RUNNING HEAD:EFFECTS OF SOCIAL MEDIA ADVERTISEMENT ON ENGAGEMENT OVERTIME​ 1

How does the performance of Facebook and Instagram advertising campaigns change over time?

Jade Rutledge

JLM Dentistry: Family & Cosmetic Dentist

Center for Advanced Studies at Wheeler High School

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Table of Contents

Chapter 1

Statement of problem ………………………………………………………………………. 3

Subproblems and Hypothesis ……...………………………………………………..………. 3

Concept Map………...………………………………………………………………………. 3

Definition of Terms …………………………………………………………………………. 4

Assumptions ………………………………………………………………………………… 4-5

Limitations …………………………………………………………………………………… 5

Delimitations ………………………………………………………………………………… 5

Importance of Study……………………………………………………………………..…… 6

Chapter 2

Literature Review….. ………………………………………………………………………... 7

Chapter 3

Data Needed………...……………………………………………………………………..…. 10

Methodology…….. ………………………………………………………………………..…. 11

Treatment of Data…...……………………………………………………………………..…. 12

Qualifications of Researcher………………………….………………………………………. 13

Timeline…….. ……….…………………………………………………………………….…. 13

References…….. ………………………..…………………………………………………..…. 14

Chapter 1: The Problem and its Setting

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A. Statement of the problem

How does the performance of Facebook and Instagram advertising campaigns change over time?

B. Subproblems and Hypothesis

Foundational Subproblem 1:​ Why is social media marketing important for small businesses?

Foundational Subproblem 2:​ How is the effectiveness of an advertisement campaign measured?

Applied Subproblem:​ How do engagement key performance indicators of JLM Dentistry’s

Facebook and Instagram advertisment campaigns change over time?

Hypothesis I​- ​Engagements KPIs (key performance indicators) such as reach, leads, click

through rates, and impressions will decrease over time.

Hypothesis II- ​There is a positive relationship between the number of leads to engagement KPIs

(reach, impressions, and click through rates)

C. Definition of Terms
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● Click Through Ads: Ads/Post with an attached hyperlink that directs users to JLM

Dentistry’s website.

● Click through Rate: The percentage of people who visit the hyperlink attached to an

advertisement.

● Engagement KPIs: Measures the level of engagement a post received by analysing factors

such as likes, comments, and shares.

● Impressions: The number of times a post has been viewed

● Reach: The number of individuals/profiles who have viewed a post.

● Lead: An individual that clicks your advertisement and leaves their contact information

● Social media advertisement campaign: A series of advertisements launched on social

media promoting a deal or service the business is offering

● New patient: Persons who have scheduled an appointment with JLM Dentistry who have

never received service from JLM Dentistry.

● Social media optimization/optimizer: Marketing tactics implemented on social media

with the intention to increase reach and publicity

● Target Audience: a demographic of persons that a business’ goal is to reach and acquire

as customers

Acronyms and Abbreviations

● KPIs: key performance indicators

● SMO: social media optimisation/ optimizer

D. Assumptions
● It is assumed that most new and potential customers of JLM Dentistry have a Facebook
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or Instagram account

● It is assumed that leads are persons who wish to become patients of JLM Dentistry

● It is assumed that all click through ratings are persons who are curious about services

offered by JLM Dentistry

● It is assumed that all reach ratings are accounts that are the intended target audience

● It is assumed that all Instagram followings are real accounts and not bots

● It is assumed that all Facebook followings are real accounts and not bots

E. Delimitations and Limitations

a. Limitations:

- This study does not measure the advertisement viewer’s attitude toward JLM

Dentistry’s advertisements on Facebook and Instagram

- This study is working with a specific target audience developed specifically for

JLM Dentistry

- This study only covers five months of data and reports for JLM Dentistry’s

advertisement campaigns

b. Delimitations

- This study relies heavily on quantitative data provided by Reisender Media; a

social media marketing company that generates and disseminates all of JLM

Dentistry’s advertisemnt campaigns

- This study only works with Facebook and Instagram because they are owned by

the same company and their engagement KPIs are measured the same
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F. Importance of the Study

