Advertising on Facebook
A few weeks ago we ran a 150$ Facebook ad campaign/experiment. The results were enlightening. Here are some of the insights in no particular order:
1 - The click-through rate on nearly a million ad impressions was 0.02%. I'm told that's comparable to Google's content network.
2 - The average CPC we paid was 0.87$ and the average CPM 0.15$
3- I liked that fact that the text ads could include an image.
4- When setting up an ad the expected demographic targeting is there plus the keyword/interests targeting. What was fascinating though is when you target by company name you can see how many people from that company have FB accounts.
5- The more targeted our ads were the lower our average CPC (head scratch) was and as expected the CTR and CPM averages were higher. One ad had a 3.5% click-though rate. Here's the ad copy in case you're wondering (targeted at people who work for Wynn Resorts) with a click through to this page:
Granted this was a small experiment with a low daily max and a CPC bid never higher than 1.02$. The hyper targeting is really cool but with hyper targeting comes hyper ad creation. Managing all the ads and their copy (strict rules regarding CAPS and punctuation) and appropriate landing page URLs is pretty annoying but well worth it.
