Optimizing Digital Marketing for 92% Higher Results
Digital marketing has been a boon for mRelief—we have managed to reach people who are eligible for SNAP with prolific impact. We increased our SNAP enrollment rates by 44% between the winter of 2018 and spring of 2019, primarily thanks to proactive and cultivated digital marketing efforts.
On Facebook, where we’ve seen our greatest success, we’ve also seen our most robust optimizations take effect. Our enrollment rates last year compared to our rates now can be attributed in part to a number of well-tested creative and strategic changes.
Take, for example, these two ads.
Both ads ran in Florida, so only people who live in Florida were eligible to see them. The ad on the left ran for a month in December, the ad on the right ran for a month in April. You can see that we switched the messaging from the top of the ad on the left to the bottom of the ad on the right. We also changed our images to reflect grocery shopping, rather than a cooked meal, to match the text change we made in our ad on the left.
How do they stack up? The ad on the right cost 28% less and produced 92% higher results than the ad on the left, meaning much higher enrollment rates. We can deduce that images of bright produce are appealing to the people we are trying to reach. The resonance of this imagery could be partially attributed to the success of SNAP Educational Nutrition programs in recent years. We also learned that naming the potential value people can receive from the SNAP program gives them a better incentive to check their eligibility and take the first step towards applying.
