We’ve experimented with Facebook Advertising campaigns a number of times over the past six months with mixed results. I’ve posted about them twice before:
1. Facebook Ads and How they Compare to Google Adwords – 31st October 2008 – blog post here
2. Latest Facebook Ads Campaign – 10th February 2009 – blog post here
The conclusion from those campaigns was that the demographic targeting was great, the number of clicks and traffic we got was good but conversions to sales were poor. The reason is that it takes a lot to persuade a Facebook user to change from Facebook engagement mode to buying mode.
This time I used a Facebook ad to direct users to our Facebook Fan page with the purpose of getting new visitors to signup as fans. It was run to coincide with a voucher giveaway which was running on the Facebook page – to be drawn from all fans on March 31st.
Here’s what the ad looked like:
And here’s the stats: I started the ad campaign on March 26th:
March 26th – 13 clicks – 5 New Fans
March 27th 13 clicks – 5 New Fans
March 28th – 13 clicks – 1 New Fan
March 29th – 12 clicks – 1 New Fan
March 30th – 12 clicks – 3 New Fans
March 31st – 11 clicks – 10 New Fans.
Overall: 74 clicks, 25 new fans, Total cost $15.05
Of course not all new fans over this period can be attributed to the Facebook Ad. It’s a failing in the Facebook page insights (analytics) that they don’t show the source of the new fans i.e. whether they came from the ad, from the PuddleDucks site or from any other referrals. We did get a great referral from Damien Mulley’s blog on the 31st March which would have resulted in a number of the new fans for that day.
So overall I think it was worthwhile spend of $15. I might do it again to sign-up more fans the next time we are running a prize draw on our Facebook page.