emeric ernoult

Facebook Ads: Can They Promote

More Than Just Likes?

I wish I was advertising in Eastern Europe…

All markets are not equal

• In Eastern Europe, if your CTR is above 0.2% and your CPC is below 5 cents, you can use Facebook Ads to sell products directly, and at a profit

• In Western Europe or the U.S., if your CTR is below 0.05% and your CPC is above 50 cents it may be a different story

If you are advertising in North America or Western Europe,

promoting more than likes will require some creativity

Creativity that leverages all available Facebook tactics,

not just ads…

Case N°1 : leverage OpenGraph

Case N°1 : leverage OpenGraph

• I want to launch a new contest to gain more fans

• My last campaign cost me €2 per fan

• Can I get a better cost per fan?

• Our answer: you don’t need a better CPF, you need more clients and more exposure for your products!

The brief

• €25,000 for purchasing ads

• € 10,000 for everything else

The budget

Case N°1 : leverage OpenGraph

Case N°1 : leverage OpenGraph

Case N°1 : leverage OpenGraph

Case N°1 : leverage OpenGraph

13,436,832 impressions1,750,000 video views

• 93,000 « product fans » for free!

• 13,400,000 views on Facebook

• 1,750,000 views of promotional videos

• 16,000 clicks back to the site

• Within 3 months, €45,000 in sales directly attributed to these clicks, probably (a lot) more indirectly…

The Return on Investment

Case N°2 : leverage Apps + newsfeed

Case N°1 : leverage Apps + newsfeed

• Every year, we need to remind the decision makers in our country that housing is a priority

• Last year we launched a petition and used traditional media to get signatures (magazines, billboards, TV ads, etc.)

• The cost per signature was €1.3. We want more signatures but are limited by our budget (same as last year)

• Our answer: leverage Facebook’s viral power and the newsfeed as a free interactive communication channel

The brief

• €40,000 for purchasing ads

• € 15,000 for everything else

The budget

Case N°1 : leverage Apps + newsfeed

Case N°1 : leverage Apps + newsfeed

Case N°1 : leverage Apps + newsfeed

Case N°1 : leverage Apps + newsfeed

• 155,000 total signatures

• 75,000 signatures directly attributed to Facebook

• Half the cost per signature (€0.75) than the traditional media cost (€1.5)

• All that, plus an additional 210,000 new fans…

The Return on Investment

Next: identify potential ambassadors / donors

contact@agorapulse.com - France: 17 rue Réaumur 75003 Paris

USA: 2170 Main Street, Suite #401, Sarasota, Florida 34247

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