Social media marketing is vital in today’s flooded market. Social media not only allows a

business or individual to reach people from around the world but it is also allows you to

understand your audience. With every post an individual or company can target a specific

audience and cater to their specific interest. The top four major social media outlets that offer the

most targeted engagement opportunities are Facebook, Twitter, Instagram, and

LinkedIn(Mangold & Faulds 2009). The use of such platforms especially for small businesses is

important when sixty-eight percent of American adults are on Facebook; among 18-24 year

olds-- 71% use instagram and 45% use twitter. The purpose of this study is to analyze the

effectiveness of social media advertisements over time; why some campaign advertisments and

post receive may be very successful at developing leads and why others may not over time. The

conduction of this data analysis will help JLM Dentistry know where their strengths and

weaknesses of social media marketing lie and at the conclusion of the data analysis

recommendations will be made and organized according to feasibility and importance to JLM

Dentistry.
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Chapter 2: Literature Review

With more than seventy-seven percent of Americans on social media and the age of DVR

and Netflix social media advertising a brand has more to lose if they do not market on social

media than if they do. Over the past few decades these has been a major shift in digital marketing

from mass media advertisements to specific target audience advertising; which allows you to

curate a specific advertisements catered to a specific type of person whether it be based off of

their location, age, race, or activity on social media. The power of social media advertising was

evident in America’s previous presidential election; especially in Trump’s campaign on

Facebook. During the race ​Parscale, Trump’s digital media director ran over 50,000 variations of

Facebook advertisements every day (Wong, 2018). Taneja et al. (2014) postulate that it is

especially important for SMBs (small to medium size businesses) to take into consideration that

their choice of social media platform depends heavily on their marketing objectives in order to

maintain a competitive advantage in their niche. This study reported 3,800 SMBs reported an

average 85% increase in exposure and a 69% increase in business traffic with the most

advantageous use of social media platforms and marketing (Taneja & Toombs, 2014).

In regards to a brands selection of a social media platform Voorveld et al. report (2018),

in a study of predictive advertisement effectiveness and media engagement, Facebook scored the

highest in dimensions of social media interaction and topicality where as Instagram scored high

for topicality, quick dispersion of information, passing of time. Regression analyses were

conducted for every major social media platform to observe the the relationship between total

engagement score and advertising evaluation. Results only display a significant relationship

between the total engagement and advertising evaluation for Facebook ( β = .122, ​p ​= .02).
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Voorveld et al. note that not only are all social media experiences platform unique but so is

advertising.

Facebook and its affiliate, Instagram, allow businesses to target specific audiences,

re-target, collect leads, and save money. Damien Henning and his produce Shape Flexer are

examples of the efficiency Facebook advertisement campaigns offer. June of 2017 Henning

launched a 60 day advertisement campaign and raised $247, 564 far surpassing the goal of

$35,000 (Breedlove, 2017). Although advertising is commonly associated with negative

attitudes when they are relevant and carry positive messages it can be more effective than

advertisements that carry unfavorable or controversial content (Hahn, 2016).

Not only does a business’ presence on social media increase brand awareness, if

followers enjoy content posted customer loyalty and trust increase as a result. In a case study

with Nestle UK; Mount and Garcia Martinez (2014) report that the company observed an

increase in brand awareness among 18-24 year olds with its social media ad campaign for Kit

Kat. According to Momamy et al. (2016) study there is a strong positive correlation between

online marketing frequency and brand awareness; as well as online marketing frequency and

online sales. However, brand awareness benefits are 27% stronger than the benefits of online

sales. Consumers do not regularly make purchases from any business; consumers buy from

brands that have gained their trust to a certain degree. The conceptualization of this idea is

separated into four major ideas: (1) creating and posting online content that is relevant to

consumers; (2) brands relinquishing some degree of control over content so that it becomes

sharable, and even modifiable, among friends; (3) engendering a sense of online community

among customers; and facilitating conversation rather than delivering one-way marketing
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communications (Parent, Plangger, & Bal, 2011). Companies must determine the objective of the

social media platform must be defined as well; ​they must determine: (1) Is it that their

organizations are new and they are trying to get visibility and earn credibility? (2) Is it for public

relations? (3) Are they trying to position their organizations in the market for the purposes of

branding or promoting their products and services? (4) Is it for networking with similar

businesses and people and building community? (Pliska, 2012)​.

