous year actually had more pageviews. Why is this? Well, a year ago, Christ Community Church was in the midst of launching a three year, multi-millionaire dollar campaign, Double Your Impact
. There was a lot of interest from people within CCC to find out more about DYI. This explains why pageviews were slightly more, but unique visitors were 50% less than the 2011 time period.
One of things we used, for the first time, was a QR code. When people scanned the code, on the website, ad or promotional material, they were taken to CCC’s mobile site. While we didn’t have tracking on our mobile site before, a mistake on our part, we were able to track people who came to site from the mobile site. This was a top 5 traffic source for the site, which means even more people were at the mobile site. The QR code worked well for us.
The Facebook campaign had a tremendous reach in the Omaha area. The ad I created would reach 383,000 Facebook users in the area. I didn’t do any targeting with the ad, it was just a blanket promotion. During the weeks it ran, it reached 238,000 users. Almost 1,700 people clicked on the ad.
From August 29 through October 29, we saw 3,200 people come from Facebook to the website.
The Google AdWords campaign was good. Not as much return as Facebook, but it provided another presence online. I had over 150+ different search terms that I used for when the ad would appear. Some were part of the CCC brand, and other terms were just random. The two top terms were “666” and “omaha church”. Other top terms were “husker”, “satan”, “omaha floods”, “big ten” and “omaha churches”.
Originally, there was some concern about using “666”, but using it in the tagline worked.
What about attendance at CCC’s campuses? Over the course of Future Shock, the average attendance was 3,073 on any given Sunday. During the same time period, in 2010, the average attendance was 2,825.
And while we can’t track definitively the impact it had on people, the overwhelming response (roughly 99 to 1) was that the series was a huge win. We received hundreds of feedback cards which confirmed this. The topic of the end times is touchy. Most people avoid it, and a faction of people who do study it tend to be a bit off kilter. Lead Pastor Mark’s sensible approach resonated with a lot of people. The marketing was great, but the content was king.
Future Shock is the most visited series, on our media page. since we began tracking the site’s analytics over three years ago. Amazing since the series has only been available for two months.
Overall, the series was a win. The analytics we saw with our Facebook and Google ad campaigns were positive. The QR code strategy was good. The tagline hooked people. Some strategies worked better than others, but it all worked together to promote and highlight a fantastic message series.