Social Media Advertising, Reporting and AnalysisDelta Dental
Reaching and Engaging with Federal Employees and Veterans
Background
After working with Delta Dental on some small communications projects, Slice Communications was approached by the insurance giant’s head of digital marketing to help with a series of social media ad campaigns. The initial charge was to traffic, monitor, optimize and report on their plans that targeted federal employees and veterans.
Campaign Management
While the initial strategy was conceived by Delta Dental based on their past campaigns (and with restrictions relating to federal plan promotion), Slice was given the opportunity to interpret the weekly results and suggest adjustments that could improve the overall campaign. We set up a tracking spreadsheet that allowed the Delta team to see week-over-week performance measured against healthcare/insurance industry benchmarks. We sent the results every Monday with commentary on the previous week’s performance, and at the campaign conclusion provided a comprehensive summary of metrics. Included in this was the data from Meta and LinkedIn, as well as numbers from Google Analytics and Adobe Analytics to provide context for the consumer purchase path. We presented this report to the larger team, answering questions and providing suggestions for future campaigns and benchmarks.
- 31m impressions
- 231k post link clicks
- 6.6m video impressions
The Work Continues
The Delta Dental team were appreciative of our candid and comprehensive monitoring and reporting of the campaigns, and we enjoyed working with a client who was open to collaborating with us to help improve performance. So when they asked us to plan and deliver ads on Meta and Tiktok for their Direct campaigns, we were more than happy to help. As there was more flexibility with the delivery of this campaign, we could work with Delta to make more adjustments on the fly and work toward greater click-though-rates and lower cost-per-clicks. At the campaign conclusion, they asked us for – and accepted – a proposal for an “always on” strategy on Meta and Linkedin, which we executed in the latter half of 2024.