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Chapter 3: Collection and Treatment of the Data

A. Data Needed
Total engagement KPI data measurements such as reach, impressions, leads, cost per lead, click

through rate, and lead conversion rate for the two JLM Dentistry ad campaign. All data stated

above will be obtained from Reisender Media.

Table I. ​General Whitening Ad Campaign-Facebook

Reach Impressions Leads Cost per Lead Click

Lead Conversion Through
Rate Rate

June

July

August

September

October

​Table II. I​ nvisalign Ad Campaign- Facebook

Reach Impressions Leads Cost per Lead Click

Lead Conversion Through
Rate Rate

June

July

August

September

October
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​ eneral Whitening Ad Campaign- Instagram

Table III. G

Reach Impressions Leads Cost per Lead Click

Lead Conversion Through
Rate Rate

June

July

August

September

October

​Table IV. I​ nvisalign Ad Campaign- Instagram

Reach Impressions Leads Cost per Lead Click

Lead Conversion Through
Rate Rate

June

July

August

September

October

B. Research Methodology
a. This quantitative and observational approach are proposed to develop future

recommendations for the length and time in which ad campaigns are launched. The

sample size both ad campaigns will vary by month but parallel forms reliability tactics

will be used to ensure reliability. In this case different versions of an assessment tool,

versions that measure the same skill, will not be implemented multiple times onto the
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same population however they will be implemented on like populations using Facebook’s

lookalike audience factor. Formative validity is high because Reisender media is

delivering data taken by Facebook, organizing the data and reporting it to JLM Dentistry.

The components collected from Reisender Media will accurately aid in the observation of

how engagement for ad campaigns change overtime.

C. Treatment of Data
FSP1- ​Why is social media marketing important for small businesses?

Leads and lead conversion rates for each month are the measurement of FSP I because they

generate new patients for JLM Dentistry.

FSP2- ​ How is the effectiveness of an ad campaign measured?

The effectiveness of ad campaigns will be determined by (# of leads)/ (reach) for each month and

the cost per lead for each month. In order to determine the effectiveness of an entire ad campaign

add the figures collected from (# of leads)/ (reach) for each month and take the average. The

t-test will be used to determine if the differences of the averages is significant at a 5%

significance level.

ASP- ​How do engagement key performance indicators of JLM Dentistry’s Facebook and

Instagram ad campaigns change over time?

For each specific ad campaign reach, impressions, leads, cost per lead, click through rate, and

lead conversion rate trends will be plotted on time series graphs. Time series graphs comparing

data will be made to compare the Invisalign ad

campaigns made on Facebook to the campaign on

Instagram and compare the General Whitening ad

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campaign made on Facebook to the campaign on Instagram.

D. Qualification of Researcher and Assistants

Researcher has completed previous research and data collection studies. Moreover, the

researcher has conducted in depth secondary research on social media marketing and

preparation. The researcher’s mentor, owner and DDS, will maintain oversight with data

processing and collection

E. Timeline

a. In order to begin data analysis June-October ad campaign reports will be requested by

my mentor.

b. In the first week of data collection all necessary data from Reisender Media will be

transferred into Tables I- IV. Data for FSP I will be transcribed and analyzed. Next FSP2

data analysis will be conducted.

c. Next data analysis for ASP will take place. Time series plots will be created for reach,

impressions, leads, cost per lead, click through rate, and lead conversion rates comparing

the data for Instagram and Facebook.

d. Determine whether the data supports Hypothesis I and Hypothesis II

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F.

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